Momofuku Ko

My friend Maryanne loves food. She always makes food for her friends and loves going out to restaurants and eating stuff. When her Facebook, Gmail and all other “away” or “status” messages started talking about Momofuku Ko, I was confused. Why is she talking about this restaurant? What is so special about it that she’s as excited as I would have been if I went to the final Conan O’Brien taping at 30 Rock.

Well, what I’ve said time and again to my clients is that marketing is all about setting up a mystery and creating an experience. What Momofuku does is it creates a ritual to attend a meal. With only 12 bar stools available for seating and charging $100 for dinner and $160 for lunch; their online reservation system reflects an experience that is a little more complicated than booking a flight online. All of these aspects will make anyone against the whole snooty culinary scene twitch with anger – but for fans like my friend Maryanne – this is the ultimate reward.

Unfortunately, the restaurant seems as though it would not be friendly to vegetarians – one of their specialities is an animal-cruelty nightmare; foie gras shavings.

But this restaurant shows that certain businesses will continue to do well, despite the economic hardship.

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