92- Hy­per-per­son­alised din­ing ex­pe­ri­ences

ArabAd - - TRENDS -

Honolulu-based restau­rant-within-a-restau­rant Ta­ble One has chef Vikram Garg call his guest a week in ad­vance to dis­cuss and pre­pare their per­son­alised meal. Garg re­calls one guest re­count­ing an oys­ter po’boy eaten at an Ir­ish bar in Port­land. Garg then used all the in­for­ma­tion to rein­ter­pret that ex­pe­ri­ence.

UK chef He­ston Blu­men­thal’s newly re­opened Fat Duck restau­rant takes per­son­al­i­sa­tion to the next level. Din­ers are asked to sub­mit in­for­ma­tion about them­selves dur­ing the book­ing, al­low­ing The Fat Duck to build diner pro­files and tai­lor the meal to in­di­vid­ual ex­pe­ri­ences. The menu is a map of the diner’s jour­ney, which re­volves around child­hood feel­ings of ad­ven­ture, dis­cov­ery and cu­rios­ity. This may be the rea­son why the diner will not know what dish awaits them un­til they be­gin the jour­ney. “Eat­ing is a mul­ti­sen­sory ex­pe­ri­ence: what you touch, what you hear, what you smell and what you feel, who you are with all have an ef­fect,” says Blu­men­thal. He trig­gers nos­tal­gia to cre­ate a mem­o­rable din­ing jour­ney and adds a per­son­alised touch so the diner will walk away with life­long mem­o­ries of an ex­pe­ri­ence tailored for them.

Why it’s in­ter­est­ing:

With a grow­ing pro­por­tion of con­sumers at the up­per end of the in­come spec­trum now ac­cus­tomed to be­ing waited on hand and foot, brands need to nav­i­gate a world in which ex­pec­ta­tions of ser­vice and con­ve­nience are higher than ever.

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