The High-End Marketing Potential of Crafting Engrossing Dining Encounters
"Bloody brilliant time," commented Simon Kim, the big cheese and brainchild of Gracious Hospitality Management, owners of COTE Korean Steakhouse and COQODAQ, in response to my query during his chat with Josh Condon, the acting boss at Robb Report at House of Robb: Miami Art Week. "What did he want diners to take away from one of his eateries?" I had enquired. Let's face it, in the realm of gastronomic adventures, the quest for luxury is all about that lingering emotional spice.
His answer echoed much of what he had already dished out during the panel: dining should be a blast. Kim's restaurants are designed to tickle all your senses. Stepping into one of his joints means being greeted by the kitchen's electric vibe; tasting the fizz of champagne paired with crispy fried chicken; sniffing the tantalizing scent of freshly cooked jasmine rice; and even finding joy in washing your hands with expertly chosen soap. Yep, even handwashing, according to him, should be a moment of delight.
"So why settle for less?" Kim pondered. "I want to make this world a bit tastier, a bit happier."
Kim's emphasis on stimulating the senses to cultivate happiness mirrors how immersive dining experiences can be powerful storytelling tools in crafting customer delight. Thus, it set the stage for my own adventure into immersive experiences that coincided with Miami Art Week. The first leg of my journey took me to Panamericano Bar, a real hidden gem hidden behind an unmarked door in Miami's Mary Brickell Village.
Uncovering Panamericano: A Speakeasy's Sensory Feast
Finding Panamericano was the first phase of the experience. A hostess from another eatery pointed me to a hanging globe sign - the only clue that led me to the right spot. Panamericano's secretive speakeasy vibe, complete with a doorbell press and identity check, offers a modern-day glimpse into the Roaring Twenties. This clever marketing trick hints at the chance to relive the Roaring Twenties era in the present day. The motivation behind this clever setup is the thrill first-time visitors will want to re-create when they return with friends and family in tow. The cousin from Idaho will delight his Boise buddies with stories of stumbling upon a Miami speakeasy.
Aistis Zidanavicius, Panamericano's bar boss (he prefers "Bar Shaman"), led me into the intimate space, which featured plush green chairs lining both walls and a well-stocked bar that demanded your attention. You would have been drawn to the menu, too, which burst with the rich tales behind each cocktail craft. The bar pays homage to South America's vibrant flavors, drawing from spirits across the continent, and even incorporating indigenous ingredients like cacao fruit juice and corn into signature concoctions like the Cacao Ceremony and Bolivia's celebrated Singani 63 in the Cocomelon.
Although its menu offers a plethora of choices, Zidanavicius knows that variety adds to the already stimulating experience of drinking at Panamericano. Thus, he organized the guest bartender pop-up series. As the week's guest mixologist, multi-award-winning Argentinean Rodrigo Tubert was more alchemist than mixologist.
"I hail from a family of scientists, and for me, mixology is about merging the past with the future, creating something new with each drink," Tubert revealed, as the whirling room reminded me of the extra booze in the drink I'd downed too quickly. "I specialize in applying science to transform practice. What I'm offering today is a blend of three unusual techniques in cocktail creation." This scientific approach ensured my drink tasted almost alcohol-free, tempting me to drink it like it was plain water.
Trained in chemistry, Tubert's brand of mixology, labeled SciSips or "scientific sips of love," blends scientific precision with sensory indulgence. Using a method called sonication, he engages high-frequency sound waves to release flavors from ingredients, offering a unique taste sensation. "With sonication, you use sound to break down ingredients and unlock flavors more efficiently," he explained. "I use science to bring out the flavors that nature intended."
This innovative approach means each drink comes with its own yarn. Whether it's a cocktail made using pineapples clarified through soy milk or a mezcal mix infused with essential oils extracted via subcritical CO2, Tubert's technique sparks curiosity in tasting his next creation. This, of course, is why Zidanavicius invited him to Panamericano during one of Miami's busiest weeks.
