May 26th, 2009 in I used to go into restaurants and say, ‘Surprise me, impress me’. I would tell them, ‘No pork, no offal and no salmon,’ … and ask for a wine that matched, and fitted my budget.
I did this because I always used to order the chicken or the steak. Boring.
Sometimes it worked, and sometimes it didn’t. Every now and again I would have a fantastic dining experience.
Sometimes, unfortunately, I would end up with the chef’s special … the dish they wanted to move.
The restaurants that did best were the ones that had an emphasis on service, a tolerance for weird requests and the nouse to ask a few questions about what I liked.
Was I asking too much? All I was doing was presenting the restaurant with an opportunity to show their skill with food and wine, to do what a restaurant should be doing.
How does this relate to pre design? It starts with understanding your clients (the strangers in the viewfinder). It’s about asking the right questions and figuring out their preferences.
So you can delight them with an unexpected experience.
Cheers, Johannes
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