Top chefs decry gastronomic conformity in the Instagram age, but is social media’s influence all bad?
Food and Drinks
  • While social media undoubtedly causes some cooks to sacrifice originality for likes, is it all bad for gastronomy in the Instagram age? Top chefs weigh in

Andoni Luis Aduriz, of two-Michelin-star Mugaritz, the provocative, cerebral dining hotspot in Basque Country, Spain, which has been pushing culinary boundaries for more than two decades, is concerned about a growing uniformity in restaurants around the world.

He says that new gastronomic “codes” may be stifling creativity and drowning out unique culinary personality.

When Aduriz set out, 30 years ago, chefs looked to Michelin and known critics for measures of success.

“We followed the Michelin template and had the Michelin attitude – we did what we had to do to get the stars, we had the silver cutlery and the white tablecloths,” says Aduriz, now fifth in the global Best Chef list.

The interior of Mugaritz, Andoni Luis Aduriz’s restaurant in Spain’s Basque Country. Photo: Mugaritz

But gastronomy has now changed, and today it is “probably more relevant to take part in Top Chef than get three Michelin stars”, he says.

While the young generation of chefs are “technically better, they’re better informed, and they’re fresh and impertinent”, Aduriz is troubled: “I’m worried that some chefs are being blinded by the mermaid song of the new codes – these new popular styles of gastronomy – that dominate the dining landscape through social media, digital platforms and streaming.”

A dish at Mugaritz. Photo: J.L. Lopez de Zubiria
Aduriz likens the effect to the phenomenon in wine known as “Parkerisation”, whereby winemakers began to produce wines that might score highly according to the traits outlined by influential American wine critic Robert Parker and his 100-point scale.

Whether Parker dictated what became popular or merely gave legitimacy to what

upwardly mobile 1990s Boomers already wanted to drink – big, fruit-forward, high-alcohol wines from recognisable international varieties such as cabernets – is debatable.

Nevertheless, the latter decades of the last century ushered in a never-before-seen homogenisation to wines around the world.

Aduriz is not the only chef dismayed by a perceived global gastronomic conformity.

Perhaps there is homogeneity, but everywhere in the world ... you can also find expressions of territory and culture
Mauro Colagreco of three-Michelin-star Mirazur, in France
According to chef Ángel León, of three-Michelin-star Aponiente, in southern Spain, restaurants almost everywhere are influenced by New Nordic cuisine, a culinary approach spearheaded by chef Rene Redzepi at Noma, in Copenhagen, Denmark.

Noma, which opened in 2004 and recently announced it will change its service structure to an as-yet-unclarified format from the end of this year, cooks according to a manifesto of 10 principles that highlight localism and seasonality.

Noma dominated the World’s 50 Best Restaurants list from 2010 to 2014 and, after it reopened at a new site, was voted World’s Best Restaurant for the fifth time in 2021.

“Go to a small town in Spain or a remote part of Bali and you’ll find a chef trying to do something new but it’s actually a copy-paste of the Nordic style,” says León. “They’re trying to be Rene [Redzepi] but, of course, they’re not him.”

Chefs being inspired by, or copying, other chefs is, of course, nothing new, and surely goes back to the beginning of cooking and the sharing of recipes.

Ángel León at Aponiente. Photo: AFP
In modern times, Georges Auguste Escoffier’s 1903 Le Guide Culinaire, which contained more than 5,000 recipes, codified French haute cuisine and remains a foundation of French culinary training, while in the 1980s, tomes by culinary greats including Pierre Gagnaire, Joel Robuchon and Michel Guerard, published by French press Flammarion, widely affected the way other chefs cooked and plated their dishes.

What Aduriz and León are alarmed at, however, is the speed at which culinary “templates” are spreading through our globalised world.

“Social media is today directly influencing how chefs plate their dishes. Instagram can be compared to ’80s Flammarion, except the velocity is much greater,” says Aduriz.

“Instead of cooks dipping into their own personality, looking inside and in-depth to discover their own style, they’re following these new references.”

For some chefs, however, following in the footsteps of others is a necessary part of the learning process to develop their own unique culinary approach.

Maksut Askar of Michelin-star Neolokal, in Istanbul. Photo: Neolokal
Food at Neolokal. Photo: Neolokal

“I also had a time when I was not true to myself,” says Maksut Askar, of Neolokal, in Istanbul, Turkey, which has a Michelin star and a green star for sustainability. “First you have to find out what you don’t want, then you start to work out your own path, your own direction.”

Now he avoids reading cookbooks, as he wants to keep his “perspective clean and clear”, and turns only to reference books for information on techniques, for example.

Alberto Landgraf, of two-Michelin-star Oteque, in Rio de Janeiro, Brazil, has a largely positive take on how globalisation has affected gastronomy – or at least recognises that the effects are inevitable.

