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Tra Vigne Pizzeria: St. Helena

By Sean Grainger and Brennan Puiia

Stationed right off Highway 29 in St. Helena, Tra Vigne Pizzeria is a quaint Italian restaurant with the selling point being a family type atmosphere and college hotspot.   

 A handmade brick oven brought out in the open gives customers a view of the authenticity that TVP tries to encompass. The pizzeria doesn’t want there to be any mistake about it—this isn’t “Joe’s Pizza Shack” that doubles as an arcade and hour-long amateur mic-night on weekdays. This is a classy place all the way down to the mahogany tabletops.  In this way, TVP uses pathos by appealing to the emotions of parents. It’s impossible to speak on behalf of parents since the writers of this entry are far from becoming part of that elite crowd, but we presume that avoiding a little league soccer team’s pizza party would be priority number one for many of them.

The menu is short and can be completely viewed (with the exception of wine) in the centerfold. The selection remains basic so the customer isn’t overwhelmed with a ton of choices, but rather 4-6 options within six categories.

What makes TVP especially popular among students is the ten percent discount you get if you mention you’re a student of Pacific Union College. You couldn’t appeal to a group of customers any better way then offering them a way to save money by doing something they would do regardless. In this way, TVP is sacrificing a brief monetary gain by ensuring the longevity of the customer returning.

The service we received at TVP was exceptional. Right as you walk in the door, you are told to sit at any table you would like. This automatically shows the customer they are “of value” by giving them the open option. Once you are seated, they give you a minute to look over the menu and come at an appropriate time.  After the food is brought out, they aren’t breathing down your neck asking if everything is alright, nor are they leaving you in the dark waiting to get the check. Drinks are brought to you when one is empty as well as the check a few minutes after you are finished.

The particular waiter we had was a seasoned veteran. You could tell by his behavior with us, along with other customers he was helping. He welcomed us with a “what’s up guy’s?” and was casual with us our whole dining experience. Then while waiting on an older business man, he was much more professional as he discussed the featured wines and their qualities. This revealed the actor motive because of his change in talking and stance. Even with this noticed, neither dialogues sounded fake.

After the billed was paid and we were ready to leave, he sent us off with a “Thanks a lot guys” and a confident, “see you next time,” showing positivity that we would be back again. 

Giugni’s: St. Helena

By Devin Tinny, Joshua Jewett and Vanessa Felder

Located on Main Street in St. Helena, Giugni’s gives the town a feel different than the usual uppity vibe that some believe this town has. From its comforting atmosphere to the widest selection of sandwich toppings, this deli has a lot to offer its neighborhood and customers.

First, when a person walks in, he or she can’t help to notice than chaos of pictures, business cards, and autographs on the walls. Each wall is personalized with something different to give their shop some character. Anyone who walks in can find something they might enjoy, which attracts a great number of diverse customers. Not only that, but all the images and cards on the wall are dated back quite a few years. That makes the credibility of this deli pretty high because if it can stay around that long in St. Helena then it must not be your average sandwich shop, it must be something special.

Second, the menu for Giugni’s is persuasive to the eyes of a hungry customer because of the amounts of choices you have for meats, cheeses, breads, etc. It has a wide variety, which attracts a variety of hungry customers and their picky taste buds due to their endless options in the creation of a masterpiece.

Thirdly, one of the things that make this sandwich shop succeed any other is the famous Giugni juice. It may just be just a mix of vinaigrettes with a hint of pepper, but it keeps people coming and new customers stopping in. 

Last, and although it may tie in with the longstanding theme, the legacy that Giugni’s has is persuasive and an attraction that should not be passed up. Parents, alumni, and staff members at PUC all have been to Giugni’s and have nothing but good things to say about it.

In all, Giugni’s has a lot of different persuasion tactics. Ranging from personal referrals to the vintage atmosphere, Giugni’s regularly satisfies its large demographic and each one of us can say that, as customers, we approve.

Miguel’s Authentic Restaurant and Cantina: Calistoga

By Matt Kramer, George Bongco and Justin Garcia

Upon entering the restaurant, the first persuasive element becomes apparent.  The staff, including the restaurant owner Miguel and one of his sons, immediately greeted us.  The staff was very friendly and was always making sure we had enough water, chips and salsa.  This was one of the most important elements of the restaurant’s atmosphere.  The staff’s friendly and accommodating attitude contributed greatly to the restaurant’s “I think I’d like to come back here” factor.

