The Golden Rule of Perse Service
You are not an Order Taker. You are a Tour Guide.
A tour guide does not ask a guest where they want to go and then follow them. A tour guide knows the most beautiful views, the hidden stories, and the best path. A tour guide confidently and warmly leads the way, and the guest feels grateful, safe, and enriched by the journey.
Your job is to be that guide. Lead with knowledge. Speak with confidence. Serve with warmth. Every guest wants to be guided. They are waiting for you to show them the way.
A server's job is not to be an Order Taker, but a Tour Guide. A Tour Guide doesn't ask where you want to go; they show you the best views and confidently lead you there.
The First Ninety Seconds. Cocktails and Mocktails. The Beginning of the Story.
Every great story begins with a drink. Our cocktail program is built around the guest's spirit of choice. Your opening question unlocks everything.
Arrival Scenarios
Scenario A: The Party is Seated Immediately
First 0–30 seconds: Warm, genuine greeting. "Welcome to Perse. We're so glad you're here."
30–90 seconds: Connect, introduce the story, and open the beverage door.
"My name is [Name], and I'll be guiding your experience tonight. Perse is a journey through the stories and flavors of Iran. To help you begin, can I interest you in a cocktail from our award-winning program? Our menu is crafted around the spirit that speaks to you—are you in the mood for something sweet, sour, smoky, or refreshing?"
Scenario B: The Party is Waiting (Full Party or Partially Arrived)
If the full party has not yet arrived, or they have to wait for their table, direct them to the bar area. This is a must if there is space at the bar, which is the case at least until the end of May 2026. From there, they should be encouraged to explore and order drinks. This is where the bartenders come into the picture. If there is no space at the bar, drinks can still be offered. After May and when the bar gets busier, the standing tables can be offered.
"Your table is being beautifully prepared. May I escort you to our bar area to begin your experience? [Bartender Name] is a true alchemist and would love to craft a welcome drink for you."
How to Begin the Beverage Conversation
Welcome the guest warmly. Then, open the door to our cocktail program with a question that is specific, sensory, and easy to answer.
"Welcome to Perse. To begin your journey, let me ask: what speaks to you tonight? Are you in the mood for something sweet, sour, smoky, or refreshing?"
You have bypassed the overwhelming question of "What do you want?" and replaced it with four simple, evocative words. The guest chooses a direction, not a specific drink. You then become the expert who matches their mood to the perfect cocktail. This is Cognitive Load Reduction in its purest form.
We have a fantastic cocktail program. The first question is about the spirit of choice. Sweet, sour, bitter, smoky. Bourbon, cognac. Find what is the spirit of choice.
The Cocktail Guide: Matching Mood to Glass
Zan means Woman in Farsi. It is a tribute to feminine grace, with delicate floral and sweet notes. It has a lot of feminine notes: floral, sweet, and pink. With lychee and hibiscus tea, it is a very feminine drink. It is a beautiful blush pink, with delicate notes of lychee and hibiscus tea. Soft, fragrant, and undeniably elegant.
"Then I would recommend Zan. It means Woman in Farsi. It's a beautiful, feminine cocktail with lychee and hibiscus. Soft, floral, and just slightly sweet. It's a lovely place to begin."
Anar means pomegranate. It is a symbol of Perse itself, deeply rooted in Persian culture and mirrored in the wall mural behind the wine cellar. It is the most popular cocktail at Perse. It is sour, salty, and dangerously sippable. It has a rim of salt and sumac, topped with angelica powder, known as Golpar in Farsi, to resemble the traditional way that Persians eat pomegranate. It is a perfect balance of sour and salty.
"Then our Anar is calling your name. It's our most popular cocktail for a reason. Sour, salty, and with a sumac-salt rim that keeps you coming back. We like to say it's dangerously sippable. Shall I have one made for you?"
Inspired by an Iranian tradition of putting a bowl of water in front of a mirror when you move to a new space. The flavor profile is a little sweet, very refreshing with mint and clarified cucumber juice. It is crisp, clean, and deeply refreshing. It symbolizes light, clarity, and reflection.
A very elegant light drink with notes of rose and white flowers. It is bubbly and refreshing. It is light, effervescent, and effortlessly chic. A refined, celebratory sparkler.
"Two beautiful paths. Our Water and Mirror is incredibly refreshing, with fresh mint and cucumber. It's inspired by a Persian tradition of placing water before a mirror for clarity and light. Or, if you're in the mood for something bubbly and elegant, our French Rose 75 is delicate with rose and white flowers. Which of those sounds more like you tonight?"
It is a reminder of autumn in Tehran and it has a double meaning of how it feels to be in Tehran during autumn. It has notes of saffron, it is oaky, and orange flavor forward which is the main fruit during fall in Tehran. Very sippable. It is warm and meant to be savored slowly.
If they want a little bit more smoky they can do the Persian Old Fashion because it has mezcal. It is a bit on the sweeter side because of the Grand Marnier. It also has notes of cardamom and orange blossom, making it very full of nostalgic Persian elements. Deeply nostalgic and comforting. Like walking into a Persian grandmother's kitchen.
