Is this the decade of collaboration?For the past two decades, the celebrity chef has been at the center of food and restaurant communication (sometimes perhaps excessively so). It appears, though, that for the past couple of years, there has been a new trend emerging - which, by the way, is not limited to the restaurant business.
Nowadays, we speak about the collaborative economy, employment brand, empowerment and flattened hierarchy.
Today, more and more artists, architects or designers don’t see themselves as individuals but are joining efforts around one project or are combining different and complementary expertise.
Similarly, I see that the future of the restaurant business is not limited anymore to a chef’s personality or individuality (even though some have become fantastic brands, like Gordon Ramsay or Alain Ducasse) but rather lies in showcasing the individuals’ collective.
This last point is particularly new, as it is now starting to be visible to a wider audience, not just to “foodies” or specialized media anymore.
Here are some concrete examples:
The public, from the media to the customer, is more and more interested in the talents surrounding the main chef, in the kitchen, the restaurant or its ecosystem.
To embrace the next decade and its challenges, our business has to become more collaborative, still keeping the uniqueness and strong individuality of the chef, but unlike an enlightened despot, he or she will be a guide, a talent finder and a talent incubator.
2020 will be more collaborative, or will not be!
Stéphane Bellon, founder, Studionomie, Geneva.
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