Possibly the Least Appetizing Restaurant Advertisement Ever

Keep New Times Free
I Support
  • Local
  • Community
  • Journalism
  • logo

Support the independent voice of Phoenix and help keep the future of New Times free.

See Also: This Is Either the Most Awesome Lamb Ever Served or the Most Pretentious

Chicago's Next Restaurant, which sprung from the mind of the man behind Alinea, is bit of a strange bird. The biggest difference is that it's a restaurant with hard coded reinvention. The theme and menu are completely change every three months. It's gone through five such reinventions, spanning fancy French food to Thai street food, since it started in 2011. The latest reset is a transition from Sicilian food to Japanese. Given their success thus far we suppose it isn't a surprise that Next has drafted a series of trailers to announce their latest creation.

We have to question the effectiveness of the underlying message. Should we be excited to eat at a restaurant with the "World's Best Chef" if they only got that title because every other great chef in the world dropped dead? That's not exactly a ringing endorsement.

Beyond that, we're not sure if bloody murder by a Yakuza turned restauranter is exactly an appetite stimulant. Are any of the chefs going to lose a finger if they screw up a service?

But it probably won't matter because Next's unique business model offers another interesting twist. In an effort to keep prices low and in keeping with their theme that a meal at Next isn't just dinner, it's a "show" with food, you don't make reservations at Next, you buy tickets for seats online. With all the money paid upfront, Next never has to worry about cancellations. Sales for one of their recent menus drew such a crowd that they actually had to build a digital "waiting room" to help hold back the horde of people who crushed their webpage the minute tickets went on sale.

Here's their original teaser trailer, less bloody but more moody.

Follow Chow Bella on Facebook, Twitter, and Pinterest.

Keep Phoenix New Times Free... Since we started Phoenix New Times, it has been defined as the free, independent voice of Phoenix, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Phoenix with no paywalls.

We use cookies to collect and analyze information on site performance and usage, and to enhance and customize content and advertisements. By clicking 'X' or continuing to use the site, you agree to allow cookies to be placed. To find out more, visit our cookies policy and our privacy policy.


Join the New Times community and help support independent local journalism in Phoenix.


Join the New Times community and help support independent local journalism in Phoenix.