NOVEMBER 22, 2025
Would You Pay Hundreds to Be Grossed Out?
A restaurant so disgusting it has a 10,000-person waitlist and charges $800 per person. Welcome to The Alchemist in Copenhagen, where chef Rasmus Munk believes food should be art—and that means it can be shocking, unsettling, even gross. If we can be disgusted by art, why not by food? On the menu? Gelatinous tongue, deer blood, lamb brains, and codfish eyes. Not exactly your usual fine dining, but somehow, people are obsessed. It’s the opposite of traditional dining, which is designed to brin
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How It All Started
A Short Backstory Of This Blog
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.
