From fine-dining to comfort food
Some of the world's finest restaurants are finding new niches—and new customers—amid the coronavirus pandemic.
During these uncertain times, a little comfort food can go a long way, and that hasn't been lost on the fine dining world.
A slew of famous chefs around the world have pivoted their fine dining focus to menus meant to soothe the soul in the wake of COVID-19, and the venture's been surprisingly successful—both for the restaurants and the customers.
Just look to Noma, the Denmark restaurant consistently ranked one of the best in the world. In May, it announced it was reopening as a burger and wine bar. Instead of serving 20 immaculate courses of ingredient-focused Nordic food, juicy burgers hit customers' plates. The announcement turned heads around the world and earned major media attention. Although Noma has recently closed its outdoor burger joint and is now serving its “Summer Season” menu, the burger stint allowed a new set of customers the opportunity to dine at Noma.
The same is true just down the street from Noma, at Amass. The restaurant paused its multi-course Nordic menu during the pandemic and created a fried chicken and wine bar. “Fried chicken has always been our side obsession," says chef and owner Matthew Orlando. "We have pop-ups in our garden and around town. It's kind of been our alter ego. Over the years, it developed a bit of a cult following."
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