THE BASIC PREMISE
EPICUREANISm™ is An EPIC DINING EXPERIENCE DESIGNED TO DELIVER EDU-TAINMENT for epicureans and the epicurious.
IT IS INFORMED by an original CULINARY & HOSPITALITY PROPHECY & PHILOSOPHY
THE PROPHECY
THE VALUE PROPOSITION FOR FINE DINING IS CHANGING and so the service and business model must adapt to that reality. CONSUMERS ARE LOOKING FOR SOMETHING OTHER THAN WHAT HAS BEEN ON OFFER, something “MORE”.
THE PHILOSOPHY
DINING on precious foods is a DIVINE & SACRED RITUAL or an experience and its price must match its value. THIS IS NOT A MEAL, IT IS AN EXPERIENCE. EPICureanism offers consumers an opportunity to explore, understood and appreciate what it took to produce, prepare and present both the food and the dining experience. IT OFFERS CHEFS, RESTAURANTS, HOTELS, CLUBS AND RESIDENTIAL COMMUNITIES A PATH TO VICTORY IN THE EXPERIENTIAL ECONOMY THAT IS MATURING. WE BELIEVE THAT THE MOST interesting, interested & influential consumers want more from fine dining and that those who deliver it to them will earn their loyalty.
ORIGIN STORY
EPICUREANISm™ WAS CREATED TO BE A COMPELLING EXPERIENCE FOR PEOPLE WHO HAVE ENJOYED AND EXPLORED FINE DINING around the country and the world. THE CONCEPT WAS EXPressed for 4 years as RAW LAB, in charleston, SC. It is noW mobile and beginning to be presented nation-wide.
A NEW MODEL
EPICUREANISm™ BUILDS UNPRECEDENTED VALUE IN THE DINING EXPERIENCE IN A HOST OF IMPORTANT AND EFFECTIVE WAYS. IT MANIFESTS IN A BUSINESS MODEL AND AN EXPERIENTIAL MODEL. IT WAS DESIGNED FOR THOSE WHO SEEK TO DELIVER OR ENJOY NEXT LEVEL CULINARY EXPERIENCES.
PROVEN
THIS IS NOT THEORY. WE KNOW the consumer who has seen it all is looking for something new and that their focus is on experiences wHERE health, wellness, authenticity and mindfulness ARE CORE VALUE DRIVERS. This is what EPICUREANISM WAS DESIGNED FOR. AND IT’S WORKING.
WHY NOW
FINE DINING IS AT AN INFLECTION POINT IN 2026. THERE IS A SHIFT IN PROGRESS. WE HAVE SEEN THE SHIFT AND WE ARE STUDYING IT NON-STOP. THE PREMIUM CONSUMER TODAY HAS NO REAL MATERIAL NEEDS. WHAT THEY WANT, NEED AND SEEK ARE ELEVATED EXPERIENCES THAT ARE RARE. THE NEW STATUS SYMBOL IS NOT A WATCH, CAR OR BOAT. ITS THE ELEVATED EXPERIENCE. WE ARE DESIGING DINING AROUND THAT PREMISE. THE PROBLEM OF GETTING GOOD FOOD, SERVICE AND ATMOSPHERE FOR A FINE DINING EXPERIENCE WAS SOLVED LONG AGO. THERE IS ONLY ONE LAST FRONTIER FOR SCARCITY AND THAT IS AN ELEVATED EXPERIENCE THAT GOES WELL BEYOND FOOD, SERVICE & ATMOSPHERE.
SOME HISTORICAL PERSPECTIVE HELPS
THE TRADITIONAL RESTAURANT WAS ESSENTIALLY, CREATED 125 years ago by Auguste Escoffier. He created the modern kitchen, the brigade system and helped to establish the modern french culinary tradition, not to mention the 5 mother sauces. This all dates back to about 1880-1900 and brought about the birth of the modern fine dining model that could deliver “fine dining” to 300 patrons in a dinner service. This was not possible in 1870ish. And modern fine dining still operates on most of these paradigms…on theory and values that were invented before Penicillin sliced bread or the airplane. iTS OLD AND TIRED NOW, for epicureans & the epicurious.
THE VARIOUS SERVICE STYLES
EPICUREANISm™ IS NOT A CUISINE, RATHER IT IT A BUSINESS MODEL AND AN EXPERIENTIAL MODEL that can be applied to any cuisine. IT KEEPS “THE PROS” & ELIMINATES “THE CONS” OF THE VARIOUS EXISTING FINE DINING MODELS & SERVICE STYLES. THOSE ARE:
A LA CARTE
PRIX FIXE
OMAKASE
TASTING MENUS
CHEF’S TABLES
TABLE SERVICE
“FINE DINING / MICHELIN STAR RESTAURANTS”
ONE EXPLANATION OF DIFFERENT SERVICE STYLES / DINING MODELS ANOTHER EXPLANATION E
BY KEEPING “THE PROS” an ELIMINATING “THE CONS” OF VARIOUS SERVICE STYLES WE CAN CREATE VALUE FOR EPICUREANS & THE EPICURIOUS. THIS BUSINESS & EXPERIENTIAL MODEL IS NOT FOR EVERYONE, HOWEVER, OR EVERY OCCASION. SO IT TOO HAS ITS LIMITATIONS. THAT BEING SAID, IT DELIVERS FOR THOSE WHO VALUE ELEVATED DINING EXPERIENCES.
EPICUREANISM™ IS A FUSION CONCEPT
BUT NOT IN THE TRADITIONAL MEANING OF THE PHRASE. IT IS A FUSION OF A (1) A SERVICE STYLE - OMAKASE and (2) ANY CUISINE. traditionally "FUSION CUISINE” IS defined as a fusion of two cuisines (Asian / Cuban, French / Vietnamese, Korean / BBQ
IT IS MEANT TO REVEAL AND ADD TO THE VALUE OF EXPENSIVE PRODUCTS, like SEAFOOD. IN VERSION 1.O (ESTABLISHED IN 2026) GUESTS ENGAGE IN AN ELEVATED understanding, appreciation AND mastery of MARINE CUISINE™ & DELICASEAS™. we intend to develop this platform for other FOOD & BEV categories soon. THE PROCESS & PROGRAM busts myths, DELIGHTS, ENCHANTS, ENGAGES, ANSWERS QUESTIONS, SURPRISES & REVEALS BEST PRAcTICES FOR SOURCING PRODUCT, COOKING AT HOME & ORDERING IN RESTAURANTS.
