CHRISTMAS E-MAGAZINE
DECEMBER 2023
DISCOVER OUR SCHOOL OF BUSINESS
CONTENTS LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE 2023
08
HOSPITALITY HERO
David Lim was once just a young boy who loved noodles and had big dreams to run his own business. Fast-forward to 2023 and he is now living proof that anything is possible, with seven thriving eateries across South Australia.
12
THE SWEET SPOT
Working in project management got a little mundane for Clifford Luu, who had a side hobby for all things sweet. A five-week Le Cordon Bleu short course in pâtisserie was just the thing to help push him to greater heights.
15
A FESTIVE FARE
Add some sparkle to your festive spread this Christmas, with a bespoke menu courtesy of Le Cordon Bleu Sydney and Brisbane chefs.
22
HOTEL INDUSTRY TALK
Hotel Indigo Adelaide Markets’ General Manager Thomas Zinn has been working in the industry for more than 20 years. He offers his insight into the hotel world and how Le Cordon Bleu students benefit from working under his team during their Work Integrated Learning placements.
EDITORIAL & DESIGN Stephanie Veloudos sveloudos@cordonbleu.edu
Bienvenue WELCOME
With the festive season upon us, now is the time to reflect on 2023 and the wonderful achievements we, as an industry, have made. Earlier in the year there was a “chef drought” across the nation and cafes, restaurants and hotels were crying out for skills professionals in the sector. This was welcome news for Le Cordon Bleu Australia, who has seen hundreds of students walk the halls of our campuses in Adelaide, Melbourne, Sydney and Brisbane since January. Fast-forward 12 months and it’s these same students who are either ready to embark on their careers, or are continuing their education, armed with all the knowledge and tools needed to thrive in this fast-paced and exciting industry. Nurturing the nation’s next generation of hospitality talent is something we take great pride in, and this year we have seen many of our students turn into celebrated alumni who we have continued to watch in awe.
P4
From starting their own businesses, to achieving leadership positions in top hotels and restaurants, it’s these accomplishments that drive us to continue striving for excellence. Our second annual Christmas e-magazine shines a spotlight on so many wonderful stories coming out of our Australian institutions. It’s these stories that have inspired us and we hope will inspire you, too. Plus, our chefs have gotten into the festive spirit by creating an amazing three-course feast, taking the guesswork out of your festive spread this season. Looking forward in 2024, we urge you to continue celebrating and supporting the industry – go to bars, dine at restaurants and stay in hotels. We guarantee you will create many special memories - and likely bump into a Le Cordon Bleu alumni along the way. From the team at Le Cordon Bleu Australia, we wish you a wonderful festive season and a prosperous New Year!
LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
LE CORDON BLEU
NEWS AROUND THE WORLD NORTH AMERICA
AUSTRALIA
ALUMNUS HONOURED WITH MICHELIN GUIDE AWARD
Le Cordon Bleu Sydney alumnus Johnson Wong has been honoured with the 2024 Michelin Guide’s Young Chef Award. The award recognises a young chef working in one of the 127 restaurants featured in the new Michelin Guide Kuala Lumpur & Penang edition, whose talent and great potential have impressed Michelin Guide inspectors. Johnson graduated with a Diplôme de Cuisine from Le Cordon Bleu Sydney and has since worked in kitchens across the globe, from Australia and Dubai to China, Denmark and France. He then returned to his homeland in Malaysia where he opened his own fine dining restaurant, Gēn . The award is one of many accolades Jonhson has won over the years. In 2021 his restaurant received a spot in Asia’s 50 Best Restaurants and this is what put his restaurant on the map with local diners and food enthusiasts alike.
根
P5
OTTAWA NAMED BEST CULINARY TRAINING INSTITUTION
Le Cordon Bleu Ottawa was recently named North America’s Best Culinary Training Institution at the 4th World Culinary Awards. "The essence of Le Cordon Bleu isn't just in the dishes we create but in the knowledge we pass on,” chef lecturer Yannick Anton says. “We don't just teach recipes; we cultivate a legacy. This recognition is an affirmation of our untiring commitment to both.” The World Culinary Awards™ serves to celebrate and reward excellence in the culinary industry. Chosen by culinary professionals, media and consumers, this award recognises Le Cordon Bleu Ottawa’s relentless focus on delivering the apex of culinary and hospitality education.
