| Summary: | International audience Producing both sustainable and high-end cuisine in the long term is a major challenge for today's fine dining establishments around the world. Such an effort may even go against the stereotypes surrounding the luxury restaurant environment, known for its abundance, use of rare species (e.g. beluga caviar), disregard for seasonality and fatty dishes (Batat and De Kerviler, 2019). On the contrary, the 'triple bottom line' of sustainable business, with its focus on the 3Ps: planet, people and profit (Sheth et al., 2011), is even more complex for fine dining restaurants. The equation involves a firm commitment to environmental stewardship, social equity and sound economic viability, with an additional factor: the production of highly distinctive customer journeys. In Spain, the avant-garde cuisine revolution that began two decades ago seems to have run its course. New gastronomic trends - more holistic, more connected, more conscious - are emerging. These trends - called 360° gastronomy (BCC, 2021), holistic gastronomy (Beck, Munk, 2019) or social gastronomy (King, 2018) - all aim to positively influence society through food. The present study examines two restaurants: Mugaritz (A. L. Aduriz, Errenteria) and El Invernadero (R. de la Calle, Madrid). These multi-award winning establishments pay particular attention to the key functional factors of sustainable food experiences: (1) the integration of local food related to local agriculture, and (2) the environmental and human impact of their business activities (Jacobs, Klosse, 2016). The two ventures integrate the relationship between the restaurant and its environment as a key component of their unique selling proposition and brand image. Multisensoriality, creativity, pleasure and aesthetics - also constitutive of sustainable fine dining offerings (Batat, 2020) - are essential components of the Invernadero and Mugaritz experiences. All components - the menus, the dishes, the restaurant space(s), the décor and the narratives - converge ...
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