Friday, September 27, 2013

Awards or Word of Mouth?

“Awards become corroded, friends gather no dust.” – Jesse Owens.
Heston Blumenthal, the chef who mixes chemistry and cooking to spectacular effect, has just been awarded his sixth Michelin star.
The accolade is this time for his London restaurant Dinner by Heston Blumenthal, in the latest edition of the annual guide to the best food in the UK and Ireland.



The Michelin Guide, regarded by many as the pinnacle of gastronomy, made the award due to the restaurant’s "glorious celebration of Britain's culinary heritage”. It serves food ranging from the unusual-sounding Frumenty, which is grilled octopus, smoked sea broth, pickled dulse and lovage, to something a bit closer to our north-east home, Fillet of Aberdeen Angus, with mushroom ketchup and fries.
It is actually the second star Dinner by Heston Blumenthal has been awarded, and the man himself said he was delighted: "It's been an incredible two and a half years for Dinner and this is just simply the highlight. As a Brit, I am very proud that a restaurant inspired by and celebrating historic British cooking has been recognised today."
However, getting a table at the restaurant is probably rarer than hen’s teeth (thankfully, these aren’t on the menu) which will no doubt be even more difficult now with the extra accolade. It would be interesting to find out if the restaurant had simply been called “Dinner” and the Mr Blumenthal had not declared his involvement in it, how much less popular it would be.
Would word-of-mouth have been enough for diners to flock in and swallow down the high prices regardless (£29 for the cheapest main course, and £38 for the most expensive)?
You would imagine the impeccable Michelin Guide judges are not swayed by the cult of celebrity so there is a fair chance the restaurant would have been awarded the two stars anyway. You can also understand the chef is naturally going to promote his own restaurant using any way he can.
What do you think – are you more swayed by an award, or a friend telling you about this great restaurant you should try?


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