New at Next: Film trailer shows restaurant food
Chicago – Michelin-starred chef Grant Achatz’s restaurant, Next, has a menu that changes every season. But rather than just updating its website, the fine dining eatery creates a movie-style trailer to preview its newest concoctions.
The restaurant’s latest seasonal menu, which runs until the end of December, is inspired by the Bocuse d’Or, a world-renowned culinary competition held in France every two years. The trailer shows the chef’s team preparing the meal as if they were in the competition themselves.
In a unique way to preview a dining experience Next focuses on storytelling and creating a memorable, theatrical moment through food. Diners do not make reservations, but instead buy tickets to a meal. The film trailer and tickets make the restaurant visit a more cinematic experience.
LS:N Global has noted the increasing use of theatrical narratives in marketing, not only in the food world, but among brands across a range of sectors. To learn more, read our Faction Marketing macrotrend.
Most Read
1
Why kombucha is more than just a functional drink:
Adam Elabd, co-founder of Yesfolk Tonics, discusses repositioning kombucha...
2
Yes, gaming can be good for mental health:
The World Health Organisation has officially recognised gaming as an...
3
Wearables of the future could be made of biosmart materials:
Puma’s global director of innovation Charles Johnson on the brand’s recent...
4
Alternative Energy Drinks:
Growing concern about the negative health impact of high-sugar and caffeine...
5
Can a smart bracelet combat sexual assault on campus?:
Buzz is a new device that alerts the wearer the more they drink. But does it...
6
Pregnancy Wellbeing:
As Millennial women start their own families, brands are creating pregnancy...
7
Off-demand Entertainment:
A new type of television, rooted in nostalgia for scheduled programmes, is...
8
Could fare-free public transport reduce cities’ pollution? :
To combat toxic air, local and national governments are exploring ways to...
9
Joao Reginatto on how blockchain will shape the global economy:
Joao Reginatto, European director of product and operations at cryptofinance...
10
Is the future of corner shops socially conscious retail?:
Rachel Krupa, founder of The Goods Mart, on curating a new type of socially...
11
What’s next for fermented food and drink?:
With consumer interest in fermented food and drink growing exponentially,...
12
Responsive Wayfinding:
Retailers are harnessing digital tools to bring the speed and convenience of...
13
How can supermarkets cut down on plastic waste?:
The strategies food and drink retailers can use to reduce their reliance on...
14
Inspiration per square foot:
The success of bricks-and-mortar retail is no longer determined by sales per...
15