The atmosphere was inviting.  This was pathos-related persuasion.  The arrangement was set up so that we had our own booth, giving us privacy, but the restaurant was open enough that we were able to communicate with the staff whenever we needed to.  Also we could see part of the kitchen, and this made the restaurant look more open and friendly. 

 The tables were decorated with colorful flower arrangements that were aesthetically pleasing to the eye.  The whole restaurant had a very clean and polished feel to it.  This is mostly pathos related persuasion but there is a bit of ethos and a bit of logos involved as well.  By observing that the restaurant was clean and well ordered, you could tell that you were not very likely to get food poisoning from eating here.

The food at this restaurant was exceptional.  It was a perfect balance of savory flavor and spicy heat, just as Mexican food should be.  In fact Justin’s burrito was so spicy that it made him sweat, which was hilarious.  George stated that the fish tacos he ordered were the best he had ever had, and the cheese enchiladas with molé was easily the best Mexican food that Matt had ever eaten.

Overall the whole environment was excellent.  The service was exceptional—the server even took our picture when we asked him. The food was excellent. The background music was authentic Hispanic music, and the walls were painted with scenes of Miguel’s home village in Mexico. This restaurant definitely had a persuasive atmosphere and all of us would be glad to go back and eat there again.

Soo Yuan Chinese Restaurant: Calistoga

By Shanna Crumley

Soo Yuan Chinese Restaurant begins persuading at the door.

Well-lit and simply designed, the full menu is posted to the left of the door for curious passersby. A joke among my friends is to read the sign literally: “Soo Yuan Chinese Food” becomes “soo…you want Chinese food?” Both the name and the menu beg for a closer look.

The restaurant gives off an authentic vibe with accented, extremely polite waiters and Asian style paper lanterns and paintings. It isn’t like most wine country restaurants, but that’s what attracts college students like me. I know that I can get decent fried rice and soup for a great price that is close to campus. Tables for two crowd the aisle that opens into a room with family sized tables.

The place fits the message of fast, affordable Chinese food right in Calistoga. Instead of a traditional Napa valley restaurant with tourists in mind, Soo Yuan caters to the families and college students of Napa (and maybe the more budget-conscious tourists.) In place of romantic lighting and elaborate place settings, this eatery has ordinary fluorescent lighting and canned Chinese music playing in the background. But this works with the image of budget Chinese.

When it comes to this kind of Chinese food, the menu is self-explanatory.  Chinese characters serve as decoration, but the plates are listed in English. My menu even had a penciled in combination plate option complete with french fries. The waiters don’t explain specials of the day or give any sort of spiel, which emphasizes the accessibility of this kind of Americanized restaurant.

Chinese restaurants ensure the logos of eating at their restaurant by presenting the food and service with the impression of authenticity. The waiter and the kitchen staff all had thick accents and rattled off the orders in fluid Chinese. Customers are convinced that this establishment is knowledgeable and up-to-date on the logistics of running a restaurant.

Customer motives are timely service, clean facilities, and quality food. The owners focused on the customer’s needs and made sure that dishes were served family style at the same time, so we could dish up portions of each course. We were served hot tea in Chinese teacups first and also ordered a couple of American favorites, such as fried rice and tofu, and Chinese classics egg fu yung and hot and sour soup.

As an intercultural comm major, I noticed a lot of cultural aspects in their persuasion. Chinese culture has a lot of feminine characteristics. Aesthetics and beauty are highly esteemed, which was demonstrated in the decorations and color scheme of the menu and the restaurant itself. Attention to detail is also a feminine quality: the little cups matched the teakettle, and the lucky color red showed up in the menu, the upholstery, and the paper lanterns.

On the other hand, China shows masculine ideals. They value achievement and success. Many Chinese immigrants to the United States own restaurants and other types of small businesses, using their skills and business knowledge to become successfully assimilated. Another example of masculinity is physical strength and prowess, demonstrated in several paintings that showed Chinese warriors decorated for war.

I enjoyed visiting Soo Yuan Chinese Restaurant and experiencing the restaurant from a different perspective. The food was worth a trip to Calistoga and I felt like the place did a good job of providing cheap, good tasting food. I think this restaurant fills its purpose of serving quick, cheap food well.

Soo…you want Chinese food?

The Wine Spectator Greystone Restaurant: St. Helena

By Oniqueh Giles

The Wine Spectator Greystone Restaurant, located at the Culinary Institute of America, is one of the most well known restaurants in the Napa Valley. The name is where the persuasion begins—Wine Spectator is a well known wine enthusiast magazine in the United States. Although they have nothing to do with the restaurant now, having that name attached improves the image of the restaurant.