EUROPE
PARIS OPENS SECOND INSTITUTION
Le Cordon Bleu Paris opened its second institution at the prestigious Hôtel de la Marine in November. The historic gem, located in the heart of Paris next to the Louvre, has stood as an emblem of Parisian grandeur for centuries. The decision by Le Cordon Bleu to move into the hotel not only marks a significant expansion for the institute, but also breathes new life into the historic building. “Le Cordon Bleu is committed to preserving the heritage of the building while infusing it with a modern culinary spirit,” the school said. “Le Cordon Bleu Paris has long been considered a showcase of excellence in culinary education, and its new location at the Hôtel de la Marine has everything it takes to become a gastronomic mecca where innovation meets tradition.”
LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
STUDY PÂTISSERIE
PUBLIC SERVANT TO CULINARY CREATIVE Sandy Goh spent years working as a public servant for the NSW Food Authority, but always peeked at Le Cordon Bleu Australia’s prospectus that was tucked away in her desk drawer. Fast-forward to 2023 and she is now pursuing her culinary dream, working as a food editor for the Australian Women’s Weekly, armed with a Diplôme de Cuisine. Sandy shares her words of wisdom and a clear message that it’s never too late for a career change. I started out my working life as a public servant at the NSW Food Authority. I was eight years in when I decided my dues had been paid and I was ready to embark on my culinary evolution. I had the Le Cordon Bleu Australia prospectus secretly tucked away in my drawer and, after much research and consideration, I chose to take the plunge and enrol because of the institution’s rich history, prestigious reputation and commitment to excellence in culinary education. From the moment I walked through those iconic doors of Le Cordon Bleu Sydney, I was captivated by the atmosphere of creativity and dedication to the craft – our craft. Le Cordon Bleu's curriculum was rigorous, challenging and immersive. I was exposed to a wide range of culinary techniques, traditional and contemporary, from around the world. Each day was a new opportunity to learn, grow and discover my strengths and tackle my weaknesses. The educators at Le Cordon Bleu were not just instructors, but inspiring mentors who encouraged us to push our limits and strive for perfection in every dish we created. Throughout my studies at Le Cordon Bleu, I was not only learning the fundamentals but also cultivating a deep love for the culinary world. P7
It instilled in me the importance of precision, dedication and creativity in every aspect of my work. I began to see food not only as fuel but as an art form that brings people together. As I worked in prestigious kitchens and honed my skills, I realised that I wanted to share my passion for food beyond the kitchen. I wanted to inspire others and connect with a broader audience. This desire led me to explore a new avenue – food media. As the food editor for the Australian Women’s Weekly, I have the privilege of sharing my love language with readers all across the country. My education at Le Cordon Bleu enables me to write with authenticity and passion, spreading my appreciation of food and its impact on my life. Today I am a proud ambassador, with almost all 10 fingers intact, to the transformative power of pursuing one's dreams and investing in a quality education. Le Cordon Bleu not only provided me with the technical skills to excel as a fine dining pastry chef, but also instilled in me the heart and soul of a food enthusiast. Thank you, Le Cordon Bleu, for being the guiding light in my journey. Let us continue to celebrate the beauty of food and the joy it brings to our lives. LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
OODLES OF NOODLES
How one Le Cordon Bleu alumnus turned a single noodle bar into a thriving enterprise.
David Lim vividly remembers making noodles from scratch with his father, back home in Indonesia. It was a labor of love and something special they bonded over. “This is where my true love for cooking began,” David recalls. “Noodle dishes are a staple of our culture… in every corner of every street, there were noodle shops as far as the eye could see. “Every morning I would wake up to the aroma of a fresh noodle bowl for breakfast and this became a tradition of our family.” After graduating from high school, David had not a single clue what he wanted to do with his career. That was, until he heard about Le Cordon Bleu and its global reputation as a culinary arts and hospitality management education provider. After much consideration, David enrolled in a Bachelor of Business in International Restaurant Management with the idea of eventually opening his own restaurant. At the ripe age of 18, he packed his bags and headed to Adelaide where he spent three years honing his craft at the institute’s Adelaide campus. “Moving to Australia was scary in the beginning, however along the way I made new friends and had a lot of support from Le Cordon Bleu which made me so comfortable about living away from home.” He says the true game-changer for his career was Le Cordon Bleu’s Work Integrated Learning program, whereby students have the opportunity to undertake a work placement of up to six months. Due to the institute’s national and global footprint, he was able to travel to Sydney and work under the experienced chefs at Rockpool on The Rocks. “Having this on my resume was really vital in order to help me progress in Australia’s fast-paced hospitality scene,” he says. P8
LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
From there he moved back to Adelaide and, upon graduation in 2014, landed a position as restaurant manager for fine dining establishment George’s on Waymouth. “The restaurant management degree armed me with all the skills and knowledge in order to hit the ground running,” David says.
