#cool | KRG Hospitality

Canadian flag against blue sky and white clouds

August 1, 2025by David Klemt David Klemt No Comments

Five Traits Quantify Admirability

5 Traits Quantify Admirability

by David Klemt

In part three of this series, I look at what traits people find admirable in others, and apply them to hospitality concepts.

Some venues are effortlessly cool. Others are undeniably good.

In 2012, a team led by psychologist Ilan Dar-Nimrod published a study in the Journal of Individual Differences titled “Coolness: An Empirical Investigation.”

Researchers asked more than 1,000 Canadian survey respondents (hence the image up top) to define what “cool” meant to them. They were also asked to describe someone they believed fit the label.

Their findings? People tend to assign admirable traits to “cool” individuals. Specifically, attractiveness, competence, desirability, friendliness, and trendiness.

Admirability, to provide further context, “is the quality of being admirable, worthy of respect or approval due to excellent qualities or achievements. It’s a noun that describes something or someone deserving of admiration.”

Interestingly, these attributes, while appealing, don’t align with the “counter-cultural” or “edgy” factors that typically define “actual” coolness in subcultures or social identity theory, per the research team.

In short, people blur the lines between being cool and being appealing or admirable. In hospitality, we often do the same.

Let’s break these five traits down, and look at how they shape the way guests may perceive your brand. If you can set out to build a cool or good hospitality concept, can you build one that’s worthy of admiration?

Attractiveness

In the Dar-Nimrod study, physical and aesthetic attractiveness ranked high as a “cool” trait. That’s largely because many people conflate outer appeal with inner value.

We all know (or should, at least) that being deemed physically attractive doesn’t automatically equal cool. Still, in this particular study of coolness, being attractive was ranked high as an admirable trait.

However, that’s easy for guests to forget when they’re surrounded by sleek interiors, photogenic food, or staff who look like they belong in a luxury fashion brand’s campaign shoot.

In a hospitality setting, attractive design can make a strong first impression. Some bar, restaurant, and hotel operators throw a lot of resources toward making their space look and feel cool. And why not? It does make some sense to assume that an attractive space will attract attractive people.

But cool isn’t curated, it’s effortless. At least, it it should feel that way, from discovery and arrival, and from service to exit and followup. Every aspect of service should be as amazing as the interior and exterior design.

Operators and their teams should identify and remove pain points and deliver smooth, seamless service to help the guest relax and escape. That’s effortless cool.

If the concept lacks a cohesive vision beyond “make it look cool,” there’s a feeling of inauthenticity. The service feels far more like a business deal than experiential, and the experience lacks soul. Soon, guests will see through the attractive façade.

In other words, a stunning dining room or bar doesn’t compensate for transactional hospitality.

If you’re leaning heavily on looks, make sure there’s substance beneath the surface. Create moments. Don’t let the aesthetic do all the heavy lifting.

Competence

Guests love a restaurant or hotel that runs like a Swiss watch. Precision is admirable, and competence feels reliable.

And when things just work, it puts people at ease.

But let’s be honest—competence isn’t inherently cool. In fact, when a brand flaunts its expertise too much, it can come across as smug or inaccessible.

In the Dar-Nimrod study, competence was one of the most frequently mentioned traits in cool people. But being competent doesn’t mean you break rules, take risks, or build culture.

Further, many people today are less interested in your how than your what. It’s becoming nearly as important as your why.

If a guest comes to your bar, what should they expect? What does your restaurant have to offer them? Is there something about your hotel that guests should see and experience?

Focus much more on the why and what, and let them decide if they want to know your how.

It’s the difference between a chef who lets their food do the talking versus one who drills guests with the minutiae of each ingredient and every technique they use to create each dish. Sure, a handful of guests are interested; most just want to scan the menu, order, and eat.

For most concepts, operational excellence should support the experience, not be the experience. Let your team’s confidence come through in calm, collected moments.

Again, coolness seems like it takes very little, if any, effort. It’s a bit of paradox, but great operators put the hard work into analyzing and refining every step of service until it becomes so smooth that it seems to come off effortlessly.

Desirability

Exclusivity creates demand. Demand fuels the perception of coolness.

But here’s the trap: When people want in just because everyone else does (FOMO, anyone?), a concept or brand risks becoming nothing much more than a hype machine.

That can look like cool from the outside. It can even seem like the concept is printing money if seats or rooms are unavailable for weeks or months. However, if the guest experience is just average, all that has been built is a fragile house of cards.

In Dar-Nimrod’s research, social desirability—the idea that someone is wanted, valued, or sought after—was commonly linked to perceived coolness. But desire is contextual.

Just because a place is hard to get into doesn’t mean it’s good, or cool, or will be relevant six months after opening, let alone a year into operations.