While information was previously limited to the privileged few who could travel, and there were few chefs’ networks, today he reaches out regularly to chef friends in Canada, Japan and elsewhere to talk about cooking techniques or approaches.

“While in the past chefs would hide their recipes, now we post them on Instagram so everyone knows it’s you. Things are for sure being replicated, so you need to show you were the first,” he says.
Alberto Landgraf of two-Michelin-star Oteque, in Rio de Janeiro. Photo: Rodrigo Azevedo
Slipper lobster with fish mayo and green apple at Oteque. Photo: Rodrigo Azevedo

“Globalisation is here, it’s pointless to isolate yourself. If you have access to information, you should use it, or your competition will steamroller you.”

A counterbalance to globalisation’s homogenising tendencies is a clear communication of the specifics of place.

One of contemporary fine dining’s most exciting developments is surely the diversity of cuisines now on the world gastronomic stage.

For much of the 20th century, fine dining was synonymous with French haute cuisine, which was redefined in the latter decades by the radical ideas of nouvelle cuisine – abandoning the traditions of France’s la grande cuisine by creating much lighter dishes that borrowed ingredients from non-French cuisines and were plated in the kitchen instead of tableside.

Progressive Spanish cuisine, led by brothers Ferran and Albert Adria at the legendary El Bulli, then came to the fore.
Ferran Adria, one of the pioneers of Progressive Spanish cuisine. Photo: AFP

El Bulli, which pioneered molecular gastronomy (although the brothers decry the term), shook up gastronomy in the ’90s and noughties, earning the title of World’s Best Restaurant five times from 2002 to 2009.

This February, a symposium and series of dinners in Copenhagen paid tribute to El Bulli and its legacy of innovation.

The event, called Sinergia, took place at the immersive dining hotspot Alchemist (fifth on the World’s 50 Best Restaurants 2023 list), headed by chef Rasmus Munk. Several of El Bulli’s 1,846 dishes were served along with those from Albert Adria’s Barcelona-based Enigma and the Alchemist menu.

When El Bulli closed, in 2011, New Nordic cuisine took over the mantel to become the world’s most influential culinary approach, with Noma at the forefront.

From the ’60s, the influence of Japanese cuisine also continued to grow, with Western chefs captivated by its balance of simplicity and complexity, minimalism and detail.

The interior of Noma, in Copenhagen. Photo: Noma
A mussel dish at Noma designed to look like an eye. Photo: Noma

Today Japanese culinary aesthetics and approaches can be seen in kitchens around the world, including at Noma.

The restaurant showcases its links with Japanese cuisine through its pop-ups, one of which was held in Tokyo in 2015 and another in a 10-week residency in Kyoto in 2023 , which will return this autumn.

Now other cuisines are gaining in prominence, with various Asian, Latin American and African cuisines making headlines around the world.

The current World’s Best Restaurant is Central, in Lima, Peru, the first time in the 22-year history of the World’s 50 Best Restaurants awards that the top position is held by a restaurant outside Europe or America.

The global interest in Korean cuisine (along with the art and culture of South Korea more generally) is booming.

The interior of Central, in Lima. Photo: Gustavo Vivanco

Two-Michelin-star Atomix, a modern Korean 14-seater in New York, by chef Junghyun “JP” Park, and his wife and co-owner, Ellia Park, is now in eighth position on the World’s 50 Best Restaurants list, while Korean restaurants in Hong Kong, Singapore and many other places are critically acclaimed.

Progressive Thai fine dining is also making gastronomic waves. A new generation of chefs – most notably Thitid Tassanakajohn, better known as chef Ton, who owns 2023’s Asia’s Best Restaurant, Le Du, along with Nusara, which was in third position – are using their classical French culinary training on local ingredients to rework traditional dishes and expand what contemporary Thai cuisine can be.
“Perhaps there is homogeneity, but everywhere in the world – from Peru to London to Hong Kong – you can also find expressions of territory and culture,” says Mauro Colagreco, who runs three-Michelin-star Mirazur, in France, which was World’s Best Restaurant in 2019.

What Colagreco sees ahead for fine dining is further borrowing from Japanese culinary tradition, with omakase (to leave the choice of what each diner eats up to the chef, who serves seasonal specialities) in particular becoming more common.

“I think we’ll see more and more restaurants open in the next few years, especially small restaurants with a tight team of chefs who are doing a European omakase approach, making dining much more personalised,” says Colagreco, who recently opened Plaisance, on Duddell Street, in Central.

Junghyun “JP” Park and his wife and co-owner Ellia, of Atomix. Photo: Atomix
The dining room at Atomix. Photo: Evan Sung

While globalisation continues to affect gastronomy in myriad ways, in its mature phase chefs have the potential to make the most of its benefits while counterbalancing the negatives.

In the face of growing conformity, the restaurants that will keep pushing gastronomy forward are likely those with international awareness but unique, local and personalised flavour.

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