A Meal That Missed the Mark: What It Teaches Us About Creativity

At Bros., a restaurant with a Michelin star, a meal was served that was more like a horror show than fine dining.

The Review

In 2021, food blogger Geraldine DeRuiter reviewed the restaurant. She described 27 courses that were far from delightful:

• An oyster loaf that tasted like an airport.
• Foam that came in twelve flavors.
• A dessert served in a plaster cast of the chef's mouth.

It sounded like something from a scary movie.

The Problem with Creativity

This meal highlights a big problem in creative work:

• Making something new is hard.
• Making something new that people actually like is even harder.

Creativity isn't just about being original—it's about giving people something they value.

The Lesson from Homer Simpson

Think about Homer Simpson's "Everything's OK" alarm. It was a new idea, but it didn't solve any real problem.

Bros. tried to be unique, but forgot the most important thing: making the food taste good.

Novelty alone isn't enough.

The Study on Originality

A study showed that home chefs thought originality made their sandwiches more appealing. But customers disagreed—the more original the sandwich, the less they wanted to try it.

The same thing happened on "Top Chef": contestants who focused on being original were more likely to be eliminated.

The Takeaway

Instead of chasing something completely new, look at what has worked before.

• Successful ideas often cluster together.
• Paying attention to past successes can help find new promising ideas.