The Rise of the Secret Supper Club
newyorker.com
newyorker.com
Craig Thornton is a talented, hard-working kid who probably wouldn't get seated at Spago if he walked in the front door a couple years ago, but by hacking his way into the dining scene, he's got celebrities trying to figure out how to get invited to his apartment.
The lesson is, don't worry about what other people think of you, find a way to make other people worry about what you think of them.
I think you're understating how successful of a chef he is. And being a successful chef is a lot about marketing.
Do what you love.
I wonder, though, if it could be done with something more accessible - hacking not into high end dining, but changing the idea of what a restaurant is for the folks who like good food but wouldn't think of trying to get a top-tier table, or paying for one.
Meanwhile, if you're hungry for more food obsession (and entrepreneurial obsession, to a lesser degree), the movie Jiro Dreams of Sushi is worth a watch.
I know someone who has a bbq place in a small town, and he does catering with it. Most of it is bbq, but he's personally a foodie and he does some very adventurous high-end menus for special events. It's nothing he advertises, but if you know who to ask...
His is legit since he's a food business already, but it feels like there's room for a similar but underground vibe.
Here's an edit just for you. Better?
I read this the other day and completely fell in love. What a fantastic thing to be doing - but, as jaysonelliot says, from the perspective of the person running the unofficial restaurant. It's worth noting that by the end of the article, he's opening a real restaurant. This was his way in, and it was very effective, probably because his enjoyment of his work shone through.
I wonder, though, if the same trick could be repeated by creating an unofficial restaurant aimed at diners who like good food but wouldn't think of trying to get into a fancy restaurant, or paying for one. Could you arrive from outside the restaurant "scene" and make a name for yourself in the same way?
Meanwhile, the movie Jiro Dreams of Sushi is on a related topic, and very good.
...but for me personally, this is just kind of weird. The dishes seem exotic just for the sake of being that way. The presentation reminds me of nouveau cuisine mixed with the results of an abstract art class, and I doubt the food would be very pleasing to my palate. It reminds me a lot of my literature classes in high school -- works that are odd, disturbing things that you had to have some magical "property" that others don't to really enjoy.
EDIT: More photos here: http://www.flickr.com/photos/wolvesmouth
It's like eating art.
I'd rather eat food.
http://www.youtube.com/watch?v=qofsdSMuGbg
There's something extremely decadent about devouring something that beautiful and meticulously crafted. Fine dining is as much about the experience it creates as the food itself. It's not for everyone.
Many of those that entertain being "cool", cultivate an 'underground exclusivity and avoiding the mainstream' image. Of course this helps to create the mystique. I would argue that a genuine desire to be obscure, is perhaps not the main emotional driver, but rather being seen as cool is.
If that were not the case, participating in a New Yorker feature would be an epic obscurity fail.