I’ve learned a lot throughout my journey and I am so glad I made the decision to study and pursue my dreams here in Australia. “It really focused on the operations of a restaurant, from food and beverage to marketing and accounting which are all really relevant to the practical world.” Two years later, with the determination to open his own business, Bakmi Lim Noodle Project was born. “This was such a special moment for me and is a true legacy to my father,” he says.
Fast-forward to 2023 and Bakmi Lim Noodle Project boasts five stores across Adelaide, but David didn’t stop there. With the demand for simple take-away stores that focused on fresh, quality meals, David later opened Sushi Burri, specialising in sushi burritos, and Mumpling Dumpling and Boba, specialising in dumplings and bubble tea. Throughout the journey, David has remained humble and credits his success to sheer drive and passion for his craft. “My advice for those looking to enter the industry is to just go for it,” he says. “I’ve learned a lot throughout my journey and I am so glad I made the decision to study and pursue my dreams here in Australia.”
WE INTERVIEWED DAVID AS PART OF OUR ALUMNI VIDEO SERIES. SCAN THE QR CODE TO WATCH!
P9
LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
MASTERY IN THE MAKING PODCAST STREAMING NOW ON SPOTIFY AND APPLE
‘TIS THE SEASONING STAPLE THIS CHRISTMAS Le Cordon Bleu Melbourne chef lecturer and VET assessor Sebastian Simon is always looking for big, bold flavours to enhance his meals. So in 2015, while running a busy bistro, he decided to produce small batch, handmade artisan salts that immediately took the market by storm. “I wanted to increase the sale of our steaks and this required some changes to our offering,” he says. “The right type of meats, the cooking process and of course, the seasoning were key. This is how I discovered that smoking salts not only elevated the mouthfeel, but also accentuated flavours.” All salts under the Lavasalt Artisanal Infused Salts brand are sourced locally and are chemical-free with no additives. The latest addition to his offering, shiraz salt, is no different. “The shiraz salt undergoes three key steps – cold smoking, infusion and ageing,” he explains. “Once the salt is cold smoked for four hours, we infuse that with Australian organic shiraz and leave that to infuse for 24 hours before allowing it to age in oak barrels.”
Pictured: Chef and VET assessor Sebastian Simon. He says the shiraz salt is unlike any other artisan salt he’s created and has a distinct, smoky flavour. “As a chef I have always believed in creating flavours that have a long-lasting sensory experience,” he says. “The shiraz salt is versatile and can be used on a range of dishes including pasta, beef, lamb and slow braised dishes,” he says. “You could even add it to butter and serve it as a steak butter…the options are endless. “With the right amount of seasoning, food begins to speak to the senses in incredible ways.” For more information and recipes, visit the Lavasalt website at lavasaltconsulting.com
UPSKILL IN 2024
GOURMET SHORT COURSES
P11
LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
THE PASSIONATE PURSUIT OF A PÂTISSIER Clifford Luu spent years working in project management, but knew there was something more out there for him in the world of pâtisserie. With a hunger to nurture his creative side, he took the plunge and enrolled in a Les Fondements de la Pâtisserie short course. He is now the proud owner of cake studio Maker’s Day in inner-western Sydney. We caught up with the pâtissier and got to know his story.
