FOOD

FOOD CULTURE, LIFESTYLE & FINE DINING

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fig.1 Food Illustration (last page)

LI ANG XIAO FCP 3 Research Project Stage 1 N0351471 Word: 7253 February, 2013

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Contents 1. Introduction 2. Methodology

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2.1 Research Questions

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2.2 Primary Research

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2.3 Secondary Research

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3. Food and Culture

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3.1 Is Food in Britain Better Than We Think 3,2 Food and Manners in China

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4.Food and Lifestyle

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4.1 Food in the Creative Industry 4.2 Food Publishing

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4.3 Food Media 4.4 Food Events

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Contents 5. A Journey to Fine Dining

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5.1 Fine Dining Defined

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5.2 Guides to Eating

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5.3 Dining Experience

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5.4 Technology in Kitchen

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5.5 The Future

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6. Recommendations

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7. Conclusion

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8. Illustrations

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9. Referencing

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10. Bibliography 11. Appendix

103-113 114-136

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Introduction

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“Food is such a powerful dimension of our consciousness as living things.”

(Sonnenfeld in Montanari, 1999: xv)

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fig.2 Summer 1573 by Giuseppe Arcimboldo

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is food? As the dictionar y defines, food is any substance that provides the body with nutrients, maintain the life. This statement entirely reveals the importance and essentialness of food in human life. As Fox(2012: Online) claims People eat every day, they like eating, eating makes them satisfied, relaxed and to some extent decrease their pressure.

will examine the how eating habits change through the development of society, the food consumption in the contemporary days and relationship between food and emotion.

As the famous notion “we are what we eat” indicates, start from eating as a daily routine, what we eat becomes a most powerful symbol of who we are (Fox, 2012: Online). France and Italy are universally seen as the “country of delicious”, they share a rich and brilliant eating culture. However, the UK is the opposite, a traditional stereotype of the country is “careless attitude towards food”, which may changed over the recent 10 years.

To understand the notion and accumulate more knowledge of food, examination of food and culture will be discussed in the following pages. It fig.3 Egg White

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* “Food trends are hardly new, and there has always been groups of enthusiasts who are passionate about cooking.�

(Steward, 2011: Online)

fig.4 The House cooking school

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fig.5 Food bank campaign

“Food trends are hardly new, and there has always been groups of enthusiasts who are passionate about cooking” (Steward, 2011: Online).

Cooking is now becoming a lifestyle rather than an essential living skill. The fact is more and more people are cooking more in their home. Steward (2011: Online) acclaimed, new generations displayed a massive interest and curiosity about food and culinary arts.

“The food itself, its presentation and the social aspects of eating has always been strongly interconnected” (Eating, Design and future food, 2008: 5). Food as a lifestyle will be charted in this report.

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fig. 6 Oscar Wild 1854-1900

“I can’t stand people who do not take food seriously.”

(Oscar Wilde, 1854-1900) 12

fig.7 A prawn dish by Eleven Madison Park

Food is considered more seriously by the public at the time. People are intend to focus on good quality, better taste and more visually presented food while they eating out. According to Mintel report (2011a: online), even recession occurred, changes in lifestyle have arguably had a greater impact in the fine dining market. The phrase “Fine Dining” indicates the food, which “has to be stylish, has to be the best quality, it has to be look good and has to be exciting” as chef Simon Carlin said in the interview (see Appendix) and generally quite expensive. Why fine dining is such attractive?

Is there any secret behind its kitchen? This research report will deeply explore to a world of fine dining, in order to find a way to make it more accessible to the public.

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Methodology

2.

1 Research Question 2 Primary Research 3 Secondary Research

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fig.9 Dom Diogo olive oil

2.1 Research Question

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n order to find out the most relevant results and facts, the research for this report is based on a key question: how interesting can food be? This question was written down because the purpose of this report is to discover the variety of food, from cultural, social, visual, experiential aspects. The key question also leads to the research area of the report, for example how British eating habits has changed; what food lifestyle is; why fine dining is attractive. What will be the top trends in the future of food industry? These questions will be answered through the both primary and secondary research.

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2.2 Primary Research

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s a starting point of this report, in order to gain a deep insight of food industry and to see what is behind a professional kitchen, also based on personal interests and skills, an internship in a Michelin recommended restaurant Iberico World Tapas was applied and conducted. From this working experience, the knowledge of techniques using in the professional kitchen was learnt, consumer behaviours and preferences on food were observed. Moreover, chatting with chefs during the work provides with fresh ideas about food from old ages to the future.

As Chef Simon Carlin (2012: Interview) mentioned: being a chef certainly changes his attitude towards food. As a result, the working experience in the kitchen can be seen as a successful creative research method, which increases the understanding of food in many ways that relates to subject matters.

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Furthermore, dining experiences in Michelin starred fine dining restaurant such as one star the Greenhouse, two stars L’atelier de Joel Robuchon and the Ledbury helped to define a “fine dining restaurant� and discover the current and the future trends in food as well as its presentation.

In addition, basic primary research skills is also conducted, using questionnaires which were sent out to find out current consumer behaviours in food consumption, and interview with famous chefs and prestigious food futurologist offered an insight into the future trends of food.

fig.10 Interview Simon, Head chef of Iberico World Tapas

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fig.11 Andy

Working experience in the Kitchen of the Restaurant Iberico World Tapas

by LiAng Xiao featured Andy & Jason

fig.12 Jason

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fig.13

Restaurant dining experience Green House & L’atelier de Joel Robuchon

by LiAng Xiao

Foie Gras/ Winter Truffle/ Lapsang Souchong Green House

fig.14 Petit Fours, Green House

fig.15 the Green House Restaurant

fig.16 Soft boiled egg with Japanese aubergine veloute flavoured with cumin, Lʼatelier de Joel Robuchon 21

2.3 Secondary Research

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he secondar y research was used to explore a wide range of food related to culture, lifestyle and fine dining world.

Major publications including Food And Culture A Reader and Food: A Culinary History, which provided useful information on food as a cultural issue. The book Eating, Design and Future Food was recently published, which shared lots of examples to illustrate why food becomes a lifestyle. TV programmes such

as Heston’s Fantastical Food, Gadgets Man and the Future of Home, the former featured well-known chef Heston Blumenthal brought the idea of how to convert ordinary food in an interesting way, reminds people to take more care about their food, and latter two presented ultimate future prediction on food industry.

Online resources used in secondar y research were mainly from Fine Dining Lover, which was found favourable with its insight and fresh reports related to the subject of food.

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fig.18 Fine Dining Lovers

fig.17 Eating, Design and Future Food

fig.19 Heston始s Fantastical Food

fig.20 Stephen Fry, Gadget Man

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Food and Culture

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1 Is Food in Britain Better Than We Think 2 Food and Manners in China

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fig.21 Tasty National Flag, Britain

fig.22 Tasty National Flag, France

fig.23 Tasty National Flag, China

fig.24 Tasty National Flag, Spain

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hen human civilisation started, food was beyond the meaning of essential supplement of living, but a cultural issue. As food historian Montanari (Food Is Culture, 2006: 11-12) demonstrated “Food is culture when it is produced, even ‘performed,’ because man does not use only what is found in nature but seeks also to create his own food, a food specific unto himself superimposing the action of production on that of predator or hunter.

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dimensions of the gesture or to the symbolic values with which food itself is invested. Through such pathways food takes shape as a decisive element of human identity and as one of the most effective means of expressing and communicating that identity.�, which clearly explained the relationship between food and culture, and their effects on each others. The research into food in cultural context will clarify this statement.

fig.25 LuckyRice Festival

Food becomes culture when it is prepared because, once the basic product of his diet has been acquired, man transforms them by means of fire and a carefully wrought technology that is expressed in the practices of the kitchen. Food is culture when it is eaten because man, while able to eat anything, or precisely for this reason, does not in fact eat everything but rather choose his own food according to criteria linked either to the economic and nutritional

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3.1 Is Food in Britain Better Than We Think

fig.26 A Union Jack place setting.

“British eating habits are regularly lambasted by the other nations and our press.�

(Ramsden, 2012: Online)

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ver the past few decades, world attention has been focused on food.

Eating habits as a crucial part of food is not isolated (Wardle, 1977: 5). They are an integral part of society.

The Britain has long been considered to be a country, which is “conservative” (Wardle, 1977: 6) about their food. There are jokes that the “British Food” is one of the thinnest book in the world. But are the British really all conservative about food? Tudge (1975) has noted “In the past hundred years, fish and chips were born, porridge died, breakfast cornflakes and eggs and bacon acquired the status of ‘traditional’ and the middle class began to eat dinner in the evening.”

