The cult of inconsistency
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| The odd blip – whether in a Chelsea bun or a Blumenthal dish – tells you a real human is at work (Image from http://www.bendorling.com/Inconsistency) |
One day, a customer complained that the Chelsea bun on that day was not as big as usual. Tim Hayward then led him to the kitchen, showed him the environment of the baking site, and explained to him that how everyday's dough is affected by the weather, the season, the ambient temperature or the seasonality of the milk and other variables of hand inconsistency.
The customer leave happily and back to choose the bun with a different perspective to look upon the inconsistency of the bun quality or size, and developed so-called "the cult of inconsistency".
The cult of inconsistency explains that the imperfectness is an evident of a real human work and people started to make it a guideline as a preference in food choices. For example, a ramen shop which is occasionally make a so-so ramen shows that the ramen is somewhat handmade freshly everyday, and it still gains the loyalty of the customers. The worm bites on the leafs of organic vegetable and the fruits indicate that the crops are free of chemical pesticides, but the customers are still willing to pay more for them in the organic shop. Unlike the franchise restaurant such as KFC or McD, the taste of the chicken burgers is similar whether it is being sold at branch A or branch B which located at a thousand miles distance. They are mass-produced and you know the side effects of the processed food which involving the addition of the unhealthy preservatives and additives.
The cult of inconsistency may gradually change the trend of the food business. The customers tend to pay more attention to the uniqueness and nature of the food, and thus giving more chances to the survival of the small-scale or independent restaurants. It will be a good phenomena.
Reference:
http://www.ft.com/cms/s/0/41cb3e4c-4e66-11e4-bfda-00144feab7de.html
The cult of inconsistency explains that the imperfectness is an evident of a real human work and people started to make it a guideline as a preference in food choices. For example, a ramen shop which is occasionally make a so-so ramen shows that the ramen is somewhat handmade freshly everyday, and it still gains the loyalty of the customers. The worm bites on the leafs of organic vegetable and the fruits indicate that the crops are free of chemical pesticides, but the customers are still willing to pay more for them in the organic shop. Unlike the franchise restaurant such as KFC or McD, the taste of the chicken burgers is similar whether it is being sold at branch A or branch B which located at a thousand miles distance. They are mass-produced and you know the side effects of the processed food which involving the addition of the unhealthy preservatives and additives.
The cult of inconsistency may gradually change the trend of the food business. The customers tend to pay more attention to the uniqueness and nature of the food, and thus giving more chances to the survival of the small-scale or independent restaurants. It will be a good phenomena.
Reference:
http://www.ft.com/cms/s/0/41cb3e4c-4e66-11e4-bfda-00144feab7de.html
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