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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.
We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.