Starbucks 'Trenta': How The New Size Compares To Your Stomach
Famous Death Row Last Meals
In Sunday's New York Times Magazine, there was an interesting article by Mark Bittman about the franchising of great chefs. The article covers how world renowned chefs, including Alain Ducasse, Joël Robuchon and Daniel Boulud, are expanding into restaurateurism, trading on their name and the cooking that is represented by that name.
It is not that there is anything wrong with the branding that the chefs are doing because it is financially a good move for them and, in some cases, good for diners who have world-class cuisine more readily accessible. For the chefs, opportunities like these are outstanding.
The opportunity for the chef is not necessarily good for the diner, though. The name of the chef makes it sound as though he (or she) will be preparing the food, not just consulting and providing a name, and diners end up paying for the name itself - just as they do when they choose the national brand of breakfast cereal over a store brand. Unlike the cereal analogy, the very nature of the food is that it is not mass produced; the technique of the chef preparing it is what is promised by the price. The best chef might be fortunate enough to have a staff that is as outstanding as he is, but as the name spreads across the globe, those odds become far slimmer and quality is increasingly likely to suffer.
When this happens, what are people paying for? The cache of claiming to have eaten "haute cuisine"?
If so, when did that become more important than the quality of the food itself?
Jane Seymour's Modest And Modern Style
Broke Stars: 11 Celebrities Who Went Bankrupt
LOOK: Amazing Underwater Photos Of Dogs
Adele Five-Year Break? Singer Plans to Focus on Relationship, Write 'Happy Record'
Social Security Is Failing Even Faster Than We Thought
PHOTOS: How You Can Get The 'Miracle' Dress
Man Says Starbucks Discriminated Against Him Because He Has Half An Arm
Chris Brown, Grammys 2012: Embattled Singer Slams Critics
Janice Dickinson's Outrageous Style
Ford's clever Sports Illustrated Swimsuit ad features phantom model
3 Economic Misconceptions That Need to Die
Photos Of Dead Lacrosse Player's Injured Body Shown To Jury
Trace Adkins Reunites With College Crush, 30 Years Later
Van Gogh's Starry Night modded into beautiful interactive light and sound show (video)
PHOTOS: Model Falls At Dennis Basso Show
'Hooker Teacher' Forced To Resign, Now Can't Find Work
Lauren Scruggs Goes On Ski Vacation
WATCH AND LAUGH: Cops In 2-Hour Standoff With Empty Car
Woman's Dead Fiance Is Behind Her Disappearance: Cops
Stephen Wiltshire Draws Cities From Memory
PHOTOS: Remembering The People's Ballerina
We Meant There WERE Nukes In The Fire
6-06-2006 @10:45PM Rob Brooks-Bilson said... Definitely a pet peeve of mine to eat in a restaurant with name recognition, only to have the chef off at one of his other restaurants (or more likely these days, shooting a Food TV show). Las Vegas is absolutely the worst when it comes to this.
Reply