Sometimes experiential learning at Kellogg School of Management takes the form of a five-course meal. That was the case for 125 students in an introductory marketing class earlier this month, who got to chow down on food prepared by a celebrated chef while hearing his point of view on creativity, culinary arts and the restaurant business.
On November 11th, Chef Graham Elliot Bowles hosted Kellogg marketing professor Andrew Razeghi’s “Introduction of New Marketing and Services” class at his eponymous graham elliot restaurant in Chicago. Bowles, the youngest four-star chef in the nation and a recent contestant on Bravo TV’s “Top Chef Masters,” began his career working at renowned Chicago restaurants Charlie Trotter’s and Tru before launching his solo venture in 2008.
As he served each course, Bowles shared a little about his inspiration. “We like to reconstruct dishes,” he said as laid out a traditional Thanksgiving dinner of roasted heritage turkey with chestnut mousse, sage stuffing, creamy casserole and cranberry chutney. “We like to take an idea, knock it down and build it back up. We want to try to elevate everything that people understand,” he continued.
Another dish, Wisconsin cheddar risotto, was inspired by a road trip to Chicago’s northern neighbor state, Bowles told the Kellogg students. Featuring a blend of artisan bratwurst, green apples, and glazed onions, it was topped with Cheez-it crackers and served with cans of Pabst Blue Ribbon beer.
Four-star cuisine doesn’t have to be pretentious or stick to a prescribed set of rules, Bowles told the students. “It’s very much a gray area. It’s all open to personal interpretation,” he said. Another lesson he’s learned is the importance of maintaining a democratic process at his restaurant, which means taking into account the opinions and responsibilities of everyone from dishwasher to sous chef.
Razeghi, who is a close friend of Bowles, pointed out that the chef’s thoughts on business are relevant well outside the culinary field. Great marketing involves communicating a unique vision, he said. “It’s about understanding who your audience is and having a conversation with them that speaks to them. I really admire how [Bowles] does that,” he said.
The students seemed to agree. “I like that he said that everyone here matters – even the guy that sweeps the floor,” said Stephen Windsor ’11. “That idea is very relevant in business. Everyone working in your company isn’t going to be necessarily working on your team, but they still matter.”
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