Food & Drink

Wednesday 23 July 2014

'Poor tactics' cost Irish restaurants place in top 50 list

Kirsty Blake Knox

Published 30/04/2014|02:30

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IT'S not actually about the food, it's about the tactics. Restaurateurs believe they have failed to make a mark in 'The World's 50 Best Restaurants' because they don't campaign.

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Adrian Cummins, chief executive of the Restaurant Association of Ireland (RAI), made the comment after no Irish made it into this year's top 50.

But Mr Cummins believes this is a result of our "poor tactics" not our "poor taste".

"Other countries have strategic campaigns," he told the Irish Independent. "They target food writers on the panel, invite them over to sample the cuisine and build up a relationship.

"This ensures they have first- hand experience of our culinary culture and that increases chances of getting an award."

If the RAI works with Failte Ireland, an Irish eaterie could be placed next year, he thinks.

"We have an embarrassment of riches when it comes to the quality of produce.

"But we haven't sat down and thought about a strategy. We are not going after the awards with a clear-cut clinical campaign and we need to do that if we want a place on that chart."

Danish restaurant Noma was voted world's best in the awards.

Irish Independent

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