Waking up to a new breakfast idea
The idea for the Hash concept came about when Bill DeSoto, executive chef at The New York Times with Restaurant Associates, put on a “brunch for lunch” chef’s table, serving corned beef hash topped with two six-minute eggs and lemon hollandaise sauce. He developed this idea into the framework for a new concept, Hash.
“The first time I did it, we sold 125 portions in less than two hours,” DeSoto says. “Then I developed the vegan hash and tested it as a full station at a grill on Fridays.”
Restaurant Associates sees the Hash concept as a way to increase breakfast check averages, since breakfast is a slower daypart at most corporate cafés. Stations that are closed down during breakfast can become Hash as a way to grow business.
At Harvard Business School, the dining team turned the Hash concept into a special breakfast chef’s table.
A high-quality choice
Housemade hash is made with fluffy, yet crispy, red-skinned potatoes, high-quality corned beef, duck, pork or seasonal veggies. Then come the eggs and sauces.
At Harvard Medical School’s Courtyard Café, the Hash concept extends into lunchtime.
Hash it your way
Since Hash entrees are made to order, everything is highly customizable, with choices broken down into the categories of type of hash, style of egg (six-minute, fried or scrambled) and then all the colorful veggie sides.
Happy desk breakfast
Feedback from an employee at Legg Mason Tower (an office building in Baltimore’s waterfront) who brought the corned beef hash with fried eggs back to his desk was very positive: “The hash itself was delicious and I really liked the fact that you used actual corned beef (not the canned stuff,”) the customer wrote in an email. “Homer cooked the eggs perfectly…yolk slightly runny so it oozes down into the hash and the asparagus and tomato were delicious and beautiful.”
That Friday feeling
The Hash concept is versatile, as shown here in a sandwich-bowl hybrid. At a few corporate accounts, Hash is rolled out Fridays during the summer with virgin bloody marys and mimosas.