Catálogo Amber Grill - 22.01

General introduction to the
Fish & Chips

“In England, Ireland, Scotland, and Wales, fish and chips
are undeniably the most popular takeaway meal and a
cultural symbol”. (1) This is for a good reason of course,
“who can resist the mouth-watering combination of fish
in crisp golden batter served with hot, fluffy chips?!
Whether you prefer yours smothered in salt and vinegar,
or with chips, mushy peas, brown sauce or curry sauce,
t thhere are endless possibilities with fish and chips”. (2)
“Fried fish was first introduced to London by Jewish
immigrants from Portugal and Spain as far back as the
17th Century”. In America, “President Thomas Jefferson
described eating ‘fried fish in the Jewish fashion’ on a visit
to the capital at the end of the 18th Century and even
Charles Dickens makes reference to a fried fish
warehouse in Oliver Twist. Whereas fried potatoes as
c
chips phips probably originate from Belgium”. (3)
In UK “the most interesting and patriotic claim is that fish
and chips helped win the First World War! Fish and chips
were highly important to the nation’s working classes and
therefore the government ensured supplies were not
rationed. It helped feed munitions workers and kept the
families of the fighting men in good heart. Again,
reprieved from rationing during the Second World War,
P
Prrime Minister Winston Churchill referred to fish and
chips as “good companions”. British soldiers identified
each other during the D-Day landings by calling out ‘fish’
and the response or password was ‘chips’ ” (4).
01The Amber Grill (1, 2, 3, 4) (A Brief History by Vicky Parker, www.anglotopia.net)

02The Amber Grill

While in
Ireland
In Ireland, the first fish and chips were sold by an Italian
immigrant, Giuseppe Cervi. It was a lucky twist of a pure mistake, a
bit like Cristofaro Colombo landing in America and not in India. He
mistakenly stepped off an America-bound ship at Cobh or
Qeenstown, in co. Cork. “After watching his American dream set
sail, Giuseppe turned and set out on foot to find his fortune in
Ireland”. (5)
F From Cobh he walked all the way to Dublin and started working as
a labourer hoping to earn enough to buy a coal fired cooker and
handcart to go into business selling roasted chestnuts.
“ “While fish and chestnuts would have been unlikely to catch on,
we were spared having to find out thanks to a small but highly
significant mistake young Giuseppe made while selling his fare
outside the pubs of Dublin. Legend has it that one day instead of a
chestnut he mistakenly roasted a potato and quickly realised the
Irish knew a good spud when they tasted one. The course of
history had thankfully changed and Giuseppe soon opened
I
Irreland's first fish and chips shop on Great Brunswick Street
(now Pearse Street) beside Trinity College. Giuseppe ran the
chipper with his wife, Palma, whose lack of English gave Dubliners
a phrase still in use today. When customers arrived at the cash
register to pay Signora Cervi would point to the menu and ask,
"Uno di questo, uno di quello?" or "One of these, one of those?" (6)
03The Amber Grill (5, 6) (On National Fish&Chips day by John Costello, www.indipendent.ie)

04The Amber Grill

Here stands the
Amber Grill

It was really after Second World War that the chippers spread in
Ireland. Amber Grill, on the South Circular Road, 451, Rialto, dates back
to 1956.
R
Riaialto is an old area of Dublin, it took its name from Venice and it has
long connections to industry. In fact the “original canal was constructed
to serve the Guinness brewery, and much of Rialto Street and Rialto
Cottages were built to house Guinness employees at the tail end of the
19th century. These developments gave the area a redbrick character
which it keeps to this day. In the middle of the 20th century, it became
home to two of Dublin Corporation’s large-scale housing projects,
D
Dolphinolphin House and Fatima Mansions. The latter became a byword for
failed inner-city development and was eventually demolished in the
early 2000s; Dolphin House is currently undergoing extensive
regeneration works. In common with the rest of Dublin 8, recent years
have seen an influx of younger renters and buyers who mix with
residents of several generations standing. House prices are also rising
rapidly – jumping by almost 20 per cent each year since 2016.
Amber Grill is a local institution if you are looking for something
substantial to eat”. (7) It is conveniently located at walking distance
from the Luas stops and important city hospitals such as James
Hospital, Coombe Hospital and its Neonatal centre and the main
Dublin tourist attraction: Guinness Storehouse.
05The Amber Grill (7) http://www.thejournal.ie/rialto-neighbourhood-guide-3965096-Apr2018/

What is
Amber Taste?