The most smoky of all cocktails. If they want very smoky they can go for Trial by Fire. The name and the drink comes from Siyavash, a Persian mythological character whose innocence was tested by passing through fire. It is an experience: intensely smoky, complex, and unforgettable. This is the most assertive and dramatic cocktail.
"We have a wonderful range on the smoky side. Our Fall in Tehran is warm and oaky with saffron and orange, like autumn in a glass. It's not overly smoky, more like a traditional Old Fashion. If you'd like a little more smoke, our Persian Old Fashion adds mezcal and cardamom for a nostalgic, sweeter touch. And for the truly adventurous, our Trial by Fire is intensely smoky, named after Siyavash, a Persian mythological hero whose innocence was tested by riding through fire. Where would you like to land?"
The Mocktail Guide: For Guests Who Prefer No Alcohol
We have a fantastic mocktail program. Approach with the same care and storytelling as the cocktails.
"We have a stunning zero-proof program as well. Are you in the mood for something refreshing, floral, uniquely tart, or cooling and traditional?"
It is the mocktail version of Water and Mirror. Very refreshing with mint and cucumber juice. Not too sweet. This is a traditional mocktail usually served as a refresher in hot summer days. Sekanjebin comes from Serkeh, meaning vinegar, and Angabin, meaning honey, which is a syrup people dip with lettuce.
"Our Sekanjebin Mohito is the zero-proof sibling of our Water and Mirror. It's a traditional Persian refresher with mint and cucumber. It's based on a centuries-old syrup of vinegar and honey. Not too sweet, deeply refreshing. A perfect suggestion for someone seeking a complex, non-sweet option. The story sells it: this was a dip for lettuce for centuries before it became a drink."
Pomegranate is one of the main ingredients of Iranian cuisine. The juice of pomegranate is slightly sour but very refreshing. Our mocktail has a hint of orange blossom to deepen the flavor and add a beautiful aroma to this very natural drink. Pomegranate is part of the Perse brand identity, as can be seen in the wall mural behind the wine cellar. Pomegranate is deeply rooted in Persian and Iranian culture.
"Pomegranate is the heart of our brand identity. You can see it in the mural behind our wine cellar. This drink is pure, slightly sour pomegranate juice deepened with the intoxicating aroma of orange blossom. Simple, natural, and deeply Persian. A beautiful and safe recommendation. The visual connection to the wall art makes it an easy, tangible story to tell."
It is one of the most well-known Iranian mocktails with chia seeds, saffron, rose water, and ice. It is a cold drink meant to cool you down during hot summer days. It also has antidepressant properties due to saffron and rose water. It is a tonic for both body and spirit.
"Our Saffron Rose Water Sharbat is one of Iran's most beloved cold drinks. Saffron, rose water, and chia seeds over ice. It's meant to cool you down and it's also said to have soothing, antidepressant properties. A beautiful feel-good drink. Mention its soothing properties gently. Guests seeking wellness and unique flavors will be drawn to this."
Another Persian drink. Willow bark tree, known as Bidmeshk, has a very soothing floral note and taste. The drink also has orange blossom to add to the notes, making the drink very soothing and nostalgic. Delicately fragrant and gently sparkling.
"Our Sparkling Willow and Blossom is delicately floral. Willow bark, called Bidmeshk in Farsi, has a naturally soothing, perfume-like aroma. We combine it with orange blossom for a drink that is gently sparkling and deeply calming. It's reminiscent of a Persian spring garden. For the guest who wants something elegant, aromatic, and non-alcoholic. The word nostalgic is powerful here."
A well-known mocktail in Iran, also known as Sharbat Albaloo. It comes from sour cherry syrup that is a little sweet, a little sour, very refreshing. It balances sweet and sour in perfect harmony.
"Our Sour Cherry Punch is known across Iran as Sharbat Albaloo. It's the quintessential sour cherry syrup turned into a bright, cheerful punch. A little sweet, a little sour, and incredibly refreshing. A crowd-pleaser. Familiar enough to be safe, unique enough to be exciting. Great for kids and adults alike."
It is one of the most unique mocktails that we offer. It is very sour, no sweetness at all. It is salty and sour, like a drinkable Lavashak, a Persian sour fruit roll. It comes with a rolled Lavashak as a garnish. Please keep in mind that this drink is very sour. Staff can also offer a small shot to customers who are unsure about it.
"This is perhaps our most unique offering. It's intensely sour and salty, with absolutely no sweetness. Think of it as a drinkable Lavashak, the Persian sour fruit roll. It even comes garnished with one. It is truly an experience unlike any other drink. For the adventurous palate only. May I bring you a small taste to explore?"
After the drink, which could be anything other than house water, the document should use the menu and the psychological approaches of selling to sell appetizers and drinks like wines. From here we should have a combination list, a matching list of items that can go together while considering the margin of profit.
Appetizers. Building Trust. The First Push Toward One Hundred Dollars Per Person.
