Before analysing what award-winning restaurants do that others don’t, it’s worth noting that they are all different, with diverse systems and reviewers.
Some awards are based on diner reviews like Dineplan Reviewers’ Choice, some on bookings or algorithms, and others – like the annual JHP Gourmet Guide™ that I lead – rely on a series of anonymous reviews by experienced and qualified gourmets. Consistency is crucial, and that’s why multiple visits by different reviewers at different times of the year are necessary.
Key criteria for awards
JHP Gourmet Guide™ one, two, and three Plates are awarded based on numerous criteria. Because food in a fine-dining setting is expected to be flawless, and our readers are globally exposed and discerning, we ensure that taste, texture, temperature, technique, plating, presentation, and innovation are some of the vast criteria.
And that’s only for the food. The setting, sense of place, ambience, drinks, service, locality, seasonality, and sustainability all matter too.
Some restaurants also win awards for doing something unique or niche, or by focusing on a specific cuisine. Wine and beverage pairings, exceptional wine lists, and drinks offerings are often key contributors to garnering awards.
The role of the chef and personality
The chef and their personality also play a role in attracting both clientele and awards. When an iconic chef puts their name to a restaurant, diners, and evaluators have a preconceived idea that the offering will be excellent. Industry presence and peer recognition can also contribute to the likelihood of earning an award.
Perception management and publicity
Sometimes award programmes take into account how a restaurant has marketed itself. When a restaurant consistently promotes its accolades, it creates a perception of excellence and sets high expectations. It’s then up to the restaurant to meet and exceed expectations.
Regardless of how an award is judged – whether by everyday diners reviews, bookings, social media presence, or professionally through a credible programme – culinary excellence is always non-negotiable.
What do diners dislike?
It’s equally important to know what diners love, and what they don’t. In addition to having a team of expert global reviewers for the JHP Gourmet Guide™, we also conduct a “discerning diner” survey, in which members of the public who regularly indulge in fine dining, are able to participate in a survey.
Some of them are local, and others visit South Africa for a single visit, others are swallows and enjoy every summer here. Each group looks at fine dining through varied lenses. We invite them to tell us what they have appreciated, but also what may be off-putting.
We’ve received many thought-provoking comments about what people like and dislike. The welcome is so important. They appreciate familiarity, and if there is a special occasion, they love it when the restaurant celebrates with them. Diners don’t like to be shepherded in with deliveries or have nowhere to place their coat or handbag. Comfortable chairs, good acoustics, and a playlist too, form part of the restaurant experience. It’s not just about food, it’s a reflection of the people who conceptualise, cook and serve it.
I’ve had the task of being on panels and chairing restaurant awards, and there is enormous responsibility attached, as scoring a restaurant can deeply impact the success of the restaurant.
Final thoughts
As my core business involves high-performance training and consulting for brands – including restaurants – I encourage establishments not to focus on chasing awards. Instead, aim to run a high-performance business with regular clientele. Happy diners will tell their friends and family, and they will return. Awards should be the by-product of consistent excellence.
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