An offer that can't be refused?
- Source: Global Times
- [09:55 September 02 2010]
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Sashimi. Photo: courtesy of Moonsha Japanese restaurant
Steamed king prawns topped with scrambled egg white. Photo: courtesy of Whampoa Club
By Shen Sijia
"You can find the best, and the worst food in Shanghai," Jean-Georges Vongerichten proprietor of the eponymous Bund eatery told the Global Times earlier this year.
It's a commonly shared opinion among the city's food lovers, and the kind of back-handed compliment that organizers of the upcoming Shanghai Restaurant Week, taking place from September 6 to 12, will be hoping to redress.
This sort of event is already well established in cities like Amsterdam, New York and Singapore where it has been used effectively to drum up publicity for restaurants at a fraction of the cost of regular advertising. The main thrust of the campaign is discounted meals at otherwise expensive restaurants, with each of the establishments agreeing a fixed price across the board. The one-size-fits-all deal in Shanghai is a three-course dinner for 238 yuan ($35), and a three-course lunch for 118 yuan, with 28 restaurants participating.
Online reservations for the offer began on August 17, although a number of disappointed foodies noticed that within the space of 48 hours, a few of the restaurants, among them St Elly's in the Peninsula Hotel and T8 in Xintiandi, were informing applicants that the limited spaces for the deal had already been fully booked.
Who's in and who's out
"The Shanghai restaurant scene is changing rapidly," said Siem Bierman, co-founder of Shanghai Restaurant Week. "The overall quality of restaurants is improving and we believe the city scene and its dining culture has matured to such a point that Shanghai is truly ready for this event."
The first ever Shanghai Restaurant Week took place in May this year, and many of those on board first time around are once again taking part including Three On The Bund, The Chinoise Story, M1NT and Mesa.
Among the new participants this September are Yi Long Court from the Peninsula Hotel, the Mexican eatery Mi Tierra, Y's Table, and the recently opened Downstairs by David Laris at URBN hotel.
Among those who have bowed out are the aforementioned Jean-Georges (although Nougatine from the same stable of eateries is taking part) and Mr & Mrs Bund.
"We did consider joining Shanghai Restaurant Week, but on reflection we felt that the event was more suitable for newly-opened businesses," PR manager Monica Li said of the Shangri-La's decision not to include the hotel's Jade on 36 restaurant as part of the week-long event.