The location is exceedingly persuasive considering it is on the campus of one of locations of the CIA. People recognize the name and want to eat at the campus restaurant.

As you walk toward the entrance of the restaurant, you pass the terrace seating with bright red umbrellas and look over a vineyard. Past that, you just see the green mountains. On a nice sunny day it is persuasive to think you could eat looking out over a vineyard in the luxurious Napa Valley. Inside the doors you see a huge wine cellar with over 100 bottles of wine, which is great since we are in the Napa Valley. Straight ahead you can see right into a kitchen area where you can watch the chefs preparing meals.

This is one of the few extravagant restaurants where you can actually watch your food being made. Everyone from children, to food enthusiasts, to just people wanting to see something new want to be seated where they can watch the food be prepared, and Greystone provides that. People want to see students cooking more than anything because then they feel like they could be eating from the next big chef, or for kids, that it could be them someday.

Other than views into the kitchen Greystone has something else to offer: a romantic setting for two. With the dim lighting and tables made to sit two close to each other and in a more secluded area. At night while couples are waiting to be seated they can also sit next to the fire and drink a glass of wine. That romantic atmosphere is very persuasive to a couple that wants that special night out where they can feel alone but be at a great restaurant.

The most persuasive part of the Greystone restaurant is the food. The way the food is described on the menu makes it sound like the tastiest thing you could possibly ever eat. When the food is presented at your table it looks delicious; they have perfected the artistry of making each plate of food they make look amazing. On top of the food being delicious and looking delicious, they have an option for people who just want to try a little of everything.

Small bites and a glass of wine is one of the most sold options they have on their menu. The chef cooks up enough small appetizers for the people at the table, and you are able to five different types of things to explore. They also offer wine flights so you can sample different types of wine from all different wineries. Food and wine sampling isn’t all they offer though—they also offer olive oil samplings.

From the time you enter the restaurant to the time you leave, you are being persuaded that they are the best in the food and wine industry. From the continuity in design to the delicious tasting food they are the most persuasive large restaurant in the Napa Valley.

Bouchon: Yountville

By Jennifer Cotto, Egidia Rubangura and Eric Silvas

Bouchon Bistro is a french restaurant located in the Napa Valley. With locations in Beverly Hills, Las Vegas, and New York, Bouchon is a blend of high-end French home cooking with a casual atmosphere where customers feel relaxed and can take their time to enjoy a meal—and unwind with good company. That is just what our group experienced when dining at Bouchon. 

Owner Thomas Keller says on the Bouchon website that “Bouchon can be, and should be, whatever you need it to be. It’s a casual place, a social place, a place where people come to relax, talk and to eat. A kind of home.” Thomas Keller has created a welcoming environment where the staff gives individualized attention to each customer, and makes them feel at home.

While many of the customers are in business attire, our group was casually dressed—some may even say under-dressed. The staff at the restaurant however made is feel quite comfortable and seated us despite not having a dinner reservation. Our server was very helpful, answering all of our questions and suggesting options. Egidia, who’s native language is French, even believed that the waiter spoke French as well. His flawless pronunciation of the menu items, and knowledge of French cuisine gave him credibility, and made us take into consideration all of his suggestions. We later found out that he does not speak French, though he is an expert in French cuisine.

There are several features of the restaurant itself that are persuasive. The décor of the restaurant creates the feeling of being in a Parisian restaurant. The thick gold frame mirrors, white crown molding and contrast of the colors paired with the rich red fabric on the soft booth along the wall, make the restaurant look elegant and feel cozy at the same time.

The food was also very persuasive. Bouchon is not an American restaurant serving French food; it is in all respects an authentic French restaurant. The items on the menu feature classic French dishes such as Croque Madame to traditional pates and oysters. They also had dishes that were a French take on other classic dishes such as Gnochi in butter sauce. The menu at Bouchon is a perfect balance between classic, French comfort food and high-end gourmet items. The presentation of the food is as impressive as the food itself. Bouchon is a high end elegant restaurant that is affordable. Its menu offers costumes the ability to experience an elegant restaurant at an affordable price.

Overall, Bouchon Bistro is a highly persuasive business. It is not surprising that at any time of day there are people waiting to be seated. Although it is an elegant high-end eatery, it is also a cozy affordable dining experience where one instantly feels relaxed and welcomed. Other features like the original menus, beautiful location and friendly staff can make it easy for this bistro to become anyone’s favorite. Bouchon delivers exactly what it promises on its website: it can be whatever the customer wants it to be, and the staff will meet the customers needs, whatever they may be.