“British eating habits are regularly lambasted by the other nations and our press.” (Ramsden, 2012: Online) Even some people would not admit, but the most recent study has found that people in Britain eat fewer greens and fruit compared with the rest of European countries (Torjesen, 2012:online). Not only this, but Metro (2012: Online) reported that over half of the meals eaten out in the UK are fast food and the Daily Mail (Poulter, 2012: Online) headlined: “More than half our meals out are burgers or kebabs.”

fig.27 fish and chips

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Surely the attitude of the British stereotype towards food has changed over the last half decade, London is now praised “gastronomic capital of world” by the legendary chef Alain Ducasse. The point of view is agreed by Joel Robuchon whose restaurant inconceivably received 25 Michelin stars in total, declared (Guardian, 2012: Online) “30 or 40 years ago, gourmands would only find terrible food in London, but now the tables have turned.

Because it’s in London you will find the best Japanese, Indian and French restaurant”

fig.29 Alain Ducasse

fig.30 Map of London

Informants describe themselves as “foodie”, which means this group of people take more care about the food they eat. In addition, more than 75% individuals announced that they are tend to buy healthier organic food if they are able to do so, only under 20% expressed they do not actually care it.

The UK has a “sweet tooth”, despite this, “consumer are gradually moving away from heavy consumption towards lighter, less frequent consumption” (Mintel, 2006: Online), also feedback from 63% people point out they would eat fresh fruit and vegetables regularly.

fig.28 Foodie Presents

Nevertheless, is Britain indeed as careless as the media reported? Based on the questionnaire (as the primary research), the result displayed (Appendix) over 80%

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fig.31 Heston with his giant breakfast

Besides the changes in food consumption, the events at which food is served have also changed. In 1960s, over the half UK residents went to work with their breakfast (Bird et al., 1972).

However, more recently, a research done

by Mintel (2011b: Online) indicate only 19% consumers and about 61 percent of people said they never eat their breakfast out of the home, two third populations eat their breakfast at home ever y day. This result also been supported by the Blumenthal (Heston’s fantastical food, 2012: TV), in his TV show, he made a giant breakfast outside of the railway station and invited people to have it, however few replied.

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3.2 Food and Manners in China

fig.32 Roast Matsutake 31

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hina, one of the countries in the world has such deeply profound and sophisticated food culture, make considerable effort on the art of cooking and taken the most pleasure from food.

“eat everything back to the sun” One of the examples reflected of Chinese love of food is “in the sheer variety of what they eat” (Tuan in Korsmeyer, 2005: 232). The concept of taboo seems to utterly vanish in the southeast coast, namely Guangdong Province in China. A common saying of the residents in that region “eat everything back to the sun”. Thubron (1987: 182) noted “In Cantonese cooking, nothing edible is scared. It reflects an old Chinese mercilessness toward their surroundings. Every Part of every animal-pig stomach, lynx breast, whole bamboo rats and salamanders-is consumed.”

fig.33 Raw Pig tongue

fig.34 Pig entrails porridge

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fig.35 Fish cooked with Plum 33

Another symbol of Chinese being in love with food is “the number and popularity of specialised restaurants.” (Tuan in Korsmeyer, 2005: 232) The specialised shop in Hangzhou city, for example, serving the food included: “The most exotic dishes were scented shellfish cooked in rice wine, goose with apricots, lotus seeds soup, pimento soup with mussels, fish cooked with plums, and the most common, fritters and thinly sliced souffles, ravioli and pies” What is more, a characteristic food product in China is often named by the locality, the most notably are like “Peking duck”, “Pu-erh Tea” and “Xuan’wei Ham”.

fig.36 A bite of China 34

Food Lifestyle

1 Food in the Creative Industry

2 Food Publishing

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3 Food

Media

4 Food Events 35

fig.37 melt chocolate

“Food has become more than one of life’s great pleasures. It has become a signifier of style, too.”

(Steward, 2011: Online)

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ood as a necessity appears on the table every single day. However as a lifestyle, food is ubiquitous. It is presented on TV, featured in films, published and advertised. It hugely effects every aspect of humans’ life. “Foodie” emerged in society, describes a group of people who love or have a deeply adore towards food and eating food, who do not necessarily have to be fat, but like eating. They may feel like heaven when they are being around delicious food. (Urban dictionary, 2012: Online) Just as the label “fashionista” evokes an entire lifestyle, “foodie” does the same.

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fig.38 Chanel fast food

4.1 Food in the Creative industry

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ood has always been an significant inspiration for the artists for centuries. One of the most well-known examples is Andy Warhol’s 32 Campbell’s Soup Cans.

As food becomes a lifestyle, its relationship with the creative industry is getting closer.

Vogelzang (2011: Online) states “I think it is the beginning of a new era where everybody is relating to food. Even designers who never worked with food before have started thinking about and working with food because it connects to everything. It connects everybody and connects the whole system.”

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Chocolate pencil Tokyo industry designer and architect Oki Sato Nendo collaborated with local patisserie Hironobu created a new dessert together based on the idea of “show off the beauty of meals and desserts like a painting on a canvas” (Sato, 2007: Online).

The result is the creation of “chocolate pencil”, which comes in a different of cocoa blends in differing degrees of intensity.

Consumer can use the pencil sharpener comes with packaging to grate chocolate shavings onto their dessert. “Unusually, leftover shavings go into the trash as one sharpeners a pencil - in this case, they become a delicacy.” (Eating, Design and Future Food, 2008: 192)

fig.39 Chocolate pencil 40

Designer ice cream In the most recent issue of AnOther magazine ice cream becomes an inspiration for the Tom Baxter, who illustrated the delightful ice-creams as adjacent to their runway looks.

Visually created an edible representation of spring/summer 2013 fashion garments. fig.40 Designer Ice cream: Fendi

fig.41 Designer Ice cream: Haider Ackermann

“This sartorial ice-cream is decked out in designer duds, from Marc Jacobs monochromatic patterns paired with Stracciatella, to Nicolas Ghesquiere’s modern Balenciaga crop top and flowing skirt akin to nocciola and wafer gelato. Fendi’s banana flavor is a per fect reflection of their yellow geometric look. Luxurious brown hues from Haider Ackermann inspire the lace printed triple-chocolate. Raf Simons playful metallic dress for Dior is the perfect palette for pistachio.” (Miller, 2012: Online)

fig.42 Designer Ice cream: Dior

fig.43 Designer Ice cream: Marc Jacobs 41

fig.44 Parmesan cheese lamp

Parmesan cheese lamp Having visited a traditional farm, the founders of the Qucina company, Cyrella and Tom were inspired by the parmesan cheese and produced a lamp in a parmesan cheese form. The lamp is made of the real cheese, and look good enough to eat. (Food inspiration, 2012: Online) 42

4.2 Food Publishing

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“increase in cookbook sales, which are up 5 percent at a time when overall book sales have declined.”

(Steward, 2011: Online)

fig.48 Eleven Madison Park cookbook

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ver the past decades, food writing and “ f o o d i e books” (Case, 2010: Online), from chef notes to cookery books are one of minorities in book publishing industr y to received a stable rise in sales. Steward (2011: Online) commented “ the current economic environment has only fed the collective interest in cooking: more and more people are eating at home, as evidenced by the increase in cookbook sales, which are up 5 percent at a time when overall book sales

have declined.” As the fact that has been found out through the primary research, professional chefs own at least more than ten foodrelated books per capita, and the number will continually increase as they pointed out they would not stop purchasing cookbooks.

Key findings above show the enormous needs and interests from the public to food publishing, which might be predicted one of the key trends in the next couple of years that an explosion happens in food publishing market.

fig.45-47 cook books (last page) 44

Modernist Cuisine The book consists of six thick volumes, comes in a twenty-four hundred pages cookbook by Nathan Myhrvold that catalogs, documents, and illustrates pretty much every savoy cooking techniques from prehistory to the present, with a particular focus on the Modernist movement of the last couple of decades. As author Lanchester (2011: Online) stated “that level of effort is the norm for a major references work or collage textbook.” Ferran Adrian (Modernist cuisine, 2012: Online) who is the father of monocular gastronomy quoted “ This book will change the way we understand kitchen.” as saying in its promotional material.

fig.49 Modernist Cuisine

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46 fig.50 Modernist Cuisine

FOUR Considered as a “must-read for any gourmand” (FOUR, 2012: Online), starting out as an idea to fill a niche market, a newly published magazine FOUR featured “the world’s best food magazine” as it’s titled, has now turned out into a venture that pushing boundaries and continents. There are currently four editions of FOUR: International, UK, Italy and Germany. The content focused on the world’s best chefs, letting them share their innermost thoughts and passions, which gives readers an insight into the minds of some of the most popular Michelin-starred chefs. The magazine also focuses on high-end lifestyle, featuring arts, events and top travel destinations “among well researched and informative articles on cookery techniques and trends.”

fig.51-53 FOUR magazine 47

4.3 Food Media

fig.54 Julia Child on her cooking programme

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ocial media is now been one of the most important elements that effect public attitudes towards food.