Most concepts don’t need a velvet rope. And they don’t need reservations so exclusive that an entire black market industry sprouts up just to obtain one.

What operators, their teams, and their brand need are values, intention, and consistency. That’s what drives real brand loyalty.

Artificial scarcity, like superficial desirability, is fleeting; integrity and authenticity are enduring.

Friendliness

This one’s a bit of a curveball. Friendliness is thought to be one of the core tenets of hospitality. So, how could it not be cool?

In the study, friendliness was often linked with coolness, but not in a defining way. More often, it was background noise—something that made someone likable, not legendary.

Here’s the thing: being friendly is expected in our industry. Being cordial is our baseline; it’s our standard level of professionalism.

It’s warmth, however, that really draws in guests, makes an experience memorable, and inspires repeat visits. In fact, warmth is included in a list of attributes that people tend to equate with being good. You can find that and the rest of the “goodness” traits in the second article in this series.

When everything is pleasant but perceived as too polished, the experience can slide into forgettable territory. Worse, it can feel disingenuous, and easily become off-putting.

I’d argue that being warm and welcoming is a true tenet of hospitality. More so than friendliness, anyway.

To me, friendliness is a byproduct of being warm. It’s what really makes a guest feel welcome when stepping into a bar, restaurant, or hotel. A person really can’t be warm and welcoming without being friendly (unless they’re incredible actors).

Guest-facing staff should be warm, not robotic. They should build rapport, not routines.

Let your team’s personalities shine through, even if it breaks script now and then. Guests remember what’s real, and how staff made them feel.

Trendiness

Trendiness is the most deceptive trait on this list of five.

Dar-Nimrod’s participants often cited trendiness when describing cool people. But deeper analysis by the researchers revealed that trendiness is perceived cool, not authentic cool.

It’s difficult for any concept to seem authentic if its constantly chasing trends. What is the concept if there’s little to no consistency because the operators are just jumping on every shiny, new toy that comes across everyone’s social media feeds?

A venue that pursues every current trend—cocktail techniques, food items, cuisine mashups, design palettes, even vibes—might look cool (attractiveness). We need to keep in mind that fads are fleeting, and trends, however one may influence culture, tend to have short lives.

The authentically cool thing to do is be discerning. Sit back and let others chase fads or trends every time one pops up. It takes much more savvy, and therefore coolness, to wait to embrace a trend that seems organic to your concept.

Make sure you’re building something lasting. Integrate trends in ways that feel organic rather than opportunistic.

Don’t chase every trend; be the source of a trend. That’s a cooler move by nearly every measure.

Final Bite

So what do you do with all this?

Pursuing attractiveness, competence, desirability, friendliness, and trendiness to be cool isn’t necessarily a bad thing. Neither is perceiving these traits as admirable, and striving to develop a concept that has these attributes.

These traits can be cool, and can be admirable, and they do contribute to brand value.

But if you want to build a venue that feels cool in the way that draws a crowd without trying too hard, builds loyalty through authenticity, and sets the tone instead of following it, you’ll need to go deeper.

Cool can’t be faked, but it can be felt. At the end of the day, operators and their teams should strive to be hospitable, warm, and welcoming.

Image: Chris Robert via Unsplash

A vertical hotel sign reading "GOOD" with glass buildings in the background.

July 25, 2025by David Klemt David Klemt No Comments

Eight Traits Quantify Good

8 Traits Quantify Good

by David Klemt

Is this too on the nose? I feel like it’s too on the nose. At least it isn’t AI!

We took a look at what traits may make a bar, restaurant, or hotel cool. Now, we’re turning our focus to what would make one “good.”

Similarly to cool, it can be easier to identify good than to sit down and quantify it. That is to say, most of us sense goodness better than we describe goodness.

But what meaning of “good” am I using as a form of measurement? For this article, understand that I’m not using the words “good” or “goodness” in the context of rating a restaurant or bar, or its F&B items.

Rather, I’m going the direction of the article I based on the “Cool People” experiment. If we can quantify cool as a person, we can a bar, restaurant, or hotel’s coolness. Therefore, we should be able to do the same to measure a venue or brand’s goodness.

Drilling down further, I’m also not really looking at goodness to judge a brand’s ethics. I like restaurants and bars that implement SOPs that reduce waste. And I think it’s important for hotels to operate in sustainable manners.

However, we can all argue over responsible, ethical operations and whether that makes a brand good. Can a brand be performative but still good? If the result is the same, does it matter if the company doesn’t really care?

Instead, I’m using the “Cool People” experiment’s own attribute measurements, and looking at how they can apply to a hospitality business.

Agreeable

Three attributes scored in the “Cool People” experiment were part of a Big Five Personality Traits* list. This is one of them, along with being conscientious and calm.