Amber Taste is a food concept developed over the years of a real
traditional Irish experience. It originates by two important factors, the
first one been an honest necessity to differentiate ourself from all the
large multinationals we compete with, proving that small, and local can
be a better choice. Secondly, we aim to give credit and value to our
jobs and identity within the nation and perhaps abroad emphasising
on our cultural and historical background, but also on the ARTisanal in
our ur kitchens and the quality of it.
o
We want to offer a fresh and appealing look with a contemporary
approach to the variety of our menu by balancing the “new ways” with
the old ones! We are street food, we are inspired by tradition, but we
don’t want to walk blind, rather keep an eye on new trends and life
styles.
With a modern makeover, with plenty of cultural references, food facts
and recalls to the past, without a shadow of a doubt Amber Taste can
appeal to a younger generation as a valid old time classic with plenty of
other choices also.
06The Amber Grill

Our menu in a nutshell:
The core
IRISH & PROUD
food experience
Fresh Cod & Smoked Cod - Traditionally fried but consider the
alternatives! (Mediterranean style oven cooked with extra virgin olive oil,
cherry tomatoes and rosemary or steamed plain with no added aromas
or ingredients).
Salmon - Ideally baked or grilled. Also perfect in your bagel with rocket
salad and avocado or as a topping with some black pepper on your
Neapolitan Pizza.
F Fish in a bun (a succulent battered piece of cod in our brioche bun)
Chips - From the old style single to the taco fries and everything in
between.
C Covering all the needs as accompaniments, starters or snacks. Batter
sausages, batter burgers, onion rings, potato cakes, sausages, curry
rolls, chicken nuggets, chicken tenders and all time favourite chicken
wings. Last but not least, Traditional Irish Breakfast with a "GoLite"


07The Amber Grill

Side orders are best sellers!
08The Amber Grill

American
STYLE GRILL


- Paddy’s burger (60% angus plus 40% pork)
- American Grilled Bacon Half Pounder
- Amber Quarter Pounder with melted cheese and
fried onion ring
Slow cook beef roll and pork roll
Turkish Corner:
- Gourmet Doner Kebabs
- Gourmet Chicken Kebabs
New Trends:
- Protein burgers
- Vegan options
- - Glu Gluten free




09The Amber Grill

10 The Amber Grill

“It was a pleasure to burn. It was a special
pleasure to see things eaten, to see things
blackened and changed”.
By Ray Bradbury, 451 Fahrenheit.















11 The Amber Grill

experience the taste of the
Italian corner


If you can't go to Naples, Naples comes to you
“The pizza we are all familiar with, the kind with tomato sauce, cheese
and toppings, originated in Italy. Specifically, baker Raffaele Esposito
from Naples is often given credit for creating the first such pizza pie.
Historians note, however, that flat breads with a variety of toppings
had been sold by street vendors and eaten by the poor workers of
Naples for many years.
L Legend has it that Esposito was called upon to make a pizza for Italian
King Umberto I and Queen Margherita when they visited Naples in
1889. That pizza, which featured fresh tomatoes, mozzarella cheese,
and basil, is still known as Pizza Margherita today”. (8)
A Anntonio Pace, the president of the Neapolitan Verace Pizza
Association believes that lately there has been to many novelties.
When it comes to the toppings there shouldn't really be more than
four. This is the reason why the "Margherita will always be the Queen"
(9). 451Fahrenheit Pizza wants to do just that.... emphasis on the
greatness of its simplicity where less is more.
(8) (https://wonderopolis.org/wonder/who-invented-pizza)
(9) (www.lucianopignataro.it) 451F 12 The Amber Grill

The passion of making
pizza

What is the difference between Neapolitan Pizza and
American Style Pizza?
“Neapolitan pizza has a very thin crust at the base, with dough that
puffs up around the sides and provides for a very airy crust. Because that
crust is so light, certain areas become charred very quickly, which is why
i itt’s important not to overcook and completely burn this type of crust. But
just as large as that crust is in the sides, it’s just as thin on the bottom. In
fact, Neapolitan pizza is so thin on the bottom that it’s not usually
possible to even pick it up with your hands. In fact, in Italy it is commonly
eaten with a fork and a knife”. American style pizza on the other hand, is
quite thin throughout, but much sturdier than Neapolitan pizza.