P12
Tell us about Maker’s Day. Our cake studio (in Drummoyne, NSW) is all about indulging in the sweeter side of life, with a particular focus on cakes. Whether it's a special celebration, a heartfelt gift, or simply a treat for yourself, we've got something to satisfy your sweet tooth. We also offer a delectable selection of other sweet treats including cookies and brownies, to name a few. What were you doing previously to opening your own business? I spent several years working in the corporate world, specifically in project management. While I found my job to be challenging and rewarding, there was always a creative spark within me that yearned for expression. To nurture this creative side, I decided to explore my passion for baking. I was fortunate enough to have the opportunity to gain valuable work experience at French pâtisserie, Madame & Yves. This allowed me to learn from talented pastry chefs under the guidance of Yves Scherrer, gain insights into the artistry of baking, and discover my own unique style. LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
Did Le Cordon Bleu’s pâtisserie short course help you realise your dreams in any way? Le Cordon Bleu's pâtisserie short course played a pivotal role in helping me realise my dreams of wanting to open a cake studio. The course was not just an educational experience; it was a journey of discovery and inspiration. One of the most significant ways the course impacted me was by opening my eyes to the incredible variety of things you can create. The curriculum was incredibly comprehensive, and I had the privilege of learning from an experienced pastry chef. It not only provided me with the technical skills and knowledge I needed, but also ignited a passion within me for the art of patisserie. How did you find the overall experience and would you recommend it to others? The overall experience of the Le Cordon Bleu pâtisserie short course was both relaxing and incredibly exciting. It was a journey of selfdiscovery, creativity and skill-building that exceeded my expectations. I found it to be relaxing because it was a departure from my usual routine. The environment at Le Cordon Bleu was conducive to learning, with supportive instructors and a focus on hands-on practice. I would wholeheartedly recommend this course to others who have an interest in pâtisserie, regardless of their prior experience. One of the remarkable aspects of the Le Cordon Bleu pâtisserie short course is that it is designed to cater to a wide range of skill levels. Whether you are a complete beginner or someone looking to brush up on existing skills, the course is tailored to meet your needs. What was your favourite thing about studying with Le Cordon Bleu? One of my absolute favourite aspects of studying with Le Cordon Bleu was the opportunity to connect with fellow students and immerse myself in a diverse community of passionate individuals. It was a truly enriching experience to get to know each student, learning about their unique backgrounds, their shared love for the culinary arts, and their dreams in the world of pâtisserie. For more information on Clifford’s new cake studio, visit makersday.com.au P13
Images: Alicia Gore
LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
YOUR CULINARY VOYAGE AWAITS
A
festive
FARE
Not sure how to add the sparkle to your Christmas feast? Our Le Cordon Bleu Australia chefs have got you covered with entrée, main and dessert ideas.
Entrée King prawns with lemon myrtle, finger lime and Tasmanian pepper berry INGREDIENTS SERVING
PREP TIME
COOK TIME
4
30
12
MINS
MINS
Credit: Chef George Clegg, Le Cordon Bleu Brisbane
Fire up the grill and indulge in a taste of the ocean with this king prawn recipe using local Queensland produce. With lemon myrtle, zesty finger lime and pepper berries, this burst of flavour is the perfect entrée that will surprise and delight your guests.
16 large Mooloolaba king prawns (or any other local crustacean to your area) 8 fresh lemon myrtle leaves (or 4g dried lemon myrtle) 4 ripe finger limes 10 dried Tasmanian pepper berries 50g melted butter Olive oil Salt and pepper, to taste
METHOD 1. Pre-heat your barbecue or light a charcoal/hardwood fire and pre-heat a grill pan over this. 2. Split each prawn down the centre of the back and open, leaving the head and tail intact. 3. Wrap each prawn in a lemon myrtle leaf split in two and secure with a toothpick, or alternatively sprinkle a little dried lemon myrtle on each prawn. 4. Place the pepper berries in a mortar and pestle and crush them to a coarse powder. 5. Sprinkle over the flesh side of the prawns. 6. Drizzle the prawns with a little olive oil, season with salt, and place shell side down in a roasting pan. 7. Grill under a very hot grill for 3 minutes or place flesh side down on the pre-heated grill. 8. Remove from the heat and place on a serving plate. 9. To serve, brush with the melted butter and scrape the finger lime pearls over the hot prawns.
P17
LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
Main Chargrilled spatchcock chicken, barbecue spice mix and watercress
SERVING
PREP TIME
COOK TIME
2
30
40
MINS
MINS
Credit: Chef Mauro Carpentieri, Le Cordon Bleu Sydney
Elevate your Christmas feast with this festive chargrilled spatchcock, marinated in a barbecue mix that’s bursting with the flavours of an Aussie summer. This culinary symphony will wow your guests and bring the heat to your holiday celebration.
