1/18/2024 0 Comments Celebrate dom friesSerendipit圓 earned ample publicity for its gilded sundae when it was released, and now its latest product appears to be made for the post-pandemic climate. As a restaurant, introducing an over-the-top menu item “is a great way of being able to capture attention”, he says. That the publicity stunt was successful comes as no surprise to Aaron Allen, founder of Chicago-based restaurant consultancy Aaron Allen & Associates. Beyond generating headlines, the dish also quickly racked up a 10-week waiting list. Even as the pandemic has dampened opportunities (and, in many cases, appetites) for conspicuous consumption, why do these big-budget menu items remain so popular? Do we feel like now, more than ever, we deserve a treat?įor Serendipit圓, at least, the pricey French fries were intended to drum up excitement around the restaurant’s reopening after more than a year of renovations and pandemic-related closures. While shelling out eye-watering sums for a slab of meat or a plate of fried potatoes may seem ludicrous to some, these dishes are an effective marketing trick – as demonstrated by weeks-long waiting lists and ‘ I tried it ’ -style YouTube videos that rack up tens of millions of views. And one high-end culinary creation that lives on in lore is a caviar-laden cronut for £1,500, from London’s Dum Dum Donutterie. In Las Vegas, Wally’s Wines and Spirits is now offering diners a chance to spend their winnings on a $1,000 200-day dry-aged rib-eye steak. In Voorthuizen, Netherlands, De Daltons restaurant debuted a €5,000 burger last month, featuring the highest-grade A5 Japanese wagyu beef, Alaskan king crab and Iberico ham. The restaurant is hardly alone in its pursuit of culinary extravagance. The restaurant also holds the records for the most expensive sandwich (a $214 grilled cheese paired with South African lobster tomato bisque), the most expensive milkshake ($100, served in a Swarovski crystal-encrusted glass) and, as of July 2021, the most expensive French fries ($200, blanched with Dom Pérignon champagne and topped with truffle salt, truffle oil, truffled cheeses and shaved black truffles). It was added to Serendipit圓’s menu in 2004 for the Guinness World Records title of “most expensive dessert”. This kind of superlative is exactly what the dish was designed for. “I mean, obviously it was the best dessert I've ever had in my life.” “I literally savoured every spoonful,” she says. And the way Thach describes the experience, it was worth every penny. Shared among the table of six, tasting the dessert worked out at just under $170 per person. But in December 2019, her aunt and cousins came from Ohio for their first real visit in nearly a decade, and before lunch at Serendipit圓, her aunt revealed a surprise: she had ordered the sundae. “For me, growing up middle-class, $1,000 is someone's rent – maybe not New York rent, but someone's rent somewhere,” says the personal trainer. The dish is served in a Baccarat Harcourt crystal goblet, and must be ordered at least 48 hours in advance to give the restaurant time to procure the exotic ingredients.Īt $1,000 (£730), it’s far more than Chantha Thach ever imagined spending on a dessert. The Golden Opulence Sundae at New York City’s Serendipit圓 restaurant lives up to its name: three scoops of Tahitian vanilla ice cream are topped with 23-karat edible gold leaf, spoonfuls of Grand Passion dessert caviar, a handcrafted gilded sugar orchid and Amedei Porcelana and Chuao chocolate, made from rare Venezuelan beans.
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