If someone is agreeable, they’re sympathetic and warm. They’re perceived as compassionate, cooperative, and kind. People who are perceived as highly agreeable are regarded as empathetic, altruistic, and focused on maintaining positive relationships.

To me, that sounds a lot like a definition of hospitality. The spirit of hospitality is selflessness, kindness, helpfulness, and a devotion to welcoming all.

*Anyone curious to learn more can search for “A very brief measure of the Big-Five personality domains” by Samuel D. Gosling, Peter J. Rentfrow, and William B. Swann, Jr., published in the Journal of Research in Personality in 2003.

Calm

A calm person is emotionally stable. Perhaps the best way to look at this attribute is through its opposite: neuroticism.

If someone’s neurotic, they’re emotionally reactive. Stress and change are seen as threatening by neurotic people. Due to poor coping mechanisms, someone who’s neurotic may think less clearly about what they’re experiencing, and therefore make worse and worse decisions.

On the other hand, a calm person retains their composure, handling stressful situations rationally and gracefully. They’re able to make good, effective decisions in the midst of stress and tension.

So, a calm restaurant or bar doesn’t make its guests feel negative emotions. The vibe may be energetic rather than placid, but it doesn’t feel anxious or angry. Guests who visit a calm hospitality venue won’t be overcome with the desire to leave; they’ll feel comfortable and safe.

This is an attribute that’s certainly tied to culture. If leadership is reactive or emotionally unstable, the rest of the team will feel it, and that will be felt by guests. The same can be said for problematic staff that infect the team with their reactivity and negativity.

A stable, supportive leadership team that hires for and nurtures a positive, healthy team will create a calm atmosphere for guests.

Conforming

Let’s look at how the “Cool People” team presented this attribute to respondents.

This person believes that people should do what they are told.
He/she follows rules at all times, even when no one is watching.
It is important for this person to always behave properly.
He/she avoids doing anything people would say is wrong.

At first glance, this sounds like it’s describing an authoritarian: do as your told, and don’t deviate from the rules.

Now, let’s put “conforming” into the context of a well-run bar, restaurant, or hotel.

Ruling with an iron fist is poor leadership. Identifying a brand’s values and mission, and adhering to them every step of the way is real leadership.

Crafting a hiring and onboarding materials, including an employee manual that includes clear SOPs for every role, is the type of conformity that’s healthy for a hospitality business.

The benefit of everyone knowing what’s expected of them, and believing leadership walks the talk of values and mission, is consistency. And consistency is the key result of this form of conformity.

That said, leadership needs to strike a balance between conformity and adaptability. The team should adhere to SOPs without being robotic; empower them to adapt should they find themselves in a service recovery situation.

Conscientious

This is a slippery one. A person who’s perhaps too conscientious can be perceived as obstinate, refusing to change a course of action. People who have low conscientiousness may be viewed as unreliable and sloppy.

The ideal balance, then, is someone who’s reliable and organized, and wants to complete their tasks efficiently.

Were a restaurant or bar to be perceived as conscientious, the team would be known for its top-level service. That impeccable service—including service recovery—would, of course, be linked directly to being conforming, calm, and agreeable.

In short, a conscientious restaurant would be known for its reliable service. A conscientious bar is led by an organized team. Such a hotel would be a well-oiled machine that develops and nurtures a team committed to efficiency.

Secure

There are a couple of ways to view a bar, restaurant, or hotel through the lens of security.

A hospitality venue perceived as secure makes guests and staff feel safe and comfortable. Even those in rougher locations can be secure if the operators do the work to make guests feel safe once they’ve stepped through their doors.

That feeling of security must also extend to staff. The team needs to know and feel that leadership sees their value, treats them fairly, has their back when guests are being difficult or making them feel uncomfortable, and enforces rules consistently.

Security can also take the form of reliability. Putting in the work to be a guest’s “safe” option can pay big dividends. There’s security and long-term success in becoming someone’s “third spot.”

It’s fun to innovate and be edgy. However, it’s also important to be familiar and approachable. Security as reliability and consistency is how a bar, restaurant, or hotel encourages a guest’s second visit, and then the all-too-important third visit that transforms them into a regular.

In either sense of the word, security is a key attribute for a good venue.

Traditional

I’m going to admit that I struggled with this one. The way it was presented to participants of the “Cool People” experiment doesn’t appear to translate directly to bars, restaurants, or hotels.

Half of the measures for this attribute focus on religion explicitly. It’s also presented as the antithesis to hedonism, an attribute associated with people perceived as cool.

Okay, so how can I relate religion to hospitality? Respectfully, I hope. As I view its essence, religion can be defined by community, guidance and belief, and practices.

Traditionally, hospitality is about building and serving communities. Hospitality workers are also a community in and of themselves.

As far as beliefs and guidance, hospitality is driven by service, generosity, and an authentic desire to welcome and accept others.