Our appetizers are designed for the table to share. We recommend at least two to fully awaken the palate. This is where you build trust, and this is where the first incremental push toward one hundred dollars per person begins.
Pay close attention to which dishes arrive with bread and which do not. The Sabzi Spread includes bread. Kashk-e Bademjoon does not. If an appetizer comes with bread then do not encourage guests to add a bread separately. For example, when an appetizer comes with bread then do not encourage guests to add a bread separately. The rule is: the spread, no bread. That means if the appetizer comes with a bread then they should not order breads. This creates a trust between the guests and the restaurant.
If a guest orders multiple dips, ensure they have enough bread without ordering redundantly. Your awareness of these details builds profound trust. They will feel you are on their side, protecting their value and experience.
If they don't know what to order next for their entrée then it's the exact time when staff should enter and show their knowledge without losing confidence. What staff should order must consider the plus twenty-five dollar ideal push per person. Here's where decision fatigue plays a role for guests. They cannot decide and they get overwhelmed after ten to fifteen seconds. That's why you can order for them while considering the trust and higher margin of profit.
So when you are suggesting them appetizers you must think about the combinations. We will put these in the Toast system to help you find the combinations easier. However you should at least know the top combination items and the top bundles. The way we sell these bundles is with trust and benefit of the guests. They should feel they are winning, like when they know asking for bread with an appetizer which comes with a bread is a win for them and you care about them.
The Opening Gambit: Assume the Sale
Do not ask "Would you like to start with any appetizers?" This opens a choice loop that can end in no. Instead, assume the sale and curate the selection.
"To begin the table, I recommend we start with two of our signature spreads. Our Kashk-e Bademjoon is a Perse original, a marriage of two classic eggplant dishes. And our Sabzi Spread is the quintessential Persian beginning, fresh herbs and feta with bread. Which two appeal to you most: the smoky Kashk-e Bademjoon, the vibrant Sabzi Spread, or our creamy Hummus with house-made black olive oil?"
You have used the Rule of Three. You have assumed the appetizer course is happening. The guest is simply choosing which ones. This is Cognitive Load Reduction and the Framing Effect working together.
The Appetizer Guide: Complete Stories and Pairing Paths
The Classic Elevation (Upsell with Moët and Chandon, single serving Champagne): "To make this moment truly sing, may I suggest a single serving of Moët and Chandon? The minerality and bubbles are the timeless, flawless pairing for caviar."
If they don't want Champagne then white wine would be the next choice: "Of course. A crisp white wine would also be a beautiful companion. Our Cloudy Bay Sauvignon Blanc has the brightness to complement the caviar perfectly."
The Non-Alcoholic Pivot (Upgrade the caviar to Persian Caspian caviar): If they decline alcohol, do not retreat. Elevate instead. "Then let us at least upgrade your caviar selection to our Persian Caspian reserve. It's a completely different level of texture and flavor."
The Value Play (For three people or more, offer the 1oz caviar service): "For your table, the one-ounce service offers significantly more caviar for a remarkably similar investment. It's the way to truly share the experience. You get more caviar for the same amount of money."
This is not a traditional Kashk-e Bademjoon. It is a Perse original, a deliberate and beautiful combination of two beloved Iranian eggplant appetizers. The first is Mirza Ghasemi, from the North of Iran, where the eggplant is fire-roasted until smoky and tender. The second is the classic Kashk-e Bademjoon, where the eggplant is sautéed and fried, creating a richer, more savory foundation. Chef has woven these two distinct techniques into one dish, capturing the smoky depth of Mirza Ghasemi and the creamy, savory soul of Kashk-e Bademjoon in a single expression. It is a dish that honors tradition while creating something entirely new.
The Story: "Our Kashk-e Bademjoon is a Perse original. Chef combines two classic Iranian eggplant dishes into one. The smokiness comes from Mirza Ghasemi, where the eggplant is fire-roasted, and the creamy richness comes from the traditional sautéed preparation of Kashk-e Bademjoon. It's a marriage of two traditions in one dish."
The Natural Pairing (Upsell with Barbari): "It pairs beautifully with our Barbari bread. Shall I add an order for the table to enjoy with it?"
The Trust Moment with Sabzi Spread: If a guest orders both this and the Sabzi Spread, note that the Sabzi Spread arrives with its own bread. "The Sabzi Spread comes with bread, which will also be a wonderful vehicle for the Kashk-e Bademjoon. You'll have plenty to scoop and enjoy. You're all set."
Handling the Traditionalist: If a guest remarks that this is not the traditional version, smile warmly. "You have a wonderful eye. This is actually Chef's own creation, combining the smoky, fire-roasted eggplant of Mirza Ghasemi with the creamy, sautéed style of traditional Kashk-e Bademjoon. It's two classics in one. There are other ways of presenting and preparing Kashk-e Bademjoon and this one is one way Perse is trying to introduce. We're honored to share this expression with you."
The Cross-Sell: "And if you're enjoying this, our Caspian Olive Medley is a beautiful companion from the same northern region of Iran. The flavors speak to each other."
