Hot take: a line cook in Austin told me 'we're not selling food, we're selling a feeling' and it's stuck with me for weeks.

I was plating a special, focused on the microgreens, and he just said that, which made me realize I'd been treating the plate like a checklist instead of thinking about the guest's first glance.

3 comments

3 Comments

emery1992mo ago

Sounds a bit deep for a Tuesday. I get what @gavin692 is saying, but sometimes a burger is just a burger, you know?

gavin6922mo ago

Forget the checklist, sell the vibe.

sethhernandez2mo ago

Exactly, it's why fancy restaurants serve tiny food on huge plates. The vibe is the real product, not the calories. You see it everywhere now, from coffee shops to car ads. People are buying a feeling, not a thing.