Those beliefs are reinforced by hospitality professionals who practice:

selflessness and sacrifice;
creating memories through kindness;
providing what guests want;
anticipating and honoring their needs; and
being respectful, friendly, and welcoming to everyone.

The way I see it, all hospitality venues that are welcoming and committed to hospitality are traditional.

Of course, there’s also the way we all perceive bars, restaurants, and hotels. Even the most innovative, experimental, and experiential concepts (The Aviary in Chicago, for example) are traditional in the sense that guests have an idea of what they should expect when they walk through the doors.

Universalistic

“This person thinks it is important that every person in the world be treated equally.” That’s how someone defined by this attribute could be measured, per the “Cool People” experiment team.

Let’s be honest, treating every guest as equal and equally important is the baseline for hospitality.

People can choose to spend their time and money at any bar or restaurant. Or they can decide against doing that at all, stay home, and make their own food and drinks. The same is true of lodging and accommodation: there are plenty of motels, hotels, and resorts someone can visit.

The question is: Why should they spend their time and money at your bar, restaurant, or hotel?

The answer is: Because you treat every guest with respect, and make them feel welcome and special.

Make someone feel cool and they’ll make return visits. They’ll tell their family, friends, coworkers, tourists, and people online to check out your spot. Make every guest feel relevant, seen, and heard.

It’s non-negotiable for a good restaurant, and that’s what makes a great hospitality brand and venue universalistic. If you’re not interested in welcoming everyone and treating them as equals, you’re in the wrong business.

Warm

Warmth is one of the core elements of hospitality. The people who conducted the “Cool Person” experiment may as well have been talking about a hospitality pro when they included the measures of this attribute:

it is important to this person to help people;
they care for other people;
they’re loyal to his/her friends; and
this person devotes himself/herself to people that are close to him/her.

With very few minor revisions, that could absolutely describe the ideal candidate in a bar, restaurant, or hotel job listing.

It’s crucial to hospitality, and it walks hand in hand with being welcoming and agreeable.

We can train just about anyone on the technical aspects of a given hospitality role. That’s what onboarding, training, and ongoing training is all about: developing and reinforcing skills.

That’s why the prevailing wisdom from successful hospitality operators and leaders is to hire for personality. Look for genuine warmth, extraversion, and the personality traits you need for your concept’s team.

Final Sip

Can a hospitality business be perceived as good in similar fashion to a person?

Perhaps. I’ll say that this has been a bit of an odd exercise.

Of course, finding out if I can attribute “goodness” to a bar, restaurant, or hotel has also been fun for me. I hope these two articles—one on quantifying cool, one on measuring good—have been entertaining and compelling for you, as well.

As it stands, I’ve got one more in me. We’ve got a series! Cheers!

Image: Carson Masterson on Unsplash

July 11, 2025by David Klemt David Klemt No Comments

Six Traits Quantify Cool

Six Traits Quantify Cool

by David Klemt

It’s difficult to visualize cool, so here’s a dog wearing doggles on a sportbike outside of a bar. Cool!

A team of researchers published the results of an experiment spanning several years, nearly 6,000 participants, and a dozen countries to quantify cool.

The international team’s paper, “Cool People,” was published by the American Psychological Association’s Journal of Experimental Psychology.

Alphabetically, the respondents are from: Australia, Chile, China (mainland and Hong Kong), Germany, India, Mexico, Nigeria, Spain, South Africa, South Korea, Turkey, and the United States.

The team’s research identifies six attributes of being “cool.” Interestingly, while they focused on 13 different regions, attributes associated with being cool are found to be surprisingly stable.

For the most part, cool people share these characteristics across several countries and cultures.

“Coolness is socially constructed such that a person, object, or behavior is cool if people agree that it is cool and uncool if they agree that it is not. Thus, it is less important to know how scholars have defined coolness than to understand what people perceive to be cool and uncool. We therefore operationally define coolness as whether or not a person is subjectively perceived to be cool by an observer.”

Per the Cool People researchers, this is fairly universal.

Relevance to Hospitality

I’ve taken a look at “cool” before. My conclusions were that it’s an amorphous concept, and that most people know something is cool in the moment. So, it’s interesting to see that researchers tackled the topic over the course of five or more years.

“Okay, great,” you may be thinking. “What does this have to do with my business?”

Hospitality is, by its nature, social. Coolness is a social construct, and society (and the cultural subsets therein) decide what’s cool.

People support brands and businesses they think are cool; it’s really that simple. Being deemed cool by a significant number of guests is a key to long-term success for most brands.

This experiment inspired me to look at restaurants, bars, and hotels through the lens of the Cool People experiment. Can we apply the six Cool People attributes to a restaurant, bar, or hotel?

Let’s dive in, or whatever a cool person would say. I guess they wouldn’t have to say anything; they’d make their move and people would follow.

