Why fine-dining restaurants should make the idea of explaining provenance their core mission

One explanation for this trend is the move towards conscious eating among discerning consumers..

Restaurants competing for these discerning eaters naturally stress providing greater information about food, through evocative descriptions in the menu, or through waiting staff...

Increasingly, as the food itself becomes a level-playing field between these premium restaurants, the upgraded atmospherics (the talk, or 'tawk' as Nicholas Nassim Taleb describes it) is what you are paying big bucks for..

If 'tawk' - atmospherics to inform customers about the provenance of the food - is the key to the success of elite restaurants, then why not take it a step further by providing complete information about the food that is being served in the restaurant?..

Just as organisations that have clearer corporate structures and a high degree of financial transparency are more highly valued by the stock market, restaurants with a high degree of transparency will attract discerning customers who are willing to pay more to support the establishment...

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