Tyler Florence: Tyler's Ultimate

By JULIETTE ROSSANT Let's catch up with Tyler Florence. The last Superchefblog spoke to him, his 2006 schedule included: Bar Florence - a restaurant opening in New York Tyler's Ultimate - a new Food Network show (old title, newly relaunched show), which premiered in May 2006 Tyler's Ultimate: Brilliant Simple Food to Make Anytime (Clarkson Potter 2006), which came out just this month As it turns out, Bar Florence is now scheduled to open in 2007, but what's new about delaying the opening of a restaurant? Besides, Tyler has been busy with other projects like a short stint as Rocco DiSpirito's replacement on WOR's Food Talk -- only to be replaced in turn by Mike Colameco. Radio pales when compared to the Television exposure he's been getting for the past few weeks as consulting chef to fast casual giant Appelebee's. Four of Tyler's dishes were introduced at Applebee's around the country in September with more to come under his Huge Flavor slogan. There are shades of Todd English in Tyler's career. Todd consulted to Long John Silver's (see Super Chef, p. 210), while both chefs share a passion for Provencal and Mediterranean cuisines. The list goes on. Ultimately, what is Tyler Florence all about? What does "ultimate" mean for Tyler? Here are his words after a trip to southern France: That summer was an experience of the "Ultimate" in pleasure for me -– a state of mind about feeding myself and my friends and family well and enjoying simple pleasures over and amazing meal. This book is an expression of all that in recipes–the ultimate in delicious simple home cooking, the ultimate in accessibility, the ultimate in translating food from around the world –- from restaurants, from homes, from street food -– into a dish you can put together in a reasonable amount of time in your own home with ultimate confidence that you are going to knock it out of the park. (p. 9 -- bold added for emphasis) That is a huge definition that promises a full flavor bite. If he can keep the word associated with his name, he may wind up a a powerful, three-syllable, one-word brand concept. Ooooooo, so ultimate! Once the moment of hype is past, let us consider: what is this cookbook about? Photographs come first. The cover depicts a shot of Tyler, beclad in purple shirt and casual stubble, in the act of slicing purple eggplant in his kitchen while smiling -- perhaps to unseen friends. Lo and behold, the photo opposite the title page shows Tyler with friends laughing around a dinner table in a loft. The dedication page of Tyler and son Miles looks more like a Gap ad. Are these photos about food? No, there are about lifestyle. Recipes come second. Of course, they play second fiddle to rich, full-page photographs by Petrina Tinslay -- mostly finished dishes, none about technique. Presented in pots and frying pans, on cutting boards and everyday serving platters and dishes, the food screams "Homemade!" and should make for memorable meals. "Ultimate" seems to be all about the relaxed, easy lifestyle all young Americans crave (that is, the lifestyle which lifestyle product marketers wish them to crave). It is a theme of the Food Network. As a whole, the recipes are clever, professional takes on standards, but -- ultimately -- besides including "Ultimate" in a number of recipe titles, there is little in this cookbook that bespeaks creativity. Mind you, every cook should know such good recipes, even if the beautiful photographs do not leave much room for them. This is a handsome book with useful recipes, some even clever. But is this "ultimate"? Ultimately, one thing is for sure: Tyler is in the midst of many a male's ultimate dream -- scheduled to co-host The Food Network Caters Your Hawaiian Wedding with -- easy, guys! -- Giada De Laurentiis, scheduled to air April 7, 2007. Book details: Publisher Amazon.com Barnes & Noble Press release: Applebee's Previous articles: Tyler Florence: New Year's Buzz Christmas Coffee: Tyler Florence & Senseo Tyler Florence: Eat This Book "F" is for..."Rocco"? Video Killed the Radio Star: Can Radio Resurrect Rocco DiSpirito? [Cookbook Reviews - complete] Technorati Tags: superchefblog, Juliette Rossant, super chef, celebrities, chefs, food, restaurants, cooking, branding, cuisine, blogging, food blogging, cookbooks, cookbooks superchefblog --> back to superchefblog