Extraverted/Extroverted

In simple terms, extroverts are perceived—a key word here—as sociable and outgoing. They enjoy being around other people, and want to interact in social settings.

If your restaurant, bar, nightclub, or hotel were a “cool” person, it would display characteristics of an extrovert: sociable, assertive, friendly, makes friends easily, talkative/communicative, enjoys groups, finds socializing energizing, and many others.

(Extraversion versus introversion goes much deeper, psychologically speaking, and I’m keeping things much less complicated here. Introverts can absolutely have the characteristics above.)

Were your venue and staff seen as extroverted (and therefore cool), it would be perceived by guests as welcoming and sociable, at the least. The experience would tell a story, and make guests feel like friends rather than being strictly transactional.

Look appealing? Sound like your business? It should, because that’s hospitality at its core.

Achieving this attribute requires leadership to make the right decisions, from branding and marketing to hiring, onboarding, and training, and also curating the vibe during every daypart.

Hedonistic

Hedonism is indulgence. It’s a focus on pleasure, and an aversion to pain.

Understand this: People can eat, drink, relax, and sleep at home. They don’t really need to visit your bar, restaurant, or hotel; they want to visit your business. People want to socialize, see, and be seen, to feel accepted and special.

Of course, you and your team have to make them want to visit and spend their time and money at your place. They want to leave their homes and be made to feel cool and special, but you need to do the work to lure them to your venue.

A hedonistic restaurant, bar, nightclub or hotel delivers a memorable experience that fulfills guest desires and surpasses their expectations (delivering pleasure). Hedonism in this sense also means ensuring a guest’s exterior stressors melt away while they’re spending time with you and your team (removing pain points).

In my opinion, truly cool people make others feel cool. So, you and your team need to do the same. Look at your touch points. Review your leadership’s approach to service recovery. Be honest about whether your team feels empowered to be themselves while adhering to your SOPs and expectations.

Why? Because your guests want to feel cool. They want to feel relevant, important, seen, and heard. Does your standard of service make guests feel cool?

Show your guests that you think they’re cool. Indulge their wants and needs, unreasonably so if possible. In turn, they’ll want to indulge their desire to socialize, eat, and drink at your place.

Powerful

In the context of your hospitality brand, powerful can be defined as influential.

Does your community view your bar or restaurant favorably? Do the locals in your market support and spend time in your hotel?

If you’ve led your business to becoming a destination for surrounding markets, it’s powerful. And if people aspire to be seen at your business, that’s influence, and therefore power.

Has your restaurant or bar become a destination for people in other cities, states, provinces, and even other countries? Congratulations, you and your team have built, and are running, a powerful concept.

The same is true if your business can scale successfully; a concept that resonates strongly with the public is powerful. (Interestingly, building a brand that can scale but doesn’t is also cool.)

Create a legacy brand, lead your business to achieve long-term success, and you’ll have built a powerhouse.

Adventurous

People perceive as cool any person who’s willing to try new things, and does so often. The reasoning is simple: adventure is cool.

Travel and exploration are cool, and all over social media. Overlanding—self-reliant travel to remote destinations—has surged in popularity over the past few years. The ADV (adventure) motorcycle segment is expected to grow by a billion dollars year over year for the next eight years.

People want adventure, excitement, and new experiences. Hospitality brands are positioned uniquely to fulfill this desire.

Offering guests a unique spin on even a single F&B item can be adventurous. Introducing guests to a new-to-them cuisine is you and your team taking them on an adventure. The same is true for unique amenities, or creating a new way for a guest to experience a space.

Interesting glassware, compelling F&B pairings, eccentric ingredients and presentations, distinct menus, cuisines not otherwise presented in a given market… Even how menus or checks are dropped can deliver an adventure.

Adventurous people are seen as cool. You know what’s even cooler? Being the adventure. Strive to become an escape and escapade.

Open

Along with being adventurous, cool people are viewed as “open.”

Curiosity is cool. Being open to new experiences and ideas is cool. Welcoming people from all walks of life is cool.

This characteristic of coolness is represented in multiple ways in hospitality. A restaurant or bar team can at once be open to new ideas internally, and provide the opportunity for guests to experience new items and experiences.

Empower your team to share their thoughts on your brand, marketing, menus, promotions, and the guest experience. Speaking generally, different generations and groups have different opinions on what’s cool, so ask them for their input.

Be open to change, embrace it, and see how quickly your restaurant, bar, or hotel becomes the cool place to seek out new experiences.

Autonomous

Ask someone if conformity is cool and they’ll likely pull a face and say no. Of course, that’s somewhat ironic since most people want to be—and want to be part of—what’s deemed cool.

Trying to be cool is inherently uncool; we expect cool people to be so effortlessly. It’s a double-edged sword, with cool on one side of the blade and uncool (or cringe, if you prefer) on the other.

