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SEPTEMBER 11, 2023|RESTAURANT & HOSPITALITY


Who Deserves To Eat At Noma?


A dish served at Noma in Copenhagen

After a memorable few days dining at some of the most legendary restaurants of New Orleans, I found myself drawn to an article from a writer who had the chance to eat at Noma Copenhagen, one of the most renowned restaurants in the world. In it, he makes this observation: “the venn diagram of people who can afford to eat at Noma and the people who deserve to eat at Noma is small.”

Perhaps eating a 15 course meal that costs upwards of $1500 for two is predictably going to create some feelings of unworthiness. As he goes on to write, it is “challenging to be present at Noma because the anticipation of going to Noma is sweeter than any fruit leather you’ll eat while you’re there.” The five hour tasting menu from chef René Redzepi is so coveted the waiting list apparently has over 10,000 names on it.

The most fascinating part of this course-by-course recap, though, is the angst with which the writer examines every offhand comment he happens to make to the waitstaff about the food. Was it the wrong thing to say? Did he unintentionally offend? What is the right thing to say? Like any event where you might cross paths with a celebrity, such experiences come with their fair share of pressure to feel like you belong. Which makes it exciting for some and ruins it for others. I suppose the difference comes down to just how much you choose to focus on others instead of yourself.

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This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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