Bangkok's Gaggan Uses Icons to Represent Its Food Items
Laura McQuarrie — March 3, 2017 — Lifestyle
References: eatatgaggan & hellogiggles
Gaggan is a restaurant in Bangkok, Thailand that describes itself as a provider of "progressive Indian cuisine," showcasing fresh seasonal ingredients and popular street food items.
This restaurant features a tasting menu that's comprised of just 22 emojis. While this list might seem somewhat cryptic, everything makes sense when a meal appears before the eyes of diners. For instance, an eggplant emoji represents the Gaggan's 'Eggplant Cookie,' while the crab icon is used to describe the restaurant's 'Crab Curry & Coconut Rice.' Some of the emojis used are more abstract, but the surprise factor only adds excitement to the eating experience.
According go the World's 50 Best list, Gaggan is Asia's best restaurant, so it shouldn't matter too much if a patron doesn't know exactly what they're getting from the emoji menu—each dish presents a new and exciting culinary adventure.
This restaurant features a tasting menu that's comprised of just 22 emojis. While this list might seem somewhat cryptic, everything makes sense when a meal appears before the eyes of diners. For instance, an eggplant emoji represents the Gaggan's 'Eggplant Cookie,' while the crab icon is used to describe the restaurant's 'Crab Curry & Coconut Rice.' Some of the emojis used are more abstract, but the surprise factor only adds excitement to the eating experience.
According go the World's 50 Best list, Gaggan is Asia's best restaurant, so it shouldn't matter too much if a patron doesn't know exactly what they're getting from the emoji menu—each dish presents a new and exciting culinary adventure.
Trend Themes
1. Emojis in Menus - Restaurants using emojis to represent food items in their menus provide a unique and interactive dining experience.
2. Abstract Representation - Using abstract emojis in menus enhances the surprise factor and adds excitement to the dining experience.
3. Progressive Indian Cuisine - Progressive Indian cuisine, which combines traditional Indian flavors with modern techniques, creates a new and innovative dining option.
Industry Implications
1. Restaurant Industry - Restaurants that incorporate emojis in their menus can attract customers by offering a fun and novel dining experience.
2. Food and Beverage Industry - The use of abstract representation in menus can inspire creativity and experimentation in the development of new food and beverage products.
3. Culinary Tourism - Restaurants specializing in progressive Indian cuisine can attract tourists looking for unique and cutting-edge gastronomic experiences.
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