Is The Bazaar by Jose Andres The Perfect Storm of Restaurants?
Filed under: Dining
Is The Bazaar by José Andrés in the SLS Hotel in Beverly Hills the future of restaurants? An article in the Wall Street Journal takes a long analytical look at the restaurant's appeal. The article breaks down the allure of the restaurant which was also Esquire's restaurant of the year. The trendy bar and restaurant serves a tapas-style menu and caters to a lively bar scene. This along with its trendy hotel location are components that the Wall Street Journal sees as a major key to the spot's success in a time of restaurant failures and slow business. Bazaar has grossed $13 million making it a bright light in SBE Entertainment Group chief executive Sam Nazarian's portfolio of hotels and nightclubs. Why so popular? Part of it is the Beverly HIlls location, part of it is the celebrity watching factor but it is also the fact that the food is more experience than sustenance. José Andrés serves food with a molecular gastronomy angle making use of liquid nitrogen, spun sugar and other theatrical food displays. As the WSJ article points out, the restaurant combines a bunch of things that are currently trendy and makes them work but whether or not any of these trends will stick around is anyone's guess. The Bazaar is a unique place combining lots of flash with a bit of substance and while the individual components that make it popular can be replicated the magic of this one particular spot likely cannot be.


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