(10) (https://www.deiorios.com/the-biggest-difference-between-neapolitan-and-new-york-style-pizza-dough-2/)
13 The Amber Grill

Neapolitan pizza
“The edges of the crust are about equal to the few toppings that adorn
this pizza, and the pizza shouldn’t flop at all when picked up on its own.
Still, it must maintain enough elasticity and smoothness so that it can
be folded easily, as Americans do”.
H However Neapolitan style pizza also differs from other Italian styles
pizza. For example, Roman pizza’s dough tends to have a thin to
medium thin crust made with olive oil, flour, water, yeast, salt, and
occasionally a touch of sugar. The addition of oil is the main distinction
dough and it gives the crust more weight, flavour, and a crispy crunch.











14 The Amber Grill

New ideas with the local
community in mind
When it comes to business, we want to stand out from
the crowd, but when it comes to community, we want
to blend in and be local, convenient and to be seen as a
meeting place for many.
Our first initiative has been the introduction of the
“Chip-On-Hold”.
T The idea comes from the “Neapolitan coffee on hold”
that dates back to the Second World War when it was
considered a nice social gesture to pay for two coffees
one for your self and one for someone else that could
not afford it. It was like offering a coffee to the world.
With our “Chip-on-Hold” you can leave some spare
change behind for the more unfortunate to come.
W We aim to support local events to offer more visible
sponsorship and invest more in media marketing as
we understand that advertisement is the soul of
commerce. Also, it is important to us to be seen as part
of a clean and tidy town and neighborhood.
15 The Amber Grill

Innovation in the
food cooking

Same thing, different ways
As we are moving towards a healthier life style, food
options must reflect this tendency. We would like to
offer the same as an important step towards the future
as we think that in business, what is dangerous is not to
evolve. We want to offer more cooking options than
simply a deep fried.
W When deep fried is the case by tradition, we still
differentiate by other in using vegetable oil and not
lard and we reduce the saturated fat by changing it
often. However we feel a need to make a step forward
and invest in professional American style air fry for
chips and more, and slow cook ovens for outstanding in
store cooked beef and pork rolls.



16 The Amber Grill

The premises itself will need a complete make over as it
will be our flagship store, offering a contemporary
style and a fresh look. A couple of booster seats and off
the window stools. Wi-Fi with recharge sockets, a TV
display playing old historical and social documentaries
of Dublin, showing the work we do in our premises.










17 The Amber Grill

The shopfront will be a traditional wood shop front
with a few seats and some green. The upper front will
be characterised by an old style clock and flags.
We aim to be a landmark in our community.
18 The Amber Grill

Amber Taste aim
and Catering Structure

Our ambitions and dreams for the Amber Taste is of
substantial growth well beyond the doors of a local shop.
There has always been a connection between chippers and
pubs as very rarely you would see one without the other on
a good night out. Perhaps more than the chippers, pubs
have seen a deep crisis and change in customers customs
in this very competitive market of ours.
T The tendency is to drink more at home and less when out.
However in this difficulty we see potential for growth with a
fusion of the two businesses together offering a cosy, family
friendly environment that would suit a more casual weekly
catch up as much as a week-end night out. Our menu, from
the One&One to the burgers, the side orders, pizzas and
everything in between, would work very well with the best
b
beeeers and wines.
Also why not go mobile? There’s plenty
of possibilities with a vintage style van
available to hire for private parties and
for summer city events.
“There is no love sincerer
than the love of food.”
George Bernard Show
19 The Amber Grill

The Amber
Kitchen School
W hen you share your knowledge it becomes culture
Whathat we do has been past on to us by our
W
great-grandparents. To share what they have thought us
is the only way to keep them alive. “In the
homogenisation brought by the globalization, the
mastery expressed by the old professions is to be
defended as artworks”. (Carla Fendi)
O Ourur school will have this intent, to defend, give credit and
recognition to our professions and will work as a
promotional channel.
It will be structured in 3 main modules:
1. Fish&Chips (From theory to practicality: fish cutting,
choice of flours, battering and ultimately the frying)
2 2. Neapolitan Pizza from the dough making to the pizza
making.
3. Home-made egg pasta from the making to the
cooking.
20The Amber Grill

21The Amber Grill

We believe at we have a e ingredients necessary to build a
strong, successful and rewarding business of which we can be
proud of.
It's a team w k wi different tasks and inputs and toge er it
grows success f a parts involved.
















22The Amber Grill

/AmberGrillRialto /amber.grill