There I
was, sitting at one of the most expensive restaurants I’ve ever been to and
chewing a piece of steak, nodding my head – when I realized that the steak
probably tasted worse than the paper the restaurant menu was printed on.
What
differentiates eating at a normal restaurant or buying food from Acme from
dining at an expensive restaurant? Is it the ethnicity of the food? Is it the
deliciousness of the foods? Or is it the price?
There is no
need to fly to Italy
to experience pizza, as there are twenty pizza shops just ten minutes away from
my house. Similarly, there is no need to vacation to Japan just to experience sushi.
Googling “sushi restaurant” brings up twenty sushi restaurants around Princeton . The
diversity of the United
States negates the need to travel long
distances to experience authentic dish from countries around the world. Walking
into a local supermarket I see frozen Italian pizzas, ready to be eaten after
microwaving, rice imported from Thailand ,
and chocolate imported from Switzerland .
Society
panders the notion that a dish of food only tastes good if it costs more than
100 dollars, it is served on a silver platter, and if it tastes like absolute
garbage. In an expensive Chinese restaurant I recently went to, the menu
charged $10 for “high quality and succulent” white rice. The only problem? Rice
has no taste, and nobody can differentiate between this “high quality” rice and
normal rice.
Expensive restaurants take
advantage of this and raise prices for the same exact item, but instead of
calling the dish “white rice” on the menue, they now put “High-quality rice, carefully
cultivated handpicked from the finest rice grown. Our rice undergoes rigorous
labatory testing to ensure that it is the best, most delicious rice in the world
$15.00.” Of course, the public eats it up. The restaurant is rated 5 out of
5 stars, featured in Zagat, and praised in local newspapers. It’s a placebo
effect, just as sugar pills can give the impression of recovering from a
sickness, or an ordinary pair of shoes marketed by a famous sprinter can give
the impression of running faster.
Potato chips were once considered a
luxury dish. Created by a resort chef in 1853, potato chips soon became an
expensive and popular part of the resort’s menu. The chef had to manually cut
potatoes very thin, and then fry them with a pinch of salt. This process was
time consuming and contributed to the potato chips’ high price. After the
advent of the mechanical potato peeler, the price of potato chips fell and fell
until they became a mass-produced snack eaten by millions of Americans.
Nowadays, potato chips are deemed as unhealthy “junk” food. What changed? Only
the price. The taste of the potato chip remained the same for almost two
centuries, but potato chips changed from the popular luxury dish eaten in restaurants to cheap junk food eaten by
the masses. After potato chips became less expensive to make, they lost their
luxury appeal.
To put
things in perspective, if given a choice between a slice of France’s most
expensive cheese and a bag of Cheez-its, I’ll probably need a pair of scissors
to cut open the bag of snacks.