Most anyone who lives in – or has traveled through – Athens, GA, is familiar with “5,’’ a popular restaurant and bar known for its limited menus of five dinners, five wines, and five signature cocktails.
The lesson at “5’’ is focus. That is, the smaller the menu, the more a chef and his or her team can focus on quality. Ray Whitlock, Director of Culinary Experiences at Bobby Jones Links, is using that “focus’’ model inside the food and beverage operations at each of the Bobby Jones Links-managed courses. Whether it’s a small snack bar or a full-service restaurant, Whitlock’s focus is on quality and member/guest satisfaction.
“It helps me, especially when starting a new place, to kind of control the food narrative – to say ‘We just can’t do everything. But we can do these things really well and from there we can branch out,’’ said Whitlock, who has led BJL’s culinary teams since October of 2024. “Sometimes we don’t have the teams to necessarily execute a large menu well, but I can go in and train this menu and feel confident that with these 15 recipes, and the amount of ingredients, that we will have high-quality food.
“If there is a disconnect between golf business and the food and beverage – if they don’t come together – you don’t own all the avenues,’’ he said.
Tasked with crafting menus across the company’s diverse portfolio of golf properties, Whitlock, who this year has visited 25 BJL clubs, treats each club as a standalone culinary destination that works in unison with the property’s golf operations.
Nowhere is this goal model more evident than at Boone’s, located at the Bobby Jones Golf Course in Atlanta. The restaurant has a dedicated mixologist and curated plateware and glassware – amenities rarely seen at a standard golf course eatery. Boone’s menu features a dish that Whitlock admits he still thinks about while driving around: a duck burger featuring Berkwood bacon, blue cheese, smoked blueberries, and whole grain mustard.
“A lot of clubs won’t do a duck burger with blueberry compote, but it’s one of Boone’s top sellers,” said Whitlock. “You have to learn your members’ price points, learn how they eat, and learn how they want to eat it. So many things that go into it.’’
For example, when the eight-ounce steak entree with a $60 price tag wasn’t selling at a BJL-managed club in Georgia, Whitlock went to a six-ounce steak at a lesser price.
“We couldn’t sell steak fast enough.’’
Live Oaks Golf Club in Jackson, MS, is undergoing an aesthetic rebranding complete with trendy colors and lux new furniture. To match the fresh vibe, Whitlock recently deployed a “555 menu” consisting of five appetizers, five salads, and five entrees. By restricting the size of the initial menu, the 555 menu serves as a bit of a culinary safety net, allowing his kitchen staff to focus strictly on sourcing the highest-quality local ingredients.
At the club’s standalone restaurant, Roosevelt’s, the menu leans into the area’s rich Southern heritage and local love for seafood, complemented by a homemade chocolate chess pie. To test the waters for future growth, Whitlock ran unlisted steak-and-scallop specials this past July. If those items succeed, they earn a permanent spot. If not? The safety net holds, and the menu evolves organically.
“It’s all about the members,’’ Whitlock said. “When they start seeking elevated dining, we begin running specials. If we start selling a bunch of steaks, then it’s time to make a (more permanent) change. So, it’s essentially member-driven. We really have to know our clients and community.
“What helps Bobby Jones Links is that I’m actually a chef. So, when I go into the kitchen and front of house, my cooks and servers know that I’ve been in the weeds. I’ve been where they are. That really plays to my advantage. They understand the passion. If I’m coming with a clipboard and spreadsheet, that doesn’t inspire a lot of passion.’’
Photo: Ray Whitlock (Bobby Jones Links)