People can share their thoughts, creations, find what they want and “ogle page after page of ‘food porn’ on the UK’s largest food websites.” (Cottrell and Perrin, 2011: Online) Due to an increased speed of broadband internet. At the mean time, “food related TV programming has exploded” (Ali, 2011: Online), the evidence has been noticed by Cottrell and Perrin (Online: 2011) talked about the changes in some individuals watch food TV shows: “From being a passive audience 20 years ago, we are now interacting with live cook-alongs, downloading apps, that let us recreate and up load our version of a chef’s featured recipe and realtime tweeting along with programmes.”

“food related TV programming has exploded” (Ali, 2011: Online)

fig.55 Gordon Ramsayʼs F word 49

fig.56 Master Chef American fig.57 Master Chef UK

Master Chef Master Chef probably is the most successful and influential TV cooking programme all over the world.

Originally played in the UK, the Master Chef is now expanded to many versions in over 40 countries. Hunter (2010: Online) said it has a large impact on the nation’s (Australia) food industry according to new research: “with such an intense focus on fine food and the unique ingredients used to create it, Australians have developed a taste for specialist, gourmet food.�

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The Professional Chef App Culinar y Institute of America (CIA) turned its fig.58 The Professional Chef App 1212-page, sevenpound, latest edition of “the professional chef” into a digital version, capable of going viral (Beck, 2012: Online).

This is the first edition of the core text book to fully embrace the “next paradigm of p u b l i s h i n g ” ( B e c k, 2012: Online). As the author (CIA in Beck: 2012) pointed out in the book “Unlike many e-books, this app is not just a digital replica of the printed page. It is an incredibly-packed kitchen reference for professionals and home chefs that takes learning to a new level.”

fig.59 The Professional Chef App 51

4.4 Food Events

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fig.60 Cook it Raw event (last page)

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he rise of food events has linked people more closely with a variety of food and gradually changed the way people think and treat their food. Currently, food events not only touch the consumers side, provide producers opportunities to sell their food, but more and more food events held by specific organisations were aimed to discover the unknown part in the culinary world. As Acurio (Fine Dining

Lov er s, 2 0 1 2 : O n l in e) argues “Food has the power to unite people, and is a common language spoken around the world. Our work can help our people, our country and also inspire the new generation. Chefs have the power to help society.�

This statement can be expla that the function of a food event has more to do with an idea, a thought, a way to make food more enjoyable and lead to a better life.

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Cook It Raw Cook It Raw is an event founded by Alessandro and Andrea in Copenhagen. Their philosophy is “to get avant garde chefs to discover new territories, ingredients and connect with local cooks and food producers.” (Colon, 2012: Online) The concept of “Raw” is explained as: “Raw as uncooked. Raw as wild.

Raw as unfinished. Raw as a continuous work in progress.” (Cook It Raw, 2009: Online) It’s more than a culinary experience, a concept, it’s a philosophy. “A way for chefs, journalists and artists to meditate together on the links between nature and culture, tradition and innovation, impression and deep reflection. A way to reshape the role of energy in cooking – the ultimate goal is zero-impact energy – where avant-garde rhymes with ecological awareness.” (Nespresso, 2009: Online)

54 fig.61 Cook it Raw event

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Cook it Raw fig.65 55

fig.66 MAD Food Camp 2011

fig.67 St. John's Fergus Henderson and Trevor Gulliver in MAD Copenhagen

MAD Food Camp The original idea of MAD food festival is from “Cook It Raw” event (see above), and the primary aim of the Camp is “to educate consumers, the public, chefs and food entrepreneurs in how to promote a better and more natural food culture, both in Denmark and abroad.” (FOOD, 2011: Online) The idea of major festival is focused on how could chefs use their platform to influence society and generate new ideas and better solutions for the food we eat.

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A Journey to Fine Dining 1 Fine Dinging Defined 2 Guides to Eating 3 Dining Experience 4 Technology in Kitchen 5 The Future Prediction

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fig.68 the Ledbury

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5.1 Fine Dining Defined

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erhaps the meaning of the Fine Dining may be misunderstood. In this report, the term fine dining stands for a high-end dining as food futurologist Dr. Morgaine Gaye (2012: Interview) illustrated. Fine dining, just as the name suggests, offers the patrons the finest in food. It is stylish, uses the best quality of ingredients, dishes were perfectly cooked and visually well-presented, they makes diners excited and always surprised (Carlin, 2012: Interview). Besides, a fine dining restaurant should be offering unique items that customers would not find at any other restaurants, chefs have to be aware and be able to use high quality rare produced ingredients. Moreover, the menu always changes on a daily or weekly basis, according to the quality of ingredients.

fig.69 A dish from Luomo Restaurant 59

fig.70 the Ledbury

Apart from food, fine dining restaurant provides the much more attentive service than in a casual dining bistro.

“Fine dining service goes far beyond taking an order and delivering food” as experienced restaurant manger Mealey (Restaurant, 2012: Online) states.

Service is detailed, for example holding the chair for diners, replacing linen napkins if a patron leaves the table. Fine dining restaurant requires staff professionally trained, they should be able to answer any questions from customers on the menu and make recommendations if asked. “No detail is ever too small to pay attention to in fine dining.” (Mealey, 2012: Online)

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5.2 Guides to eating Eating guides is a crucial channel that influences customers decisions on what to eat and where to eat, they are now “placing a greater emphasis on restaurant guides� (Mintel, 2011a: Online). The majority of people tend to choose restaurants based on the food guides recommendations. Also around a fifth of consumers now say that they tend to be influenced by comments/review posted online by internet users.

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Michelin Guide Undoubtedly, the little red book, in terms of universality and influences, nothing could ever compare with it. The guide was first published in 1990 in order to boost the tyre business by promoting car travel in France. The star system was introduced in 1920s and later becomes the standard for industry, as Michelin guide clarified: One star stands for good food if you were nearby, two starts deserved a little detour, three starts, which is the top rated, worth a special journey. Michelin inspector is the top secret in this rating system. Most inspectors have an industrial background and “very passionate”

fig.71 Michelin Guide UK and Ireland 2013

(Ames, 2012: Online) about food. They visit restaurants anonymously, described always eating alone which makes them concentrate on judging food.

“Its of the highest importance, believe me.

For me the Michelin Guide is the best

fig.72 Michelin Start restaurant, HK

reference; it’s an honour to have a star. It grant you authority, it gives you a certain way of doing things, a special way of being.” said the chef Cicirello (Xpats, 2012: Online) who owns a Michelin starred restaurant. Convincingly, made Michelin Guide reliable.

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The White Guide The White Guide is newly published Sweden’s leading restaurant guide, introducing the country’s top 250 restaurants and covering 500-plus restaurant every year. In its own word, it presents “the very best, the trendiest, the cosiest, the coolest, the most romantic and the most culturally exotic restaurants” (White Guide, 2012: Online). Which pretty much covers all the bases. fig.74 Where Chefs Eat

Where Chefs Eat

fig.73 White guide 2012

The publisher Phaidon has recently launched a new guide featured the suggestions from the most world’s famous chefs on where they often eat, called “Where Chefs Eat”. It includes the name like Rene Redzepi whose restaurant Noma was voted number 1 in the world, and Heston Blumenthal who all helped compile the guide. “It’s not just packed with expensive restaurants, the guide is made up of all the great places the chefs get to eat from cheap meals to breakfasts and beyond.” (FDL, 2012: Online)

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5.3 Dining Experience

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ccording to Cottrell & Perrin (2011: Online), in next five to ten years, consumers will communicating with food in more diverse and different ways connect with all five sense: sound, sight, smell, touch and taste. Dining experience plays an important rol e in wh ol e food experience, the result of the primary research (Appendix) for this report shows half of people think a restaurant dining experience will affect them the most, might change their attitude towards food.

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The Fat Duck The pioneer of sensory dining experience was Heston Blumenthal who opened the Fat Duck restaurant brought multi-sensory eating experience to diners with his inimitable dishes. The restaurant Fat Duck was seen the temple of molecular gastronomy, received three Michelin stars.

