Mark Birnbaum-Perfection- The Key to success in the fine dining business!

Undoubtedly, today the fine dining industry still continues to reach great heights of success. But establishing a business in this field requires a passion for perfection, and an eye for talent.

Everything that is required in fine dining must essentially be taken care of like; ambience, quality of services, and the way food is prepared & served.

However, to redeem such quality of services and food; restaurant owners need to invest a lot of money, because setting up this kind of business is a challenging task.

A huge investment is required to get started in the fine dining business. This also means, having to hire the best in fine dining personal and the purchase of a lot of expensive furnishings and supplies, and much more. However, this task is not complete even after the investment. Rather, it is just the beginning.

Once you have all the right resources and people, you need to ensure that everything is going according to plan. Be it the quality standards, timeliness, or anything else for that matter, everything that has been planned, must be adhered to.

One famous entrepreneur, who has made it big in the hospitality industry, is Mr. Mark Birnbaum.

He is a popular name in the hospitality industry. He has taken this industry to higher levels, with his charismatic personality, hard work, and his passion for perfection. Follow us on instagram and facebook for more updates.

THIS WEEK AT FINALE

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The strength of the EMM group

What is the best place to hang out at?

We always tend to know the answer to that question, at least as far as our own town is concerned, but do we really know why? Well, it always comes down to good food and great entertainment.

It’s not unusual for people to travel miles, just for that one serving of sushi, which they won’t find anywhere else, except at that particular restaurant or sports bar.

Keeping that in mind, imagine a chain of restaurants, nightclubs, hotels, and lounges all over the country, with hundreds of signature dishes, the best of ambience and to top it all off, first-rate entertainment.

Does such a chain deserve anything less than a golden medallion wrapped in red ribbons with a white fern on each side? Ok, this sounds a bit exaggerated, but really the EMM group, which was founded by Mark Birnbaum is just that good.

There’s always a star struck atmosphere at any of the EMM group venues. Because of the lineup of elite musicians performing and the keen emphasis laid on the entertainment of the in house guests, places like; Finale and Jazz Room are always buzzing.

In addition to great gourmet food and special entertainment, what makes Mark’s brainchild such a valuable entity in the world of hospitality is how it is well facilitated and well-functioning in all aspects of the entertainment industry.

Mark Birnbaum- A Victorious Businessman and an Active Donor

Mark Birnbaum, the dedicated partner of EMM group, has done a lot for converting the Meatpacking district into one of the most popular places of United States of America, which now has a lot to offer to those who love parties and the night life.

Mr. Birnbaum, along with his partners has established numerous restaurants and night life centers, which offer top class services to its customers.

Interestingly, these night life centers are not only popular among Americans, but have grabbed the attention of famous personalities from all over the world.

Aside from this, the Forbes magazine has titled Mark Birnbaum as New York’s King of the night life, because of his major contribution to the hospitality business.

Hundreds of employees work for the EMM Group. The entire EMM Group is working with sincere dedication and effort in order to reach new heights of success.

Along with being a successful businessman, Mr. Birnbaum is also an active donor who has donated huge sums of money to many charitable organizations.

The 2nd Annual Olevolos Project Cocktail Brunch Party at The General Huge Success

The Second Annual at cocktail brunch party for The Olevolos Project at The General was a huge success this weekend. Mark Birnbaum, Eugene Remm, and EMM Group couldn't thank everyone enough for coming out and showing their support. Bryan Greenberg played host for the event that played host to a number of great guests.

For those who are not familiar with The Olevolos Project: 

The Olevolos Project is a 501(c)3 not-for-profit organization benefitting orphans and disadvantaged children from the Olevolos Village of Tanzania, Africa. We believe all kids have a right to meet their full potential, regardless of their backgrounds. Our mission is to develop young leaders through excellent educational programs who can become role models for future generations.   

The Olevolos Project partners with Usa River Academy, an elite private boarding school outside of Arusha, to offer students the highest quality educational opportunities. Our scholarships to Usa River Academy cover all educational and living expenses. The school is dedicated to inspiring a passion for learning and developing the attitudes, skills and knowledge that will enable all students to maximize their potential as positive responsible participants in our society and global community.