THE PRINCIPLES
Like a pyramid,
2 CORE CHARACTERISTICS which created the opportunity for us to develop
4 UNIQUE FEATURES that revealed to us an opportuniuty to build much more than a meal around
5 PILLARS that support the delivery of at least
20+ POINTS OF DISCOVERY to the savvy epicurean, world traveler and general enthusiast.
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2 CORE CHARACTERISTICS…
These are the DNA of EPICureanism. The X & Y Chromosome, if you will. They allow us to create an entirely new hospitality / culinary / experiential model which leads to a singular dining experience. They are:
The FUSION CONCEPT here is that of a SERVICE STYLE and a CUISINE rather than a FUSION of two cuisines…
A SERVICE STYLE - OMAKASE - ANCIENT, ORIENTAL (Japanese / Formal) traditionally reserved for the masters of Sushi
FUSED WITH
A CUISINE - RAW BAR - MODERN, OCCIDENTAL (Euro-’Merican / Casual) traditionally part of a seafood restaurant’s offering
The USE OF SPACE
Allows for the elimination of a floor staff, kitchen staff, tables and other attributes of a “Restaurant”.
Makes every seat the best seat in the house.
Engages & Enchants the consumer in ways restaurants with table service, chef’s tables and tasting menus cannot
Creates intimacy between guests and guests & chef.
Allows the Chef to be Front of House, not Back of House and in the presence of all of the guests at all times.
The existence of these 2 CORE CHARACTERISTICS results in the creation of two groups of attributes:
4 UNIQUE FEATURES
5 PILLARS
All of this allows for the consistent delivery of 20+ POINTS OF DISCOVERY.
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4 UNIQUE FEATURES
2 CORE CHARACTERISTICS allow for 4 UNIQUE FEATURES. They are:
PARTICIPATION & ENGAGEMENT
LE SALON
Choreography & THEATER
Atmosphere, ENERGY & ESCAPE
PARTICIPATION & ENGAGEMENT
When you custom design and build a U-Shaped bar with an ice moat that features a bespoke / functional ice sculpture which is central to the service you have built a “set” or a “stage”. With this amenity, the guests are very much a part of the show. They participate directly in it all. In every part of the service / performance there are comparisons made and conversations had, from start to finish. Questions are asked and answered. Myths are busted. Experiences, opinions and observations between guests are shared. Engagement is universal and it seems phones only come out to take pictures and make videos. And it ends with an exhilarating finish - a jam session. Instruments are handed out to guests (cowbell, tambourine, bongos, maracas…etc). 12 adults turn into kids again for 3 songs. Just before checks are presented a rush of blood comes to everyone’s body. It forces movement after a big meal. And that feels good. Its ridiculous and fun. It’s just one more way in which all of the guests are actors in the play, participant to the experience.
This speaks to a really interesting examination of WHO THIS IS FOR and we are careful to warn the consumer that EPICureanism may not be a fit for them. You see, restaurants are for EVERYONE, as “the customer is always right” and the market is EVERYONE. Chef’s and restaurants need to be liked by everyone to fill and turn tables and to maintain a large staff and space. That’s a pop song. That’s Taylor Swift. That’s FM Radio.
We are not a restaurant. We are an experience..a culinary expedition. As this was expressed at RAW LAB in Charleston…we were what happens when you remove the RAW BAR from the SEAFOOD RESTAURANT and ELIMINATE THE RESTAURANT. We had a tiny staff and a tiny space so that we can do what WE WERE BORN TO DO which was to make an amazing meal and experience out of “RAW BAR FARE”. That pleased just 14,000 people over 1000 services in 4 years of operations. We WERE NOT FOR EVERYONE. Hell, were not a good fit for almost anyone, most of the time. By expressing EPICureanism in this way w appealed to those outliers, misfits, enthusiasts, creatives and romantics that endeavor to be participant to a journey and experience, they are very much a part of. The most interested & interesting will always be the most influential. This is who we seek because this is who we designed this experience for. They’ll always participate and engage as they are inclined find enchantment in the spaces between the details. They are of a certain personality type, inclined to be genuinely curious and open taking a journey that might challenge some assumptions they’ve held long and dear.
LE SALON
Moreover, the U-Shaped Bar, in fact, created something we discovered to magical. What it created is a Salon, literally, in the 16th - 18th Century / European / Renaissance & Age of Enlightenment definition of the term. READ WIKIPEDIA’S DEFINITION / HISTORY OF IT HERE. In this form of a gathering, a host (usually a maven on a subject) curates a performance / presentation for a group of influential guests. These guests participate in, discuss and evaluate the content, talents and merits of the performance / presentation and / or performer, in real time, as a group, before, during and after the performance.
CHOREOGRAPHY & THEATER
Many moments are highly choreographed. Timing has been polished to the maximum effect. This creates culinary theater…a performance, all of which can be witness, by every guest, in real time. Some moments are, admittedly, way over the top, intentionally. Some are less so. Either way, it’s fun and part of why this is DINNER & A SHOW. Music supports an escape into a surreal place. Courses (even some bites and their preparations) have a soundtrack. Most of the music is very unusual or unfamiliar. Nearly all songs feature lyrics that are not in English. Songs with lyrics typically feature Portuguese, Spanish, Italian, Pidgin, French, Patois and/or African dialects. Its weird, fun, and cool. Guests consistently ask for access to the playlists which we happily provide. Nothing is played by accident and its not uncommon to see guests grooving in their seats. Volume goes up and down with the moment. And the sound system is impeccable. like a concert or being in the round in a musical production.
