Gastronomy has experienced milestones throughout its history, from the discovery of fire to the appearance of white tablecloths. As a cultural reflection, gastronomy is always in constant transformation, and in the fast-paced world we live in today, these changes occur more frequently.

The next revolution in the food and beverage industry, following the sustainability push, revolves around two aspects: the people who make this industry a reality and the high expectations driven by social media.

‍

‍

Here to Stay, but Already Out of Fashion: The Era of Sustainability and Greenwashing

Sustainability, organic production, and local consumption have established themselves as an undeniable milestone in the history of gastronomy. Restaurants like Noma, for example, have stood out for highlighting local resources, promoting a global movement that enhances the food of our cultures with a sustainable approach.

However, as has happened with other industries, such as airlines, the phenomenon of greenwashing has begun to emerge. This reflects a worrying symptom: we need constant stimuli to maintain our interest. Although sustainability remains a key pillar, it is already integrated into our daily lives and purchasing decisions. Those of us born between the 80s and 90s were taught the importance of recycling from school, just as we were taught to brush our teeth.

In the restaurant sector, sustainability has gained relevance, although there is still much to be done, such as reducing the excessive use of plastic in kitchens. Even so, we have taken the first steps, and now it's time to look beyond, towards those behind each dish.

‍

‍

‍

‍

Where to Focus is on People: Dignifying Work in Gastronomy

While we care about ingredients being organic and locally sourced, we also need to pay attention to who grows them and who prepares them in the kitchen. It is necessary to humanize the industry and dignify the work of those who offer us these experiences. If we don't connect with the people behind the restaurants, where are we heading?

Kitchens come to life thanks to the people who work in them, not because of the equipment, cleanliness, or price of the dishes. What happens in a kitchen is fascinating: while the team prepares the mise en place, they share conversations about their lives, all while staying focused on their work. However, it cannot be that tips are the only way to recognize the staff's work.

Being a cook is a craft, and that has an incalculable value. Society cannot function without crafts, and it is essential that we recognize their importance. Working in front of a computer may be trendy, but those who work with their hands deserve the same recognition.

‍

‍

‍

Economic and Motivational Recognition

As a consultant specializing in restaurant finances, I understand that income flows vary, and making ends meet can be a challenge for many businesses. However, the human team is indispensable for achieving goals, and their economic and motivational recognition must be a priority.

I don't have a definitive solution, but I pose a reflection: how can we improve working conditions in the industry? The series The Bear, from Disney+, showed the intense emotional, mental, and physical pressure faced by those working in restaurants. Living like Carmy is not sustainable, and I'm convinced there's another way.

‍

‍

Social Media and Extreme Visibility

Today's connectivity allows us to travel anywhere with just a click. We can discover what's eaten in both a Michelin-starred restaurant and a street stall in Vietnam. This has opened doors, generated opportunities, and most importantly, has given visibility to the world's gastronomic diversity.

However, this visibility also carries certain risks. Often, this exposure comes with an opinion, as the person documenting their experience not only shows what they experienced but also evaluates it. While this is natural, it has reduced the surprise factor in many cases. When you can see everything a tasting menu offers before trying it, where's the excitement of the unexpected?

Restaurants face the challenge of adapting to this constant exposure. Although photos and videos can capture the essence of a place, I still believe there's nothing like the in-person experience. No matter how many images you've seen of the Eiffel Tower or Big Ben, the impact of seeing them live is incomparable. The same goes for a meal: no amount of photos or reviews can substitute the pleasure of enjoying it personally.

‍

‍