Food can’t talk

Chefs are raised on a simple lie: cook well enough and the world will show up for dinner. Nearly twenty years in kitchens and dining rooms—from Providence to Denver to Austin to Dallas—taught me otherwise. Some of the best cooking in town goes unnoticed. Talent alone doesn’t bring people through the door.

Food never speaks for itself. A restaurant needs to be easy to talk about. That’s what identity is for: it gives your guests the words and images to explain their new favorite restaurant to their friends.

My work makes those identities real.