Going against the grain, circumventing expectations, and doing their own thing? That’s what cool people do.

It makes sense, then, that a restaurant or bar that doesn’t do and offer what every other place is doing (autonomy) is cool.

From the researchers: “[I]f coolness motivates the spread of innovation, then coolness should be associated with creating and diffusing new ideas.”

To be blunt, most restaurants, bars, and hotels are selling the same shit. In recent years, some big personalities in the industry have been saying this quite plainly. One was on the Bar Hacks podcast recently.

So, if we’re all selling the same things to our guests, how can any concept be seen as autonomous, and therefore cool? It comes down to strict adherence to our vision, a commitment to developing a fully realized brand, our team’s focus on the guest experience, and unique interpretation of menu items.

Of course, that last element can go sideways, slipping away from “cool” and spiraling into confusion or frustration.

Give your guests the cool, unique experience only you and your team can deliver, but make it approachable and understandable. Otherwise, you’ve given them homework, not an escape from their everyday lives.

Cool vs. Good

There’s an additional, interesting component to the Cool People experiment.

Within their paper the researchers reference a Canadian experiment. The study found that Canadian students, at least up to 2012, “frequently” saw cool people as those who demonstrated five characteristics of admirable people: friendliness, competence, desirability, attractiveness, and trendiness.

(Personally, I’m disappointed Canada wasn’t included in the Cool People experiment. I’m comfortable saying the rest of the KRG Hospitality team joins me in my dissatisfaction.)

Cool People researchers posit that that cool people should be admired by others for their status as a cool person. But that leads to other questions: Shouldn’t we admire good people? If so, is cool the same as good?

The researchers were compelled to address those questions during their experiment. Put simply, they found that cool people are capable of being “good.” However, they’re defined, for lack of a better word, as being extraverted, hedonistic, powerful, adventurous, open, and autonomous. You’ll notice “good” isn’t on that list.

So, no, cool is not the same as good, as far as this particular experiment’s findings show.

You’re probably wondering now what characteristics are attributed to good people. Well, you’re in luck, because the Cool People researchers included them in their experiment: conforming, traditional, secure, warm, agreeable, universalistic, conscientious, and calm.

What would the perception of being “good” look like for a restaurant, bar, or hotel? I may just tackle that question in an upcoming article.

Cheers!

AI-generated image: Microsoft Designer

A red pepper resting on top of a bar of chocolate

October 6, 2023by David Klemt David Klemt No Comments

The Science of Flavour Pairing

In the world of culinary arts, there exists a fascinating and almost mystical aspect that elevates a dish from ordinary to extraordinary: flavour pairing.

The art of flavour pairing is like a symphony of tastes and aromas, orchestrated to create harmonious and memorable dining experiences. As a chef consultant, I invite you to embark on a culinary journey that delves deep into the science and creativity behind flavour pairing.

Whether you are a seasoned industry professional or a curious food enthusiast, this article will unveil the secrets of culinary magic that lie within this art and science.

by Nathen Dubé

The Science Behind Flavour Pairing

To truly understand the art of flavour pairing, one must first grasp the science that underpins it.

Flavour pairing isn’t just about randomly combining ingredients. Rather, it’s about exploiting the complex interactions between different compounds that create flavours.

Here’s a brief look at the science.

The Flavour Wheel

Imagine a vast wheel with hundreds of spokes, each representing a distinct flavour. This is the flavour wheel, a tool that categorizes flavours into primary, secondary, and tertiary categories.

Understanding this wheel helps chefs identify complementary flavours and build balanced profiles.

The primary flavours include sweet, sour, salty, and bitter, while the secondary flavours encompass umami, fatty, and astringent notes. Tertiary flavours delve even deeper, encompassing specific aromatic compounds found in various ingredients.

The flavour wheel serves as a roadmap for chefs, allowing them to create harmonious and balanced dishes by combining flavours from different categories.

For example, pairing a salty ingredient like prosciutto with sweet melon exploits the contrast between saltiness and sweetness for a delightful taste experience.

Chemical Compounds

Flavour compounds are the building blocks of taste and aroma. These compounds are responsible for the diverse spectrum of flavours we encounter in food.

Understanding which compounds are shared between ingredients is key to successful flavour pairing.

A well-known example of shared aroma compounds is the presence of vanillin in both vanilla beans and oak barrels used for aging wine. Vanillin is a key aroma compound responsible for the sweet and creamy notes in vanilla. When wines are aged in oak barrels, they can acquire subtle vanilla and spice undertones from the wood, creating a harmonious and recognizable flavour pairing in wines, especially in the case of oak-aged Chardonnay or red Bordeaux wines.

This shared compound, vanillin, illustrates how we can derive the same aroma compound from different sources (vanilla beans and oak barrels) and contribute to the complexity and appeal of various culinary creations, enhancing both desserts and wines.