Its experimental kitchen was described as a chemical laboratory.

fig.76 Quail jelly, truffle toast, oka moss, from Fat Duck

fig.75 Fat Duck logo

fig.77 Sound of the sea, from Fat Duck

“Though hearing is seemingly an unrelated sense to the eating experience, the impact of sound on the food we eat is already being harnessed by food producers.” (Cottrell, 2011: Online) Heston’s signature dish “Sound of the Sea” severed in the Fat Duck came with an ipod shuffle which he put it in a trumpet shell, allow diners listen to a sound from the sea before eating the dish. Heston Blumenthal found “the sounds of breaking waves made an oyster taste 30 per cent saltier than one eaten to the noise of barnyard animals.” (Cottrell, 2011: Online) fig.78 Heston Blumenthal

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fig.79 Paco Roncero workshop

fig.80 Paco Roncero workshop

fig.81 Paco Roncero workshop

Paco Roncero As multi-sensory dining has become a growing trend in food industry, despite what Heston Blumenthal has created, another world leading chef Paco Roncero has created a multi-sensory workshop, gastronomic dining space in Madrid. Which has been carefully designed to mix the influence of “shapes, colours, flavours, temperature, humidity, sound, and light can shape a person’s dining experience.” (Jakubik, 2012: Online) The space was considered as the future restaurant.

The space is fully equipped with high-end technologies, materials and eco-sustainable systems. There were diffusers features in the ceiling that can keep the perfect humidity for the room, and at the same time, spray special scents into the room during a meal to enhance the dining experience of diners. The table can seats nine people who can take note directly on the ceramic table, moreover a wall in the centre of room displays more than 200 different types of olive oil and a screen to demonstrate information about each. (Trendland, 2012: Online)

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fig.82 the kitchen

With the booming technology in this day and age, kitchen now has become a high-tech show room.

On the one hand, particularly in a fine dining restaurant’s kitchen, with help from technology, cooking became more precise and food turns out to be more unusual and attractively presents in front of diners. On the other hand, technology makes home cooking more convenient, as well as more easily approached to a fine level.

5.4 Technology in Kitchen

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On the subject of a kitchen technique, maybe the most widely used technology in the modern fine dining kitchen is “sous vide”, the French term means “under vacuum”. It refers to a process that has been around since 1970s, but in recent decades has become a favourite technique of the cutting-edge professional kitchen. (Lanchester, 2011: Online) As an important part of primary research, working experience in a professional kitchen allows actual use of the sous vide machine and to see how important it is. In sous-vide cooking, ingredients and seasonings are all put together in a plastic bag, the air is utterly extracted by a vacuum chamber machine, which makes flavour more quickly and evenly infused into food. The next stage, food will be cooked in a moving water bath at a greatly precise temperature normally for a long time.

Take the favourable lamb dish from Iberico World Tapas for example, the lamb rump need to be marinated first and put in a plastic bag with flavouring then sous-vide for 8 hours at 58 degree, while serving take the lamb directly from water bath and roast, the results are always extraordinary.

Sous vide

68 fig.83 Sous vide scallop

As David Chang ( New Yorker, 2011: Online) states “If you know what temperature you want the thing to be, just cook it at that temperature for long enough to bring the whole thing up to that temperature and presto! It’s like magic: you’re not sitting there poking or prodding the meat or worrying that it’s rare or raw or overcooked.”

fig.84 Sous Vide cooking

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Transparent toaster Transparent toaster is an idea which hopes to use a transparent heating glass allows user clearly see how bread becomes a toast, and finish toasting at an exactly perfect moment. This can prevent a over-cooking piece of toast in the early busy morning. (Murph, 2007: Online)

fig.85 Transparent toaster

The Bio-Robot Refrigerator This concept was designed that hope to save the space and for the most convenient refrigerated food. Items are suspended in the non-sticky and odorless substance like “jelly” (Gaye, 2012: Interview) that refrigerates them individually at their most favourable temperatures. This refrigerator has no need for doors, so it’s much more smaller than a normal traditional one. “The design is a radical departure from today's refrigerators, but could take cooling in new directions.” (Popolo, 2012: Online) fig.86 The Bio-Robot Refrigerator

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5.5 The Future Prediction

fig.87 a dish from Osteria Francescana

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Consumer trends in consuming luxury food is growing despite the world economic environment.

According to the Bain & Company annual report, research i n t o l u x u r y g o o d s m a r ke t presented “the global luxury goods sector in 2012 has continued to soar to post-crisis heights with his third year of double-digit growth.” (2012: Online) Specifically, wine and spirit market are expected to reach eighty nine billion euro, with luxury food growth up by 8 percent compared to 2011 (FDL, 2012: Online). Besides, the report indicates China is become leader in luxury market, there are growing demand in luxury food in next 5 to 10 years. Evidence can be seen that more and more highend restaurants are moving to China open their new branches. Such as three Michelin stars chef Bombana’s 8 1/2 Otto e Mezzo opened in Shanghai in 2011 and Mauro Colagreco, who owns a Michelin 2 stars restaurant in France, is now launching his new fine dining restaurant in Beijing. As FDL (2012: Online) reported “it's no surprise that more and more chefs are heading East where there is a huge demand for their style of avant-garde cuisine.”

fig.89 8 1/2 Otto e Mezzo Shanghai

fig.88 Chef Bombana

Luxury

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Informal+Nature

fig.90 Mile End bar

As far as culinary trends goes, restaurants are recognising that dining - even fine dining - no longer needs to be formal. In agreement with Mintel report (2009: Online), currently a more casual setting (where diners do not need to follow a restricted dress code) and dining atmosphere “encourages gastronomylover to relax and relish their food, rather than be on their best behaviour”, among the most mainstream trends.

Ferran Adria, dedicate his life to fine dining, recognised as the father of molecular gastronomy with opened legendary restaurant el Bulli, now predicts the future of food lies in informal dining.

“People are only willing to devote high levels fo concentration - like the five hour dinners at el Bulli - as an exception; if not, they prefer something informal and fun” said Adria (in Colon, FDL, 2012: Online).

Conforming to a global survey evaluated food trends relying on 70 anonymous food writers and critics associated with Best 50 restaurant award, the result

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the result states that there is a strong trend toward “ fun dining” over “ fine dining” (Palling, 2011: Online). Alongside, the survey indicated a “local” trends replaced the “global”, which refers to a rising trend in nature.

74 fig.91 Ferran Adria

In terms of nature, Nordic Cuisine is definitely the icon, which will be the leading trends in gourmet world.

Agreed by Simon (2012: Interview) who mentioned Nordic Cuisine is “on trend”. The Nordic countries for a long period of time have been connected with concepts like purity, nature and simplicity (think of Nordic design). As Meyer (the Nordic Movement, 2012: Online) said “There is a clear move in the food industry (including policy, agriculture, and food science), that is deemphasising industrialised manufacturing and focusing more towards crafted, authentic and natural products.”

75 fig.92 Flower dessert from Maaemo, Norway

Recommendations The Brand The Restaurant

6.

The Deli Shop The Workshop The Location The Publications The Events 76

T

hrough out this report, the key research questions “how interesting could food be?� has been illustrated by a break down of the research into different sections. The research areas include food and cultural issues, which focused on the changes in eating habits in Britain and the image of British attitudes towards food, whereas in China, the image of food is totally different and more exotic compared with the UK. The food as a lifestyle a step further discovered the essential role of food in this time and age, illustrated the importance and diversity of food image. Finally, the journey to fine dining as a key research area presented the most advanced and attractive side of food industry including the eating experience, technology, and predicted what might be happened in the future.

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fig.93 Carluccioʼs restaurant

The key findings of the paper illustrate that food is now becoming more and more important and attracts more attention in people’s daily life. Due to the development of technology and economy, a growing number of individuals are not only satisfied with just fill up their stomach but wanting their food to be more delicate, healthier and enjoyable. According to the research, Carluccio’s brand was found successful, due to its rich brand products, including books, restaurants, deli shops and so on, and its effective brand promoting, upgrading activities. Therefore, the recommendations of this report suggest creating a brand to provide service, satisfy the individual’s need in terms of food in a variety ways akin to the Carluccio model.

78 fig.94 Carluccioʼs pickles

The Brand The aims of the brand will mainly focus on conveying food culture and lifestyle, promoting food related products and providing the public with a more accessible approach to fine dining in many ways. From many case studies illustrated in the research report, in order to achieve the aims, the brand should combine different services and products. For example, open a restaurant, launch a magazine, hold an annual event, use social media to links the public. In consequence, attract more consumers involved in the brand, and promote the brand.

79 fig.95 Carluccio始s

fig.96 Viet Hoa Mess, London

fig.97 Coach House restaurant.

The Restaurant According to the primar y research, the questionnaire results indicate, 49% of people think the if they had a fantastic restaurant experience, which may change their attitude towards food. In order to targeting more potential consumers and promoting the food culture to the public, as a result, the suggestion is to open a fine dining restaurant.

Based on the trend research, the restaurant will be less formal in the future, as Hsu (Los Angeles Times, 2012: Online) believed “In the spirit of taking things less seriously, attention is refocusing away from formal white-tablecloth dining to

the sexier bar space.” an “informal” atmosphere will be more widely accepted by the public. Hence, this restaurant will not be a typical fine dining restaurant, but with a more relaxing environment. However, the quality of food will be guaranteed in fine dining level.