Thanks to Zidanavicius' broader strategic vision, the guest bartender series weaves a fresh narrative with every mixologist swap-out, turning Panamericano into more than just a hotspot for late-night tipples. Foodies seeking a refined drinking experience can't help but keep coming back to discover the next taste surprise on their next visit.
If I may brag a bit, I'm readily acknowledged as Chef Max's preferred clientele. I indulge in a delightful pastime: devouring every dish at Michelin-starred or World's 50 Best eateries in every international metropolis I visit. Consequently, I walked into Queen Miami Beach with a sense of youthful excitement, eager to savor Queen Omakase's 4 Hands Omakase Collaboration, which brought together Michelin-acclaimed, European-trained Chef Freddy Money (British culinary director of Atlas Restaurant in Atlanta) and Chef Max's fusion of French, Mexican, Brazilian, and Japanese cuisine. This culinary event, however, I observed with a marketing perspective, as the occasion was limited to just eight guests, with Chef Max presiding over his kitchen counter, elevated above the main restaurant below.
"What contributes to the narrative of Queen Omakase's dishes through its setting and ambiance?" I dutifully inquired.
"Well, aesthetically speaking, Queen embodies the glamour of the 70s while exhibiting Miami's modern flair in sound and lighting," he replied. "And that's how I design my dishes for Omakase."
Before dinner commenced, the restaurant's marketing director graciously offered a personal tour of the renovated Paris Theatre, revealing its storied past as a movie theatre, adult venue, nightclub, and music video stage for notable artists like Madonna, U2, and Red Hot Chili Peppers. In 2023, the Paris Theatre was reimagined as Queen Miami Beach, embodying the charm of a vintage supper club with contemporary charm.
The intimate, two-seating-per-night venue assured an exclusive atmosphere, which Chef Max affirmed.
"This experience is meticulously planned, with dishes that cannot be replicated with the same precision and quality in larger quantities. This purposeful design allows us to provide personalized attention to each audience, immersing them in an unparalleled culinary experience."
In contrast to traditional fine dining events, where kitchen interactions are rare and reserved, Chef Max favored the intimate setting.
"Sushi chefs typically reserve their silence," he confessed during the meal. "But I like to break that barrier, encouraging guests to immerse themselves fully in the present moment."
This boundary-pushing extended to each course, which arrived with its unique narrative and presentation. Chef Freddy introduced the cauliflower panna cotta, made exquisite with Granny Smith granite and Crystal caviar, urging us to dig down to revel in its layers. The cacophony-adorned Shima crudo with sudachi and delicate dashi gelée followed, with Chef Freddy musing, "Our restaurant serves as a canvas for art, so we've incorporated some of those elements into this evening's presentation."
"How do you select the ingredients for dishes that incorporate global flavors, such as Brazilian basics?" I probed.
"Fortunately, I've been blessed with a photographic palate, a talent I like to call a divine gift," Chef Max exclaimed. "I can vividly recall every flavor, texture, and visual detail of dishes I tasted as far back as when I was two years old. This ability makes cooking an easier process, while also guiding me as I choose the perfect ingredients. Tasting is essential in this process, and often, I can envision the harmonious fusion of flavors that I've yet to experiment with."
It wasn't until the digestif arrived that I realized the evening had extended well past midnight. Chef Max's captivating performance had piqued my desire for more, with only eight seats available in two nightly seatings, making this immersive dining experience a valuable, yet minuscule contribution to the restaurant's overall profits.
However, the prestige derived from this exceptional experience, the buzz surrounding those lucky enough to secure a seat, and the anticipation of those left disenchanted on the outskirts offered invaluable currency.
Airbnb Experiences: Transforming Travel through Immersive Dining
My latest immersive dining adventure during Miami Art Week was extended by invitation to explore Airbnb's Experiences, a fresh initiative taking travel beyond lodging to encompass authentic, cultural experiences.