Buster’s Southern Barbeque: Calistoga

By Jeremy Lam, Debbie Lee, Darcie Moningka

Upon arriving a Buster’s Southern Barbeque, it did not seem like your average restaurant. The building looks like a cabin in the country, and it did not seem like people would be eating there. It looks like a family-run restaurant with nothing on the outside that attracts a person to eat there. There are no bright colors or anything that stands out, so in that way it is not persuasive.

The process of ordering consists of a rather simple menu. This component contributes to the ability of the customer to choose an item with ease. In addition, the paper it is printed on is bright green and a readable font. Therefore, the customer can be more likely to order faster contributing to the already efficient customer service. Furthermore, the menus are posted in numerous spots around the building and are readily available for the customers.

After deciding on our orders, we approached the window and told our orders to a welcoming and friendly employee. Immediately, she began preparing our meals in the kitchen that was open for customers to see. This is persuasive in a way that shows the business does not have anything to hide. It can be concluded that everything they prepare and cook is safe and can be easily seen by paying customers. In addition, it shows the customers that their food is being made in a clean and uncontaminated environment. It is evident that cleanliness is a priority at this business for their valued customers.

After we got our orders and paid, we entered the dining room to enjoy our meal. The serving dishes and silverware are all disposable which makes cleanup faster and more efficient. Also, this adds to the business’ cleanliness, because it is evident that the items used to serve the food and eat with have not been reused.

 Within the dining room are foldable picnic tables and chairs, with windows exposed to the outside. The furniture contributes to Buster’s persuasive service by providing the customer with a comfortable dining experience. This makes the customer feel like they are in a family-centered environment. The room presents itself as a place for social gatherings with family and friends, fulfilling their need for roots and belonging.

 Aside from the components of the dining room, the food is what mainly attracts the paying customers. People who are from the Napa County area are very familiar with this restaurant; therefore, excessive advertising of their quality food is unnecessary. Their popularity and the opinions of the local residents generate a fan base, which greatly contributes to their continued success.

Furthermore, their food quality is consistent and has always been excellent and incomparable. Each time a customer dines at Buster’s, they know they are getting the same if not better tasting food. Therefore, Buster’s does not need to persuade customers to return to them because their food and dependable taste do the persuasion for them.

Sarafonia Café: Calistoga

By Walter Hamlin

The Sarafornia Café of Calistoga is the least persuasive restaurant in the Napa Valley. The café style, location, and service are clearly not the reason why patrons keep coming back. If it wasn’t for the community, mediocre tasting food and the low prices, they’d be shut down.

 Half of the main eating area has tables with random photos and a sports team poster hanging above. The other half of the room has booths with a creative but ill-placed 3-D sky line hung with lights and miniature hot air balloons. Furthermore the ceiling is littered with random kites and Christmas ornaments. Now some restaurants do this kind of funky style, and they make it work because of themed rooms or carefully placed junk. The café’s style doesn’t cater to any one crowd and is not the reason patrons come in the door.

The reason the location is not persuasive for the Sarafornia is because of the surrounding temptations for incoming tourists. The café is in between a bank and another lunch type restaurant. Across the street are four other great multi-style restaurants. This location isn’t ideal for a slump-looking café because the choices around it are more intriguing and more persuasive.

The service isn’t persuasive because it isn’t great. It wasn’t the speediness that was unfortunate but the way in which the waiters talked to guests and their overall demeanor while working. The table wasn’t set with the correct amount of silverware until after the food had arrived on the table. The waitress was trying to do her side-work and had asked me to trade out the sugar holder when I had a huge burger half way in my mouth. After she and her co-workers were finished with most of the side-work, they ate their food while in between serving tables.

 Almost every persuasive factor that would work for a café style restaurant is not represented in the Sarafornia Café. The style, location, and service of the café are all unpersuasive factors in this small business. The place could be awesome and prosper greatly with the addition of some simple persuasive dynamics: a simpler table lay out, one style of decorations, and the hiring of servers that care about service. This unpersuasive restaurant is probably a local’s spot because they aren’t capturing the tourists’ attention with all their flashy Christmas ornaments.

Giugni’s: St. Helena

By Carlo Péan, Charlie Sheese and Midori Yoshimura

It’s just as hard to spell Giugni’s (pronounced Juni’s) as it is to stay away from the famous deli’s doors.

But though its spelling is a pain, the store has become a Mecca for all St. Helena visitors. Through its architecture appeal, relaxed atmosphere and the dependably delicious cuisine, Giungi’s effectively uses persuasive techniques.