VIBE: ATMOSPHERE, ENERGY & ESCAPE
When you eliminate common items from the view of guests (anything you’d see at home) and build out ways to feature uncommon objects (things you rarely see) you can create an alternative universe. Our space has the feeling of being underwater, on another planet, in the future. Light and decor are used to suspend time and reality. Minimized are the typical decorations and equipment you are often surrounded by in a “restaurant. The principal features are our ice moat and living plant canopy which is part of our singular use of space. Guests are able to escape from life for a while. Finally, the energy this all creates between the guests is metaphysical. The result is a mystical space and experience. Its a vibe, ya’ll!
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5 PILLARS…
2 CORE CHARACTERISTICS + 4 UNIQUE FEATURES allows for 5 PILLARS. They are:
OYSTER FLIGHT
The oyster service is presented through a flight of oysters. An experiment is possible here for our guests. And through our method, a result may be realized by the guest. “Which Accoutrement Do You Prefer”. This will inform how you dress your oysters elsewhere. Also, in this process we will explore the Metrics of Quality of oysters, Characteristics of Oysters and how best to enjoy them. THE FINAL RESULT: A completely new understanding of how to most oysters, a greater appreciation of the techniques for getting significantly more enjoyment and nutrition out of this very expensive protein and the tools required to inform your palate as to what your true preferences are with regards to different oyster varieties. THIS IS A MASTER CLASS IN “OSTREOLOGY” which you will benefit from for the rest of your life.
CAVIAR TRIP
We developed this in RAW LAB, in real time, in a collaborative experience with our guests. We stumbled upon this technique as a result of the way our model was created. With a specific technique used by professionals who produce and trade in caviar (the bump) and our own methodology of what to do (and not to do) with it once its in your mouth. Many guests who fully commit to this find themselves in a bit of a trance or little bit hypnotized. It’s like a very short, mild “trip”. THE RESULT: You’ll understand what fine caviar is and isn’t as well as how to best enjoy it to its full potential. You’ll come to understand why that matters with a $2,000 a pound product. WARNING: You may realized you’ve never really enjoyed caviar as much as you do with our method. THE GOOD NEWS: You’ll be able to do this (and share it with others) for the rest of your life.
THIS IS A MASTER CLASS IN “CAVIAR” for sure. And between this and our Oyster Flight, we will have delivered 2 epiphanies to our guests before dinner really even begins.
MARINE CUISINE
This is our culinary ethic for “Seafood”. Featured in our menu and core to this ethic are “Best Choices” for the following metrics: SAFE + HEALTHY + RESPONSIBLE + SUSTAINABLE. The sum of these variables equals YOUR BEST CHOICE! We think of it as Seafood v.3.0 or SMART SEAFOOD. THE RESULT: You’ll understand the difference between good and great product, best practices in fishing and aquaculture and come to a better understanding of the differences between facts and myths common in “seafood”. Your best choices by these metrics will inform your ordering in other establishments and how you source seafood for home cooking.
SEA SALT COMPLEX
Through our meals we’ll feature at least 10 Sea Salts and each has a wonderful story. Some are from ancient / extinct oceans. Others from modern / living oceans. Sea salts as old as 500 million years are used. Some are from here. Others from near. Others from as far, far away in both time and space. You’ll benefit from the 80+ trace minerals found in Sea salts vs dead, factory produced table salt, which is high in sodium and essentially, metabolically, useless (minus the iodine). THE RABIT HOLE: www.empireoyster.com/seasalt
WINE TRAVEL
Our wine service is like a grand tour of wine producing regions, grapes, methods and terroir. We’ll feature up to 15 wines (some very intentionally paired with a bite or a course, others less so). We’ll enjoy wine from all 6 wine producing continents and 10-12 regions/nations. It is like traveling around the world, with wine. THE RESULT: You’ll enjoy small pours of 12 -15 different wines. You will probably discover wines you’ve never heard of. And, likely, you’ll fall in love with one or two of them.
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MANY POINTS OF DISCOVERY
2 CORE CHARACTERISTICS + 4 UNIQUE FEATURES + 5 PILLARS allows for MANY POINTS OF DISCOVERY. They are:
ICE ICE BABY - An ice moat / bespoke ice sculpture created daily which is integral to how the wine service is conducted as well as the food preparation and presentation. - SINGULAR
WELCOME TOAST - A glass of champagne in your hand within 30 seconds of entering the room - RARE
ROOT - Fresh Grated Horseradish Root (a la minute) on an oyster - SINGULAR / RARE
RHIZOME - Fresh Grated Wasabi Rhizome (a la minute) on an oyster - SINGULAR
TOUCHING - Holding / Feeling a Wasabi Rhizome and the Oroshiki (Wasabi Grater) - SINGULAR / RARE
PERFECT PAIRING - Perfection in a French Mignonette (explained) which delivers the most famous and oldest pairing of all time (Salt & Pepper) in the most elegant, obvious and simple way but is generally impossible for any Raw Bar or Restaurant using table service / platter service style to deliver - SINGULAR
SMOKIN’ - Cold Smoked Oysters (with its own sound and light show) and Caviar as well - SINGULAR
SEEING IT ALL - Watching every dish made, live, in real time - SINGULAR
PORRON - Txocolina enjoyed the Basque Way, from The Porron with coaching for extra style, grace and aplomb - RARE
SHRIMP CEVICHE - The chips we use - RARE AF, in America
LOBSTER BISQUE - Ultra-Chunky Style - RARE
