A Culinary Journey through Europe

eal awareness of environment and health.
Whereas the public previously proclaimed their
interest in these issues while secretly wanting
excess when dining out, they are now part of
the mainstream.
Design and style (even the stylized search for
the revolutionary) are sine qua non. Boring or
blasé no longer works. People are less gullible
and less forgiving. Price gouging and inflation
for brands in place of real value for money will
no longer fly in most markets.
And most importantly, the chef and the establishment
will find themselves less and less able
to dictate behaviours. Mealtimes, restaurant
types, dress codes, menus, pricing, ingredients,
even the physical boundaries of the eating
space will more and more be defined by the
consumer.
In a world of increasingly savvy consumers
with largely fragmented tastes who are quickly
bored and ready to move on to the next offer,
the importance of creativity and innovation are
at an all-time premium, but service providers
must be ready to react to and even bow to
the whims of this new public.
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