The myth of high traffic areas, a lunching experience and why you should dine with strangers
I have a friend (I have more than one) and pseudo brother DC who is the guru of organising co-meals.
Co-meals - A meal you have with like-minded people, mostly strangers who maybe perhaps have come from the interweb.
Yes, I made the term up.
No, you cannot keep it.
No, I’m not sure if it’s original but hey…
Anyway back to DC.
For months he’s been talking about lunching at one of (in my opinion) the best dining experiences available in Victoria, Loam Restaurant.
Before I launch into a glitzy marketing description of Loam, let me tell you what it really is.
It’s a restaurant (duh genius) that focuses on (mostly) local produce and (always) seasonal fare. It doesn’t have a menu (you read that right) instead you’re given a list of ingredients.
What you do is you pick the ingredients you don’t like (onions are gross by the way) and then pick how many dishes you want to eat and then they feed you.
That’s it.
(Not recommended for control freaks, although you should really let go a little…)
What I failed to tell you above is that it’s in the middle of nowhere with no major signage (good one VicRoads – not) to help you find it. They don’t market themselves and they don’t even have a website – yet they were voted best regional restaurant in Victoria at the Good Food Guide for 2011.
What middle of nowhere looks like...
So they’ve gone against every thing we’re told to do in business. I have many capable friends (told you there were others) who want to open up a business and they’re waiting to discover the perfect high traffic area.
So what is it about this place that made me drive 300kms, to the middle of nowhere, in one day to have lunch there?
Service
From the moment you book to the moment you leave, their service is friendly, knowledgeable warm and unforgettable. If there was ever a survey about their service, nobody would ever tick the ‘satisfactory’ box.
Concept
Maybe I don’t dine around often but this concept was (and probably still is) new, exciting and innovative. Plus, there’s something amazing about getting a surprise for your meals. Think of it like a pleasant Christmas surprise at every course.
The menu concept
Food
Have some pictures, words can’t do it justice.
Starters: Salmon Jerky and Portarlington Mussels
Yabby, broad breans, rice starch and sea palm
Stripy trumpeter, anchovy, avocado and pork fat
Suffolk lamb rump, Bruny Island C2 rind, witlof and curry
Grass parfait, sorrel, parsley, chocolate and whole salted lemon
Double whipped burnt butter
Touch
Not to name drop (although it can be fun) but this year I met Stephan Bognar, the CEO of Maddox Jolie-Pitt foundation who talked about what tourism meant to him. He said the way to educate people to have a successful experience in tourism is through the letter T… touch.
Loam have that touch.
Touch: outdoor look for an indoor picnic
Small touch even in the lavatory
Experience
The best thing of all, it’s so much more than just a lunch.
It’s an experience.
So why do people wait for that ‘high traffic area’?
Surely if you have a kick ass product, crazy people like DC, myself and the other 5 will come to find you.
Signage or no signage.
If you love it, you’ll live it, you’ll believe in it and you’ll do whatever it takes to get there.
What’s everyone waiting for?
… more on dining with strangers next time.
