When Experience Trumps Product
On the surface, it doesn’t make sense for a luxury hotel to lease prime dining space to another restaurant when it has a fine one of it own.
At New York’s Four Seasons, the “house”restaurant is 57 and certainly no slouch. Fifty-seven is now under the command of Lynn Crawford, who took over as the hotel’s Executive Chef last November.
Ironically, the opening chef of 57 was Sue Weaver, Crawford’s mentor and predecessor at Crawford’s last job, Executive Chef of Toronto’s Four Seasons.
So, why would the Four Seasons permit Joêl Robuchon to open “Atelier” in their hotel, essentially taking customers away from 57?
The current buzz in hotel marketing is experience over product, or in this case, venue.
If the hotel can give its guests a second chance at brilliant fine-dining without having to leave the hotel – because there’s certainly no shortage of high quality restaurants just a few short cab rides away — they’ve added another great experience to their guests’ stay.
And what does a guest get at L’Atelier? French cuisine interpreted by some Japanese sensibility still in love with the classics.
We’re having lunch there tomorrow. You’re invited.
