In Australia there’s a great example of a non technology firm going viral.
Zingara Cucina – Italian for Gypsy Kitchen.
Here’s a short summary:
- You can’t make a booking – you must be referred by a previous diner
- They have only one sitting per week
- The location is a mystery – from the exotic to the rustic.
- The menu is also a mystery (location & menu both change weekly)
- Diners are advised by text message of where to go shortly before the ‘event’
A more detailed report is here.
As you guessed, it’s the hottest restaurant in town. The only trick is finding it!
Why the secrecy?
Why the secrecy? How does hiding make for better dining, exactly?
Sounds like a bother for the chef and the patrons, either a snob-appeal gimmick or skirting of the law. Is this an exclusive club, or an expensive hobby, or what?
Please let everyone come your restautrant!
Secrecy… it won’t appeal to everyone, but that’s what makes this restaurant special or remarkable. Snob appeal or let’s call it ‘exclusivity’ is very aluring. In my view here ‘bother’ is the event….
It comes down to scarcity. That is what they are marketing here, which then translates into things like premium pricing and word of mouth.
Of course this could only ever work if the ‘event’ justifies the bother, and by all acccounts it does. I’d also guess the organisor is making a handy little profit too. If I get an invite only then can I give a first hand report!
Steve