The first thing that is persuasive about Giugni’s is its architecture. Giugni’s is built in a traditional neighborhood and its structure works in its setting. First off, the windows are a little higher than the average persons height. This says that the building is people sized and makes the building welcoming. There are tables right beside the windows where people are eating, making the view interesting for both the patrons of the restaurant as well as to people passing by. Those who are inside can look outside at the view, thus making the meal more enjoyable and those who were walking outside can watch the people eating inside and might even be drawn in by either what a customer is eating or because of the afore mentioned people sized “face” of the building which draws people to at least look in. The building doesn’t draw attention away from the neighborhood, but rather works with the neighborhood.

Once inside, the modern yet vintage atmosphere sets the tone for what the restaurant is like.  You walk in and it’s impossible to miss all the stuff.  There are old-fashioned advertisements, memorabilia, comics, pictures of different people and newspaper clippings all over the walls.  In addition, every bare spot in the restaurant is covered with random things such as old model cars and giant bottle caps with advertisements on them.  Although it may seem cluttered to some, this adds a sense of hominess and a laid back attitude that make Giugni’s more than just a restaurant, but a place to hang out.  This is an excellent persuasive strategy because it makes people, especially the young people, want to spend longer amounts of time there, socializing rather than just eating and then leaving.  The longer people stay around all those drinks and snack foods, the more likely they are to buy more things.

Giugni’s exterior may draw in customers, its interior may provide nostalgia, but the reason that Giugni’s is an effective persuasive communicator is its food. First, the deli’s sandwiches, comprising most of the menu, are custom-made. The variety of filling options, including many cuts of meats and two kinds of greens, are easily accessible for employees behind the counter. This demonstrates how Giugni’s anticipates what their customers want (some variety, but not an entire buffet) from their dining experience, and provides it. The deli can do this because it understands its audience, also evident in the store’s reputation as a St. Helena destination. Also, the deli “tells the truth,” adding to the “authentic” atmosphere. Its fresh ingredients are plainly displayed, sandwiches are made directly in front of the customer, and prices are clearly marked on a menu board above the counter. Yet the greatest Giugni’s appeal is its secrecy, bottled as “Giugni Juice.” This sauce is legendary among customers, and Giugni’s subtly highlights its appeal by positioning it near the front of the store. Rather than bombard customers with ads about the deli, Giugni’s most persuasive tool is the food itself, and the reputation that precedes it.

Sirloin Stockade: Okmulgee, OK

By Brittney Alexander

Oh, Lord, I thought as the waitress at Sirloin Stockade flashed me a crooked smile and, with a thick Okie accent, asked loudly, “How are y’all doin’ tonight?” For someone who doesn’t give a lick about me or my great grandparents, she sure was able to put on quite the show to make sure we thought that she did.

Luckily for me, I am a skeptic and saw through the restaurant and her tricks. My Nana and Grandpa were not as fortunate as I was, however, and were immediately suckered into her initial question. The amount of persuasive methods employed was rather incredible, especially coming from a girl who looked like she had never picked up a textbook in her life. Here is an account of all the ways that that restaurant robbed me of my money, served me subpar food, and made me feel great about it.

Although the obvious actor motive/organizational motive on their part is to make as much money as possible, Sirloin Stockade is an all-you-can-eat buffet, meaning you pay first. Therefore, they’re not trying to sell you the most expensive item or get you to keep guzzling non-refillable drinks. They are, however, trying to make you feel so good while you’re stacking up dirtied plates that you will keep coming back. Long money is what they’re interested in, and building relationships with the customers will bring them back through the doors.

Our waitress, Michelle, did everything she could to persuade my family and me to come back to the restaurant. When Nana asked her about the steak, she told the truth and said it was a little rough that night, so avoid it. Michelle knew that if Nana ate it, she wouldn’t want to try it again, and the whole point of Sirloin Stockade would be void. This waitress had patience with us (I was with my great grandparents, after all), even when they went into full-blown preaching mode and tried to get her to attend their church.

Listening intently, she waited until the five minute speech ended and replied with perfect pathos.  She told them how she was in the market for a new church (apparently hers spoke in tongues and she thought it was Satanic) and asked about the church family because she really “needed a home.”  Michelle went beyond typical customer-provider relations and delved into a personal relationship with my great grandparents.

Since she didn’t show up for church that Sunday, she probably doubly ensured the return of Nana and Grandpa, because now they will try to convert her again. I got off the hook since I don’t live in Oklahoma, but I’ve got to admit that Michelle knew a thing or two about winning over old peoples’ hearts. Way to go, Michelle.