A combination that is specific and unique to Perse. The black olive oil is a homemade oil we make here and the combination is very specific to Perse.
"The black olive oil is made right here in our kitchen. It transforms a familiar dish into something you can only experience at Perse."
Anyone who orders it, it is good to have red or white wine with it.
The Ritual Instruction: "The way to enjoy this is simple and hands-on. Tear a piece of bread, spread some cheese, and build a little bundle of herbs on top. Each bite is fresh and unique."
The Wine Bridge: "This bright, green, herby plate is a lovely partner for a glass of crisp white wine or a light red. It opens the palate beautifully for everything to come."
This is an appetizer from the North of Iran. We had the original recipe, translated and presented in its almost original way.
"A taste of the Caspian coast. This recipe traveled directly from the North of Iran to our kitchen, nearly unchanged. It is presented in its almost original way."
It is perfect for sharing, specially if they have kids on the table. For younger people this would go.
"These are a universal crowd-pleaser, especially fantastic for younger guests or as a casual, crunchy anchor for the table while everyone decides."
"This is one of those dishes that just lands on every table. You'll see it go by and want it. Shall I add one for the table?"
Additional lamb chops can be added for ten dollars each.
The Wine Pairing (Upsell with Merlot wine): "The smoky char on these chops calls for a wine with personality. Our Daou Merlot has the bold fruit and structure to stand up to the grill without overpowering the lamb."
The Table Builder: "And to balance the richness, our Charred Broccoli with whipped feta creates a beautiful contrast on the table."
It literally should be on every table. One of the best sellers. Our yogurt is house-strained yogurt, known as Mast-e Chekideh, which intensifies the flavor and makes it thicker with more texture. Our Cucumber Yogurt is a special Perse recipe, different from other regular ones in the city.
"Honestly, this should be on every table tonight. Our house-strained yogurt makes it unlike any other cucumber yogurt in the city. It's the perfect cooling partner to anything from the grill."
"A burst of pure freshness from the garden. This salad is all about texture and the quality of the greens."
This dressing is the authentic style from the city of Shiraz, a south-central province of Iran. It can be an upsell for main dishes, all the meat or chicken dishes, except for Fesenjoon.
The Acidity Play: "The high acidity and crunch of this salad make it the ideal palate cleanser. It cuts through the richness of meat and chicken dishes perfectly. Our dressing is a sour grape juice dressing, which is a traditional ingredient of Shirazi Salad made in Shiraz."
The Main Course Upsell: When a guest orders any meat or chicken entrée, except Fesenjoon, this is your automatic add-on. "And to accompany your entrée, the Shirazi Salad is a classic, refreshing partner. Shall I have one served alongside it?"
It has avocados for a little bit of richness, pistachios for punch, and feta to add a little bit of saltiness to it. As an appetizer it goes well with chicken dishes like boneless chicken kabob and Cornish hen.
"This salad has a lovely, delicate richness from the avocado. It pairs particularly beautifully with our lighter chicken dishes, like the Boneless Chicken Kabob and the Cornish Hen."
It comes with a saffron Caesar dressing and dust of sumac and topped with house-made Barbari croutons. Perfect to share on the table. As a side to any kabobs on the grill.
"A beautiful, sharable side. The saffron in the dressing gives it an aromatic depth that makes it the perfect companion to any of our charcoal-grilled kabobs."
This item can be shared as an appetizer for the table. The way that we present it is different than the traditional form. It is a large rice ball, known as Koofteh, stuffed with chicken. It also has a small amount of eggplant just to make the chicken moist. The customer might not taste the eggplant in it. It comes with shredded chicken at the bottom since we wanted to serve it with chicken as stuffing but the ball falls apart. So our design ended in ball shaped.
The Appetizer Play: "This is our beautiful, signature presentation of Tahchin. While it is a classic main dish, we love to serve it as a unique and stunning appetizer for the table to share. It's a wonderful way to experience it without committing to it as an entrée. Try to upsell it as an appetizer rather than a meal."
The Cautionary Note: "It's rather small as an entire meal so your guest might get disappointed to order it as an entrée. It complements but is not a complete entrée. As a shared appetizer, however, it is a perfect beginning."
The List of Combinations in the Menu Guide
We provide the list of combinations in the menu guide with all the details and instructions for selling them: how to begin, continue, and end. We can say, almost for everyone, our menu is extensive and has a lot of space to explore even for those already been here. This is very true about our wine list and cocktail menu. Do not forget that we have top shelf, rare, and vintage drinks, from tequila to whisky. Our wine list is amazing. Suggesting drinks with the food is one of the strengths we have in the restaurant. We explain how to give them at least three options for wine and how you direct them to choose one, though we think they choose one of the options.
Then for the appetizers we consider what they ate and what is the best for them based on the combination they chose. We do not merely sell food, we guide them to experience. We are here to give them a lived experience of Perse and its story. We have guidance for what to say and how to approach and how to go to the next or alternative scenario. For example, if they say we do not want dessert, you offer them dessert for the table, a dessert platter. And so on. Or if they say we want dessert then tea service or dessert wine is the next combination. We put this information on how to mix and match items, or how to combine them for each course, both in this document and in Toast.
