00:03L'ospitalità del futuro passa dall'innovazione, ma senza perdere il valore dell'esperienza umana.
00:09Tecnologia, neuroscienze e nuove esperienze sensoriali stanno cambiando il modo di accogliere e vivere il cibo.
00:16È da questa riflessione che ha preso il via a Milano il Culinary Council di Avolta,
00:22una giornata di confronto che ha riunito esperti internazionali del settore per immaginare come evolverà l'ospitality nei prossimi anni.
00:29What we are presenting today is the Avolta Legend Award.
00:37And we want to select people from any area of the human knowledge that have broke the roots,
00:49that they have pioneered on a new way of doing things,
00:53that they have disrupted, created discontinuity on what it was done before then.
01:02So I think whatever sector one's working in, knowing about the mind of one's guest, one's consumer,
01:08be it in hospitality or elsewhere, has to help in the long term,
01:13in terms of delivering more of the experiences that people want.
01:18Because very often I think people don't understand what's driving their perception,
01:22their choice, their behaviour, their memory.
01:24They say one thing and they're trying to be honest,
01:26but they don't quite understand how the senses are connected in the brain.
01:29And that's sort of where the neuroscience, one of the places where neuroscience can come in
01:33to understand, in fact, maybe it's the music that's changing the way things taste.
01:38And if you understand those sensory connections from studying the brain,
01:42then you can hopefully design better tasting experiences,
01:45better interpret what your guests tell you.
01:47So anyway, there are things that have a bigger or smaller impact,
01:51but some of the ones that have a big impact have already been studied to death.
01:54And so lots of people think about their visual appearance, their visual branding,
01:57the light, the colours.
01:58So that's kind of hard to do much in.
02:01I think it's very important, but it's hard to make much difference.
02:04Things like the sound of the space, the music, soundscapes you play,
02:07that's been far less studied.
02:09And it's sort of easy to change.
02:12Whereas, you know, if I said to you,
02:13you should paint the walls of your kitchen bright pink because people will eat more
02:17or spend more or eat less.
02:19You could do it, but it'll take a long time to paint the walls again.
02:21So some things should take a long time.
02:23Other things like introducing smells, having flowers,
02:26or changing the music and seeing how that affects experience.
02:30That's much easier to do.
02:32And so I'd sort of focus on those ones as a good starting point.
02:36And I always say that I don't know what the answer is,
02:39because when people come, they say,
02:40I've got this kind of restaurant in this country with this sort of demographic of diners.
02:45And I say, I don't know what's right to you, what music you should pay.
02:47I just know that music matters, for example.
02:49And you should try and experiment yourselves in your venue
02:52and figure out what works for your customers, for your offering.
02:57Hospitality is still the good food, quality food, honest food,
03:02and well-cooked, well-processed is the base of hospitality.
03:08But more and more, the experience and how we welcome customers into restaurants,
03:16how we feel them, it's becoming very relevant.
03:21So in the future, I think in this world of digital and screens and speed and fragmentation,
03:32restaurants and being connected with the food,
03:37have sensory experiences and social experiences, is going to be very relevant.
03:42We are looking more and more, authenticity, connection, connection, personal connection with the places,
03:52how we feel in the places, of course, that the food is right, it's quality and the services right,
04:01but we are looking more and more how we feel in the restaurants and in the places we go.
04:09Sta cambiando in tanti modi, il primo problema che è l'ospitalità e in inglese si chiama talent shortage,
04:16non ci sono le persone che vogliono entrare in questo bellissimo settore,
04:22quindi bisogna applicare dei modelli che in altri settori si utilizzano di talent development.
04:30Le persone spesso non vogliono andare in questo settore perché lo vedono come transizione,
04:36lo vedono come un lavoro duro, invece è una bella esperienza che loro possono fare,
04:42in tanti ambiti sono anche ben pagati e tante aziende hanno anche dei bei percorsi di sviluppo,
04:50quindi dopo due, tre, cinque anni posso essere responsabile di 20 persone,
04:55posso gestire una entità e divento un manager nel settore dell'hospitality, quindi molto bello.
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