Communicating with the Menu Part 2: Meet Me at Armani

 

I was lucky to have some really amazing meals during my time working on the Italian Cuisine World Summit this year. While there are some stars of Italian Cuisine I have not yet had the honor to try (Pino Cuttaia and Enrico Bartolini come to mind and are certainly short-listed on my bucket list), I did get to form some ideas about what differentiates fine dining from just merely OKAY dining. I will get to the menu, too. I promise. Just stick with me here.

 

CREATING THE EXPERIENCE.

I had dinner at Armani Restaurant in Dubai. The experience starts from the moment you enter. No. EVEN BEFORE.

 

Did I mention it is located on the first floor of THE WORLD'S TALLEST BUILDING? No need to be in the penthouse suite to be impressed. Burj Khalifa rocks. Plus you are going there for a reason other than taking an elevator to the top, and that is pretty chic if you ask me.

 

Every detail of the decoration is beautiful. I wanted to take a bite out of the chairs. I am not kidding. Everything looked like a finely wrapped chocolate. Dining there makes you feel like you won something. That Finally you are privy to what you Always Knew Existed but never got to partake in-- the life you Know you DESERVE.

 

Of course, it will have to end at some point. (Pro: you can change shoes, Con: I HATE MY MISERABLE LIFE!)

But, guess what. Armani knows that, too. And he feels for you.

So here is what he does to console you.

He and his inner circle of people who understand you make this an experience you will never forget.

1. He has you eating on golden plates with golden flatware.
2. He gives you the menu without the prices on it (if you are LUCKY enough to be a girl).
3. His servers give you elaborately detailed explanations for everything on the menu. The concept, the history, the procedure. It is always something you could never do at home.
4. Seeing into the kitchen is a GOOD thing here. It is located in the center of the restaurant and surrounded by glass walls.
5. Even with your back to the kitchen you can sneak a peak at 3-starred Niko Romito conferring with the others and overseeing important kitchen events. (PRO: What is not to like about watching Other People make YOU gorgeous food? CON: It is not a one-way mirror. Romito can see you, too, and may just call you out for being the Vegetarian who did not eat all of His creations).
6. More than one dessert at the end. And ice cream at the BEGINNING (pea flavored, really. Delicious).
7. The chef comes out to say hello. Hello, Niko. You want to kiss his hands, bow down to his people in gratitude. But no one else is doing that so you just act graciously.  There is always someone at the table who wants to give advice. Every time. That person is not me. Chef accepts comment with an understanding let's agree to disagree  nod.
8. Armani gives you presents when you leave. Like a wedding or a baptism. Boys get something in a bottle which is carefully wrapped in Armani wrapping paper (Thank God your grandma isn't here. She would save the paper and recycle it for Christmas). Girls get a single long-stemmed rose. The paper it is wrapped in says Armani/Flowers.
9. THEY GIVE YOU A MINIATURE VERSION OF THE MENU TO TAKE HOME. It is printed on mother-of-pearl cardstock. It is a treasure.

Now, THAT is how you communicate with a menu.