EPICUREANISM™
A 22nd CENTURY CULINARY & HOSPITALITY PHILOSOPHY
This page articulateS OUR philosopHY
Interestingly, EPICUREANISM’S ORIGINAL MEANING is derived from the teaching of EPICURUS (341 BC - 270 BC). He was a GREEK PHILOSOPHER of great significance. His philosophy considered PURSUIT OF PLEASURE and AVOIDANCE OF PAIN as the HIGHEST GOOD. Epicurus’ influence on ROMAN STOICISM cannot be understated, however, ROMAN STOICS like MARCUS AURELIUS, SENECA & EPICTETUS considered VIRTUE man’s greatest possible achievement. Today’s EPICureans believe that to PURSUE PLEASURE & AVOID PAIN through the PURSUIT & PROVISION OF GREAT CUSINE & HOSPITALITY is as VIRTUOUS AS IT GETS.
“Good food is VALUABLE. Delicate, Rare & Expensive Foods are PRECIOUS. To EAT these foods is WONDERFUL. To DINE on them is a DIVINE & SACRED RITUAL!
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EPICurean VALUES
DINING on precious foods is a DIVINE & SACRED RITUAL. 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.
Those preparing and presenting precious foods have a responsibility (and opportunity) to provide every detail possible about the products they are presenting to those who are paying for and consuming it. They understand that this is where VALUE CAN BE ADDED to any food / dining / hospitality offering.
Understanding and appreciating the history, culture, cuisine, economy and ecology of the elements of dining / hospitality is a pathway to discovery, value, enjoyment and happiness.
Sacred foods and dining experiences are best understood, appreciated and experienced with INTENTION and in the company of other EPICureans in an atmosphere where discussion and debate is supported.
Seeking out these foods, curating this mindset, participating in these experiences and engaging in a never-ending quest to learn more about precious and sacred foods is a pathway to a great many treasures.
“We protect what we love.”
EPICureans COME IN TWO FORMS
Patrons / Guests / Consumers EXPERIENCING it
Hosts / Providers / Professionals DELIVERING it
At different times and places an EPICurean is both of these things.
“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.”
EPICureans GIVE A “P”
We think that the greatest way to build value in ultra-premium / very expensive products often comes with a deep appreciation for and understanding of the 4 P’s.
PEOPLE + PLACE + PROCESS = PRODUCT
Epicureans are keenly interested in the 4 P’s when it comes to food. They are SEEKERS, in search of not just the story behind the food, but it’s significance. Of course this means there must be not just a complete command of all the details of the story but also in the skill of storytelling. Beyond that, complete transparency in the production methods, chain of custody, preparation and presentation is a must. Often there is a methodology or technique applied to foods that enhance what the food can do on the palate. This is true with fine wine or spirits as well.
On the Hospitality Side, there are 2 more P’s to consider.
PREPARATION + PRESENTATION + PERFORMANCE = PRESENCE
Epicureans are keenly interested in these P’s as well. This is where another form of art comes in; Culinary Arts & The Experience. It is also where Hospitality is exercised. Both are integral and exciting to the interested & interesting Epicurean. The sum of the first 3 P’s is a sense of PRESENCE in the guest. They FEEL present, and that is a gift. Ergo, GIFT & PRESENT are synonyms.
These elements compound on one another when combined. Additional value in experiencing / /delivering dining & hospitality is created and perceived in this way. This is the formula and the Holy Grail. As professionals, we design for it. As consumers, we look for, find, enjoy and reward it.
“Your body isn’t a temple, its an amusement park! Enjoy the ride!”
WHERE EPICureans FIND JOY
EPICureans ARE SEEKERS. As consumers and professionals we are INSATIABLY CURIOUS about food / dining and hospitality. We are ALWAYS looking for ways to find, see, learn, give, share and understand MORE!
We seek out BEST PRACTICES & BEST PRACTITIONERS for food & dining experiences. We find more value in dining where it delivers DISCOVERY.
Our TRAVEL IS OFTEN INFLUENCED BY FOOD & DINING EXPERIENCES. We visit farms and wineries. We explore the history, culture, cuisine, economy & ecology of the sacred foods and artisanal production methods.
EPICureans often VALUE FOOD & NUTRITION more than other things in life.
We are more likely to be FANS OF CHEF & RESTAURANTS than of athletes or sports teams.
EPICureans FIND MORE JOY IN CULINARY RELATED EXPERIENCES than in most other products, services and experiences
Food & Dining experiences are often our LOVE LANGUAGE or status symbols for us.
EPICureans are MINDFUL & INTENTIONAL with what they eat, drink and dine upon.
EPICureans seek to deliver and experience hospitality that BORDERS ON OR CROSSES OVER INTO THE MYSTICAL.
“The DELTA between EATING & DINING is DISCOVERY & EXPERIENCE.”
EPICureanism IS A DINING STYLE, MODEL OR STRATEGY, NOT A CUISINE
EPICureanism employs are a different set of actions, habits, systems & operations than exist in traditional dining. There are generally 3 dining service styles:
A LA CARTE: No set time to come and go. Order what you like from a published menu. Price / Cost is variable based on what you order. VERY FLEXIBLE.
