What happens next

20 Feb 2011

This link is to a video of a restaurant that has opened in the States and which is going to change its menu and format every month for a total of 9 months, at which point its lease ceases and it closes.
 
I have to confess I don't get it.
 
Unlike the Grant Achatz model, Next, which I wrote about earlier, which seems like a attempt on behalf of some very serious people to try a completely new restaurant model, this one just seems to be about being different for the sake of it.
 

And I have a very real problem with the terminology 'service director'. What a pompous, silly, self important expression. Barely passible in a multi layered, complicated restaurant like The French Laundry, where you really do need someone front of house to be a director, and manage all the various aspects of service. I still think its an unecessarily bloated word to describe what is, in essence, a maitr d' role, but I don't tend to take umbrage with it being used there, becos maybe its just the Americans wanting to update an old fashioned french term, and it can have some validity, given the complexity of the role in a restaurant like that. But it still sounds a bit too over the top for me.

Chefs are still called chefs - that term is given serious connotations and gravitas, and has survived the trip accross the Atlantic without being translated into 'kitchen director ', so am not sure why maitr d' hasn't.

And it is especially jarring to my ears to be used in a restaurant where the customers are expected to get their own cultery out of containers, and place them on plastic topped tables, that appear to lack even any form of napkin.

Director of what exactly?!

 

Curious...

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