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Each time holidays end, tons of new things appear. Because they’re running out of inspiration or they are still on vacation, journalists tend to call them “trends”. A way to convince their readers that times are really changing. As a computer erases its archives, September erases all that was said until June. To grasp the new tendencies of September, the food service industry – a very good catcher of the times‘ fashion – is a great indicator.

This year, experts say we‘ll have “new novelties”. For example, MarXito will open near the Champs-Elysées: Thierry Marx will be cooking and Ora Ito designing a place dedicated to premium street-food. Understand: organic, healthy and affordable food in a “high-concept” place. Bright idea. Very different from the current trend to overuse tradition and old-fashioned names. Another venue is announced for mid-September: a high-end brasserie, baptized Astair. Until now, brasseries aimed at a large audience thanks to affordable price, as seen in Paris with the successful restaurant Bouillon Pigalle. This new brasserie will be driven by a three-star chef… Already imagine the price… Also announced: a floating restaurant created by Ducasse. Ducasse sur Seine will offer cruise lunches and dinners with 200 people on board an electric boat. Food won’t be the only show.

What should we learn from this? First of all, the restaurant world is still driven by a nice vitality. Many businesses don‘t offer as much. Secondly that chefs have indeed become brands. Consumers are attracted to the sound of their names – capturing powerful promises. And finally that restaurants need to serve experiences as well as food. Everybody knew that. To eat means to live a moment.

So What ?

Concepts imagined by restaurants always need to be totally different. Because everyone expects to be surprised. But after the time of surprising food, environments are now to be groundbreaking.

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