How chef Alain Ducasse uses social media to monitor his 20 Michelin-star culinary empire
- Ducasse’s attention to detail at his 30 restaurants is legendary, and he uses tech to finesse the dining experience
As one of the world’s most decorated chefs, Alain Ducasse is known for his forensic attention to detail – from thrice-ironed tablecloths to hand-picked decor and cutlery.
But he has an unexpected weapon in his pursuit of perfection: he closely monitors social media to keep an eye on customer reviews of his culinary empire.
Before we opened here we spent three years choosing every detail. I know every object, there was a lot of personal involvement
The 62-year-old is the doyen of France’s “grande cuisine”. His eateries have 20 Michelin stars, more than any living contemporary, and three of his restaurants have the coveted 3-star accolade.
But just as Ducasse – who boasts more than 30 restaurants across seven countries – blends tradition and modernity in his menus, he sees tech as a way to finesse the dining experience.
It’s through social media that he discovered Benoit, his popular New York bistro, was messing up a classic French dish.
“Looking at the customer reviews we realised there was an issue. Everyone was complaining about the roast chicken,” Ducasse says during a visit to Macau.
“It was unbelievable,” he recalls, adding that this helped them spot – and fix – the issue.
