On Food (and my 50by50 challenge)
I’ve always been somebody who has favoured experiences over objects. The buzz you get from buying a nice watch or a fancy pair of shoes fades pretty quickly, even if the utility remains. However the memories you form from that city break to New York or that diving holiday in the Maldives last a lifetime, or at least until you memory starts to fail. Research into the field of hedonic psychology backs this up. There’s a general belief that you get more bang for your hedonic buck when buying experiences over material positions—just one of the many things our Millennial friends have got sussed.
For me, one of the best ways of capturing a strong memory is having a great meal at a top-notch restaurant with a small group of friends. There’s something amazing about the art of hospitality—of making people feel warm, welcome and comfortable. From a UX perspective, I find so many parallels in the art of hosting and the art of creating digital experiences; the sense of occasion, the focus on small details, the dedication to craft.
Of course, these meals can be pricey, so I realise what a fortunate position I find myself in. That being said, I’m often surprised nice restaurants don't charge more; especially in comparison to some of the expensive, but un-noteworthy meals I’ve had in the past. In my experience a top end restaurant serving an eight or twelve course tasking menu will cost about twice as much as my favourite local bistro offering a starter, a main course and a desert. So for the cost of two nice but largely unmemorable meals, you get to have a three to five hour gastronomic experience that will stay with you forever. Good value hey?
Over a post conference dinner with a couple of friends last year, we bonded over our mutual love of food. Whenever we found ourselves in a new city, we’d try and hunt down an interesting restaurant to dine at, and one of the easiest ways to do this was by picking a restaurant with a Michelin Star. Now there’s a lot to be said about the Michelin star system, both for and against. Not every good restaurant has a star, and I’ve been to several “starred” restaurants which over promised and under-delivered. However if you don’t know the culinary scene in a particular city, it’s generally a safe bet.
A few years earlier I’d discovered another restaurant rating list called The Worlds 50 Best Restaurants. Rather than restaurants being reviewed by professional reviewers with a strict set of criteria, this list was compiled by industry experts; chefs, restauranteurs, food writers and critics. I’d eaten at a couple of the restaurants on this list already, and had been super impressed. I told my friends about this crazy idea I had of trying to eat at 50 of the best restaurants in the world by the age of 50. Much to my surprise and delight, they thought this was a great idea, so we’ve ended up egging each other on to undertake this task.
Over the past 12 months I’ve eaten at 7 restaurants on the top 50 list; The Clove Club, Restaurant Tim Raue, Odette, Attica, Alinea, Le Bernardin and Eleven Madison Park. The year before I’d also eaten at The Ledbury, Septime and Lyle’s, brining MY grand total to 10. I’ve two more restaurants booked for early next year, and have a couple more I’m lining up once reservations open.
One of the things I’ve enjoyed most about this undertaking so far, it’s it’s ability to bring folks together around food. Normally when I travel to cities for work, I’ll reach out to groups of people I know in that city to arrange brunch, dinner or drinks. However if you live in a city like New York, you’re always getting folks passing through, so it can be difficult making enough time. Especially if you have life to get on with. If, on the other hand, you’re into food and somebody says that they’ve just secured a hard to get table at a restaurant you’ve been anting to try for years, people find a way to make that happen.
I generally book a table for 4-6 people, put the word out, and see who fancies joining me. As a result the dinners are usually a mix of super interesting folks, some of whom know each other already, and some of whom don’t but really should. As such, it’s fun playing matchmaker, and seeing new friendships form.
While many of the restaurants are in easy to reach cities like London, Paris and Barcelona, a few are in more exotic or off-beat (for me anyway) locations like Shanghai, Mexico City and Lima. So another big draw is having an excuse to go and visit these places. There are also a few places like Moderna in Italy or San Sebastian in Spain which I hadn’t considered visiting before, but now I am.
As the lists changes each year, I’m not going to be able to eat at every restaurant on the list in my 50th year. However by the age of 50 I hope to have eaten at 50 amazing restaurants that were on the list the year in ate in them. Oh, and if you were interested, I’ve 4 years left to accomplish this task, so it’s doable, albeit tricky.
That’s where I need your help dear readers. If you’re a friend, happen to live in one of these cities and would like an excuse to have a nice meal, drop me a line and let’s get our dates synced up. If I don’t know you, but you’d like to take me out for a meal at one of the restaurants on this list in return for some free mentoring or advice, consider me interested; and if you’re a conference organiser arranging an event in one of these cities, we should definitely chat.