As our friends at Menu Matters illustrated, the definition of luxury has evolved. To get more insight, we chatted up two of our chef mates with heaps of experience serving a luxury-minded clientele: Chef Alex Espinoza at Bottega Napa Valley, and Chef Ashfer Biju at the Baccarat Hotel in New York. If you’re coming to either of these fabulous places, you’re expecting a luxury experience, and the bar is high. Let’s get into it!
AMM: First off, what do you see your guests looking for in luxury?
Alex: Guests coming to us know it’s going to be on the expensive side, so they have an expectation of high quality, it’s just a given. For some, they want the “show” - big, showy tomahawks, and table side service elements. For others, it’s more about personalization. They want the experience of having a personal chef, adapting to their needs and serving something that’s just for them.
Ashfer: I’ve had a foot in luxury for a long time, and it’s definitely always evolving. You have to observe what’s happening and tailor your offering to match. I agree with Alex things like product quality and service have to be at a high level; you don’t get credit for it, but if you don’t get it right you’re in trouble. I would add that while there’s still a market for old-school, formal service - tuxedoed waiters, dress codes, etc. the new luxury tends to be more casual and personal.
AMM: How do Aussie meats help you deliver on luxury?
Ashfer: Delivering authenticity and experiences are really important for today’s luxury-seeking clientele, and Aussie meats are in a great position to help with that. These guests want more than just a meal - they want dinner with a story. From grassfed to Wagyu to lamb, there are great stories to tell about why we’re serving Aussie meats and why the flavors are the best.
Alex: Aussie lamb does really well for us, it has built-in luxury appeal. My guest knows Australian is going to be excellent quality and mild in flavor. We’ve done really well with White Lamb, a higher-end breed that eats like Wagyu and as Ashfer says opens up all these storylines at the table. It feels exclusive, and that’s a key part of luxury too.
Ashfer: Exactly - we serve an Aussie grassfed Wagyu on our menu and it does just that - it’s differentiating, super flavorful, and you can tell the sustainability story too.
AMM: Are there pairings that help amplify the luxury appeal?
Alex: Right now it’s black truffle season, and I can sell almost anything paired with our black truffle risotto. Whenever we do a lamb rack with that risotto, we know it’s going to sell out.
Ashfer: I like to pair those high-end ingredients like lamb or Wagyu with something more familiar, that hi-lo effect. Our Aussie Select lamb pastrami sliders for instance - it’s like the best pastrami sandwich you’ve ever had, but taken up a level with lamb pastrami. Or Wagyu served with chimichurri. You’re pairing the comfortable and familiar with the upscale, and that really works, especially with millennial-age guests.
Thanks gents! For more on the evolving meaning of luxury, check out this month’s article from Menu Matters…