According to questionnaire, 51 out of 70 respondents said they would choose organic food if the price is more accessible, and in order to promote a healthier eating habits, all the ingredients using in the restaurant will be seasonal and the farm-to-table organic food will be available.

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fig.98 Dessert on table at Alinea

Dining experience is also crucial part of this restaurant. The research findings indicates a dining experience related to 5 sense, which will stimulate diners to enjoy their food from every angle. Therefore, the food served in the restaurant will be presented in many ways. For example, some dishes will be prepared by the chefs and finished by diners themselves, create a more interactive eating experience between people and their food, and diners will undoubtedly enjoy their food more. Besides, the new concept of serving dessert direct on the table will applied in the restaurant. Chefs will prepare all the ingredients and bring to the diner’s table, making the dish on their table instead of finish the dish in the plate.

In such way, this dining experience would be more impressive and entertaining and certainly will attract more diners come to the restaurant.

81 fig.99 Dessert on table at Alinea

fig.100 Aschan Deli

The Deli Shop Moreover, the restaurant will also featured a small deli, provide a variety of own brand best quality ingredients, homemade sauce, wines and everyday fresh bakery. If diners tried any dishes they like and wants to make in home by themselves, they can easily find the ingredients that needed in the deli, and the recipe will be provided to them at the same time, instruct them how to make a better meal at home.

fig.101 Aschan Deli

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The Workshop In order to make the brand more diversified, and to be a new gastronomic destination, a workshop will be running together with the restaurant. The aim of the workshop is to provide opportunities to the publics to learn more about cooking, to learn more about how to make a better food and eating healthier as well as promote fine dining in a less formal and friendly way.

The workshop will be equipped with the most advanced kitchen gadgets used in fine dining restaurants’ kitchen, for example the sous vide machine. Provide the cooking class by the chefs, and will running weekly. The class will be based on a small group of four people, which in order to care about every single students in every detail, to make sure everyone is satisfied with what they have learnt.

The themes of the class will be different for every week, people can choose different classes, what they are interested to sign up to the class. The class content covered from the most basic knife skills, to pastry works, to the introduction on home approach to professional kitchen gadgets.

fig.102 Cooking workshop

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fig.103-104 kitchen workshop

Take Sous Vide for example, while people can spend about 300 pounds buy a sous vide from stores, it is still quite expensive, not every family would afford it.

A more affordable approach to a sous vide cooking is using a cooking thermometer, which is much cheaper compare with sous vide machine. By control the heating and using the thermometer to detect the temperature of water, every family can make sous vide food.

What is more, the Kitchen Workshop will also provide, which is designed for those who want to take a look behind the scenes in a professional kitchen. A chance to get involved and see the day-to-day running. People will be preparing, chopping and filleting under chefs supervision. Participants can take their own note book and make notes on every detail that interest them about a professional fine dining kitchen.

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Location In order to target the most consumers group the brand can achieve, the choice of restaurant location is quite crucial. Ideally, the restaurant will located in the central London, around Soho area, where around by many restaurants and shops, attract the most populations, including locals and tourists. According to the restaurant experience, which conducted as a part of primary research, the restaurant L’atelier de Joel Robuchon is a four-floor building, featured two different concept decorated dining room respectively in its ground floor and first floor, while booking customers can choose whichever dining environment they prefer. Additionally, there was a salon bar in the top floor, serving afternoon tea and provide cocktail in the late night. Based on this concept, the restaurant will preferably in the three-floor house or building as well. The ground floor will be the deli shop, the first will be the restaurant dining room, and the second floor will be for the workshop. In this form, the brand will be comprehensively and effectively presented to the public, and more easily approach.

fig.105 London skyline

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86 fig.106 L始Atelier de Joel Robuchon, London

fig.107 the Kitchen fig.108 Fool Magazine

Publications Recent years, food-related books have been evidenced huge interests by the market, while all the books sales are declining, on the opposite the sales of cook books is increasing year by year. The finding indicates a potential enormous market in food related publishing industry. As a result, the recommendation will suggest the brand launch a food magazine.

This magazine will work with the most prestigious photographers and illustrators to create something different, more high-end oriented portraits of world top chefs and restaurants. The content will cover sustainability, ingredients, food culture and history, food related art and so on. The stories will rauge across the world, from far east to Africa, south America to Scandinavia. There will be no typical recipes, but delicate food photographs, and exclusive scenes back to the world top kitchen.

Moreover, the future predictions will also featured in the magazine.

fig.109 Cook it Raw

This magazine should be utterly different from those typically food magazine which already existing in the market. This magazine would target niche market, published every three months. Focus on a combination of food, fashion, art and design, and visually presented. This magazine will not only for foodies, but also for art lovers and visual animals.

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Events Today, food is become more talked about, become more cared about among the public, will thanks to the contributes from celebrity chefs, they play a vital role in effecting what people think about and treat about their food. These gastronomic genius’ creativity pushed the gastronomy industry develop further and further. Chefs like Jamie Oliver and Heston Blumenthal truly changed the some populations lifestyle in regards of food.

The event will aim at creating an astonishing unforgettable dining experience by celebrity chefs, target more potential consumers for the brand and the restaurant, discover the relationship between food and art.

Initially, an invitation will be send out to all the public to participate an activity. People will need to create an art piece which can be any form, like photography, video, illustration or device. The theme is to discover the relationship between food and art. The best 10 works will be selected, and the designers will be invited to the special dinner.

For the special dinner, two celebrity chefs will be invited, one in charge of the starters and main courses, and another in charge of the patisserie. They will work together to create a specific menu for the dinner and this event will be running annually hold in the restaurant.

Besides the 10 winner from the competition, industrial leading names, includes food writer, food critics, food producer and certainly master chefs will also be invited and participate the event.

This is undoubtedly a valuable chance for the public to have dinner with celebrities in the food industry, to converse with their role models, and a chance to display their talent to the industry.

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89 fig.110-113 Cook it Raw

7. Conclusion This report investigate the current attitude towards food from the public and the professional, discovered the fine dining environment, forecasted the future of food industry and finally made a recommendation on developing a new food-related brand. Last section has discussed a variety way of promoting the brand. In conclusion, in order to keep the longevity of the brand, and hold the consumer group, an up-to-date upgrading of the brand will be considered, and expanding the brand more widely. The future of the brand will be more sophisticated, more focused to provide the best to consumers and more detail will be explored and implemented in the stage two. fig.114 Artichoke

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8. Illustrations fig.1 Food Illustration., 2012. L & Co. online: http://www.l-and-co.com/ enjoying-gastronomic-perks-of-a-new-ready-to-eat-concept/ fig.2 Arcimboldo, G. 1573. Summer. Great Masters Gallery. online: http:// www.topofart.com/artists/Giuseppe_Arcimboldo/ fig.3 Egg white., 2012. Vineer Kaur. online: http://vineetkaur.tumblr.com/post/ 10324248899 fig.4 The House at cooking school., 2012. Wallpaper. online: http:// www.wallpaper.com/lifestyle/the-house-at...-cooking-school/1266 fig.5 Food bank campaign., 2012. Freshbump. online: http://freshbump.com/ food-bank-barcode-campaign/ fig.6 Oscar Wilde., 1895-1900. BBC. online: http://www.bbc.co.uk/history/ familyhistory/bloodlines/familysecrets.shtml? entry=oscar_wilde&theme=familysecrets fig.7 A prawn dish by Eleven Madison Park., 2010. The Daily Meal. online: http://www.bradleyhawks.com/2010/06/wednesday-in-park-eleven-madisonpark.html fig.8 Meringues., 2012. Modern Hepburn. online: http:// modernhepburn.tumblr.com/tagged/food/page/10 fig.9 Dom Diogo olive oil., 2013. The Olive Oil Times. online: http:// www.oliveoiltimes.com/guide/dom-diogo fig.10 Own image, 2012. Interview with Simon, Head chef of Iberico World Tapas fig.11 Own image, 2012. Andy in the kitchen fig.12 Own image, 2012. Jason in the Kitchen fig.13 Own image, 2012. Foie Gras/ Winter Truffle/ Lapsang Souchong, Green House fig.14 Own image, 2012. Petit Fours, Green House fig.15 Own image, 2012. the Green House Restaurant

