Communicating with the Menu Part 3-- The Menu that Sings

Pino Cuttaia**, La Madia

One of the differences between a high-level dining experience and eating out at so-so place is the emphasis on Who's Cooking. The higher the level, the more visibility the Chef has.

So the menu in some way must communicate the Chef. During the Summit, the real master of this art was Pino Cuttaia. As I mentioned in my last post, I did not have the chance to eat at the Capital Club when he was the guest chef during the Summit, but I did have a chance to translate his menu.

And it sang to me.

Here is how. Each dish had a story-- just a couple of lines to explain the origins and importance of the dish. He talked about his native territory, his grandma.

His words were lovely and he was so human that you felt like having a meal with him is literally that: having a meal with HIM. At his House. At his Table.

That is what a well written menu can do. Oh, I should mention that this explanation wasn't actually meant for the menu. It was for the RECIPE. Yes, a chef communicating to the people who would be making the food with him.

That is where excellent communication skills come in. Cuttaia communicates the Culture behind the dishes to everyone who comes into contact with them.