Entrées and Rice Companions. The Anchor and the Ladder. The Second Push.
All entrées are served with a choice of rice companion. This is where your knowledge becomes their unforgettable experience. Guide them confidently. They want to be led.
"The menu is a novel. Even our regulars discover something new each visit. May I guide you through a few standouts?"
The Premium Ladder: From Good to Best
When a guest is considering a beef entrée, you have a powerful opportunity to guide them upward using the Rule of Three, Anchoring, and the Decoy Effect. The structure is intentional. Use it.
"Our Koobideh is the classic, our house blend on two skewers, a wonderful traditional choice. For something more elevated, our Perse Wagyu Chenjeh is exceptional. It pairs filet with Japanese A5 Wagyu, grilled over charcoal, incredibly tender and marbled. And for the true connoisseur, our Japanese A5 Wagyu Kabob is just three ounces of the highest-grade beef in the world. An absolute experience."
The Japanese A5 is the anchor. The Koobideh is the accessible fallback. The Wagyu Chenjeh is the target, the Better choice that feels smart, balanced, and luxurious without being extreme.
From the Charcoal Grill
A sour, rich, and complex dish. The steak is marinated with walnuts, giving it a distinctive, tangy depth. This is not a sweet pomegranate. It is a savory, sour celebration. Pay attention to the allergens. The walnuts cannot be removed since it is marinated in the steak. It has a sour flavor.
Temperature: "Chef recommendation is either medium rare or medium for its temperature. It allows the sour notes of the marinade to shine."
Rice Pairing: "It goes nice with either white rice or the smoked tahdig."
Wine Pairing: "Red wine, specially heavier body wine, like Cab goes nice with the meal. The sour, rich glaze calls for a wine with body and structure. A heavier Napa Cabernet Sauvignon is the ultimate partner here."
The original kabob from western Iran is one layer of fillet and one layer of fat. Instead of the fat layer we use Japanese A5 Wagyu. It is grilled over charcoal. The result is exceptionally rich, decadent, and tender.
Temperature: "Chef recommendation is medium rare. It allows the Wagyu's marbling to melt into the filet. However we don't recommend guests go over medium."
Rice Pairing: "It goes well with white rice, smoked tahdig, fava bean and dill rice. Maybe lentil rice. Definitely not cherry rice. Unless guest insists on getting cherry rice."
The Three-Option Wine Method: "Now, this dish calls for a wine with structure. Let me suggest three perfect partners. Red wine: Daou Merlot, Super Tuscan. And for a truly once-in-a-lifetime pairing, we are one of the only restaurants in the country with a library of Château Margaux 2008 and 2009. Also Rothchild 2012. If they would like to go with Bordeaux wine in California, offer them Opus One. Their best vintage is 2015."
It is a very delicate fatty meat. It has a lot of marbled fat. It is chewy if overcooked. Temperature is critical.
The Wine Elevator: "Goes nice with Chianti, aged Bordeaux. It's a good opportunity to talk about our amazing wine program. We have one of the only restaurants with inventory of Château Margaux 2008 and 2009, also Rothchild 2012. If they would like to go with Bordeaux wine in California, offer them Opus One. Their best vintage is 2015. Pinot Noir is also a wonderful match."
The Spirit Alternative: "If not wine, then they can do Japanese whisky, aged bourbon. All go nicely with the Wagyu. It's a match made in heaven."
The meat is a house blend, comes in two skewers, grilled over charcoal and it is served with smoked yogurt.
Rice Pairing: "They can have it with white rice, smoked tahdig, fava bean and dill rice, jewelled rice, and lentil rice. Koobideh is a beautiful canvas."
Drink Pairing: "Goes with Merlot, Malbec, or beer. Red wine, Shiraz or Merlot. Also if they want to go with white wine Riesling goes well with it."
The Side Upsell: "And to complete this, the Shirazi Salad or Cucumber Yogurt is a classic, refreshing partner. Shall I add one to be served alongside your entrée?"
A magnificent full rack of lamb. They should talk about the sauce too. It is a luscious saffron butter sauce that melts into the meat. A showstopper.
Rice Pairing: "Goes nice with smoked tahdig, fava bean and dill rice, jewelled rice, and lentil rice."
Salad Pairing: "It goes with Perse garden salad. The Perse Garden Salad is a crisp, herbaceous counterpoint to this richness."
Drink Pairing: "Shiraz, Malbec, Old Fashion, Fall in Tehran. The smoky char and saffron call for a spicy Shiraz, a velvety Malbec, or our Fall in Tehran or Persian Old Fashion cocktails. Each one amplifies a different note in the dish."
It is white meat, tender, brushed with saffron. Good for picky eaters, or kids. It is simply grilled over charcoal, with a bit of smoky flavor. A wonderful choice for anyone seeking a lighter yet deeply flavorful main course.