BEYOND SUSHI GRADE SALMON - The finest salmon on Earth
LOBSTER CAESAR - You’llm dream about it. - UNIQUE
CHILLED SALAD FORK - RARE
SALMON TOWER - Salt + Fat + Acid + Heat - RARE
DOLCE - How to enjoy a HEALTHY, sweet end to a meal - RARE
COACHING & GUIDANCE - Where else can you dine WITH the Chef for the entire experience, ask questions, hear his answers to other peoples questions…etc - SINGULAR
BOTTOMLESS OLD BAY GOLD FISH - In both regular & hot styles. Silly and fun but if you are from the Chesapeake area, you know it is not just that. Irreverent and silly but also fun. - UNIQUE
ATMOSPHERE - Dining beneath a canopy of living plants in a space that feels like an Octopus’ Garden. Guests are transported into a fantasy land. A sense of escape is inevitable. You’ll feel like a fish in an aquarium on another planet, in the year 3075 - SINGULAR
SOUNDTRACK - Highly curated playlists have been created and choreographed to dozens of moments, treatments and actions. Music is critical to the performance. Very little of it will be familiar to you. Lots of songs in languages other than English. - SINGULAR
LIGHTING - Changes, Evolves, Supports certain presentations…etc. - SINGULAR
DINNER & A SHOW - Without the hassle of getting from dinner to show. AND, yer among the players. The show features EVERYONE, not just the Chef who is also your DJ, Bartender, Sommelier, Mermmelier and Host. - SINGULAR
BELLS, GONGS & CHIMES - Used throughout the experience. Silly, but fun. - SINGULAR
JAM SESSION - How it all ends. Grab an instrument. Play a long. - SINGULAR
THE RESULT
6 DIMENSIONS…
2 CORE CHARACTERISTICS + 4 UNIQUE FEATURES allows for DINING IN 6 DIMENSIONS. They are:
FOOD
Product, Preparations, Presentation
SERVICE
Food Knowledge & Anticipation of Patron’s Wants & Needs
RESULT: Guided Discovery & Trust
ATMOSPHERE
Diversity & Changes in Light, Sound, Art…etc
RESULT: Presense & Surprise, Spells Cast & Held
DISCOVERY
Demystify Seafood & Empower Patrons, Bust Myths,
RESULT: Presense & Edu-Tainment
CHOREOGRAPHY
Of Music & Light to Preparation & Presentation, Of Equipment, Of Reveals
RESULT: Presence & Surprise, Spells Cast & Held
Of Dishes
Everyone is tasting the exact same thing at the exact same moment - BONDS PATRONS
6. SOCIAL
Engagement between guests is forced, requires and rewarded
RESULT: Presence & Bonding
DINING in 6D
Storytelling + Magic + Theater + Surpises + Discovery + Engagement + Enchantment + Entertainment + Education
has certain requirements. These allow for the presenter to deliver what TRUE EPICureans and THE EPICURIOUS will find value in. We must start there, with some definitions!
EPICUREANS are people who are students of food, cooking, dining and wine. Their curiosity about the history, culture, economy and ecology of food, cuisine, chefs and dining is insatiable. They travel for dining experiences. They may blog about food or chefs or restaurants or they might be a freelance food writer. They often experiment with expensive product and difficult processes at home. They host dinner parties where they present the food and wine. They are one tier below Professional Chefs & Restauranteurs but many of them have been or aspire to be one of these things one day.
THE EPICurious aspire to be more knowledgable about food. They might go out of their way to dine at certain places, have read a book or two about a cuisine, a chef or a restaurant. They KNOW they DONT KNOW enough about food and dining yet to satisfy their interest. Ergo, they are curious.
Oh, and also, we have The FOODIES. These are people who post about “food” on instagram or TikTok. They mispronounce Omakase. Few of people in this category are that curious about food (never mind the people, place or process that create it) and if they were they’d know what an EPICUREAN is and they’d be more curious to learn about the people, places and processes that go into fine dining rather than posting a flury of dishes on a reel and raving about each while putting caviar on all of it to make it “fancy”. FOODIES are not welcome nor will they find value in it.
THE PRACTICES
THE 4 P’s
PEOPLE + PLACES + PROCESSES + PRODUCT
EPICureanism is a collection of principles and practices that allow for elevated STORYTELLING about the People, Plades & Processes that crated the Product being served. These stories create value in the expensive items being presented. Sommeliers do this with wine. Chefs TRY to teach this all to waiters and hope they can translate this to the table, BUT, THERES A HOST OF PROBLEMS WITH THIS: 1. The task left to a waiter or bartender with 3 or 4 tables who each need guidance on food and wine orders is abandoned when they get too busy. The value is not deliverd. 2. Your waiter probably does not care or does not remember or WANTS to tell you “they fly all their fish in daily” which is the #1 lie of all time. The really GOOD tuna never sees land til it gets to auction in Japan. And the best of the best of the rest is so expensive and hard to manage that it is bought in bulk buy distributors who DISTRIBUTE IT in a truck or a van to the restaurant you are sitting it.
THE 4 E’s
ENGAGEMENT + ENCHANTMENT + EDUCATION + ENTERTAINMENT
THE 6 DIMENSIONS
EPICUREANISm™ AS WE CURRENTLY OFFER IT AS A DINING EXPERIENCE, consists oF FOUR MODULES, SESSIONS, MASTER CLASSES OR “ACTS” PER PRESENTATION.
WE SPECIALIZE IN SEAFOOD SO, we HAVE DESIGNED WHAT WE PRESENT AROUND SEAFOOD.
TO WATCH VERY SHORT VIDEOS ABOUT EACH SESSION, MODEL OR MASTER CLASS. CLICK ON BUTTONS BELOW
THIS VIDEO IS WORTH 10,000 WORDS
This was our first effort to present EPICureanism outside of RAW LAB. We did it in Atlanta, GA in a private dining room at Nowak’s Steakhouse. We sold out. 20 seats. $400 each. On a Tuesday. Would your restaurant benefit from that? Could your Chef, Staff or Management learn something in the process?