The event was for a great cause and Mark Birnbaum and EMM Group are looking forward to hosting more events like this. If you're looking to make a donation, don't hesitate visit http://theolevolosproject.org/.

The Jazz Room at The General Continues to Thrive

The Jazz Room at The General continues to host stand out acts and play host to a number of esteemed guests. The recent weekend, music sensation Sting stopped by to support his daughter Mickey Sumner who was in attendance for the "Missed Connections" screening that was taking place.

In case you're not familiar with The Jazz Room at The General, Mark Birnbaum explains that it's an extension of The General's 300 sear Modern Asian restaurant in downtown Manhattan at 199 Bowery. The Jazz Room does accept reservations as part of early seating that begins at 7pm or late seating starting at 9pm.

New York's Serious Eats Chats with Thiago Silva

Thiago Silva has been rather busy as of late. Not only does he run a cereal-inspired doughnut section at EMM Group's The General, but he's also busy plating up delicious warm cookies at Mark Birnbaum and EMM Group's restaurant, CATCH. New York's Serious Eats recently sat down to chat with Thiago to catch up. Here's a great excerpt from the interview below:  

Does your heritage play into your menu? I feel like I put a little of me in everything. I don't think it's necessarily noticeable but I always try to put a little Brazil into my desserts.

Like where? Like the sticky coconut cake at The General. Coconut's a big thing in Asia but it's also big in Brazil, and I use the same soak that I use in my Brazilian cakes. Sweetened condensed milk is in Brazilians' cabinets everywhere and I love to use it. You can't go wrong. Even the custards in the doughnut are Brazilian-style custard that I used to do when I was little.

What, to you, is the most important thing about knowing how to cook? It's just so gratifying. Not only when you've had a rough day and you make yourself something but also when you do that for your family or a friend—they come home and are miserable and you see how much better it makes them feel. No matter what happens, or how bad life is, people always want to go out and eat. It's just something that you have to be able to know how to do—to cook for people and see how they feel, how gratifying it is. I think if you're a chef, that's why you do it—it's a lot of hard work, but it all pays off. I just want my son to eat everything.

In case you were wondering what some of the delicious pastry's look like that Thiago puts together, below are a few photos. And yes, they taste just as good as they look.

Sticky Coconut Cake at The General: coconut water sorbet
candy pineapple, mango sauce, candied pistachios

Banana Brûlée Split: Raspberry Bombe, Gianduja Bombe, Cookie Dough Bombe (at Catch)       

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BlackBook recently caught up with esteemed chef, Thiago Silva – the 28-year-old Brazilian executive pastry chef behind all of EMM Group’s restaurants. Check an excerpt from the interview below:

At The General, the doughnut doesn’t stop there; the Bowery spot has become known for Thiago’s most nostalgic, breakfast creation: cereal-topped doughnuts. Yes, doughnuts topped with Fruity Pebbles, Cocoa Puffs, or Cinnamon Toast Crunch, and filled with their respective cereal creams. “A lot of people think I was high when I came up with the idea,” Thiago says. “But I wanted a breakfast item, so I combined my favorite breakfast cereals with my really great doughnut recipe.”

The doughnut recipe is another wildfire idea Thiago’s concocted that’s become EMM Group’s top-ordered dessert across all their restaurants. On the sweets menus of their spots CATCH NY, CATCH Miami, Lexington Brass, and Abe & Arthur’s, you’ll find one signature doughnut. For CATCH Miami, it’s their key lime doughnut. At The General, it’s green tea. For the rest it changes, with flavors like pumpkin and peaches and cream.

While the food isn't the only thing that keeps folks coming back to Mark Birnbaum and EMM Group's establishments, it's one of the big selling points. Just check out the press section of the EMM Group's website and see for yourself.

And if you could put together any combination of doughnuts and cereal, what would it be?