Contrast and Harmony

Flavour pairing often revolves around the concept of contrast and harmony.

Some pairings work because they contrast flavours, creating excitement and intrigue. Others harmonize, creating a seamless and balanced taste experience.

Consider the classic contrast between sweet and sour in dishes like sweet and sour chicken. The sweetness of the sauce contrasts with the tanginess of vinegar, resulting in a harmonious yet exciting combination.

On the other hand, a harmonious pairing might involve complementary flavours that meld together seamlessly. Think of the classic combination of tomatoes and basil in a Caprese salad. The earthy, herbaceous notes of basil harmonize beautifully with the juicy sweetness of ripe tomatoes.

Umami

The fifth taste, umami, has gained prominence in recent years.

Umami is often described as a savory or meaty taste, and it can be used to elevate a wide range of dishes.

Ingredients that are rich in umami—mushrooms, soy sauce, and Parmesan cheese, for example—can enhance and deepen the overall flavour of a dish.

One popular example of umami-rich flavour pairing is the combination of Parmesan cheese with ripe tomatoes. The umami in the cheese amplifies the tomato’s natural sweetness and creates a more complex and satisfying flavour profile.

Classic Flavour Pairings

Now that we’ve dipped our toes into the science of flavour pairing, let’s explore some classic pairings that have stood the test of time.

Salt and Sweet

This classic pairing is all about balance. The saltiness enhances the sweetness in dishes like salted caramel and chocolate-covered pretzels. The contrast is what makes it so delightful.

When it comes to savoury dishes, the addition of a touch of salt can elevate the overall flavour. Consider how a pinch of salt can enhance the sweetness of roasted vegetables or a perfectly seared steak.

Acid and Fat

The acidity in ingredients like lemon or vinegar can cut through the richness of fatty dishes, creating balance.

Think of a zesty vinaigrette dressing on a buttery avocado salad. The acidity brightens the dish and prevents it from feeling overly heavy.

Spicy and Cool

Combining spicy and cooling elements can create a dynamic and memorable flavour experience.

For example, a fiery hot sauce paired with a creamy yogurt dip offers a pleasing contrast of temperature and sensation. The coolness of the yogurt soothes the heat of the spice, creating a balanced and exciting flavour profile.

Savoury and Sweet

The umami-rich savoury notes of ingredients like bacon or prosciutto can beautifully complement the sweetness of fruits, as seen in dishes like melon wrapped in prosciutto.

The salty, savoury elements create a perfect counterpoint to the natural sweetness of the fruit.

Herbs and Citrus

The fresh, aromatic qualities of herbs like basil, cilantro, or mint can be elevated when paired with the zingy brightness of citrus fruits.

The combination of fresh herbs and citrus can add layers of flavour to salads, marinades, and cocktails.

Modern Flavour Pairing Techniques

While classic pairings are timeless, modern culinary innovation has taken flavour pairing to new heights.

Here are some cutting-edge techniques and trends to explore.

Molecular Gastronomy

This avant-garde approach to cooking employs scientific principles to create unexpected flavour combinations.

Techniques like spherification and foaming can transform ordinary ingredients into extraordinary culinary creations.

For instance, the technique of spherification involves transforming liquid ingredients into tiny, flavorful spheres with a thin membrane. These spheres can burst with flavour in your mouth, creating a unique and memorable dining experience.

Imagine a burst of basil-infused olive oil encapsulated in a delicate sphere served alongside a tomato salad.

Global Fusion

As our world becomes more connected, so do our culinary influences.

Chefs are exploring fusion cuisine, merging ingredients and techniques from different cultures to create exciting and unexpected flavour pairings.

For example, Korean tacos combine the bold flavours of Korean barbecue with the convenience of a taco, resulting in a fusion dish that offers a delightful balance of sweet, spicy, and savory elements.

Experimenting with flavors, techniques and combinations both classic and new, and mastering an array of techniques will elevate any kitchen team’s skills. In turn, that team will elevate the menu, restaurant, and guest experience.

Image: Karolina Grabowska via Pexels

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April 12, 2023by David Klemt David Klemt No Comments

Tips from Tipps on Cool Concepts

Tips from Tipps on Building a Cool Concept

by David Klemt

It’s true that “cool” is difficult to define, and yet as amorphous a concept as it can be, we can create a vibe that embodies this important design element.

Some people have an innate understanding of the cool factor. They can identify it, design for it, and reënvision it. However, even these people can’t always explain the concept of cool.

To repurpose a 1964 quote from Supreme Court Justice Potter Stewart, “I know it when I see it.” And to paraphrase that quote, many of us would say we know cool “when we experience it.”

