"Meals make the society, hold the fabric together in lots of ways that were charming and interesting and intoxicating to me. The perfect meal, or the best meals, occur in a context that frequently has very little to do with the food itself."- Anthony Bourdain
In the Telling Tales with Cocktails articles, we discussed the importance of narrative to the human psyche. It is one way we make sense of the world. Another important tool in the arsenal of the human experience is ritual- it’s how we learn social custom & protocol, how we instil core values and upkeep standards.
Professors Smith & Stewart stated in 2010 that “Everyday experience reinforces that rituals associated with sport, health, work and relationships can be profoundly emotional, and engender a sense of community or connection among or between its practitioners.”
So far, so heavy… what does this have to do with having a nice meal out or drinks with your friends? Well, sincere & meaningful rituals are to be found everywhere in the world that humans have constructed including in the restaurant or at the bar.
Here, they can be used as anchoring rituals, connecting positive emotions to the service you provide. Being creatures of habit, anywhere that makes us feel good is going to keep us coming back. Think of your favourite restaurant or bar for a second. What are some things that you love about it? The bartender remembering your usual drink, the style of service, the table settings, the type of food and the little things like a couple of delicious chocolates sent with the cheque- these are all nods towards a ritual that we don’t always consciously notice but are aware of on some more primal level.
Here are some of the other processes that can be deployed when creating a welcoming space in hospitality through rituals-
The Pre-dinner Drinks
In some countries, the ritual of the aperitivo or cocktail hour is both an art form and a way of life. That first beverage of the evening that tells your brain it’s time to relax and your stomach that it’s nearly time to eat whilst you catch up on the latest gossip with friends and neighbours is a tradition of social currency that is integral (and oh so enjoyable).
In Milan, birthplace of the Aperitivo, the Sheraton Diana Majestic has around 1000 people come through on some nights just to see, be seen and enjoy a Spritz with some olives or nuts before dinner. Though Italian in origin, this is a tradition enjoyed all over the world.
Similarly, the ritual of the ‘sundowner’ can be a popular choice if you have the views and space- Level 43 at Four Points by Sheraton Sheikh Zayed Road in Dubai are worth taking a look at for inspiration on how to ‘sundown in style’.
The Rituals of Wine-
The ritual that brings diners joy and pain depending on how it’s done…
Presented with an extensive wine list, people can worry that they will come across as uneducated if they pick the ‘wrong bottle’.
By keeping the lovely parts like the presentation of the bottle for the guest to examine and the opportunity to taste it (don’t assume who the taster will be!) but getting rid of the po-faced solemnity, you can turn the wine ritual into an enjoyable experience all-round. Let your wine waiters and sommeliers have fun, taking the diners on a welcoming journey through the wine list with a focus on pairings with the food.
A restaurant brand that has this absolutely spot-on is Hawksmoor whose elegant and well-sourced wine is presented by casually attired service staff in a charming, knowledgable yet inclusive way, no matter the price tag on the bottle ordered.
The Signature Dish
The creation of a successful signature dish is far and away one of the most important hospitality rituals.
Guests return again and again for the signature dish and have even been known to fly across the world to try it. As the rest of your menu changes through the seasons, the signature dish serves as your anchoring ritual and culinary calling card. Some have become so synonymous with the restaurant or chef that birthed them that they carry the name of it wherever they go- think Waldorf Salad or Fettuccine Alfredo.
When creating your signature dish, take locale, history and narrative into account- what is the dish trying to say about you?
At the exclusive JW Marriott Venice Resort & Spa on a private island in the lagoon, Chef Dario Parascandolo tells the story of the city’s maritime history through the dish Baccalá Mantecato whilst tying this simple cod & polenta dish with other flavours of the Veneto from Aperol Spritz gelatin to saffron-infused ricotta, reminiscent of the ships laden with spices and herbs arriving from far afield in the Republic’s heyday.
As he became known for this inventive taste of history, so should restaurants look into utilizing th
is dynamic hospitality ritual as a way to delight guests, create delicious continuity and ensure their return.
The Guéridon service -
Otherwise known as the trolly service. This may sound like a 70s throwback but it brings drama and sophistication to the dining room whilst lavishing attention on those who order from it- get this right and your restaurant can become known for this alone.
Using a movable trolly, the front of house staff can display a selection of desserts, cheese or even caviar for guests to choose from or kick it up a notch and cook or finish off a dish table-side like the Caesar salad or the ever-impressive Crêpe Suzette.
In London’s Fitzrovia, Berners Tavern made Guéridon service their own when they brought in the spectacle of the Baked Alaska trolly. No simple mix of ice cream and meringue, dousing in G+T and setting light to it makes this classic from Jason Atherton the ultimate tableside spectacle.
There is a comfort in rituals, and rituals provide a framework for stability when you are trying to find answers- Deborah Norville
Menu refreshes and new promotions are an integral part of keeping people excited about your hospitality venue. However, it is a fine line and always worth remembering that the rituals you put in place are the parts that breed loyalty. Whichever way you choose to approach rituals, if done right, your bar or restaurant can be a safe anchor in a crazy world when people need it the most. Who wouldn’t want to be that place?
Let us know about the rituals you have in place by messaging us over on Instagram … we’d love to hear from you!
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