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fig.16 Own image, 2012. Soft boiled egg with Japanese aubergine veloute flavoured with cumin, L始atelier de Joel Robuchon fig.17 Sanderson, C., 2007. Eating, Design and Future Food. online: http:// www.designboom.com/books/designboom-book-report-create-eating-designand-future-food/ fig.18 Fine Dining Lovers., 2013. Fine dining lovers. online: http:// www.finedininglovers.com/ fig.19 Heston始s Fantastical Food., 2012. Vimeo. online: http://vimeo.com/ 53929154 fig.20 Stephen Fry., 2012. Guardian. online: http://www.guardian.co.uk/ media/2012/nov/20/stephen-fry-gadget-man-tv-ratings fig.21 Tasty National Flag, Britain., 2013. Fancy Edibles. online: http:// designyoutrust.com/2013/01/tasty-national-flags-sydneys-international-foodfestival-dishes-inspired-by-each-country-traditional-food/ fig.22 Tasty National Flag, France, 2013. Fancy Edibles. online: http:// designyoutrust.com/2013/01/tasty-national-flags-sydneys-international-foodfestival-dishes-inspired-by-each-country-traditional-food/ fig.23 Tasty National Flag, China., 2013. Fancy Edibles. online: http:// designyoutrust.com/2013/01/tasty-national-flags-sydneys-international-foodfestival-dishes-inspired-by-each-country-traditional-food/ fig.24 Tasty National Flag, Spain., 2013. Fancy Edibles. online: http:// designyoutrust.com/2013/01/tasty-national-flags-sydneys-international-foodfestival-dishes-inspired-by-each-country-traditional-food/ fig.25 LuckyRice Festival,. 2011. Branding / Identity / Design. online: http:// forma.la/2011/05/27/luckyrice-festival-2011/ fig.26 Burke, A. 2012. Guardian. online: http://www.guardian.co.uk/ lifeandstyle/wordofmouth/2012/jan/23/food-in-britain fig.27 Fish and Chips., 2012. Kitchen art. online: http://kitchenart.vn/en/ recipes/mains/item/276-baked-fish-chips-with-tartar-sauce fig.28 Foodie Presents., 2012. Twitter. online: https://twitter.com/ foodiepresents fig.29 Kreuzer, M., 2012. Alain Ducasse. Martin Kreuzer. online: http:// www.martin-kreuzer.com/ index.php#mi=2&pt=1&pi=10000&s=4&p=0&a=0&at=0 fig.30 Tait, A., 2009. Map of London. Bloomsbury & Co. online: http:// www.bloomsburystore.com/home_interior/home_accessories/ pictures_posters/alice_tait_print_london_map.htm 92

fig.31 Heston with his giant breakfast., 2012. Heston始s Fantastical food. online: http://uptheracket.wordpress.com/2012/11/14/heston-blumenthalfantastical-or-just-plain-frivolous/ fig.32 Own image. 2012. Roast Matsutake fig.33 Own image, 2012. Raw Pig Tongue fig.34 Own image, 2012. Pig entrails porridge fig.35 Own image, 2012. Fish cooked with plum fig.36 Chen, X, 2012. A bit of China. online: http://kt.cheaa.com/ 2012/0523/324156.shtml fig.37 Flabbergasting, C., 2012. Melt chocolate. Moalingga. online: http:// moalingga.tumblr.com/ fig.38 Chanel fast food, 2009. Mignardiseslizon. online: http:// mignardiseslizon.canalblog.com/archives/2010/01/05/16396993.html fig.39 Sato, O., 2008. Chocolate pencil. Trend Hunting. online: http:// www.coolhunting.com/food-drink/chocolatepencil.php fig.40 Baxter, T., 2012. Designer Ice cream: Fendi. Trendland. online: http:// trendland.com/another-mag-creates-designer-ice-cream/ fig.41 Baxter, T., 2012. Designer Ice cream: Haider Ackermann. Trendland. online: http://trendland.com/another-mag-creates-designer-ice-cream/ fig.42 Baxter, T., 2012. Designer Ice cream: Dior. Trendland. online: http:// trendland.com/another-mag-creates-designer-ice-cream/ fig.43 Baxter, T., 2012. Designer Ice cream: Marc Jacobs. Trendland. online: http://trendland.com/another-mag-creates-designer-ice-cream/ fig.44 Parmesan cheese lamp., 2012. Pinterest. online: http://pinterest.com/ pin/28499410113569200/ fig.45 Gilmore, P., 2010. Quay cookbook. Pinterest. online: http:// pinterest.com/janelawsonfood/books-that-float-my-boat/ fig.46 Ducasse, A., 2012. Nature cookbook. Chic food. online: http:// www.chicfood.tv/libre-alain-ducasse-cuisine-nature-1-1352.html fig.47 Humm, D. 2011. Eleven Madison Park cookbook. Good food Revolution. online: http://www.goodfoodrevolution.com/dean-tudors-holidayfood-book-guide-part-1-top-gift-ideas/ fig.48 Eleven Madison Park cookbook., 2011. Swallo. online: http:// www.swallowfood.com/interview-eleven-madison-parks-daniel-humm/elevenmadison-park-2/ 93

fig.49 Modernist Cuisine., 2011. Kokebok. online: http://www.kokebok.info/ fig.50 Modernist Cuisine., 2011. Wired. online: http://www.wired.com/ magazine/2011/03/storyboard-modernist-cuisine/ fig.51 FOUR magazine., 2012. Facebook. online: http://www.facebook.com/ FOUR.THEWORLDSBESTFOODMAGAZINE?ref=ts&fref=ts fig.52 FOUR magazine., 2012. Facebook. online: http://www.facebook.com/ FOUR.THEWORLDSBESTFOODMAGAZINE?ref=ts&fref=ts fig.53 FOUR magazine., 2012. Facebook. online: http://www.facebook.com/ FOUR.THEWORLDSBESTFOODMAGAZINE?ref=ts&fref=ts fig.54 Julia Child on her cooking programme., 2012. PBS. online: http:// video.pbs.org/program/julia-child/ fig.55 Gordon Ramsay始s F word,. 2013. Channel 4. online: http:// www.channel4.com/programmes/gordon-ramsays-f-word fig.56 Master Chef American., 2012. Gossip and Gab. online: http:// gossipandgab.com/4483/masterchef-2012-episode-3-thirty-six-becomeseighteen fig.57 Master Chef UK., 2012. BBC. online: http://www.bbc.co.uk/ programmes/b006t1k5 fig.58 The Professional Chef app., 2011. Cool Hunting. online: http:// www.coolhunting.com/food-drink/the-professional-chef.php fig.59 Cenicola, T., 2011. The Professional Chef app. New York Times. online: http://www.nytimes.com/2011/11/09/dining/are-apps-making-cookbooksobsolete.html?pagewanted=all fig.60 Sucksdorff, A., 2012. Cook it Raw. Sucksdorff. online: http:// sucksdorff.com/cook-it-raw-poland/ fig.61 Sucksdorff, A., 2012. Cook it Raw. Sucksdorff. online: http:// sucksdorff.com/cook-it-raw-poland/ fig.62 Sucksdorff, A., 2012. Cook it Raw. Sucksdorff. online: http:// sucksdorff.com/cook-it-raw-poland/ fig.63 Sucksdorff, A., 2012. Cook it Raw. Sucksdorff. online: http:// sucksdorff.com/cook-it-raw-poland/ fig.64 Sucksdorff, A., 2012. Cook it Raw. Sucksdorff. online: http:// sucksdorff.com/cook-it-raw-poland/ fig.65 Sucksdorff, A., 2012. Cook it Raw. Sucksdorff. online: http:// sucksdorff.com/cook-it-raw-poland/ 94

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Appendix

Questionnaire

11.

Interview script Consent form Tutorial Record sheets

114

Questionnaire Total response: 70 people

1.What’s your age?

18-24

90

25-30

31-35

81.2%

56

15.9%

11

2.9%

2

67.5 45 22.5 0

2.Are you a “foodie”?

Yes, I am

No, I am not

90 67.5 45

82.9%

58

17.1%

12

22.5 0

115

3.How often do you cook in home? once a week

2-3 times/week

50

more than 3 times/week 30.4%

21

23.2%

16

46.4%

32

37.5 25 12.5 0

4.Why do you cook?

Essential Living skill 80

I love cooking

Others

71%

49

50.7%

35

7.2%

5

60 40 20 0

5.What effects you the most in terms of food?

Tv programmes Family and friends Others 90

Publications Restaurant dining experience 25.7%

18

17.1%

12

82.9%

58

48.6%

34

2.9%

2

67.5 45 22.5 0

116

6.What’s your attitude towards organic food?

Iʼd like to buy if i have enough money I donʼt care 80

Iʼll save money for it

72.9%

51

7.1%

5

20%

14

60 40 20 0

7.Which of the following you would describe your emotion, when mention "chocolate"?