BY DESIGN, EPICureanism™ IS NOT a typical dining experience. IT CAN BE EXPERIENCED AS A FULL DINNER OR A SINGLE MODULE. BOTH SINGLE MODULES & THE ENTIRE COLLECTION OF SESSIONS ARE PRESENTED IN A “SALON” FORMAT oR STYLE. IT COMBINES AN experiential LEARNING & dining model AND FOCUSES ON EXPENSIVE, LUXURY FOODS THAT OFTEN MYSTIFY, CONFUSE OR INTIMIDATE. it IS MOST REWARDING FOR "EPICUREANS ( aka SOPHISTICATED DINERS, home cooks & THE CURIOUS GOURMET ) KEEN ON A HIGHLY PARTICIPATORY EXPERIENCE.
EPICureanism™ IS FUN & SOCIAL. IT’S FUNCTION IS TO refinE YOUR UNDERSTANDING & APPRECIATION OF fine & EXPENSIVE SEAfood AS IT REVEALS YOUR true preferences and value propositions FOR THESE PRODUCTS.
EPICureanism™ IS HEALTHY, delicious and unpretentiouS AND, MOST OF ALL, FUN. IT IS A DISCUSSION, NOT A LECTURE. WE present IT in fine hotels, resorts, clubs, communities OR PRIVATE HOMES.
WHEN GUESTS ATTEND ALL 4 MODULES THEY WILL ALSO ENJOY WHAT WE CALL WINE TRAVEL™
DEEP DIVE - CONTENTS BELOW
CALENDAR OF EVENTS
2. VIDEOS
3. BRIEF OVERVIEW
Who, What, When, Where & Why
4. THE PROGRAM
FOUR ACTS OR master clasSES
5. DEEP DIVE
Details & RABBIT HOLES
LINKS: RAW LAB || OYSTER FLIGHT || SALON DE CAVIAR || MARINE CUISINE || SEA SALT SOCIAL || KEVIN JOSEPH - PRESS BIO FILMS
MUCH LESS A DINNER…MORE LIKE A FUN & DELICIOUS TED TALK. THIS “CULINARY EXPEDITION” CAN DELIVER DINING IN 6 DIMENSIONS
EPICUREANISM™ WAS BORN OUT OF SOMETHING CALLED RAW LAB WHICH WAS A BRICK & MORTAR, OMAKSE STYLE RAW BAR EXPERIENCE OPERATING in Charleston from 2021 - 2006.
EPICureanism™ IS SOCIAL & PARTICIPATORY. IT’S FUNCTION & VALUE IS TO refinE YOUR UNDERSTANDING & APPRECIATION OF fine & EXPENSIVE SEAfood AS IT REVEALS YOUR true preferences and value propositions FOR THESE PRODUCTS.
EPICureanism™ IS HEALTHY, delicious and unpretentiouS. IT IS A DISCUSSION, or a “SALON”, NOT A LECTURE. WE present IT in fine hotels, resorts, clubs, communities OR PRIVATE HOMES.
WHEN GUESTS ATTEND ALL 4 MODULES THEY WILL ALSO ENJOY WHAT WE CALL WINE TRAVEL™
“Traditional seafood tastings, pairing events and fine dining “GIVES YOU A FISH” so you can eat well today. EPICureanism™ teaches you HOW TO FISH so you can EAT WELL, FOREVER!”
VIDEOS
THE TWO VIDEOS FROM RAW LAB BELOW ARE HELPFUL IN UNDERSTANDING WHAT THAT PRESENTATION WAS AND WHAT EPICUREANISM IS. BASICALLY, EPICUREANISM™ IS “RAW LAB”…delivered in different spaces and places for various people and groups.
RAW LAB WAS A ONE OF A KIND culinary/experiential laboratory. $340 per seat. 4 hours. 4.9 stars on resy. OVER THOSE YEARS WE CAME TO SEE THAT THE VALUE OF WHAT WE WERE PRESENTING HAD OTHER APPLICATIONS. THE VIDEOS FROM RAW LAB BELOW WILL LIKELY GIVE YOU A FEEL FOR THE DISCOVERY, ENGAGEMENT, VIBE, PRODUCT, SERVICE & EXPERIENCE WHICH EPICUREANISM DELIVERS.
““...the most innovative dining experience I have ever had...Dinner as performance art, and you’ll never look at an oyster (or caviar) the same way again.””
BRIEF OVERVIEW
WHAT, WHO, WHEN, WHERE, WHY & HOW
WHAT
EPICureanism offers a framework that helps our guests to better understand and enjoy delicate and expensive seafood like raw oysters and caviar. It helps people become more informed such that they can maximize enjoyment, nutrients and value. Most simply said, you will learn some really valuable things which you can use for the rest of your life!
GUESTS
Enjoy a fun, delicious nutrient dense, low calorie tasting & pairing experience that is exotic and interesting
Explore the metrics and characteristics of quality (look, feel, smell, taste & cost)
Learn specific mechanisms, methodologies, tools and tactics we have explained, explored and practiced with tens of thousands of others
Establish and refine your preferences your value propositions for expensive and delicate seafood.
Explore expensive, luxury, high quality foods & wines with absolutely zero pretentiousness
Understand facts, opportunities, traditions, myths, fables and shortcomings associated with these foods
Learn to identify and navigate around fraud and green washing
Understand what sea salts mean for taste, health, wellness and vitality and how to use them creatively.
Appreciate the differences between “Marine Cuisine” & “Seafood”
Test your existing ideas, preferences and methodologies
HOSTS
Deliver these benefits without pretentiousness and make it fun and exciting.
Provide knowledge and skills you’ll find value in forever
We “Raise The Raw Bar” so you can “Seize The Bay”
CONSIDER THIS: Many of you have FOUND YOUR VALUE PROPOSITIONS AND PREFERENCES WITH other expensive items. THink wine, cheese, hotels, fashion, AUTOS…etc. Isnt it time to do the same with expensive seafoods?
THE PROGRAM: ACTS ONE - FOUR
Four acts or sessions will be presented back to back over about a 4 hour period. Guests could partake in one or all of these sessions. Each would be priced separately and conducted in the following order:
Guests can pick one or all of the modules. With short breaks between modules the entire session should run about 4 hours. DEEP DIVE BELOW.
WHO
GUESTS
Love seafood want to get the most out of very expensive seafood OR are intimidated by seafood and want to understand and appreciate it more.
