Around the Table - Why Food & Wine Act as a Connecting Force
The table has long been a place of connection, a place where people gather and come together easily. I have traveled all over the world and the ease of connection found around the table is mind-blowing, even when language barriers are present. This is why, at Acquire, we use food, wine, and spirits as a connecting force.
Here’s why:
Food & Wine Disarms People - which makes them more receptive to your message. Often, when we first sit at a literal table with colleagues, we feel uncomfortable. I always tell my clients to have a bottle of Champagne pre-ordered so that there is something in the guests' glasses right away. If the restaurant has French Fries, even better. Get those going right when you sit. They can sip and much while they look at the menu. Why? Because it puts people at ease. It makes their shoulders come down, which makes them more receptive to hearing your message.
Food and Wine Make You Feel Something - by conjuring up personalized memories. I can’t tell you how many times I have poured wine for someone who says something like ‘it smells like my grandma’s house.’ Our memories are powerful and so are our senses. These pure and authentic answers to: ‘What does this smell like?’ are my absolute favorite responses. It shows that wine has the ability to transport you to a different place and time. When you imprint on someone's memory that deeply, they remember that experience. They may not remember what wine it was, but they’ll remove how it made them feel, and in turn, they’ll remember you.
It’s a Shared Experience Guest Will Remember- whether you’re meeting a group for the first time or you’re long-time colleagues, the act of sharing a meal, or a wine tasting, offers a shared experience that everyone will remember. It gives the group a common ground on which to stand and an easy discussion topic for future conversations. It is the ultimate icebreaker.
At Acquire, we’ve spent our lives in Michelin-level restaurants using the table as a connecting point with food and wine as the tools. Whether you do this in person, or take it online, the principles remain the same. It is human nature to let your guard down when you’re having a shared experience at the table. It is why so many business deals are closed in restaurants. My purpose as a sommelier was to see what needed to happen to make sure everyone was at ease so that my guests could connect authentically. I do the same thing now, on scale.