Your browser is out of date. It may not display all features of this websites. We recommend to use one of these browsers or versions Mozila Firefox or Google Chrome

Connect
To Top

Restaurant 4.0: affective hospitality

By: Reading Time: 2 Minutes

The restaurant of the future, or 4.0 as it were, is the subject of trend research, competitions and wild speculation. KTCHNrebel took a “seat” in the digital classroom and checked out what is going on.

“At the door, guests not only turn in their cell phones, they also give up their inhibitions.” What is that supposed to mean? Although this may sound like something out of a Hollywood movie, it actually describes the winning project in a competition for up-and-coming talent on the topic Restaurant of the Future. Lucullus Palace is the name of the winner of the 8th annual Gastronomie 4.0 competition, which is organized by the trade journal “Gastronomy Report”. The project won over the jury with its deliberate provocation.

It’s doubtful that guests will really someday swim through a lake of White Russian cocktails. However, the concept does make one thing clear: it’s all about emotion and the experience. This is not quite a new concept – we’ve heard of dining in the dark or murder mystery dinners before. In fact, the book “The Experience Economy” came out in 1999! Still, these new ideas for the future incorporate emotion in a much more significant way; in fact, it has become a key requirement. In Switzerland, the restaurant Elysium opened this fall, which is the digital classroom of the EHL Swiss School of Tourism and Hospitality. In this digital restaurant, students learn to conjure up emotions with visual, olfactory and haptic stimuli to enhance the experience of gourmet cuisine. KTCHNrebel talked to the director Michael Hartmann about affective hospitality.

Restaurant 4.0: affective hospitality

Image: SSTH

The affective hospitality concept focuses on the individual emotions of the guests. These days, it seems as if no restaurant or hotel would ever open without having as elaborate and specific a concept as possible. Do you think we’ll someday hit the peak with this?

I don’t think the end is in sight yet. However, concepts that are not skillfully executed, which are often based on system gastronomy, seriously detract from any of the truly good stories out there. These concepts attempt to manipulate using marketing techniques rather than providing an authentic experience. In this case, the wheat will separate from the chaff.

It is often predicted that we will shift from a service-oriented to an emotionally-oriented society. When do you expect this to occur?

In principle, it is fair to say that trends within industries evolve – or rather take on distinctive characteristics – in different ways. As a result, the hotel and gastronomy industry was not hit by the early digital revolution, which swept through many other industries. Instead, it uses digitization to optimize processes and create multisensory effects. Such impulses are in line with the trend to evoke holistic emotions. These types of emotions will be remembered and keep the guests coming back. But in this respect we are only at the beginning!

With the Elysium as a prototype, do you think such restaurants will one day become upmarket mainstream?

With our Elysium, which serves as a digital classroom for our students so to speak, we want to create a kind of blue print for possible future gastronomic concepts. The forms may vary, but multi-sensory storytelling in a stage-like environment will certainly be the future.

About SSTH

For 50 years, m 5(SSTH) has been training specialists and managers for the hotel and gastronomy industry. It offers everything from basic and higher vocational training (Dipl. FH degree) to bachelor degrees. Emotional skills are taught alongside traditional service skills. Students are trained as stage directors, and SSTH graduates are able to effectively blend empathy and efficiency.

Leave a Reply

Your email address will not be published. Required fields are marked *

More in Management

  • Eagerly craving a trip to a restaurant

    Corona and endlessness – that's how it sometimes seems. This means it's not always easy to stay optimistic, especially in the...

    Barbara E. EulerMarch 3, 2021
  • The winners, the losers and the virus

    Corona has terrorized us long enough. Time to refocus on a positive future and dare to take a gastronomic glance at...

    Bernhard Leitner - Rolling PinFebruary 15, 2021
  • Workplace dining: why foodservice must adapt

    With next to no office staff to serve, foodservice in the workplace largely ceased to exist as Covid-19 spread across the...

    Tina Nielsen - FCSIJanuary 27, 2021
  • First and best meal of the day

    As more people now work from home, many experiencing a commute of minutes rather than hours, what will happen to the...

    Jacquetta Picton - FCSIJanuary 19, 2021
  • 10 key foodservice trends in 2021

    The year 2020 was a year for the industry to forget, but a New Year brings new hope. It also brings...

    Jacquetta Picton - FCSIJanuary 12, 2021
  • Rosy days

    A steak restaurant decorated in pink? "Of course,"says architect Ester Bruzkus. The oldest color in the world can actually do anything,...

    Nicola Afchar-Negad - FalstaffJanuary 7, 2021
  • Sowing the seeds of success

    Plant-based food is proving to be a growing and lucrative profit center for operators worldwide. Alongside the future potential in lab-grown...

    Tina Nielsen - FCSIDecember 21, 2020
  • Coping with the crisis

    As we near the end of 2020 and the development of three vaccines against Covid-19 gives hope to us all, we...

    Jacquetta Picton - FCSIDecember 16, 2020
  • Japanese konbinis – the smallest service centers in the world

    Eat and shop around the clock. Japanese konbinis are much more than multifunctional service centers. In fact, they have long held...

    Ilona MarxDecember 7, 2020