Capturing the Essence
Following years of cooking, setting up restaurants, studying fine arts and architecture, I have decided to take on a new position in my food design and restaurant development. I am fairly convinced that the most effective way to achieve success in any enterprise is to concentrate on the essentials [the essence] and make THAT outstanding!
For instance what is the purpose of a restaurant? What is the journey that your guests are truly looking for? Is it the up to the minute “Arty” wall paper or the latest hip music or interior design? perhaps it is, it will certainly tap into some senses of your clientele [or at least to a segment of your market anyway]. But what about allowing the FOOD to be the art work flowing through the space? [a space without too many distractions taking you away from the essentials] and perhaps once again concentrating on the essentials.. like a beautiful – plain white quality linen table cloth with an appealing texture? Perfect acoustics? Introduce a lighting program that will highlight a couple black and white sketches on plain walls ? Fresh local flowers? Cutlery that feel great to handle and wine glasses which vibrate when wine is poured into them! In other words keeping it very simple and honest [still using the best of everything but in a more subtle way].
Moreover, a similar approach can be adopted with food as well, what happened to a perfect roasted “Bresse” chicken with sage [constantly basted] with a few new potatoes, carrots and sauteed spinach? But done to order for your table! (as well as the jus, without wine or truffles!) perhaps the bird could even be purchased from the market specifically for your reservation. I love classical and market cuisine, but with a new twist. I call it “neoclassical” Cuisine, still based on some of *Escoffier’s ideals [*an approach to food that has proven itself and lead the culinary scene for almost half a century], but a more “purer” form of cuisine, simpler and especially locally driven or “vernacular” (to avoid the carbon foot print).
I have another belief (here we go…) ; In order for a dish to be successful there should be three or less flavours that should really hit you the fist few seconds that you try them! If you need to linger for minutes in order to unmask ten different flavours, I reckon that the dish is overdone, even tortured… [unless it is a curry 
] Perhaps the same philosophy could apply for restaurant design?
What do you think?
