Cinema was called the 7th fine art, and I will call food the 8th
How could I call something that ordinary an art or even better a fine art! And how do I dare to nominate it for the 8th art? Well yes, today with geniuses like Ferran Adria, the man behind “El Bulli” the best restaurant in the world and the Molecular Cuisine concept, and Alain Ducasse the French Cuisine perfectionist with 20 Michelin stars, yes we can call “food” or maybe better said “The Composition of Food” an art.
We are in constant search to satisfy our senses, and art is one of the few things that can really enchant us, architecture, paintings and sculptures for the eyes, music for the ears, and a 3 stars Michelin meal for the sight, smell and taste.
More and more the trend is towards, eating for pleasure instead of just satisfying the simple feeling of hunger. This concept is not new, Romans used to make sculptures of their chefs! However today we see a lot of restaurants that base their whole concept around getting a whole experience while eating and stimulating the senses. The chef should be an artist in his cuisine!
This trend is evolving the whole business model of the food industry, especially when we are talking about first class restaurants. People might be willing to pay more for a meal, but they are expecting a whole show! They want to know where each ingredient comes from, how it’s prepared and how it should be eaten. They even want “The Chef” to come to the table and talk with them to see what they like and customize the food according to their taste.
The customers are more and more sophisticated and educated when it comes to food. They accept nothing less than the perfect mix! Even each meal should be accompanied by its special wine or spirit that would be recommended by the chef. The whole combination should be a piece of culinary art; an experience not to forget.
So all of you out there if you are planning to open a restaurant, the trick is to innovate, impress and offer a whole experience. Ask yourself this question, if there was a museum for the best meals- let’s say a Moma exposing the best menus of the best chefs, how what you’re offering would be so special to get into that museum!
The opportunity today is in offering an affordable “ 8th Art” – in other words offer a very special menu accompanied with the whole show and experience at an affordable price! The challenge is to make good food, but at the same time manage to make the whole experience of eating entertaining, surprise your clients, make them go out of your restaurant not only with a full stomach, but with a full smile ;)
And you, what do you think?