Joyful

Bitter

Excited

Nervous

Others

68.6%

48

14.3%

10

28.6%

20

1.4%

1

10%

7

70 52.5 35 17.5 0

117

8. Would a more visually presented food increase your interest and appetite?

Yes

No

90 67.5

85.7%

60

14.3%

10

45 22.5 0

9. If you have £1,000, how much would you spend on food?

-£100

£100-£300

£300-£500

£500+

50

4.3%

3

25

44.3%

31

12.5

38.6%

27

0

12.9%

9

37.5

118

Interview with Simon Carlin Head Chef of Iberico World Tapas 20/11/2012 Nottingham

Xiao Li Ang: So, could you just talk about something about your background at first.

Simon Carlin: Ehr...Yes, well ehr...I started cooking when I was start working in a kitchen since I was about 19. I just worked at the pot-washer ehr got the couple of shifts in the kitchen, took them enjoy what i was doing and carried on, ehm...then I went to go to the collage, educate in the collage, it was four years and then...yep I just worked on my way up, move from restaurant to restaurant and obviously Iʼm here.

X: What kind of restaurant did you worked in?

S: Ehm...in the past, early I worked in fine dining restaurant, I worked in Pubs, I worked at bar in Nottingham, and then I work..I went, I went to work in World Service a fine dining restaurant and then I came here obviously.

X: So, how do you define a fine dining restaurant?

S: I think fine...fine ding...it has to be stylish, ehm...food has to be best quality, you know it has to look good, and exciting.

X: So, whatʼs your attitude towards food? And is been a chef changes your opinion?

S: Ehr....I shall, I could say definitely. When I was younger, I didnʼt eat particular great food, I eat junk foods, you know pot noodles, rubbish like that, and yeah, working in a kitchen does, give me towards try to eat healthier, eating better quality food, and trying what you can to eat free range food, things like that ehm...makes more pickky for sure, definitely become more fussy.

X: Yep, but still a lot of people eating at home they are not quite focus on their eating, they still eating unhealthy food, do you think about this question and this issue, how do you think this can be changed?

S: Ehr...itʼs just through education, I mean the people, their parents, cooked this kind of food, thatʼs what they ate, when they are younger, and unless someone are shows them what they gonna do, theirʼs not gonna change.

X: But do you think itʼs a kind of cultural issue?

119

S: Ehr...yes, in this country it is, yes. I think itʼs got a lot better over the past you know five years Iʼd say, cos itʼs been a big booming in TV cooking programme, become very popular now, you know, all these housewives are watching Jamie Oliver all these programmes, so.

X: But I realised lots people even they watching the TV programme, they reading the cooking books but still making the rubbish at home.

S: I donʼt know, itʼs up to them if they want to change, yea...I think itʼs definitely better than itʼs used to be.

X: So how do you think the future of fine dining? What it will be?

S: Ehr...I think, as it goes forward now, at the moment, because itʼs becoming, the food is becoming less formal, itʼs lot more natural, and itʼs more about just using the best thing, itʼs not about kind of fancy garnishes anymore, you know if you look like Noma in Denmark, you know the way they present their food now is really simply. Itʼs no kind of massing about, you know itʼs really simply and elegant, I think thatʼs the way we are going that.

X: Itʼs about the Nordic, kind of style.

S: Yep, definitely at the moment is the trend.

X: So how do you think the experimental one, things like Heston Blumenthal and Ferran Adria did?

S: I think it has its day, itʼs about I donʼt know, probably 6, 7 years ago, it was when Ferran Adria was like kind like the best, it was very trendy, but I think now are move way from that because things are kind of bit cheesy, things like fication, foams and gels like this, I think people are stopping to do this now, and just get you know more natural approach,.

X: Do you think is there anything in the professional kitchen can be used in home?

S: Yes, I mean the cooking techniques yes, I mean thereʼs even, ehr...I donʼt know how many people got a sous vide cooking, you can go to John Lewis now you can buy a water bath for home and you can buy a vacum pack machine for your kitchen you know, I think itʼs just a lot to do cooking programmes and books, people are getting more involved in it.

X: Yep, so when talking about the food and emotion, what will you say?

S: I think itʼs different for different people. Some people get happy when they eat, maybe just because they greed...ehr...I guess food can reminds you thing when you younger or past memories, if you eat something at restaurant that you really enjoy it and you then you have it again, you know things like that, I guess itʼs all depends on the person.

X: So, as a customer, do you often eating out?

120

S: Yeah, I do like eating out, when I do go out, I donʼt like to go to formal restaurants.

X: You donʼt like to go to formal restaurants?

S: No, I donʼt like be, I mean personally I donʼt like be fussed over, you know, I like eat good food, but I like more casual service, you know occasionally I go to London, eat in few nice places, ehr...I went to New York couple of years ago, ate a lot places there, yeah...I mean I like to pick out, you know Michelin starred restaurants, try the food, you know, I love it, took photos, write everything down, itʼs good, but I think, you know, day to day, if I gonna go to eat somewhere, the first one maybe more casual.

X: Is that because you are a chef?

S: Yes, I try not to be over fussy, I mean donʼt look around I sit down, Iʼll look at the things, I probably do over think things, but thatʼs just because my job, but I hate complain I donʼt ever complain, and I really really have to. Yeah, I love eating out.

X: So, if you going to a fine dining restaurant what make you choose that?

S: Ehr...I think, itʼs gonna be reputation, if youʼve been before, you know, a lot people choose a restaurant just because they got a reward, Michelin star, Bib Gourmand, word of mouth, you know itʼs mainly reputation.

X: Yes, but personally, why do you eating in a fine dining restaurant? I mean why do you choose fine dining?

S: Okay...ehr...just for that level of food, isnʼt? Just...just...you know X: Is any special occasion you will choose that? For example celebrate something?

S: Yep, you know, birthdays, anniversaries, things like that, you know you gonna take someone, you want to treat them a very special meal, make them feel good, so you take them to somewhere, you know posh, fine dining, where they can feel, they been fussed over you know, really looked after, itʼs kind of best food, you know the best service the best wine, yep, so...

X: So, could you talk something about food and fashion?

S: Food and fashion?

X: Yep, do you have any idea on that?

S: Ehr....not sure I could related to fashion...ehr...I think itʼs definitely trends in food, just like this trends in fashion, every season, every year, the trends in food, you know things become trendy, just like things we talked about early with the molecular gastronomy, the science become trendy a few years ago you know, and itʼs not so trendy, you know the Nordic style kind quite trendy at the moment, yep so I guess they also just like fashion things come around, you know thingsʼve been cool in the past would probably you know 121

get cool again.

X: Yes, so maybe the molecular gastronomy maybe...

S: Yep, in a few years when it had rest or something, you know somebody will dig something a bit whacky or find something new to do, and again it become trendy again.

X: Okay, yes, thank you very much!

S: Cool, no problem.

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Interview with Morgain Gaye Food Futurologist 21/12/2012 via Skype Xiao Li Ang: Thank you for your time.

Gaye: You are welcome.

X: For my interview, the first question i wanna ask is whatʼs the most exciting thing happening in your corner of food realm right now?

G: Eh...I think the most exciting thing that happening...oh...gosh...thereʼs so many things, I mean we are changing as a nation, lots of things happening to us, because...because economics, because politics, because technology, and the way which we interacte with each others, there are big big changes first, I thinks thatʼs quite exciting. And sort thatʼs the overview really of all the little things underneath, like new textures which is really interesting to me, eh..an advent of old factories, smell of work things happening in the smell that havenʼt done before, er...lots of transparency, people having a lot more ownership and understanding of what they eat and the right of health and people started to really understand what food does, where itʼs from, and how it can be good for them.

X: Yep, what do you think it has changed significantly in the past few years?

G: Eh...in food...ehm...oh god itʼs so many thinks, they are all very board questions, what changed, I think..I think itʼs the first in most peopleʼs life time now that food prices are going back to a of a real rather than false of economic, I think the biggest change is price.

X: The biggest changeʼs price.

G: Yeah, I think price is changing for people, I think people are starting understand the value of food, and therefore, of the back of that lots of changes are happening, itʼs never just one thing in isolation.

X: So do you think people will pay more for their food?

G: People will continue to pay more and more and more in next 5 to 10 years. So food will suddenly become a big big part of their income, which you didnʼt use to know, hasnʼt been for a long time, itʼs been very small and people are do buying, you know lot of almost rubbish food for you know for very cheaply, which is never really happen before in our history, so thatʼs really been a blit in our history, we are going back now to value.

As so, because of that, people are having you know changing their...changing what they buy, about changing waste, changing er...making themselves understanding the better you know if you make yourself could be cheaper than buying something can buy pre packaged, er.. that will affect, you just you has are not gonna affect every lattle.

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X: I realised food is now, is becoming a kind of lifestyle, and how can you define this kind of lifestyle.

G: So, is that a question?

X: Yep, how can you define food as a lifestyle?

G: How can we define food as a lifestyle...food...itʼs not very...itʼs a hard question, itʼs really not a question...ehr...I donʼt really understand the question.

X: Ehr...I mean the food is now becoming a lifestyle you know...and the more and more people are getting involved with food, and how do you think this happening in society that effect something?

G: Well it...you canʼt really say it food become a lifestyle, as it doesnʼt really make any sense, itʼs not really English...ehr...itʼs just that foo..food is always demonstrated our social aspirations, itʼs not...itʼs not new...thatʼs not something happening now because we have some celebrity chefs. Weʼve always demonstrated are place and society, right way back. I mean you go back hundreds hundreds of years we always have that, thatʼs really not something new.

X: Because I mean the “foodies” in society, and i realised itʼs a kind of...the food is a kind of...they are much more care about food than the other ordinary people I can see, so...

G: Yes, but I think weʼve always have that, thatʼs nothing new, itʼs just new to you...

X: Alright...

G: Although study in this, but itʼs not new.

X: okay.

G: And itʼs always been in that way, itʼs just, now food is become a lot more...ehr...more talked about...by everybody, just because we have a lot more celebrity chefs, itʼs become new, itʼs become possible for men to feel good about, chef is...is became a popular career choice for people. Because itʼs used to be something that was where you send your children when you were poor because at least make sure you can get a good meal. Whereas now itʼs not really about that much.

X: Em...so, how...how can you predict a restaurant experience in the future?

G: Em...I think whatʼs happing in restaurants is that people are wanting reality a lot more, so itʼs not just seeing whatʼs chefʼs doing in the kitchen, itʼs almost make it real, itʼs they donʼt want all this things on the menu, itʼs almost just so three things on the menu, that feel like, almost like home cooking, itʼs been made at home. Just these have the realness about it, people wanting that now, so almost like chef finishing of the table, people are wanting to have involvement in the food, rather than itʼs just been put on that plate and eaten. So, itʼs almost just the xxxx you, or something at the table but they could partly cooked themselves, that would be...ehr...thatʼs where we going, itʼs..itʼs just have this real involvement, itʼs not just dropping into something, itʼs more than that, itʼs a relationship, itʼs sharing.

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X: So itʼs like for example the chefs give the last bit to the customers, and then they will finish themselves.

G: Yes, possibly. Yeah...I can also see people bring in some their own ingredients.

X: They bring their own ingredients!?

G: I can imagine that, I can imagine people from their xxxx some kind of sharing or...itʼs more of place of sharing than it is now, itʼs going to be more place of sharing rather than a one way straight way, you going, you pay for it, you come out, itʼs more of a experience, itʼs 360 experience.

X: So, do you think the experimental food, kind of like Heston Blumenthal and Ferran Adria did, this kind of food is dying out? And more natural approach, like Noma, the Nordic food has come to the stage?

G: Oh...I think thatʼs...em....I mean although Noma is foraging, it is just trend you know, an...and itʼs...although itʼs looks like itʼs about foraging, itʼs about realness, which you know of course it is. Itʼs still about ehm....foams...and designer cuisine in a way, it really..itʼs still high-end...ehr...cooking, and I...and I mean Heston Blumenthal you talk about molecular cookery thing like that, I mean thatʼs been around hundreds of years as well, itʼs nothing new happening itʼs just looks new. Ehr...I...I think itʼs not about dying out, itʼs just about what is next thing is the people want something itʼs real. And I just xxx to see more of that, I...itʼs, itʼs more...xxx I suppose is the word, and also multifunctional. Itʼs not just about does it taste good does it look good, what its doing for me, thatʼs where we going.

X: Okay, ehr...have you realised a...kind of Japanese influence on the kind of fine dining restaurants right now, because Iʼve been lots of fine dining restaurants I realised Japanese influence is a quite a big part in their dishes.

G: What you mean by fine dining?

X: I mean like the Michelin starred restaurants.

G: And what you mean by Japanese influence?

X: Because they use lots of Japanese ingredients in their dishes, they create the new dish inspired by Japanese food, thereʼs not only one did, but lots of did it this kind of style.

G: I just think at the moment, I mean the ingredients are...are tin really, and whatʼs happening is the restaurants are looking to or menus are looking to put combinations together that are unusual that someone hasnʼt heard of, itʼs almost like trying to be cleverer than the next person or bringing together the fusions, breaking down the barriers of food. So when you say Japanese influence in fine dining, I mean I donʼt believe a Michelin star mean fine dining, I donʼt really know, I would be courcious for your dissertation taking about fine dining as a word, ʻcos Iʼm not really sure what that mean and I donʼt agree that a Michelin stars are fine dining. You can get lotʼs of Michelin restaurants that are...like the nothing like the fine dining. And I think also you can get lots of restaurants that looks very sleek, that are not Michelin starred, so Iʼm not really sure.

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Ehr...I just think there are very big mix of ingredients out there, I think people are using everything to be clever and creative, I think itʼs about that ingredient, every ingredients got itʼs own story at the moment, so I think people, the chefs are pushing that.

X: So, if you are going to define a fine dining, how will you define it?

G: I donʼt use that word.

X: You donʼt use that word?

G: No, I think itʼs sort of old-fashioned word really, itʼs like thing from 1970s or 80s.

X: So how can we define a good food?

G: Like that, I donʼt know, you canʼt. I mean when you say good food, you mean expensive?

X: I mean just...good taste.

G: You canʼt how can you say.

X: Iʼm not sure, because I think...

G: Because, what Iʼm saying is when you talking about taste, itʼs personal preference, so anything. Itʼs not just food, itʼs anything. So if you say...if I say I like this tea, oh and you say I donʼt like tea, so what does that mean, means I have a good taste? or you have good taste?

X: But basically, the quality of the food is good.

G: So, you might...if you talking about quality, then you will be provenance, you will be talking about where its come from, ehm...you will be talking about em...maybe the acculate the chefʼs got, you might talk about the popularity of the restaurant, you might talk about lots of things, but I think be carful of using a venerl, a bit like...you know probably the last of three years you probably to learnt, you know you could say... ʻoh itʼs fashionʼ, I mean fashion means all sorts of things, I mean and fine dining itʼs just doesnʼt, I just donʼt know...you could say itʼs very expensive, or you could say, you know itʼs lots of things, but be careful, I donʼt think you need put them all into one group. ʻHigh-endʼ you could say.

X: Yep, high-end, so I could use high-end to instead of kind of fine dining.

G: Yes, itʼs probably better, if you have to use something.

X: Alright, thank you, and I realised you are involved in a kind of a TV programme, called the Future Home.

G: Yes. X: Could you talk about some of it.

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G: Oh...itʼs...itʼs...we filmed its about two, over two years ago now, so itʼs quite old, ehm...I donʼt know what you to tell you, what do you want to I tell you?

X: Ehr...I mean, the future, the technology something in the future?

G: Yes, I mean, you know itʼs five programme, and it was technology every I donʼt know but every 5 minutes on the programme, so where would we start really? I donʼt really know how to answer the question.

X: Itʼs about whatʼs the most exciting technology you realised and might be going to the public in the future.

G: Oh...gosh...well it was...what I think exciting wasnʼt on the programme actually, what you prefer?

X: So, despite the programme, what you think?

G: I think the technology is the most interesting for me personally, itʼs the technology allows people to become complete, to cover complete responsibility, so itʼs about when you know where your foods from, whatʼs in it and whatʼs your daily requirements are.

Technology that are allow you to understand the effective food in your body.

X: Yep, is there any specific gadget youʼre interested in?

G: Well I think those all sorts of thing there, they are being, they are not, they are not in development, theyʼre not out there yet, but I think there will be lots of things, yes, like that, thatʼs sort of they can mite your, take your readings what you need today and tell you what food you need and you know intelligent fridges things like that, I think itʼs really....Iʼd also excited by the fridge, I donʼt know if you seen it, itʼs just like soft...oh...like big blob, and you just push food into it, I love that, that looks great! Itʼs just like sort of jelly, you just push your food in, keeps it cold. Itʼs a fun thing.

X: Okay, do you think it will come to real in everybodyʼs home?

G: I think itʼs like...like the world where we are now, lots of people have the fridge, probaby hasnʼt change that much in 30, 40 years, and then there are people with much higher-end technology, and itʼs always the way itʼs going to be itʼs the...you know we divide it, so some people will have the latest gadgets and some of...you know itʼs bit like now, some people got iPhone 5, and some people havenʼt got an iPhone or a mobil phone in any kind.

X: Em...thatʼs probably all of my questions now, and thank you for your time.

G: Youʼre welcome, good luck.

X: Thank you and merry christmas!

G: Yes, thank you, you too!

X: Yeah, thank you bye!

G: Bye-bye.

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