I’m never sure if ‘Destination Dining’ is still a buzzword for those agencies who are trying to turn restaurants into something they are not, or if it’s a genuine category that helps consumers define a place that’s worth visiting for the quality of its food.
I’d like to believe in the latter. With promotions and discounts flooding our inboxes it’s no wonder restaurants are set for yet another challenging summer. So what is a ‘destination restaurant’? In our opinion it’s a restaurant that people will travel multiple miles to, to savour extraordinary cuisine and have a unique experience. It doesn’t need awards or stars, but a reputation for an unforgettable culinary and service experience.
So before you start using ‘destination restaurant’ in your marketing brief be really honest – are you truly a unique foodservice proposition that people will travel miles to visit?
