The Audience

Once chefs know the larder of ingredients that are available and of the best quality, they must strive to present them in ways that will best please their customers. “The composition of a menu should reflect who you are aiming the menu for,” says Daniel Boulud.

Charlie Palmer believes that chefs should understand how their clients feel and know what they like, and not assume that everyone in the same party has similar preferences. “For example, one of our good customers loves to start out with foie gras and Sauternes. It’s perfect for him,” says Palmer, “but his wife would prefer a simple salad, served with something acidic. Our job is to please each customer.”