The
word 'fast' has become sheer terror amongst gourmets and some self
proclaimed food connoisseurs. Shout out the word fast to one and you
will see how he immediately enters a convulsion with the grimace of
sheer disgust on his face, exclaiming he's going to have a heart attack.
In Italy for instance, a new wave of 'slow food' was born and is still
going on, as opposition to the invasion of McDonald's, Burger Kings and
such like. New restaurants sprang up announcing their dedication to
recuperate the traditional MaMa's cooking.
Spain has taken a different approach. Barcelona premièred 'Fast Good' chain of restaurants near 5 years ago. These have the appearance of fast food restaurants, but more up market in décor and design with more or less the same structure and 'feel, that you can have a meal in double quick time, but high quality and innovative concoctions made with luxurious and exquisite ingredients by 1st class chefs. Almost the same as you would get in a 5-starred restaurant where you would have to sit for 2-3 hours for the meal and pay sky high prices. In theory, there's nothing wrong with the fast part, the bad comes with the combination of fast and cheap, so the quality of the product is unavoidably and greatly compromised. Personally, I don't mind paying a bit more to have a really good meal, as long as the price is considerably less than the Michelin starred restaurants; unless you are a die-hard McDonalds fan. Only the influx of customers or the lack of them will show whether a 3rd ingredient for guaranteed success is needed: the price is reasonable or at least justifiable. |
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