By Anna Klainbaum - December 2018
Walking through McCormick & Company’s Culinary Innovation Center is to experience the 130-year old company’s vision of the future of food and beverage research and development. A vision that incorporates the latest science, technology, collaboration and a bit of storytelling.
The center opened in the spring of 2017, seven months after renovation began. “This was an opportunity for us to be smarter,” said Gary Patterson, CEC, executive research chef and director of culinary science for the Hunt Valley, Md.-based company. Chef Patterson led the development of the new center. “As we were designing it, the intent was to create something better than anything else out there,” he said. “I wasn’t looking to do what anyone else was doing today…I’m looking down the road.”
Initially, the project’s budget covered infrastructure upgrades like improved drainage, data lines, and the HVAC system. But the chef had bigger ideas for the 3,000 square foot space and sold management on his plan for what he calls the "Kitchen of the Future” — a space that could inspire the company, and its customers, for years to come.
A food-first approach is part of McCormick Chief Executive Officer Lawrence Kurzius’ strategy for the company, so the pitch to invest heavily in an innovation center aligned with his goals for the company that manufactures, markets and distributes spices, seasoning mixes, condiments and other flavor products to the food industry, from retail outlets to food manufacturers to foodservice. The company is known for its red-capped brand of spices, but also owns such brands as Zatarain’s, Lawry’s, Thai Kitchen, Stubbs and Old Bay, and recently acquired Frank’s RedHot and French’s mustard, adding to its portfolio of regional and global fl avor profiles.
“We are a global food company and Lawrence saw this center as a great way forward to show a point of differentiation,” Chef Patterson said.
The business of innovation
By investing in next generation culinary technology and creating a work environment that fosters collaboration, McCormick has created a place that aligns well with evolving customer needs. The upgraded foodservice equipment and a suite of audio-visual components help the team connect on-demand with internal and external customers. The center provides a space for collaboration, blue sky thinking and rapid prototyping.
“When you see an infrastructure that’s been put in place, it gives the customer confidence that one, you understand their business, and two, you’re committed to finding solutions that are relevant to them,” said Brian Jorgensen, McCormick’s marketing manager for category and insights. By extension, it accelerates the product/project life cycle a little because they can see that you have a commitment to strategy and the resources in place to enable their growth.”
Chef Patterson's team works to ensure they’re effective partners to both internal and external customers. The renovated center was designed to reflect that philosophy. “We project a positive, optimistic, enthusiastic approach to everything we do. That has created an environment where people want to share,” he said.
“As a result of increasingly sophisticated consumer preferences and higher expectations of the taste experience, it is now in vogue throughout the industry to have culinary engaged in the product development process,” he said. The chef explained that culinary has always been an intrinsic part of the development process at McCormick. “Our new culinary center brings new energy and technology to our long-standing collaborative flavor creation process and ensures we are able to help our customers succeed in a rapidly evolving market.”
“I’ve got the same culinary team that was here before…but at the end of the day, yes, we could have done this work with the old kitchen and people would have said, ‘You have amazing chefs,’ and that’s what they would have walked away with,” Chef Patterson said. “But we’re not the story. McCormick is the story.” Having led culinary teams and restaurant openings for The Walt Disney Company for 22 years before joining McCormick in 2010 and understanding the fit and finish of a space, the chef had the experience to design a world-class kitchen and apply a storytelling aspect. “Culinary gives our company the ability to convey a message through food,” he said. “We do tell a story every time we make a meal…What’s the purpose? How does this inspire? I make sure we’re always trying to convey a message.
Tools for tomorrow
What does the kitchen of the future look like? McCormick’s center has three kitchen spaces: the innovation kitchen, where core cooking happens; the Kitchen of Tomorrow, which features cutting-edge tools and a mini-greenhouse; and the demonstration kitchen, outfitted as a conference room with the latest audio-visual equipment. Plus, there are four supporting areas: a mixology bar; a traditional meeting room that can open to the demonstration kitchen; a video technology room; and the dish/storage room.
The new center has the same footprint of about 3,000 square feet as the original center, but Chef Patterson was able to increase the usable square footage by about 40% with a few design tricks. The previous space housed desks and a 20- by 60-square foot dry storage area with standard rolling metro-style ventilated shelving. Because he couldn't gain more fl oor space, he focused on maximizing the footprint vertically.
“We were able to tuck that [storage area] away so that it’s still centrally located to the kitchen, but not right in the center of it,” he said. Now a compact 12- by 10-square foot space houses a Kardex brand elevator storage system with vertical, rotating storage.
He found a like-minded partner in Electrolux, a company that invests a portion of profits back into R&D. “It struck a chord with me that I could build a relationship with them so that as they create new technology, we would have a connection with them.”
Overall, the center is home to an induction
suite (the chef believes the energy-saving technology will have higher consumer penetration in the future), an aqua cooker for sous vide-cooking techniques, a pressure braiser that reduces the time to make stock/broth, a refrigerated centrifuge and a rotary evaporator. McCormick is exploring other technologies, as well, including 3-D printing.
“We used to say that baking is a science and cooking is an art. Well, it’s all science. If we can take that precision cooking and create recipes that can be very precise...We can create recipes for them that they can execute on. I can write a recipe that anyone can reproduce — with the same technology and equipment.”
Within the same building as the innovation center is where “everything R&D within McCormick US happens." The company’s seasoning labs, sensory labs and a consumer-facing kitchen are an elevator ride away.
“The Culinary Innovation Center is part of a tool kit, if you will. Culinary is not the end all be all, but it’s part of a larger painter’s palette. It takes all of it to make the whole thing work well together.”
“It’s not easy being a global company,” Chef Patterson said. “You’ve got to lay a good foundational groundwork. It takes time to find those winning ways of working.”
With research chefs based throughout the world, he is constantly wondering how the team may better connect globally. For both external and internal customers, he feels physical presence should not be a barrier.
The center’s video system features an integrated Tricaster brand system for live broadcasting and video conferencing that allows for cooking demonstrations and consultations regardless of time and travel hurdles. While some video tech support is required, the amount is significantly decreased and allows the team to reach their audience quickly.
“Ultimately that kind of technology is going to help us stay better connected,” he said.
Large monitors make it easy to stream or share content with others on demand, and tracking cameras can follow a chef around in the kitchen, keeping the chef in the frame of the camera at all times. “The intent is to be able to connect not just with our global culinary team, but to be able to connect with customers who are coming in to work with us. If their team can’t come in or it just doesn’t make sense from a financial standpoint, they can still participate.”
One way the culinary team works to inspire customers is through the company’s annual trends report, The McCormick Flavor Forecast, which has been published since 2000. The report has traditionally existed as a combination of print materials and presentations supported by in-person cooking demonstrations, but with the new video system Chef Patterson’s team can offer live feed demonstrations that show off the chefs’ personal excitement for the trends regardless of physical limitations.
“It connects all of the dots and it makes it real. At the end of the day that’s what it truly does,” he said. “My team just really enjoys cooking, creating and inspiring what the next new big thing is, whether that’s for a customer or that’s through trends associated with the Flavor Forecast.”
The center’s core culinary team has embraced the inspirational mindset. Rachel Gooding, research chef, designed custom dishware for the center; Andreas Pias, CRC, senior research chef/culinary nutrition guides the most innovative projects in molecular gastronomy; and Len King, senior research chef, CEC, CRC, helps to translate what is happening in the center to McCormick’s customers.
“My team has the best job, because what we do is we set the stage for the rest of our business to be successful,” said Mr. Patterson. “It really gives us a broad reach as far as being a global flavor company.”