"But we can try: mullet is who we are," he said, standing at a stainless-steel table in the kitchen at his Sandbar restaurant, experimenting with various preparations of white roe, including a crudo made with rice wine vinegar and sliced jalapeños.
Likewise, I wouldn't be surprised to see some restaurants experiment with using Groupon to drive diners to them instead of paying OpenTable's monthly fee.
Playing safe, McDonald's calls its in-store-store restaurants "experiments".Tougher times at home and mouth-watering opportunities in emerging markets abroad are encouraging McDonald's to beef up its foreign business.
By taking advantage of underused kitchens, pop-ups allow young chefs, many with experience in San Francisco's most highly regarded restaurants, to experiment without the risk of bankruptcy.
The unusual collection, called Passot Roe, came about because Roland Passot, the chef who owns La Folie restaurant, began experimenting with adding flavors to trout roe, which has a firm, almost crunchy texture and is fairly inexpensive.
His head chef, Ben Roche, previously executive pastry chef at Chicago's Michelin-starred Moto restaurant, is experimenting with various (top secret) plants to try to find one that will provide the same texture as scrambled egg.
Groupon, which says it has 60 million subscribers, is adding Groupon Now, a GPS-based app offering local discounts that are time-specific so restaurants can experiment with off-peak pricing.
One catches the entire range of it by taking a walk in a summery evergreen forest, heating a sauna with firewood and then maybe enjoying a reindeer dish seasoned with pine or juniper in one of the fine dining restaurants that experiment with tastes of the Arctic.
"Real estate is a bit less expensive [in LA]," Moby says, "so I feel like people can open restaurants and experiment a little more here".
