I think everybody at some point in time has thought to themselves, 'I have a really great idea for a restaurant.'
I want to make sure the fine-dining restaurant has a clientele who is local as much as tourists and foodies.
The livelihood of the restaurant is dependent upon getting the word out.
I think a lot of people overlook the importance of the menu as a marketing tool and a way of communicating to the customer what the ambition of their restaurant is. Not only the typeface and the design, but what is it printed on? Is it cheap-looking? Is it the right kind of paper for that restaurant?
In a city, it's very hard to do a restaurant, an avant-garde-cuisine restaurant, where each year you need to change the whole menu.
I think things like 'farm to table' are misleading. I think sometimes that becomes a pedestal or a soap box to get people into your restaurant but is not... it's almost empty in a way. I mean, my food comes from a farm, and I serve it on a table.
I wouldn't mind having a nice little restaurant.
