Noma’s evolution, René Redzepi, and the future of restaurants (and chefs)
And: What the Ace Hotel got right on the way to its $85 million acquisition.
The big story in the restaurant world so far this year is that Noma — ranked the “world’s best” several times, and a very special experience — will be significantly changing its business model at the end of next year.
Instead of operating as a permanent restaurant, chef and majority owner René Redzepi plans to treat his Copenhagen kitchen as a “giant lab — a pioneering test kitchen dedicated to the work of food innovation and the development of new flavors, one that will share the fruits of our efforts more widely than ever before.”
Noma’s r&d efforts, centered around fermentation, will increasingly go toward the Noma Projects packaged food business that it launched last year.
And Redzepi and team will continue to stage pop-ups, both in Noma’s airy, woodgrained dining room that just opened in 2018, and around the world: The next one starts in March in Kyoto, at the newish Ace Hotel there.
The New Consumer Executive Briefing is exclusive to members — join now to unlock this 1,700-word post and the entire archive. Subscribers should sign in here to continue reading.
Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.
I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my member-exclusive newsletter. Thanks in advance.