Rice Pairing: "Goes nice with all the rices, specially with cherry rice. Let the customer know that it's a slightly sweet rice, so it is a delightful contrast. This is the dish for Cherry Rice."
Drink Pairing: "Anar cocktail goes nice with it. White wines. Beer. Our Anar cocktail is a divine match. The sour, salty notes lift the saffron beautifully."
Salad Pairing: "Goes nice with Shirazi salad. The Shirazi Salad is the perfect crunchy, acidic companion."
Juicier than boneless kabob. It is a whole Cornish hen, charbroiled on a bit of saffron crema, which is a puree of potato and saffron butter. It is notably juicier and more intensely flavorful than the boneless kabob.
Rice Pairing: "Goes with all the rices. The saffron cream makes it a particularly harmonious match with the Smoked Tahdig."
Drink Pairing: "Anar cocktail goes nice with it. White wines. Beer."
Salad Pairing: "Goes nice with Shirazi salad. A Shirazi Salad on the side provides that perfect, refreshing crunch."
Marinated with yogurt and black lime, extremely tender, comes in two skewers about six ounces of meat.
Pairing: "Pairs well with red wine, Fall in Tehran, and Trial by Fire."
The Rice Upsell: "Upsell: fava bean and dill rice, tahdig, simply a bowl of white rice. The aromatic Baghali Polo is a stunning partner, as is the Smoked Tahdig. Even just a simple bowl of steamed White Rice lets the marinade shine."
Signature Main Dishes
Inspired by northern Iranian cuisine. The duck is very tender and delicious. The item is sharable. It comes with two duck leg confit. The stew is both underneath the duck and additional stew will be served on the side. The original recipe from the North of Iran is made with wild duck. The more south you move it changes to chicken or even meatballs solely because duck is more easily accessible in those regions.
The Story: "The original recipe from the North is made with wild duck. As you move south through Iran, it changes to chicken or meatballs because duck becomes less accessible. We honor the original with our confit."
The Rice Imperative: "The dish comes with white rice. We try not to promote it since it's better with tahdig. However if your customer didn't order tahdig or they order the mixed rice, please make sure you bring the white rice to the table to let your guest have a good experience and taste the stew as it should be. This dish is at its absolute best with Tahdig. The texture is a revelation."
Wine Pairing: "Pairs well with Pinot Noir, Shiraz, and our Sauvignon Blanc."
Cocktail Pairing: "If cocktails, Persian Old Fashion."
The same story as Fesenjoon, only it comes with no duck. All the complexity and depth of the classic Fesenjoon stew, served without the duck. A deeply satisfying, flavorful, and intentionally crafted plant-based main course.
"The same incredible, complex stew, allowing the pomegranate and walnut to be the absolute stars of the plate."
The sauce is northern Iranian inspired. Traditionally they stuff the fish with flavorful stuffing containing walnuts, barberries, onions, garlic, and aromatic herbs. We instead made the stuffing in the form of a sauce and it is served under the fish. This invokes the same flavor with a different presentation from the original version.
"This is a reimagining of a classic. Traditionally, these flavors would be a stuffing. Chef has deconstructed it into a sauce, so every bite of fish is perfectly accompanied. It's a taste of the Caspian coast. The same soul, a different form."
Not the typical stew that is served in Persian restaurants in Los Angeles. Please do not sell the stew without meat. The deconstructed version of Ghormeh Sabzi is not good. The stew is very meat forward. Just like Fesenjoon it comes with rice.
The Rice Imperative: "The dish comes with white rice. We try not to promote it since it's better with tahdig. However if your customer didn't order tahdig or they order the mixed rice, please make sure you bring the white rice to the table to let your guest have a good experience and taste the stew as it should be."
Wine Pairing: "Pairs well with Shiraz, Sauvignon Blanc."
Marinated in saffron, grilled over charcoal. It has a nice smoky flavor. Deboned. A whole Mediterranean sea bass. The skin is smoky and crisp, the flesh delicate and flaky. Fully deboned for effortless enjoyment.
Rice Pairing: "It goes well with fava bean and dill rice and smoked saffron rice. The classic pairing is Baghali Polo."
Salad Pairing: "Shirazi salad as it has high acidity and crunchy, it's very refreshing."
Drink Pairing (White Wines): "For a white wine, let me suggest two beautiful paths. Cloudy Bay Sauvignon Blanc is crisp, bright, and less sweet, letting the freshness shine. If you prefer a touch more roundness and sweetness, the Louis Latour Pouilly-Fuissé is an elegant, generous choice."
Rice Companions
Every entrée is a canvas. The rice is the frame. Guide your guests to the pairing that elevates their main course to a masterpiece.
It is a semi-sweet rice with golden raisins and dates. Mixed rice. Goes well with chicken and beef. However some people enjoy it with fish, so read the room. Do not recommend to pair with stews.
"A semi-sweet rice with golden raisins and dates. A wonderful partner for our chicken and beef dishes. I would not recommend it with stews, as the sweetness can compete. However, some people do enjoy it with fish, so read the room."