INGREDIENTS 1 free range chicken 30ml olive oil 2g spice mix made up of 1 tsp each paprika, coriander, onion, black pepper, parsley, garlic, thyme, oregano, basil, majoram and rosemary 5g sea salt Milled white pepper, to taste 1 lime, zested To garnish 1 lime, halved 1/8 bunch watercress
METHOD 1. Create a spice mix consisting of paprika, coriander, onion, black pepper, parsley, garlic, thyme, oregano, basil, majoram, rosemary and olive oil. Set aside. 2. Place the chicken breast side down on a clean cutting board.
P18
LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
3. Using a pair of kitchen shears or a sharp knife, cut along both sides of the backbone and remove it. 4. Once the backbone is removed, flip the chicken over, breast-side up, and press down firmly on the breastbone to flatten the chicken. 5. Place the chicken in a bowl and cover with spice mix marinade. Let sit for 30 minutes while you prepare the grill or barbecue. 6. Once grill or barbecue is hot, place the spatchcock chicken skin-side down, directly over the hot coals or on the hot grates of your gas grill. 7. Cook for about 5-7 minutes on each side, or until you achieve nice chargrill marks. 8. Once you've achieved the desired char on both sides, move the chicken to the cool side of the grill. 9. Cover the grill with the lid and continue cooking for another 2530 minutes or until the internal temperature of the chicken reaches 74°C when measured in the thickest part of the thigh with a meat thermometer. 10. Remove the chicken from the grill and let it rest for about 10 minutes before carving. 11. Garnish with a wedge of lime and watercress.
Dessert Danish Christmas wreath INGREDIENTS SERVING
12
PREP TIME
COOK TIME
1-1.5
40-45
HOURS
MINS
Credit: Chef Gert Knudsen, Le Cordon Bleu Sydney
Savour the season’s sweetest moments with this Danish Christmas wreath, where the warmth of ginger dances with the exotic flavours of cardamom, cinnamon, star anise and cloves. It’s the perfect dessert to share with family and friends, and will be sure to fill your home with the indulgent aroma of Christmas magic.
P20
For the dough 100ml lukewarm water 25g fresh yeast (or 13g dry active yeast) 150g crème fraîche 50g caster sugar 1 egg 500g baker’s flour 1tsp salt 100g unsalted butter, softened 2tsp cardamom For the remonce filling 100g unsalted butter, softened 100g brown sugar 100g marzipan 50% (almond paste) 1tbsp gingerbread spice mix (cardamom, cinnamon, star anise and cloves) LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
For the sugar glace 50g sugar 50ml water To decorate Cinnamon sticks Whole star anise Glacier cherries Pearl sugar Fondant
METHOD 1. Mix water and yeast together. Once combined add the rest of the dough ingredients. Cover with a damp tea towel and rest for one hour in a warm place. 2. Meanwhile, prepare the remonce by mixing all ingredients together to form a smooth paste. 3. Once the dough has rested, flatten out into a rectangle approx 3cm thick and spread the remonce evenly along the dough. 4. Starting at the long edge nearest yourself, begin to roll up the dough to form a long rope. 5. Make a cut through the middle lengthways, then take each long piece of dough and wrap them around each other by lifting one piece over and then under until the two ropes are entirely intertwined. Bring the two ends together and tuck one under the other to form a seamless ring. 6. Place dough onto a baking tray and cover with cling film. Prove in a warm place until doubled in size. 7. Bake at 200°C for approximately 30-45 minutes or until golden brown. Meanwhile, make the glace by bringing water and sugar to the boil. Set aside. 8. Remove wreath from oven and glace immediately with a pastry brush while hot. Do not let wreath cool and then glace as it will go soggy. 9. Decorate the wreath with whole star anise, cinnamon sticks, glacier cherries and pearl sugar. Fondant leaves optional. P21
LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
INDUSTRY
TALK
WITH
THOMAS ZINN Thomas Zinn has been immersed in the hotel world for more than 20 years. Having worked across the US, Maldives and New South Wales, Thomas is now putting all his energy into managing South Australia’s Hotel Indigo Adelaide Markets. The boutique hotel is one of Le Cordon Bleu’s many industry partners, where students have the opportunity to gain experience during their Work Integrated Learning (WIL) placements. We caught up with Thomas and found out what has kept him in the industry for so long. P22
