Details

Autor(en) / Beteiligte

• HETZEL, Patrick

Titel

VERS UNE APPROCHE EXPÉRIENTIELLE DE LA HAUTE CUISINE FRANÇAISE: LORSQUE MARKETING SENSORIEL RIME AVEC CONSTRUCTION DU SENS: INTRODUCTION PETITE ANTHOLOGIE DE LA HAUTE CUISINE FRANÇAISE OU LE TRIOMPHE RÉCENT DES CHEFS LE CHEF DEVIENT UN ARTISTE QUI COMPOSE UNE OFFRE QUI VA DU GUSTATIF AU PLURI-SENSORIEL LE RESTAURANT DEVIENT UN LIEU DE MISE EN SCÈNE OÙ LE SENSORIEL SE CONJUGUE AVEC LA SIGNIFICATION DE LA DIMENSION MATÉRIELLE À LA DIMENSION IMMATÉRIELLE: UNE NOUVELLE RHÉTORIQUE GASTRONOMIQUE LE SYSTÈME D'OFFRE D'UN GRAND RESTAURANT OU COMMENT LE CHEF CRÉE ET DÉVELOPPE UN PHÉNOMÈNE EXPÉRIENTIEL POUR SON CLIENT UNE ESQUI

Ist Teil von

• Revue française du marketing, 2004-02, Vol.196 (1/5), p.67

Ort / Verlag

Paris: ADETEM

Erscheinungsjahr

2004

Quelle

Access via Business Source (EBSCOhost)

Beschreibungen/Notizen

• In order to attract new customers or keep their clientele, French Chefs have to respond by creating new offers or modifying their existing offer, being thereby very innovative and creative but also keeping in mind that Haute Cuisine, does not come from nowhere but does have a long tradition that has to be kept alive in a subtle way. Therefore it can be interesting to study the evolution of this offer system over a period of time. Such an analysis can help us discover how Haute-Cuisine, bas been kept and what has been changed over the years. The paper argues that the whole Haute-Cuisine, offer system changed a lot over the years while it used also more and more the stimulation of the five senses and the experiential dimension in order to seduce. The dominant factor of the customer stimulation moved from the supremacy of the gustative dimension to the pre-eminence of on overall stimulation of the five senses. In the mean time, the whole process became more intellectual and conceptual. Eating becomes a pretext for experiencing something unique: destroying (through incorporation) a piece of ephemeral art brought to life by the Chef. The five senses contribute to stimulate the semiological dimension of the customer.