Sensory marketing and gastronomy: the case of Ecuadorian haute cuisine restaurants

Abstract

A visit to a haute cuisine restaurant is a feast for all the senses. This study investigates sensory aspects of Ecuadorian haute cuisine which has recently grown in popularity. A key reason for this popularity is the diversity and availability of local ingredients and the fusion of ancestral heritage with the creativity of a new generation of chefs. Four in-depth interviews were conducted with head chefs of Ecuadorian haute cuisine restaurants, three in Ecuador and one in Spain. The chefs were asked how they use sensory elements to stage the experiences in their restaurants. Responses were analysed using Hetzel’s framework to explore the dimensions of these experiences. All four chefs present a remarkably strong narrative and they all consciously use the five sensory elements to support the harmony between the narrative of Ecuadorian heritage and the dishes that they serve. These narratives appeal to the guests’ imagination and it was found that including “mind” as a sixth sense helps to understand the central place of these narratives. The implications are twofold: narratives help chefs to involve the guests in their offering and, in the long term, they can also help to create a more prominent place for authentic Ecuadorian cuisine.

Keywords

• equador
• indigenous culture
• mind as a sixth sense
• narrative
• nature
• taste
• tradition