What does your role as General Manager involve? I am responsible for the overall operation, performance and strategic direction of the business. There are lots of different aspects to the role - providing operational support and guidance to heads of departments, business development and revenue generation, plus communicating with and exchanging of information with various stakeholders such as the hotel company or hotel owners. Writing annual budgets and managing monthly costs are as important as looking after our guests. I also continuously develop product and service offerings and create a work environment that our colleagues enjoy, can contribute to and see career progression opportunities. What’s the biggest perk about working in the hotel industry? Particularly in the early stages of their career, people in our industry enjoy the ability to join a global company and the ability to travel and live in different places simultaneously to working on their career. LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
Our industry is almost the same wherever you go in the world - there are only a few professions with such transferrable skills. Working with people from all different backgrounds has always been a highlight for me. As you grow your career, you gain exposure to so many different aspects of the business and learn a huge number of skills - again not many jobs are so diverse as in hotels. Every day is different, brings new challenges or things to learn, even after 20 years in the business. It is fun, exciting and the sense of accomplishment at the end of each day is very rewarding.
This is one of the most exciting industries, where loyalty is being rewarded with career progression, personal development and making friendships for life, anywhere in the world. How many Le Cordon Bleu students do you take per year for their WIL placement? Hotel Indigo is a midsize hotel and we take approximately between two and four students per year. We are very fortunate to be part of the program, as students arrive with great base knowledge and we have the ability to build on this. A big part of most hotel roles is getting hands-on experience in the relevant departments. Functional tasks and skills take time to learn and be confident in as much as interpersonal skills, conversations with guests and providing high quality customer service.
How does it prepare them for working in the industry, post-graduation? The placement gives students a very good insight into what day-to-day hotel life looks like. They are participating in real life business activities with all its joys and challenges – always supported by our experienced team, of course. It is a unique opportunity to explore which area of the hotel one wants to start their career. Students can reflect on their placement and are in a better position to decide where they want to start post-graduation. What qualities do you look for in the perfect employee? A certain level of confidence is important in most roles, as most interactions require conversations with our guests. A positive attitude and willingness to learn something new are critical. Our guests want to have a good time, so we need to be there for them, listen to their needs, engage with them in conversation in a genuine way and have fun. What's one piece of advice you can give to those looking to enter the hospitality industry? If you want an exciting career in a high energy environment and enjoy being around and working with people from the most diverse backgrounds, you have come to the right place.
What does a student learn while on their placement? Most students will be placed in our operational departments such as Food & Beverage, Front Office or Housekeeping. They get buddied up with one of our experienced colleagues and then learn required skills on the job, being supervised and guided by our team. It then depends on the individual student and their personal learning curve as to how quickly new tasks and skills can be added to their learning program. P23
LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
THE RISE OF FOOD TOURISM Food has been playing an increasingly significant role in tourism, where people go on holidays to seek out different food experiences or indulge in cuisines they are not typically exposed to in their own country or region. It can indeed play a significant role in the ‘tourism experience’, with research suggesting tourists rank food among the most important alongside climate, accommodation and scenery, writes Dr Al Marshall. Food tourism has been recognised as a form of tourism under the term ‘culinary tourism’. It was described in the late ‘90s as “food being a subject and medium, destination and vehicle, for tourism” and “individuals exploring foods new to them as well as using food to explore new cultures and ways of being” (Long 1998). Put as simply as possible, “food tourism is the act of traveling for a taste of place in order to get a sense of place” according to the World Food Travel Association. There are at least seven different types of food tourism, offering something for everyone. These include the following: Eating at national cuisine restaurants Visiting local markets, supermarkets, or food stores Visiting farms or other food producers Visiting food manufacturers Attending cooking classes Going on organised food tours Attending food festivals Countries with internationally known and respected cuisines include, but are not limited to, Japan, China, Thailand, India, Italy, France, Spain and Mexico. P24
Aside from national cuisines, there are also often regional and city cuisines within national markets e.g. the different city cuisines of Bordeaux, Toulouse and Montpellier in France, and the different regional cuisines of Sichuan and Guangdong provinces in China. Beyond such national, regional and city cuisines there is also a distinctive segment of ‘niche cuisines’ which can be marketed including vegan and vegetarian cuisine, that can attract tourists (often via internationally promoted food festivals). For instance, the annual Ubud International Vegan Festival in Indonesia. Market worth The market worth of the global tourism food market was allegedly US$1.31 billion in 2022 and is expected to be worth US$3.46b billion by 2028 (Market Data Forecast 2022). Furthermore, the World Food Travel Association estimates that food and beverage expenses account for 15% to 35% of all tourism spending, depending on the affordability of the destination (World Food Travel Association, 2014). This underlines the potentially large LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
economic contribution of food tourism, if national, regional and city cuisines are marketed as part of the ‘tourism experience’. Types of food tourists There are three broad types of tourists that have an interest in food tourism (when engaging in domestic or international tourism): Deliberate culinary tourists (highly focused on culinary experiences) Opportunistic culinary tourists (open to trying new foods as part of their overall travel experience) Accidental culinary tourists (unexpectedly discover and engage in culinary activities) The numbers in the latter two types are undoubtedly greater than the number of deliberate culinary tourists. But as food has increasing been marketed by Destination Marketing Organisations (DMOs) around the world, all three types of food tourists can be expected to grow in numbers.
Food tourism is the act of travelling for a taste of place, in order to get a sense of place.
What is really being bought? While consuming food is a basic physiological necessity to sustain life, food tourists on holidays are not just accessing and consuming food for this reason. Assuming the usual food that they purchase and consume at home is available, food tourists are instead venturing beyond this and are being a little adventurous by seeking out food experiences that would not otherwise be available at home (or which they might not otherwise try at home). By doing so, they are seeking one or more of the following benefits (essentially wants, that lie beyond the basic physiological need for hunger and thirst relief) - good food quality, culinary diversity, local atmosphere and ambiance, local service and hospitality, emotional connections with the destination, authenticity of experience and access to local culture. Food tourism has so much to offer. Bon appetit! REFERENCES Balderos-Cejudo, A. Patterson, I. & Leeson, G. (2019), Senior Foodies: A Developing Niche Market in Gastronomic Tourism, International Journal of Gastronomy & Food Science, 16 July Long, L. (1998), Culinary Tourism, University Press of Kentucky, United States Mariani, M., & Okumus, B. (2022). Features, Drivers, and Outcomes of Food Tourism. British Food Journal, 124(2), 401-405. Market Data Forecast (2022) https://www.marketdataforecast.com/marketreports/culinary-tourism-market McGuire, S. (2015, December 29). Here’s What 88.2% Of People Travel the World For [INFOGRAPHIC]. Venngage. https://venngage.com/blog/88-2-of-people-traveltheworld-to-get-their-han McKercher, B Okumus, F. Okumus, B. (2008). "Food Tourism as a Viable Market Segment: It's All How You Cook the Numbers!". Journal of Travel & Tourism Marketing. 25 (2): 137–148. Wolf, E. (2001). Culinary Tourism: The Hidden Harvest, White Paper, World Food Travel Association. World Food Travel Association (2014),What Is Food Tourism? | World Food Travel Association
Dr Al Marshall is a senior lecturer in marketing and postgraduate coordinator at Le Cordon Bleu Australia’s School of Business. He holds a doctorate in marketing and his teaching specialisations include marketing research, international marketing, marketing communications, branding and consumer behaviour. P25
LE CORDON BLEU AUSTRALIA CHRISTMAS E-MAGAZINE | DEC 23
Lead.
Set yourself up for success with a master’s degree.
Explore your options Master of International Hospitailty Management Master of Business Administration Master of Applied Hospitality Management
FIND A CAMPUS NEAR YOU
ADELAIDE
MELBOURNE
137 Days Rd, Regency Park SA 5010 PH: + 61 8 8348 3000
488 South Rd, Moorabbin VIC 3189 PH: +61 3 9559 3500
SYDNEY
BRISBANE
250 Blaxland Rd, Ryde NSW 2112 PH: +61 2 8878 3100
111 Colchester St, South Brisbane QLD 4101 PH: +61 7 3063 3602
cordonbleu.edu/australia
ADL • SYD • MEL • BNE