This sounds like an obvious statement, especially in an age of Facebook and Instagram. But we are often seduced by the idea of a product. Stories have become the new marketing norm. Restaurants are sustainable and organic or local and handmade. They are rarely all of these things, and truthfully, they are rarely actually any of them. A story is always highlighted in a menu or an advertisement. We get drawn in and think that because a restaurant or product has one positive spin, then it must also have other, implied, positive attributes as well.
I am weary of the constant spinning of fairy tales, which comes as surprise to me, because I have always been an avid reader. I love stories but there simply so many of them with pointed edges and false assurances that I find it almost impossible to trust their illusions. This burger came from a local restaurant. It has an adorable menu with charming illustrations and cheeky language. The place is small and cozy. They make the burgers right in front of you with the appearance of some skill. The staff is youthful and eager and I wanted very much to like it. It was expensive, as all these places are now--stories are expensive. And the burger was...okay. It wasn't transcendent and it wasn't terrible. It looked great and that moment before the first bite was one of anticipation. That might have been the best moment.
I think that's the problem with the constant stream of stories. They set unrealistic expectations for the customer. It reminds me of the old J. Peterman Company, which a quick internet search tells me still exists. When it first came out, I used to love reading that catalog. It was before everyone had a story, so the drawings and the quirky tales were still a unique approach to marketing. Although, at least in that case you were aware that the stories were fictional. Everything was expensive but still I shopped out of my price range because I just couldn't help myself. Those experiences taught me that buying a product does not make the story true. Just as eating a burger from a particular restaurant isn't going to make me a better person. Yes, there are good choices and ways to help the food chain but, for the most part, a story on a menu is just someone's way of getting you to open your wallet and spend just a little bit more. The problem is quality and how to find it. You can't rely on the stories or reviews on the internet any more. What we lack are trusted sources and a good way to find them.
Years Past
January 22, 2005
Ideas in Food: Great Recipes and Why They Work
Maximum Flavor: Recipes That Will Change the Way You Cook
Gluten Free Flour Power: Bringing Your Favorite Foods Back to the Table
