New Orleans Chefs Cite Rouses

ROSEANNE HARPER

NEW ORLEANS — In an effort to underscore the company's local roots and its growing presence in downtown and metro-area New Orleans, Rouses Supermarkets' current television ads feature celebrated local chefs praising the chain.

Rouses, based in Thibodaux, La., entered New Orleans proper with flair late last fall, after acquiring 21 former Save-A-Center and A&P stores there. The family-owned chain, now with 33 units, brought its already cultivated fresh format to the New Orleans stores.

Brian Landry at Galatoire's and Tory McPhail, executive chef at Commander's Palace, are among the chefs praising Rouses in commercials that run during prime time on network TV.

“Galatoire's is a Louisiana institution, and so is Rouses,” says Landry in one commercial.

“I personally like shopping at Rouses for their fresh, local seafood and produce. When I shop for home, I look for the same ingredients I use in the restaurant.”

McPhail, like Landry, talks about the quality of local products at Rouses.

“I like it that I can swing in and find local tomatoes from local farms. Actually, I can get anything for my gumbo, everything to make my Creole dishes that much better.”

In another commercial, Landry comments on Rouses' recent expansion into the New Orleans metro area.

“People were nervous when Galatoire's expanded, putting in a second floor, but we've been successful. Just like Galatoire's, Rouses is seeing the same success.”

Meanwhile, in the background, as the chefs talk, the TV screen shows heaps of boiled shrimp and crawfish displayed in Rouses stores, and passing shots of beautiful produce.

Chefs from Dooky Chase, Willie Mae's Scotch House, Cochon, Patois and Flour Power also are spotlighted in a series of Rouses commercials that began the first of the year and will continue through 2008.

Some of the chefs starring in upcoming Rouses television commercials represent additional New Orleans restaurants, including Antoine's; Bacco, which is owned by the Brennan family; and MILA, which just received a coveted five-beans rating, the highest for restaurants, in the New Orleans Times-Picayune.

Chefs from locally revered restaurants in Mississippi also will be featured in later Rouses commercials.

“We'll be introducing new chefs about every six weeks,” a source at Rouses' ad agency told SN.