"Small cooking classes are increasingly popular".says Rogier van den Biggelaar, chef of the Le Ciel d'Or restaurant at the Relais Royal in Mirepoix, Ariège. Nestling in the heart of Cathar country, this establishment regularly plays host to small groups of businessmen, most of them from the aeronautics sector, as a result of its proximity to Toulouse. These executives are as enchanted by the beauty of this Grand Century residence as they are by the gourmet cuisine prepared by the Dutch chef. Rogier van den Biggelar charms his customers with his outspokenness, his eagerness to defend local producers and his slight accent that betrays his origins. And, above all, he shares his passion with them. In groups of eight, he welcomes them into his kitchen, takes them to the market and helps them choose the ingredients for the dishes to come.
Teamwork
Cooking is a very interesting activity for a company," explains Rogier Van Biggelar. Personalities come out very quickly! Everyone has to find their place and do their job as well as possible. All the team's work depends on the goodwill and, possibly, the talent of each individual. The participants draw up a complete menu, from starter to dessert, prepare the dishes, solve the problems encountered and, in the end, present a coherent whole within the allotted time. And it tastes great! The final tasting is an opportunity for team-building and forging pleasant memories. As well as awakening the epicurean in all of us, cooking involves a real emotional process: fear of messing up the dish or of being judged, fear of not doing as well as the chef - the mother, psychologically - or quite simply that others won't like what they see... The parallels with life in the workplace are there for all to see. Because overcoming these fears also means overcoming professional obstacles, or at least helping people to overcome them so that they can flourish as part of a team.
Depending on the company's objectives, the courses can also be transformed into genuine competitions. At the Labo culinaire, groups of around twenty participants compete against each other for two hours, supervised by a Japanese master. Their aim: to create the best and most beautiful sushi from a basket they are given. Creativity and team spirit are the key to winning the golden sushi! " Many challenges can be proposed around this product".says Yassine Khelifi, co-founder of the agency. Especially as this Japanese speciality is a good example of how everyone in a company can complement each other. The analogy is subtle, since in the case of sushi, you have to know how to use a thin sheet of seaweed to make rice and fish live together harmoniously without sacrificing their individuality and taste properties.
These gourmet challenges are an opportunity for everyone to assert themselves within the group and show their worth. At Corpo'Events, the parallel with professional life is made through gourmet casinos and treasure hunts on foot. "For this last activity, we highlight local specialities. In Paris, for example, we organise themed rallies in the Marais district around macaroons, and in Marseille around local pastries, the navettes marseillaises. In Lyon, the theme is wine, cheese and charcuterie".says director Élodie Larroque. These epicurean discoveries are combined with encounters with craftsmen and women in the food trade. Most of these professionals like to share their love of their trade. Another powerful message for a company.
Easy to organise and not requiring a huge budget, this type of team-building is a huge success. But that's not the only reason why cookery classes are particularly popular these days. Boosted by cooking reality shows - Un dîner presque parfait, Le meilleur pâtissier, Cauchemar en cuisine, Top Chef, MasterChef, Le défi - cooking workshops are a dime a dozen. Last spring, for example, the Saint-Emilion Tourist Office launched a special offer for businesses, with a cookery workshop at a château producing grands crus. Under the guidance of a chef, participants prepare a meal based on regional specialities, help set the table and visit the estate, giving them the opportunity to discover the local grands crus.
France, the land of Rabelais, is also the world's leading wine-producing country. More than 5,000 wine cellars are open for tasting, and wine tourism is booming. Businesses are spoilt for choice: wine workshops, gourmet dinners, helicopter flights over estates, participation in the grape harvest with a break for a winegrower's snack, introductory tasting sessions, discovery of the French art of living, vinotherapy in the heart of a renowned vineyard, activities organised by a brotherhood, etc. "Above all, customers are looking for authenticity and a personalised welcome".says Florent Bénétreau, Associate Director of the Symboles de France hotel chain. At Château Bellevue, in the Gers, Charlotte, the head chef, takes small groups to visit local producers on request. They meet Amélie the cheese-maker, Mr Barrouillet the pigeon farmer, Thérèse the market gardener and Valérie the snail farmer... As for Château de Chargé, in Chinon, companies such as LVMH, Total and Saint-Gobain like to stay there, not only for the setting and the gourmet restaurant, but also for the horse-drawn carriage rides through the vineyards, the meals in the wine cellar and the tastings of local vintages.
Dinners along the river
Cruise operators and shipping companies are following suit by organising gourmet cruises. These include
On board the three Star Clippers yachts, passengers can sample the cuisine of top chefs, discover wines selected by renowned sommeliers and take part in culinary demonstrations. On the Seine too, companies can offer gourmet meals or organise wine workshops, particularly on the Don Juan II or the Cachemire, the two luxury boats owned by Yachts de Paris. In the evenings, dinners concocted by chef Guy Krenzer, twice Meilleur Ouvrier de France, and accompanied by wines chosen by Olivier Poussier, the world's best sommelier in 2000, leave a lasting impression on guests. The same atmosphere prevails aboard Le Diamant and Le Cristal, the two flagship boats of Bateaux Parisiens, the former with an exceptional view of Paris.
Another strong trend is the exponential demand for gourmet gift boxes as business gifts, a type of attention that appeals to everyone, regardless of age, gender or socio-professional category. "To stimulate, sponsor and build loyalty, gift packs are very effective".confirms Sandrine Cotten, general coordinator of Syprocaf, the union of producers of business gifts and promotional items.