Eat clean and seek sustainable, responsible, safe, healthy and SMART foods.
Are not price sensitive but want to be sure you are getting what you pay for and nothing that you don't want.
Have been all over the world dining at or near the top of the game.
Interesting, Interested, Influential, Well-Traveled & Well Fed.
Often find yourself traveling for a food & wine experience.
BORED with the same old same old industry standards: Michelin Stars. Food & Wine Events. James Beard Award Winners. Wine Tastings.
You want to be a part of the discussion about where seafood was is, and where it is going.
Keen to learn from and with others.
HOSTS
We have dedicated our life to developing value in expensive seafoods because if we don't, consumers will stop buying it.
Have studied best practices in aqualculture and fisheries for 15 years. We understand the differences and we can help you to understand them too.
This is the brainchild, life’s work and OPUS of Master Mermmelier, Kevin Joseph. He has come to be of enormous value to people like you by sharing his knowledge, experience and expertise. This is his story. This is his universe.
WHY
GUESTS
Are offered a new product, service and experience that will deliver to them a better understanding and appreciation of the TRUE VARIABLES which will inform their seafood choices at home, at the fish monger or in a restaurant setting. Guests will learn to see past the “Greenwashing”, fraud and fiction so often employed by those involved in the production, distribution and presentation of seafood. Participants will gain a clear picture for their preferences and value propositions for sourcing and ordering luxury seafood items, enjoying wine pairings and experiential learning.
You will no longer be one of the millions of consumers who are being lied to and ripped off in Restaurants and Markets all over the world.
Because being well informed on what to buy and how to best enjoy expensive seafood creates incredible opportunities to benefit exponentially from the variables in quality and characteristics in these foods. You’ll begin to KNOW what reall is, safe, healthy, sustainable, responsible, delicious, colorful, delicate, rare & expensive…and “worth it”.
HOSTS
This is our mission, passion and purpose and we’ve seen tens of thousands of people find value in our message and methods. We are educated, experienced, articulate and entertaining in the way we present the facts and the benefits of protecting, preserving and restoring the habitats and cultures that our favorite foods come from. We love to learn about the people, places and processes that create these fine foods…and share this knowledge with others.
Deliver multiple aha-moments, epiphanies and discovery for our guests as they come to understand and appreciate seafood as they never have before…something the’ll use, appreciate and benefit from for the rest of their lives.
HOW
GUESTS
Set aside 1-5 hours of your full, undivided attention and $100 - $400 for 1 - 4 Segments. No time for emails, texts or posting. You’ll be too busy thinking, listening, laughing and taking photos and making videos. YOU WILL BE PRESENT.
You’ll be expected to participate and give others space to share their, thoughts, question and ideas. Look to learn from listening to others in this space.
This is for the EPICurious (not foodies) interested in finding ways to avoid toxins, maximize nutrients and optimize enjoyment from expensive seafoods.
HOSTS
Our presentations are collection of 1 hour modules. Its’ an Edu-Taining, 1-4 hour experience. Each and all modules are designed to make you think, laugh and give you the tools & tactics, the mechanisms & methodologies to make what are YOUR SMARTEST choices (as defined by you) in seafood, forever.
This has been Created, Tested, Choreographed, Polished & Proven between 2012-2015.
WHERE
Wasabi Rhizome imported from Japan for each event. Fresh grated a la minute for oysters and more. LIFE CHANGER!
The EPICureanism program is delivered at Hotels, Resorts, Private Clubs, Communities & Restaurants.
Since 2011 the concept has been developed, executed, proven and polished in markets such as New York City, The Hamptons, Newport, RI, The Palm Beaches, Miami, FL, Sarasota FL, Napa, CA, Denver, CO, Houston, TX, Dallas, TX, Charleston, SC and beyond.
It has been executed in both public, private and semi-private settings.
Between 2021 and 2026 it really came together via the operations of RAW LAB, in Charleston, SC.
“The Delta between Eating & Dining is Discovery & Experience”
GUEST EXPECTATIONS
SET THEM IMPOSSIBLY HIGH. PREPARE TO SEE HOW THEY CAN BE SURPASSED.
If you don't learn, see, touch, feel, taste, and understand at least 20 things that fundamentally change your relationship with oysters, caviar, sea salt and Marine Cuisine we guarantee a 100% refund. One catch: You’ll be obligated to tell ALL of your friends not to join us for our next one so we can keep the room full of those who will find all of the value it has to offer.
THE DEEP DIVE
Below are the speCIfICs of the philosophy, program & OPPORTUNITY, in detail.
EPICureanism was developed over the past 15 years and perfected at RAW LAB in Charleston, SC since 2021. What we deliver with EPICureanism is very similar to what we do with RAW LAB. Most of it was highly polished in that operation. This is especially true of our understanding of Sea Salt and Caviar. You can dig into what RAW LAB was in Charleston HERE and check us out on IG @Raw.Lab.Chs. Press clippings can be found HERE as well. This model is coming to Jupiter, FL in late 2026.
““Raw Lab, a hole-in-the-wall near Charleston’s City Market, is billed as the world’s only omakase raw bar and in the most innovative eating experience I have ever had, presided over by chef and “mermmelier”, Kevin Joseph, (“I am to oysters what a sommelier is to wine”.) There is one three - four hour nightly seating, for 12 people max: nine courses, endless [wine] pours, and shifting music soundtracks. Dinner as performance art, and you’ll never look at an oyster (or caviar) the same way again.””
THE PROGRAM
Kevin & Jacques in La Paz.
ACTS ONE - FOUR
Four acts or sessions will be presented back to back over about a 4 hour period. Guests could partake in one or all of these sessions. Each would be priced separately and conducted in the following order:
Oyster Flight
Caviar Trip
Marine Cuisine
Sea Salt Social
Guests can pick one or all of the modules. With short breaks between modules the entire session should run about 5 hours.
“We protect what we love.”
