Cut the spiel, diners eat out for the meal. If chefs must tell a story, keep it simple
Farm-to-table this, locally sourced that. Virtuous monologues stick in the throat, especially AI-generated ones, so focus on people
The best restaurant in the US state of Texas is purported to be one called Ethos. Its Instagram account has 81,000 followers and features a highly curated feed of elaborate dishes peppered with trending hashtags.
Its website is crafted with the haughty minimalism common among contemporary restaurants, and there are quite a few words on there about its point of view.
“Our carefully curated menus are a testament to our commitment to sustainability, showcasing the vibrant flavours of locally sourced ingredients from nearby farms and producers,” it says. “Every dish tells a story of ethical sourcing and conscious dining.
“We take pride in supporting local communities and celebrating the abundance of nature’s bounty, creating a dining experience that harmonises taste, conscience and the true essence of farm-to-table cuisine.”
