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Menu Talk with Pat and Bret

Menu Talk with Pat and Bret is a collaboration between Restaurant Business senior menu editor Pat Cobe and Bret Thorn, senior food & beverage editor of Nation’s Restaurant News and Restaurant Hospitality.

Jason Asher develops ‘immersive concepts’ at Century Grand in Phoenix

The founding partner of Barter & Shake has three connected cocktail bars with elaborate story lines

Bret Thorn, Senior Food Editor

September 29, 2022

 

Jason Asher is the founding partner of hospitality and cocktail entertainment company Barter & Shake, which operates Century Grand, a building with three cocktail lounges in Phoenix, each of which Asher calls “immersive concepts” with elaborate fictional back-stories that are told in their 50-60-page cocktail menus.

The Grey Hen RX is decked out as an apothecary, and is also the building’s transportation hub, from which guests can take a train to another cocktail bar, Platform 18, or they can take a boat to the third bar, Undertow, which Asher opened in 2016 at a different location and then brought it to Century Grand in 2019.

The cocktails are elaborate, to say the least. Asher and his team develop them using two encyclopedic food books as source material: The Flavor Bible by Karen Page and Andrew Dornenburg and Taste Buds and Molecules: The Art and Science of Food, Wine and Flavor by François Chartier.

To make it all more complex, Asher changes the themes of each cocktail bar each year, selecting three destinations on which to base them, traveling to them, adding to the venues’ interwoven story lines and developing 40 cocktails each for Undertow and Platform 18 and 30 for The Grey Hen RX.

Asher recently shared his perspective on flavor combinations and shared his process for cocktail development.

Contact Bret Thorn at [email protected] 

About the Author

Bret Thorn

Senior Food Editor, Nation's Restaurant News

Senior Food & Beverage Editor

Bret Thorn is senior food & beverage editor for Nation’s Restaurant News and Restaurant Hospitality for Informa’s Restaurants and Food Group, with responsibility for spotting and reporting on food and beverage trends across the country for both publications as well as guiding overall F&B coverage. 

He is the host of a podcast, In the Kitchen with Bret Thorn, which features interviews with chefs, food & beverage authorities and other experts in foodservice operations.

From 2005 to 2008 he also wrote the Kitchen Dish column for The New York Sun, covering restaurant openings and chefs’ career moves in New York City.

He joined Nation’s Restaurant News in 1999 after spending about five years in Thailand, where he wrote articles about business, banking and finance as well as restaurant reviews and food columns for Manager magazine and Asia Times newspaper. He joined Restaurant Hospitality’s staff in 2016 while retaining his position at NRN. 

A magna cum laude graduate of Tufts University in Medford, Mass., with a bachelor’s degree in history, and a member of Phi Beta Kappa, Thorn also studied traditional French cooking at Le Cordon Bleu Ecole de Cuisine in Paris. He spent his junior year of college in China, studying Chinese language, history and culture for a semester each at Nanjing University and Beijing University. While in Beijing, he also worked for ABC News during the protests and ultimate crackdown in and around Tiananmen Square in 1989.

Thorn’s monthly column in Nation’s Restaurant News won the 2006 Jesse H. Neal National Business Journalism Award for best staff-written editorial or opinion column.

He served as president of the International Foodservice Editorial Council, or IFEC, in 2005.

Thorn wrote the entry on comfort food in the Oxford Encyclopedia of Food and Drink in America, 2nd edition, published in 2012. He also wrote a history of plated desserts for the Oxford Companion to Sugar and Sweets, published in 2015.

He was inducted into the Disciples d’Escoffier in 2014.

A Colorado native originally from Denver, Thorn lives in Brooklyn, N.Y.

Bret Thorn’s areas of expertise include food and beverage trends in restaurants, French cuisine, the cuisines of Asia in general and Thailand in particular, restaurant operations and service trends. 

Bret Thorn’s Experience: 

Nation’s Restaurant News, food & beverage editor, 1999-Present
New York Sun, columnist, 2005-2008 
Asia Times, sub editor, 1995-1997
Manager magazine, senior editor and restaurant critic, 1992-1997
ABC News, runner, May-July, 1989

Education:
Tufts University, BA in history, 1990
Peking University, studied Chinese language, spring, 1989
Nanjing University, studied Chinese language and culture, fall, 1988 
Le Cordon Bleu Ecole de Cuisine, Cértificat Elémentaire, 1986

Email: [email protected]

Social Media:
LinkedIn: https://www.linkedin.com/in/bret-thorn-468b663/
Facebook: https://www.facebook.com/bret.thorn.52
Twitter: @foodwriterdiary
Instagram: @foodwriterdiary

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