As Natalie Shalk, global consumer communications lead at Airbnb, put it, "Airbnb's partnership with Art Basel underscores our commitment to making unique accommodations and genuine cultural experiences more accessible to travelers everywhere. The experiences we offer are tailored to engage and entice art, design, and culture enthusiasts, encouraging them to explore the rich cultural tapestry of Greater Miami, which has earned its status as a global hub for creativity."
Held in a hidden pop-up restaurant within Art Basel's Collector's Lounge, the afternoon event transformed into a culinary performance—an interactive, sensory journey exploring the legacy of pineapple, cacao's sacred significance in Mesoamerican history, and cassava's journey beyond the Amazon. Culinary artist, Caique Tizzi, is renowned for his artful fusion of gastronomy and storytelling, employing food narratives to transport guests through time and across continents.
"Sharing tales establishes a shared platform, and food is our shared base," Tizzi explained. "I strive to share my enthusiasm for our continuous rapport with nature and how we've been journeying, along with our transformative ideas that affected plants, species, society. Food serves as a compass to navigate through these intertwined concepts."
Following a chargrilled abacaxi introductory dish and pineapple welcome drink, Tizzi guided nine of us through five courses as part of his examination of Tropical Anthology. This venture into ancient and traditional dishes within a contemporary setting reflects his ambition to merge the past with the present. Dishes like Moqueca, a fusion of African and Brazilian culinary traditions in a luxurious coconut seafood brew, and Mole Negro, a cacao-based sauce with roots in Mesoamerican customs, exhibit an archival heritage preserving the people and places they symbolize.
"Anthology represents a collection of narratives, verses, and melodies," he shared, "and I think some dishes possess the capacity to embody that role."
Tizzi saw the collaboration with Airbnb as a chance to connect with varied audiences and share his anthropological exploration of food in an intimate setting with guests eager to engage in his evaluation of food. "This format is engaging because each day is unique—diverse groups, fresh interactions, new tales. For me, food is our shared foundation. Through food, you can engage in converse about history, politics, and culture."
The takeaway here is Airbnb's introduction of an extra source of income through tailored Experiences. With no on-site hotel concierge to assist with local exploration, guests can straightaway book Experiences alongside their accommodations. The more one-of-a-kind and immersive the experience, the higher the probability that Airbnb's extended offerings factor into the choice between an Airbnb residence and a hotel. And for those acquainted with Experiences from past expeditions, Airbnb now serves as a platform for unearthing new adventures in their hometown.
"Every time I work on Tropical Anthology, given that it's an ongoing exploration, I try to comprehend the local milieu and how to connect it directly with the location I'm working in," observed Tizzi. "For instance, in Miami, since it holds such a significant bond with Meso and South America, for its population and food culture, I spotlight ingredients native to these latitudes, such as corn, cassava, pineapple, and cacao. They all hail from the territories of Latin America."
The Emotions Behind an Engrossing Dining Experience
We reach the heart of an expertly crafted immersive dining experience. The emotional resonance, whether ease, prestige, thrill, or merely a soothing of the senses, translates to recurrent business as the client seeks to recapture the bliss of past encounters.
When we ponder luxury and consider what motivates consumers to spend more on something that may be cheaper, it's seldom about the cost. It's the worth they assign to the experience. The more personalized, the more bespoke the experience, the more exalted the perceived value. And the more scrupulously designed the occasion, as is the case with immersive dining experiences, the more likely the client will become an unpaid promoter, sharing their delights and inviting friends who will inevitably become future patrons.
In the context of Gracious Hospitality Management's emphasis on stimulating senses to cultivate happiness, the CMO could leverage their network to bring unique, immersive dining experiences to their restaurants, enhancing customer delight and creating a reason for patrons to repeatedly visit.
Following the trend of immersive dining experiences, Airbnb's Experiences could invite high-profile chefs like Caique Tizzi to conduct pop-up events, providing their guests with a unique, engaging culinary adventure that blends food narratives with local culture, encouraging repeat business and word-of-mouth promotion.
