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

  • Certainty in change: predicting the next decade

    ‘Sure things’ might be easier to predict when the going is good, but how impacted are long-term restaurant trends when a...

    Michael Jones - FCSIDecember 3, 2020
  • Ghostly growth: the rise of dark kitchens

    The growth of dark or ghost kitchens has accelerated in this challenging year as the delivery-only concept has provided foodservice operators...

    Tina Nielsen - FCSINovember 26, 2020
  • Ready for all three phases of the pandemic

    Corona comes in waves, and the measures imposed constantly keep us on our toes. At times everything is under control and...

    Barbara E. EulerNovember 20, 2020
  • Outside is the new in

    One thing we all have to used to is that Corona is a permanent guest and the measures surrounding it are...

    Barbara E. EulerNovember 13, 2020
  • The evolving food-to-go opportunity

    With the second wave of Covid-19 already encroaching we look at what lockdown lessons can be carried forward to help businesses...

    Jacquetta Picton - FCSINovember 4, 2020
  • Five tips for a personal brand

    KTCHNrebel gives tips on how to create a personal brand in five steps.

    Alexandra Gorsche - Falstaff ProfiOctober 21, 2020
  • Saving the world spoon by spoon

    Eating well and saving the climate – an impossible task? Not at all! Those who embark on a well-informed journey into...

    Barbara E. EulerOctober 13, 2020
  • Do it for the gram!

    Sure, the price is right and the sites nearby – sounds good. But neither of these are the top priorities for...

    Alexandra Gorsche - Falstaff PROFISeptember 28, 2020
  • Inside out: Biophilic design

    This type of design has long influenced architects and interior designers. Now, more and more hotels have started using their own...

    Nicola Afchar-Negad - FalstaffSeptember 24, 2020