The General Launching Brunch This Weekend

Fruity Pebbles inspired doughnuts at The General

Starting this weekend, April 20 The General will be serving a full brunch! Aside from the amazing doughnuts that Mark Birnbaum's The General serves up, folks will now be able to sit down to delicious breakfast dishes such as Peking duck hash and eggs, fried chicken & waffles with truffle honey, and Asian-inspired bloody Marys.

Brunch will be served starting at 11:30 a.m. in the restaurant's front café space, which will be opening up its glass doors for the warm weather as spring approaches.

The General's kitchen has Top Chef Season 3 winner, Executive Chef Hung Huynh, at the helm and is open 7 days a week. Aside from the addition to a delicious brunch, the restaurant offers a wide range of dining experiences for the local clientele.

If you're looking to get in early on the new experience, The General does accept reservations and usually accommodates on a first come, first serve basis. For more information don't hesitate to visit the EMM Group's website.

Mark Birnbaum's The Jazz Room at The General

The Jazz Room at The General Hosts Marie Claire Magazine

This past Monday night, The Jazz Room at The General hosted the Marie Claire April Issue party with cover girl Olivia Wilde. Guests were nestled at the Bowery staple and enjoyed dishes prepared by “Top Chef” winner and Catch executive chef Hung Huynh. The kitchen turned out a number of Asian fare dishes that included a number of contemporary twists. Dishes ranged from light and creative sushi rolls to updated versions of Chinese classics like Peking duck and hot and sour soup

Also in attendance were Kristen Wiig, Norah O’Donnell and Ari Graynor.

The events continued last tonight, as The Jazz Room at The General launched its new Tuesday night party, which featured music by Dalton and performances by La Dolce Vita. 

The newly inspired Jazz Night was brought to guests by Mark Birnbaum. Those in attendance not only enjoyed the great music but the relaxed ambiance along with great food and drink. The new late night feature will be a continuous running show throughout the summer and into the coming months. Guests can also call 212-271-7101 to make reservations in advance. You can visit EMM's Facebook page to learn more about the Tuesday night gig or check out The General's website here. 

And in case you have any second guesses, here's what the New York Daily News had to say about The General - "Creative presentations stand out in both savory and sweet dishes, including a dessert of cake and sorbet molded into the shape of a coconut and brushed with chocolate.

Drinks such as the Diana Prince, made with Belvedere vodka, kiwi and lime, are carefully crafted and served from an oversize rectangular bar surrounded by high-top tables and comfortable banquettes, in an effort to make the cocktail experience just as special as the dining."

The General Combines Restaurant, Cocktail Lounge and Bakery

The 'nightclub alternative' is latest operation from EMM Group, owners of Catch and Abe & Arthur's

Have you ever been to a place where you'd be able to get great pastries, a delicious lunch and also be able to come back for a cocktail a little later on if your heart so desired? Well, if you're in the Bowery area now you can! EMM Group and Mark Birnbaum's most recent opening of The General is a modern mecca in the heart of Bowery.  

With Top Chef Season 3 winner, Executive Chef Hung Huynh, at the helm, EMM Group's The General is quickly living up to the high expectations of neighborhood patrons. Open 7 days a week, The General is a bustling modern Asian mecca offering a wide range of dining experiences for the local clientele. 

Here's an excerpt of what the Daily News had to say:

"A restaurant powerhouse has brought a new type of adult entertaining to the Bowery.

The General, the latest eatery from the dining wizards at EMM Group, is home to a new kind of laid-back nightlife — restaurant, cocktail lounge and bakery all in one.

The General builds on the acclaim and popularity of EMM’s other restaurants, Catch and Abe & Arthur’s, by adding a modern Asian twist to the same highly effective concept: fun, sharable small plates."

Accepting reservations and accommodating the casual passersby in the first come, first serve Cafe, The General boasts a bounty of something-for-everyone spaces. With environments ranging from the seasonal outdoor patio to the Cafe, pastry counter, social hightop tables nestled around the bar and the elegantly energetic dining room, it's always worth seeing who knows your name at The General.  

Read the full Daily News article here: http://www.nydailynews.com/life-style/eats/general-nyc-new-nightclub-alternative-article-1.1244300

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