PRIX FIXE: Set time to come and go. Menu is set and published. Some substitutions may be possible. Price / Cost is set.
NOT VERY FLEXIBLE.
OMAKASE: Set time to come and go. Menu is not set OR published. No substitutions are offered. Price / Cost is set.
VERY RIGID / NOT FLEXIBLE.
EPICureanism uses an OMAKASE service style. This can be applied to any cuisine or combination of cuisines, within the same dining experience.
EPICureanism is a new and vanguard model because it is the first dining experience that uses OMAKASE service style and applies it to ANY cuisine, not just sushi. SUSHI is not OMAKASE. OMKASE is not a cuisine, it is a service style. Traditionally, the OMAKSE service has been applied ONLY to the cuisine we know as sushi. Until now.
“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!”
EPICureanism WAS CONCIEVED AT RAW LAB
In 242 electric kitchen in Charleston, SC EPICureanism was discovered, nurtured, realized, polished and perfected. Learn more about that here: www.empireoyster.com/rawlab and on IG @Raw.Lab.Chs. Here the OMAKASE service style was fused with RAW BAR fare. Thus, it was a fusion of a service style (Ancient, Japanese, Oriental) with a cuisine (Modern, Euro/Merican, Occidental).This means that RAW LAB was the first fusion of a service style and a cuisine (other than sushi) instead of traditional fusion concepts that use an a la carte or prix fixe service style to deliver a fusion of two cuisines as expressed in the menu/dishes. Examples would include Asian/Cuban or French / Vietnamese cuisines.
““RAW LAB is 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.””
EPICureanism IS NOT FOR EVERYONE
Nor should / could it be. It creates VALUE in accordance with its costs (for some) in time, money, attention and intention. It is also not for every occasion as some meals are built around conversations between guests who all know each other. In our case, most of the guests are meeting for the first time. While there is conversations between members of a party (a couple) and members of the group (all present) an emphasis is put on participating in a conversation with the Chef and all members of the group, not just those in your party. Its PARTICIPATORY. It’s SOCIAL. Its a SALON in the Age of Enlightenment & Renaissance meaning of the term, SALON. This is not ideal for members of a party who want to focus on each other rather than participate in a group experience.
“Everything in moderation, including moderation.
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EPICureanism IS A LIFESTYLE & A CULTURE
EPICureans LIVE such that eating & dining is a top priority. Some people collect cars. Others watches. Others Fashion. EPICureans collect & create EXPERIENCES WITH FOOD that are MYSTICAL & MEANINGFUL.
“Don’t explain your philosophy. Embody it.
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STAGES OF DEVELOPMENT
— SECTON IN PROGRESS —
UNDERGRAD MASTERS PHD & PROFESSIONALS
Foodies are Undergrads, majoring in Food & Eating.
EPICurious is an adjective describing people that are specializing in something in Undergrad in a way that sets them up for a specialized post grad program like Law School or Medical School.
EPICureans are in a Masters Program or getting a PhD in Cuisine. Their interests, expertise and experience extend well beyond eating and dining. They are conversational about all cuisine and fluent in a few. Typicaly the cook a lot too.
PROFESSIONALS are those who serve food and create hospitality for money. There are grades of expertise, experience and quality here, of course as NOT all Chefs or Restauranteurs operate at the same level. Some Chefs are not even foodies. Others are EPICureans defining and redefining what cuisine and hospitality means and where it is headed.
EPICureans are typically NOT engaged in the profession of serving food or in hospitality, rather they are extremely savvy consumers of both with a broad and deep experience with it across several or many cultures and continents. They can often be a journalist, photographer, Somm or other professional that is adjacent to food & hospitality, however.
FOODIES: “Really into food”.
EPICurious: Those coming to the realization that they really ARE interested in more than just good food, fine dining and interesting preparations and presentations in restaurants. They want to take their understanding, appreciation and use of food to the next level. They are starting to ask deeper and deeper questions and go down more and more rabbit holes.
EPICureans: Have gotten to that “next level”. They travel to dine. Prepare & present fine food at home. Read books about food and cooking. Keen to understand the history, culture, cuisine, economy & ecology of various food items and cuisines.
ANALOGY: An ornitholigist is a “bird scientist” who spent years studying birds. A bird watcher is a person who walk around in the woods looking for birds, documenting which species they’ve seen, observing their behaviours, habitat, ecosystem…etc. A person with a bird feeder in their back yard likes to look at birds that come to their yard.
YOU LIKE FOOD & APPRECIATE DINING? Great. You’re a foodie. If you are not at least a “foodie” its likely don’t value cuisine or uou have the most boring diet ever because “diet” and “weight management” are your top priority is that, which is fine.
FOODIES: Eat out a lot and appreciate great food. They often share time with friends in this way.
EPICUREANS: Eat out a lot AND source great product to use in their home cooking. They often entertain friends this way.
EPICurious people are those seeking to graduate from FOODIE to EPICurean.
FOODIES: Are interested in where their food comes from.
EPICUREANS: Want the whole story. The History, Culture, Cuisine
FOODIES:
EPICUREANS: Are more likely to be home cooks, really deeply into wine.
FOODIES:
EPICUREANS: