Catherine Neville Publisher amp Editor Feast Magazine Les Dames dEscoffier 2012 Conference St Louis The pendulum has swung away from the artificial and toward the artisan Today we celebrate the craftsman ID: 685495
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Slide1
Trending TopicsThe rise of the artisan
Catherine Neville
Publisher & Editor, Feast Magazine
Les Dames d’Escoffier, 2012 Conference, St. LouisSlide2
The pendulum has swung away from the artificial and toward the artisan.
Today we
celebrate the craftsman
– whether chef, bartender, farmer, brewer, wine maker, chocolatier, coffee roaster, baker, butcher … consumers are seeking products that are the
authentic refection of the maker’s passion
for whatever it is that they are creating. Slide3
The pendulum has swung away from the artificial and toward the artisan.
Today we celebrate the craftsman – whether chef, bartender, farmer, brewer, wine maker, chocolatier, coffee roaster, baker, butcher … consumers are seeking products that are the authentic refection of the maker’s passion for whatever it is that they are creating.
And creators are seeking ways to
explore
new ideas as well as old, to be
part of a culinary community
and
actively shape
the present and the future of American food. Slide4
Why?Reaction to increased homogenization
in suburban and rural areasSlide5
Why?Reaction to increased
homogenization
in suburban and rural areas
Boredom
with corporate concept experiences Slide6
Why?Reaction to increased
homogenization
in suburban and rural areas
Boredom
with corporate concept experiences
Increased sophistication and
expectation
Slide7
Why?Reaction to increased
homogenization
in suburban and rural areas
Boredom
with corporate concept experiences
Increased sophistication and
expectation
The
economy
Slide8
Why?Reaction to increased
homogenization
in suburban and rural areas
Boredom
with corporate concept experiences
Increased sophistication and
expectation
The
economy
Advances in
technology
Slide9
Why?Reaction to increased
homogenization
in suburban and rural areas
Boredom
with corporate concept experiences
Increased sophistication and
expectation
The
economy
Advances in
technology
The rise of
“individual media”
Slide10
Trends
What are the larger trends that are pushing the industry forward?Slide11
Focus on the food
Restaurants around the country are adopting [a] model of providing guests with extraordinary cuisine with eschewing the framework of fine dining.
Food Arts, Sept. 2012
Cary McDowell, Winslow’s HomeSlide12
Focus on the food
The
economy
has ushered in smaller restaurants that require less up-front investment. The
elevation of American cuisine
that began over a decade ago, with its focus on
chef-driven
experiences and
regional
cuisine made with thoughtfully sourced ingredients from individual
farmers
, hasn’t waned with our shrinking budgets. Chefs are delivering, but in more
creative – and smaller
– ways.
FarmhausSlide13
Focus on the food
New restaurants are more
casual
, more
creative
. The food
pushes boundaries
and expectations, but stuffy atmospheres and formal service no longer signal “fine dining.”
We’re not trying to “back the bus over tradition” we are trying to find classics and improve them – understand what made them classics in the first place.
Bon Appetit, Sept. 2012
Blood & Sand
Chicken galantine with white beets and Swiss chardSlide14
DIY
Why buy it when you can
make it yourself
?
Flip through industry magazines and you’ll still see ads for pre-made products designed to cut execution times in professional kitchens, but the current thinking is that what a restaurant serves should be
hand made, in house, as much as possible
.
Pastaria
Ricotta-stuffed tortellini with artichokesSlide15
DIY
Why buy it when you can
make it yourself
?
It’s more
fun
.
It
tastes better
.
It’s a reflection of the chef’s
personal style and perspective
.
RangeSlide16
Personalization
In-kitchen dining, direct access through
social media
, specialized menus, a
blurring of the lines
between back of the house and the front,
casual
style of service …
Customers want to feel that they have a
personal, direct connection
with the chef.
Home Wine KitchenSlide17
Innovation So let’s look at what’s inspiring innovation in the industry, pushing us toward the next trends.
FrostBiteSlide18
Mobility ~ Incubation ~ Collaboration
Technology
, Square in particular, creates mobility and is allowing entrepreneurs to sell their products without a investing in a traditional brick-and-mortar location.
Mobility allows businesses to
go to their customer
, sell in unconventional spaces and places and launch their business with lower financial risk, which then cycles back when the company matures.
When a small, non-traditional start-up gains enough audience, many then invest in the
traditional brick-and-mortar
storefront.
Within this
start-up culture
, collaboration is also inspiring innovation and creating stronger community.
These three drivers often cross over each other, allowing for free-flow creativity.Slide19
Mobility: Pop-ups
A one-day gumbo shop. A month-long fine-dining experience. A monthly “underground” dinner.
Whatever form they take, short-term restaurants allow for experimentation. This gives chefs a platform to test out new ideas and see what works and what doesn’t.
New concepts are aired out and new dishes developed.
Josh Galliano’s Gumbo Pop-UpSlide20
Mobility: Food trucks
Food trucks
are crisscrossing urban areas from the Atlantic to the Pacific. Mobile food is not new, but this breed of mobile kitchen is
pushing culinary boundaries
with innovative dishes and personal connections.
Via
social media
, these nimble restaurateurs build a clientele willing to
seek them out
in a new place each day.
Guerrilla Street FoodSlide21
Incubation: Trucks and market stands
Those trucks that tweet their daily specials? Once they reach critical mass, many are deciding to
invest in brick-and-mortar restaurants
.
Farmers’ markets are similar
incubators
. Producers can easily set up a weekend stand at a market, test the waters and then invest in a shop
once their audience is established
.
The Sweet DivineSlide22
Incubation: Trucks and market stands
KakaoSlide23
Incubation: Trucks and market stands
Kitchen KultureSlide24
Collaboration
The strong sense of community within the culinary world is leading to some very creative collaborations, particularly in the craft beer industry.
Two minds are better than one as they say, whether creating a
new product
or a
mutually beneficial partnership
.
Perennial + EntreSlide25
Collaboration
Kaldi’s + Urban Chestnut
4 Hands + Fifth WheelSlide26
No Boundaries
We eat in a time when consumers (as well as producers) have never been more sophisticated.
The democratization of great food has created a culture of innovation and craftsmanship.
Now that the doors to starting a culinary business are coming down, boundaries are a thing of the past.