00:00L'ospitalità del futuro passa dall'innovazione, ma senza perdere il valore dell'esperienza umana.
00:05Tecnologia, neuroscienze e nuove esperienze sensoriali stanno cambiando il modo di accogliere e vivere il cibo.
00:12È da questa riflessione che ha preso il via a Milano il Culinary Council di Avolta,
00:18una giornata di confronto che ha riunito esperti internazionali del settore
00:21per immaginare come evolverà l'ospitality nei prossimi anni.
00:25What we are presenting today is the Avolta Legend Award.
00:34And we want to select people from any area of the human knowledge that have broke the roots,
00:45that they have pioneered on a new way of doing things,
00:49that they have disrupted, created discontinuity on what it was done before then.
00:58So I think whatever sector one's working in, knowing about the mind of one's guest, one's consumer,
01:04be it in hospitality or elsewhere, has to help in the long term,
01:09in terms of delivering more of the experiences that people want.
01:14It's very often, I think, people don't understand what's driving their perception,
01:18their choice, their behavior, their memory.
01:20They say one thing and they're trying to be honest,
01:22but they don't quite understand how the senses are connected in the brain.
01:25And that's sort of where the neuroscience, one of the places where neuroscience can come in
01:29to understand, in fact, maybe it's the music that's changing the way things taste.
01:34And if you understand those sensory connections from studying the brain,
01:38then you can hopefully design better tasting experiences,
01:41better interpret what your guests tell you.
01:43So anyway, there are things that have a bigger or smaller impact,
01:47but some of the ones that have a big impact have already been studied to death.
01:50And so lots of people think about their visual appearance, their visual branding,
01:53the light, the colors.
01:54So that's kind of hard to do much in.
01:57I think it's very important, but it's hard to make much difference.
02:00Things like the sound of the space, the music, soundscapes you play,
02:03that's been far less studied.
02:05And it's sort of easy to change.
02:08Whereas, you know, if I said to you,
02:10you should paint the walls of your kitchen bright pink
02:12because people will eat more or spend more or eat less.
02:15You could do it, but it'll take a long time to paint the walls again.
02:17So some things should take a long time.
02:19Other things like introducing smells, having flowers,
02:22or changing the music and seeing how that affects experience.
02:26That's much easier to do.
02:27And so I'd sort of focus on those ones as a good starting point.
02:32And I always say that I don't know what the answer is
02:35because when people come, they say,
02:36I've got this kind of restaurant in this country
02:38with this sort of demographic of diners.
02:40and I say, I don't know what's right to you,
02:42what music you should pay.
02:43I just know that music matters, for example,
02:45and you should try and experiment yourselves in your venue
02:48and figure out what works for your customers, for your offering.
02:53Hospitality is still the good food, quality food, honest food,
02:59well-cooked, well-processed is the base of hospitality.
03:03But more and more, the experience and how we welcome customers into restaurants,
03:12how we make, feel them, it's becoming very relevant.
03:17So in the future, I think in this world of digital and screens and speed and fragmentation,
03:28restaurants and being connected with the food,
03:33have sensory experiences and social experiences is going to be very relevant.
03:38We are looking more and more, authenticity, connection, connection, personal connection with the places,
03:48how we feel in the places, of course, that the food is right, it's quality and the services right,
03:57but we are looking more and more, how we feel in the restaurants and in the places we go.
04:05Sta cambiando in tanti modi, il primo problema che è l'ospitalità ,
04:10in inglese si chiama talent shortage, non ci sono le persone che vogliono entrare in questo bellissimo settore,
04:18quindi bisogna applicare dei modelli che in altri settori si utilizzano di talent development.
04:25Le persone spesso non vogliono andare in questo settore perché lo vedono come transizione,
04:33lo vedono come un lavoro duro, invece è una bella esperienza che loro possono fare,
04:38in tanti ambiti sono anche ben pagati e tante aziende hanno anche dei bei percorsi di sviluppo,
04:46quindi dopo due, tre, cinque anni posso essere responsabile di venti persone,
04:51posso gestire una entità e divento un manager nel settore dell'hospitality.
04:55Quindi molto bello.
Commenti