In response to this market, many service providers have launched their own products. Symboles de France, for example, publishes a whole range of offers giving customers the chance to choose a stay from among the 75 establishments that are members of the hotel chain. This is also the case at Château de Berne, in the Var region of France. As well as offering cookery classes, wine tasting and grape-based treatments in its luxurious spa, the Relais & Châteaux member also offers gift boxes containing one or three bottles of wine produced on the estate.
In 2012, the French market for gourmet gift sets exceeded €300 million. Compared with mass-market products, the presentation is more meticulous and the services more sought-after. After all, companies can't afford to make a mistake: a disappointing gift gives off a negative image, going against the intended effect. Especially when it's a sales incentive! Fabien Martre, Managing Director of Ideal Gourmet, one of the forerunners in the field of gastronomic invitations, observes that "Restaurant gift packs are a big hit. Organic and Provençal products are also a big hit. The company is sure to please by offering a dinner, especially one in a renowned establishment. Ideal Gourmet's Haute Gastronomie gift pack invites you to dine for two at a choice of forty or so restaurants, many of them Michelin-starred.
Relais & Châteaux is also playing the exceptional card with its Création collection: 14 numbered gift boxes, ranging from €169 to €1,220, list almost 2,800 experiences to be enjoyed in one of the 350 establishments around the world. The gift box comes in the form of a white jewellery box with a coloured ribbon, some of which have three compartments. The first hides an inspirational notebook and a pencil for writing down memories of your stay. The second contains a photo booklet presenting the world of Relais & Châteaux. And the third contains the invitation in the form of a gift card. "We wanted innovative, top-of-the-range packaging that highlighted the art of giving".explains Thomas Jobbé-Duval, Marketing and Product Development Director.
Three-star boxes
The most expensive boxes are those where the emphasis is on haute cuisine. For example, the most expensive, "Creation 29: Shared passions is a range of en-suite stays including five-course dinners and drinks, breakfasts and gastronomic and oenological activities. Among the services on offer are cookery lessons given in around fifteen approved establishments, including the three-Michelin-starred Flocons de Sel in Megève. Groups of up to 10 people spend a morning in the kitchen with chef Emmanuel Renaut, taking a behind-the-scenes look at one of the world's finest restaurants. Other examples include the Hostellerie de Plaisance in Saint-Emilion, with two Michelin stars, which offers guests a private introduction to wine tasting at the École du Vin, followed by a tour of the château, and the Hôtel Ombremont in Bourget-du-Lac, Savoie, where cookery lessons are given by chef Jean-Pierre Jacob, with two Michelin stars. "Business customers account for almost 15 % of our stays and 65 % of our gift box sales. With the Création range, we're aiming to increase our overall sales by around 18 % and 10 % for B to B".continues Thomas Jobbé-Duval.
Christine Charoff, founder of the COM'un Chef agency, also believes in this buoyant market. "It's extremely unifying. Listed as an intangible heritage by UNESCO, the French gastronomic meal celebrates the most important moments in the lives of individuals or groups. In times of crisis, societies rely on safe, healthy values. Good food is one of them! Specialising in business gifts and corporate events, COM'un Chef offers gourmet gifts via La Clé des Chefs, its online shop. The recipient chooses their own gift based on the key they have received. The rewards range from a dinner in a renowned establishment to cookery lessons, workshops and coaching sessions, as well as gift boxes and team-building activities.
Liberty delights
"Everything to do with gastronomy is in demand".says Yolande Large, director of Liberty & Co, formerly the Compagnie des cadeaux. The exponential growth in demand led this company to launch "Délices Liberty", a collection made up entirely of top-of-the-range products: champagne rated 15/20 by the Gault & Millau wine guide, silver medal foie gras, Hédiard gourmet treats, Villeroy & Boch flutes, etc. The gourmet range runs from €35.90 to €99.99 to suit all budgets. Some of the gift sets are also associated with the Liberty card, which allows the recipient to choose a gift of their choice from over 200 options.
At the same time, artisans have also adapted to the demands of business customers. In the delicatessen sector, companies such as Hédiard, Fauchon, Ladurée and Dalloyau bring out a special B-to-B catalogue every year. Fauchon's 2013-2014 collection, for example, offers "Petites attentions" starting at €10, and even "Coups de folie" at €510. Artisan chocolatier Jadis & Gourmande, for its part, is focusing on innovation and creativity. Having perfected a chocolate printing technique, it can reproduce any cocoa message in any colour or shape: CDs, greetings cards, flashcodes, medals, bottles, mobiles, engraved plaques, pens, alphabets, packaging, etc. "In the past, companies used to make their customers aware of the importance of chocolate by sending them a box of chocolates. Nowadays, the gift is more of a wink, a reminder, a little attention... Often given at the end of the year, chocolates are increasingly sent out for other holidays such as Easter".emphasises Director Istvan d'Eliassy.
Working on a bespoke basis, the company responds to demand, from briefing to product design and, of course, delivery. Twelve collections are presented each year, each with at least three entirely new products. Just like quality and originality, novelty is essential to win the loyalty of B-to-B customers and attract new prospects. As demanding and in demand as they are, they require as much attention as the preparation of a fine meal or the blending of a fine wine!