A sweet rice. Very flavorful. Goes really nice with chicken. Not good to recommend to pair with stews. Some like it with beef. Doesn't go with fish.
"A distinctly sweet and flavorful rice. It is a classic, beloved pairing for our chicken dishes. I would steer you away from pairing it with stews or fish, though the final choice is yours. Some do enjoy it with beef."
Pairs with every single item on the menu on the entrée list. It is not an appetizer. Please inform your guest that this is not the typical tahdig. It's crispy rice on top and white rice underneath. Sharable up to four people. It also has free rice refill, not tahdig, just white rice. Some people mistakenly order it as an appetizer, since it's been common in Los Angeles restaurant scene. However we serve it the more traditional way that is common in Iran as a side to your main dish.
The Correction: "Just so you're aware, this is served as a side dish alongside your entrée, not as an appetizer. This is the more traditional way it is enjoyed in Iran."
The Value Note: "It is sharable for up to four people and comes with a complimentary white rice refill, so it's a wonderful, generous addition to the table."
The Universal Pairing: "Honestly, this pairs with every single entrée on the menu. It's the perfect textural companion."
The ceremonial rice of the restaurant. This dish is usually served in large ceremonies and parties such as weddings and events. It's called jewelled rice because the color of the nuts is the resemblance of gold, ruby, and emerald. Aromatic, slightly sweet, stunning on the table.
"Pairs well with all the items on the menu entrée, from the fish to the chicken to beef. This is our most celebratory dish. It's called Jeweled Rice because the colors evoke gold, ruby, and emerald. It pairs universally with every single entrée on our menu. A feast for the eyes and the palate."
This rice is not sweet at all. Pairs well with chicken and beef but specifically pairs with fish.
"This is not sweet. It is an aromatic, savory, green rice. It pairs widely with chicken and beef, and it is the specific, classic, and undisputed pairing for our Whole Branzino."
This item can be shared as an appetizer for the table. The way that we present it is different than the traditional form. It's a large rice ball, known as Koofteh, stuffed with chicken. It also has a small amount of eggplant just to make the chicken moist. Customer might not taste the eggplant in it. It comes with shredded chicken at the bottom since we wanted to serve it with chicken as stuffing but the ball falls apart. So our design ended in ball shaped.
The Appetizer Play: "Try to upsell it as an appetizer rather than a meal. It's rather small as an entire meal so your guest might get disappointed to order it as an entrée. It complements but is not a complete entrée."
The Presentation: "This is our beautiful, signature presentation of Tahchin. While it is a classic main dish, we love to serve it as a unique and stunning appetizer for the table to share."
"The classic, essential foundation, especially for our stews like Fesenjoon and Ghormeh Sabzi. It allows the sauce to be the absolute star."
Desserts and Tea Service. Completing the Journey. The Final Push Toward One Hundred and Twenty-Five Dollars Per Person.
All of our desserts are low sugar and not sweet as standard US sweet taste, so it goes well with the California health-conscious mentality. Everything is house-made, except for the ice cream which is enhanced in house. This is your time to make an effort to make your customers have a well-rounded dinner experience at Perse.
Handling the "I'm Too Full" Objection
This is the most common barrier to the final sale. Do not retreat. Pivot with empathy and offer a lighter, framed alternative. This is the Zeigarnik Effect in action, closing the open loop of the meal.
"I completely understand. It was a beautiful, rich meal. Perhaps just a light, shared finish for the table? Our Saffron Delight is a nearly weightless yogurt mousse, perfect for a single shared bite. Or our Dessert Platter offers small tastes of our highlights, a perfect way to sample without committing to a full dessert."
If they still resist:
"Then at the very least, let me prepare our Tea Service for the table. No Persian meal is complete without it. We have a fresh mint and a chamomile, both naturally caffeine-free. It's the ceremonial close to the evening."
If they say we do not want dessert, you offer them dessert for the table, a dessert platter. And so on. Or if they say we want dessert then tea service or dessert wine is the next combination.
The Dessert Guide: Complete Stories and the Tea Bundle
The original recipe has cooked lamb neck meat in it, similar to Halim which is a sweet dish but it has meat. However we took the meat out. This dessert is very delicate, it's very light since the main ingredient is yogurt. It's also high protein and low sugar. A nearly weightless yogurt mousse.
"A nearly weightless finish. If you're feeling full but want a small, shared sweet moment, this is the perfect single bite for the center of the table. It's very delicate, very light since the main ingredient is yogurt. High protein and low sugar."
It's the only type of ice cream that is originally from Iran. Iranians have one type of original ice cream and it's extremely delicious. It has saffron, rose water, pieces of pistachios, and solid pieces of cream all mixed in. A textural delight unlike any other ice cream.
"This is the real thing, the way ice cream has been made in Iran for centuries. The solid pieces of frozen cream are the signature. It is an experience."
Comes with three pieces of cream puff. House-made. The inside cream is cardamom and orange blossom infused. Very flavorful and not too sweet. Low in sugar. Pairs well with any type of tea.
