In Europe, eating has always been about food, maybe wine. If you can get the two together, great. If the service clicks, that's three out of four. But now here in America, the revolution is that you have to have a tight concept. That's the only way to survive in a competitive society.
Chefs have bios.
There's nothing that is bad about it, it's great. But it's not just about being a chef and cooking, you've got to spread the word, and be a personality. I think that's fantastic. And Americans are friendly, they're the nicest people in the world. That's when you get into the realm of entertaining.