ACT ONE: OYSTER FLIGHT
a Master Class in Ostreology by Master Mermmelier Kevin Joseph.
WHAT TO EXPECT: 8 Oysters dressed, topped or treated 8 ways and paired with small pours of 6-7 wines from all 6 wine producing continents. TAKE AWAYS: Participants will learn to understand and appreciate oysters such that you will have the tools to recognize the major “Characteristics” or “Metrics of Quality”. The proper mechanisms for experiencing ALL that an oyster has to offer takes some mastery of technique. Given the proper attention and intention, a raw oyster delivers. This will inform your palate such that you’ll understand your preferences and, therefore, understand how to order oysters in restaurants and raw bars, forever.
RESULT:
Oyster #1: Naked + Wine #1: FRANCE - Champagne / TBD
Oyster #2: Fresh Grated Horseradish Root & Lemon + Wine #2: S, AFRICA - TBD
Oyster #3: Fresh Grated Wasabi Rhizome & Lime + Wine #3: JAPAN (SAKE) - TBD
Oyster #4: Japanese Mignonette ++ Wine #4: CHILE - TBD
Oyster #5: American Mignonette + Wine # 5: AUSTRALIA - TBD
Oyster #6: French Mignonette + Wine #6: EUROPE - Muscadet
Oyster #7: Spirited Pearl: Clase Azul Reposado Tequila + Cilantro
Oyster #8: Cold Smoked + Wine #7: SONOMA, CA - Carboniste Abarino Brut
Price: $125
Time: 1:30 (4:00pm - 5:30pm)
“Always go a little further into the water than you feel you’re capable of being in. Go a little bit out of your depth. And when you don’t feel that your feet are quite touching the bottom, you’re just about in the right place to do something exciting.”
ACT TWO: CAVIAR TRIP
a Master Class in CAVIAR by Master Mermmelier Kevin Joseph.
WHAT TO EXPECT: Caviar is something the American consumer has a lot of new interest in these days. It’s also something they don't quite understand how to appreciate, evaluate, enjoy or source. In this session a new understanding and appreciation of caviar based on 5 Caviar Bumps will be delivered and each type of caviar will be paired with a different wine. Participants will learn to understand and appreciate how to enjoy caviar in it’s greatest expression. There are several specific techniques that are explained, used and practiced. These will reveal the 5 Phases of caviar and you’ll come to understand why fine caviar is clearly the most DYNAMIC FOOD ON EARTH and how to experience that. Guests will attain the expertise and tools to recognize the major “Characteristics” or “Metrics of Quality” in caviar. They will “inform the palate” such that they’ll understand their preferences and, therefore, understand how to purchase caviar (at home or in a restaurant) and enjoy it to it’s greatest potential, forever. This is as valuable to most as understanding, appreciating and enjoying wine or oysters.
Caviar #1 & #2: White Sturgeon / Snake River, Idaho + Wine #1: White - TBD - California
Caviar #3 & #4: Baeri Sturgeon / Italy + Wine #2: Rose - TBD - New York
Caviar #5: Beluga Sturgeon / France + Wine #3: Red - TBD - Oregon
Price Per Person: $125
Time Frame: 45 minutes - (5:30pm - 6:15pm)
“Your body isn’t a temple, its an amusement park! Enjoy the ride!”
ACT THREE: MARINE CUISINE
a Master Class in “SMART SEAFOOD” by Master Mermmelier Kevin Joseph.
WHAT TO EXPECT: A new understanding of seafood…Next Generation Seafood, that is, particularly cultured (farmed) products. Explore what makes any given species more or less safe, healthy, sustainable and responsible. Learn how to spot fraud or quality flaws in seafood. Figure out what questions to ask of a waiter or a purveyor to get to the TRUTH about a products qualities and value. Learn how to avoid or minimize heavy metals, micro-plastics, antibiotics and pesticides in seafood items while in ordering at restaurants or sourcing for home cooking. Debunk myths and find the truth for healthier and more sustainable choices.
Seaweed Salad & Carboniste Pinot Grigio Pet Nat
Sea Scallop Crudo & Sancere
Sustainable Salmon Umami Bombs & Chilean Rose & Unfiltered Sake
Unagi in a Blanket & Carboniste Pinot Noir Rose
Price Per Person: $100 per person
Time Frame: 1:00 (6:15pm - 7:30pm)
“Everything in moderation, including moderation.
”
ACT FOUR: SEA SALT SOCIAL
a Master Class in SEA SALT by Master Mermmelier Kevin Joseph
WHAT TO EXPECT: An epiphany about sea salts, their essential minerals & electrolytes and nutritional benefits. Guests who elect to stay past Act One & Act Two, can take part in learning all about Sea Salt and making their very own Sea Salt Complex. In this 60 minute session guests will be able to choose from dozens of Sea salts and combine them in 4, 8 & 12oz vessels which they will take with them for use at home or to gift to others. A broad and deep understanding of various sea salts will be delivered as well as many insights as to the utility of them in our metabolic functions. Sea salt is becomes understood and appreciated as the natural, affordable, miracle health hack that it is. LEARN MORE HERE
Some of the sea salts used are from ancient / extinct oceans. Others from modern / living oceans. One is the rarest on earth. Sea salts as old as 500 million years old will be featured. Some local product may be featured. Others will come from near and far.
Why would this matter to anyone? Because creating a vessel containing a variety of sea salts to keep on hand in your kitchen at home will make it easy, convenient and inexpensive to get ALL of the essential minerals in a natural and bio-available manner, every day.
Price Per Person: 4 ounce $75 || 8 ounce $100 || 12 ounce: $125
Time Frame: 1:00 (7:30pm - 8:30pm)
* Wine served here will be a la carte.
AN ORIGINAL OF THE SPECIES
The Principles and Philosophy of EPICureanism were created by Master Mermmelier Kevin Joseph and polished at RAW LAB in Charleston, SC. EPICureanism, in many ways, is the greatest hits of RAW LAB or the touring version of it. It was NEVER a restaurant, it was, in fact, a laboratory for the development and refinement of a singular a culinary experience revolving around “Seafood”.