"The warm, aromatic cream is a flawless partner for our tea service. The bitterness of the tea and the fragrance of the cardamom are a perfect harmony. Shall I prepare a pot of fresh mint tea to accompany this?"
It's our Persian interpretation of beloved tiramisu with homemade cake and our homemade pistachio cream. Pairs well with tea.
"Best enjoyed with a pot of tea. The warmth and slight bitterness create the perfect balance for the creamy pistachio. Shall we add a tea service?"
The name comes from a famous old bakery in Tehran called Bibi Bakery. Bibi is another name for grandma in Persian, usually an old-fashioned way of calling grandma, similar to Nana and Granny. It's extremely light, sponge-like texture. Customers have described it as biting into a cloud of chocolate.
"The Bibi Cake's cloud-like texture is ethereal with our saffron-infused black tea. The warmth and the chocolate together are the essential final act. May I prepare a pot for you?"
Please do not customize it. It's chef selection and that's it. You do not customize it. It's chef choice. Most of the time it has a piece of Bibi Chocolate Cake, a piece of Tehranmisu, and cream puffs.
The Rule: "This is Chef's selection and cannot be customized. It is a beautiful tour of our favorite finales."
Upsell with Tea Service: "Naturally, a platter like this calls for a complete tea service for the table to share. The combination is the definitive Perse dessert experience."
This is your time to make an effort to make your customers have a well-rounded dinner experience at Perse. You can start by saying no Persian meal is complete without the tea. If the guest is concerned about caffeine you can quickly respond: don't worry, our fresh mint tea and our fresh chamomile tea are caffeine free. So they can place the order. We have the caffeinated and non-caffeinated options. All tea are refillable. However we do not promote it. But when the guest finishes their tea, you can nicely suggest if they would like to get a refill. This refill option is a gesture of hospitality.
The Opening: "No Persian story is truly complete without tea. It is the ceremonial close to our journey together."
The Caffeine Objection (Instant Rebuttal): If a guest expresses concern about caffeine, immediately and warmly respond: "Not to worry at all. Our fresh mint tea and our fresh chamomile tea are both naturally caffeine-free. You can enjoy the ritual without any concern."
The Refill (An Automatic Gift): When a pot is empty, do not ask if they want another. Say: "May I refresh your tea while you continue enjoying the evening? It is our pleasure." This is a gesture of pure hospitality, not a sale.
Tea Selection
- Traditional Black Tea: Infused with saffron. The classic.
- Fresh Mint Tea: Bright, cleansing, naturally caffeine-free.
- Fresh Chamomile Tea: Soothing, calming, naturally caffeine-free.
The Server as a Behavioral Architect. Key Service Rhythms and Training Drills. The staff are the most powerful tool in this manual. Your training must move beyond scripts to understanding the principles.
The Twenty Percent Rule
When a guest's drink is approximately twenty percent full, approach with a fresh one or the bottle. "Let me refresh that for you." This small, proactive act of service triggers the powerful principle of Reciprocity. The guest feels cared for, and a second pour becomes a natural extension of the experience, not an upsell.
The "I'm Full" Pivot
When a guest says they're too full for dessert, the server should not retreat. They should offer a lighter alternative.
"I completely understand. Perhaps just the Traditional Tea Service for the table? It's a wonderful way to settle the palate after the spices and is a ritual in itself."
The Fifteen-Second Story
A server should be able to tell a brief, personal, or culturally rich story about any premium item on the menu. This builds Authority and Emotional Connection.
"The Fesenjoon is a dish from the North of Iran. The original version is made with wild duck. It's a slow-simmered walnut and pomegranate stew that takes over six hours to make. The depth of flavor is unlike anything else, and our version with duck confit honors that original tradition."
The Curated Choice
Never ask an open-ended question when a curated one will guide the guest more gracefully. Replace "What would you like?" with "Would you prefer A or B?"
"To complete your evening, would you prefer our light Saffron Delight for the table, or our Dessert Platter to share a taste of everything?"
The Storytelling Close
A server should be able to tell a fifteen-second story about any premium item.
"The Fesenjoon is a dish from my grandmother's kitchen in Tehran. It's a slow-simmered walnut and pomegranate stew that takes over six hours to make. The depth of flavor is unlike anything else."
Incentive Programs for the Team.
Award: The server with the highest Wine-to-Food Ratio for the week wins a prime Saturday night shift.
Award: The server with the highest Attachment Rate for the month wins a complimentary dinner for two at Perse, allowing them to experience the guest's perspective.
Award: A significant bonus or a coveted set of shifts. The server submits a one-page reflection detailing how they used a specific psychological principle to create a memorable and successful guest experience.
"How I Used Reciprocity to Turn a Birthday Dinner into a Nine Hundred Dollar Check."
✓ Training complete. Your record has been submitted.
When a guest leaves Perse, you want them to remember three things:
- The food was incredible.
- The service was impeccable and warm.
- They felt they had the definitive Perse experience.
When you master the psychology in this guide, you will have delivered on all three, and the profit margins will reflect that mastery.