Of course, I can say that the KRG Hospitality team knows cool and develops concepts around this nebulous design concept. But that wouldn’t be cool; if you call yourself cool, you’re not. It’s sort of like attempting to give yourself a nickname—it really doesn’t work. (When I was in the Air Force I witnessed what happened to a few brand-new F16 trainees who tried to give themselves their own call signs. The results? Yikes.)

So, I’m going to share some helpful thoughts on this topic from a friend of KRG. Invictus Hospitality co-founder Michael Tipps, who knows cool when he sees and feels it.

Importantly, he and his team can also design for it. During the 2023 Bar & Restaurant Expo in Las Vegas last month he shared his thoughts on this idea to a room full of operators and leadership team members.

To check out some of the cool concepts in the Invictus portfolio, click here. For the KRG portfolio gallery, follow this link.

So, You Wanna be Cool…

With very few exceptions, most people thinking about their dream restaurant, bar, nightclub, eatertainment concept, or hotel don’t want to embody the antithesis of cool. In fact, I’ll say that if someone does design an “uncool” concept purposely and does so successfully…it’s cool.

That said, here’s an important tip from Tipps on developing a cool concept: “If your bar or restaurant is epic, it will attract everyone.”

However, that doesn’t mean designing a place that attempts to make everyone happy. Instead, consider your target guests—groups of people you and your partners understand, ideally—and design for them.

Nailing your concept for your target guests will attract other groups. And before anyone says that sounds exclusionary, that’s not what Tipps or I are talking about. Listen to anyone from the KRG Hospitality and Invictus Hospitality teams speak and you’ll know making any guest feel unwelcome isn’t on the menu.

Instead, consider the longstanding maxim that you can’t please everyone. Hence, focusing on your target guests to pull the threads tighter during the concept development phase.

Another key consideration when trying to nail down the cool factor? Differentiation.

“If everyone is used to westerns, somebody wants an action movie,” says Tipps. In other words, in a market saturated by one or two types of concepts, there are people dying for something different.

So, develop your dream concept with the idea of delivering something different in mind.

Stay True

This isn’t exactly a hot take but at the end of the day, all restaurants serve food. All bars serve drinks. All hotels provide rooms.

In other words, people can go anywhere for at least decent food and drink, and a place to sleep. The differentiators that separate one concept from another are atmosphere, service, and culture. Those three elements (along with some others) define a particular brand.

When your dream concept is on paper and you’re ready to make it a brick-and-mortar reality, you must stay true to it. Using the KRG process as an example, our feasibility studies, concept development plans, and business plans combine to form our Roadmap to Success. This is a document hundreds of pages long that’s unique to every client and concept we develop.

Once that deliverable is in your hand, it’s crucial to stay true. Or, as Tipps said at BRE in March, “You have to remain steadfast and focused on your concept.”

Designing a cool concept can take you into deep, uncharted waters in your chosen market. The voice telling you that you need to rein things in can be a loud, nagging one. Learn to quiet that panicking voice.

It can be daunting to design something you think is cool. You may find yourself asking if anyone would even want this “cool” concept.

Well, an unfiltered Tipps suggests you consider your answer to the following question: “How do people know what they want if they haven’t fucking seen it?”

You can build the next Applebee’s, Chili’s or Fridays. Or you can build something unique that will set a new standard in a market. And that’s not a knock against those chain restaurants—they’re successful on a global scale. But if you don’t want to operate an Applebee’s, don’t design yourself one.

A Word on Rebranding

Owing to the pandemic, rebrands are, as Tipps says, ubiquitous. This makes sense as people’s perspectives are different now. Operators want to finally own their dream concept. Hospitality pros want to work for brands that share their values, and that they deem cool. Guests want to spend their time and money on brands with which they identify (and also deem cool).

“If somebody wants to rebrand, they probably should,” says Tipps.

According to Tipps, however, “a lot of people confuse a rebrand with a refresh.”

While new tables, chairs, and paint can feel like a huge change, that’s not a rebrand. While many guests appreciate a refresh, their relationship with the brand won’t change much.

So, if an operator doesn’t plan and execute a full rebrand carefully, Tipps says they need to temper their expectations for a measurable ROI.

Now, if you have ideas for a cool rebrand, planning is crucial. But that doesn’t just relate to knowing what you want. You need to have your new name, logo, colors, menus, and exterior and interior designs finalized, of course.

However, you need to plan for how long the rebrand will take. As an example, when Invictus last rebranded their own concept they planned for two months to prepare to shut down for a full week.

Your cool new concept and its cool new details? They cost money and, as importantly, they take time. Which, as we all know in this business, costs even more money when you’re shut down.

Now’s the time to move forward with your cool new concept. Don’t hesitate to take your first step toward owning the cool brand you’ve always really wanted. While you’re dreaming about your concept, someone else in your market is making theirs a reality.

Image courtesy of Invictus Hospitality