RAW LAB was a fusion concept was a grand success as a 10 course Omakase Style Raw Bar Experience operating from 2021 into 2026. RAW LAB will re-open in Jupiter, FL as soon as we find the right space. It is still the first (and only) fusion of a service style (Omakase) and a cuisine (Raw Bar) in history. This fusion begged for a particularly unique use of space which created unprecedented experiential opportunities. Evidence of the success and value of RAW LAB can be found in the fact that it has maintained 4.9 Stars on Resy for 4 years at a $340 per seat, paid in advance, price point.
RAW LAB was ultra-successful as Dinner & A Show…presented, essentially, in several acts, like a play. As Kevin created, polished and perfected each of the elements be came to realize that some of them could be packaged and presented individually, in any location. So, we are now presenting several of these elements of RAW LAB in a collection of roughly 1 hour experiences which can be presented anywhere, in an afternoon or evening.
This has all been created by and will be presented by Master Mermmelier, Kevin Joseph, Chef/Owner/Creator of RAW LAB, LTLE FISH, EMPIRE OYSTER, NEW YORK OYSTER WEEK, THE OYSTERHOOD, OYSTERS UNLIMITED & more. Kevin is a Mermmelier, which is to be to oysters and seafood what a Sommelier is to wine.
Kevin has spent a lifetime edu-taining, coaching and guiding extremely well traveled, affluent and sophisticated guests through expensive, luxury experiences. As a Private Chef has delivered elite food & wine service to discriminating consumers since COVID. His experience with discerning consumers who’ve been everywhere / done everything is broad and deep. Kevin has designed his career around those the interests needs and aspirations of these people because these are the consumers who appreciate his expertise and experience the most. As a Professional Ski Instructor in Vail and St. Moritz CH, he did it on snow, at the most highest level. He’s done it on water too, as a Professional Stand Up Paddle Board Guide and Coach, since 2013.
As a Hospitality Consultant he has provided guidance and expertise to restauranteurs, chefs and hoteliers since 2013 including clients like The Peninsula Hotel and Waldorf Astoria, in NYC.
TARGET PACKAGE PRICES
There are more than a few ways to package, market & promote this. We are open to your thoughts and ideas.
INDIVIDUALS
OYSTER FLIGHT*: $125
CAVIAR TRIP*: $125
MARINE CUISINE*: $100
SEA SALT SOCIAL: $75 - $125
*Includes wine pairings
ENTIRE PACKAGE: $425 - $475
“DISCOVERY is the DELTA between EATING and DINING”
THE DELIVERABLES
These skills and understanding consistently change the lives of those we edu-tain.
2 LIFE CHANGERS
UNDERSTANDING OYSTERS
How to ORDER, EAT & TASTE oysters
How to identify the qualities / characteristics of various varieties & find your personal preferences which will inform how your order and enjoy oysters, to their greatest potential, for the rest of your life
Principles in Wine Pairings with oysters
A brief examination of the history, culture, cuisine, economy and ecology of oysters, and why it all matters
UNDERSTANDING CAVIAR
How to ORDER/BUY, EAT & TASTE caviar
How to identify the qualities / characteristics of various varieties & find your personal preferences which will inform how your order and enjoy caviar to, its greatest potential, for the rest of your life
Principles in Wine Pairings with caviar
A brief examination of the history, culture, cuisine, economy and ecology of caviar, and why it all matters
NOTE: The tools, tactics, theory and philosophies for understanding and appreciating both oysters and caviar are similar in form and function to those of wine. What almost any sophisticated EPICurean has learned (many times over) about wine are relatable and useful for understanding and appreciating both oysters and caviar. Oysters and caviar are marine / aquatic grapes. They have Merroir, vs Terroir and getting to the essence of that requires some guidance, skill and expertise. This can be learned and understood in one hour and applied to appreciating and understanding both for a lifetime. And understanding these DelicaSEAS is a keystone skill in the quiver of any Gourmand. Therefore, to the right audience, the value of this information is worth 10x what we are charging for it.
“Don’t explain your philosophy. Embody it.
”
10 POINTS OF DISCOVERY:
ROOT - Fresh Grated Horseradish Root (a la minute) on an oyster - SINGULAR / RARE
RHIZOME - Fresh Grated Wasabi Rhizome (a la minute) on an oyster - SINGULAR / PRICELESS
TOUCHING - Holding / Feeling / Grating a Wasabi Rhizome with the Oroshiki (Wasabi Grater) - SINGULAR / RARE
PERFECT PAIRING - Perfection in a French Mignonette (explained) which delivers the most famous and oldest pairing of all time (Salt & Pepper) in the most elegant, obvious and simple way but is generally impossible for any Raw Bar or Restaurant using table service / platter service style to deliver - SINGULAR
SMOKIN’ - Cold Smoked Oysters (with its own sound and light show)…and cold smoked caviar as well - SINGULAR / PRICELESS
SPIRITED PEARLS - Molecular Gastronomy + Spirit + Agent = MAGIC! SINGULAR / PRICELESS
SEEING IT ALL - Watching everything made, live, in real time - SINGULAR
PORRON - Txocolina enjoyed the Basque Way, from The Porron with coaching for extra style, grace and aplomb - RARE
COACHING & GUIDANCE - Where else can you dine WITH the Chef for the entire experience, ask questions, hear his answers to other peoples questions…etc - SINGULAR / PRICELES
SOUNDTRACK - Highly curated playlists have been created and choreographed to dozens of moments, treatments and actions. Music is critical to the performance. Very little of it will be familiar. - SINGULAR
WINE TRAVEL This is how we span the globe with wine through the Oyster Flight & Caviar Trip. 9 wines from the 6 wine producing continents are presented including a premium Sake will be paired with oysters & caviar. These will be small pours…about 1.5 oz of each.
“The object of life is not to be on the side of the majority, but to escape finding oneself in the ranks of the insane.
”
