Hillel of Tasting Menu has issued a bit of a challenge to himself to elevate the average quality of U.S. dining experiences. It's a frustration I share... I know a few places in Seattle that make me very happy, but most of them are out of the reach of everyday dining prices, and it's incredibly hard to find things that do a few simple things very well, and make me want to go out of my way to get a modest lunch or dinner there.
In Japan, countless television shows will obsessively document what it takes to make the most perfect omelet, which soba places do the best job of making buckwheat noodles (a fundamentally simple, but deceptively challenging task), or which ryokan is best taking advantage of their local ingredients. In the U.S., the closest thing we have to that mentality on TV is Alton Brown, and maybe Cook's Illustrated in print. In Japan, it's pervasive.
In the U.S., we are more excited by drama than by perfection. That's why people like Emeril, unfamiliar towers of incongruous ingredients at trendy fusion restaurants, and big fat California rolls. In Japan, more often than in the U.S., the pursuit of perfection is the drama.
In my first few years cooking regularly, during college, I followed a predictably American pattern of rebelling against bland foods from my childhood and I overseasoned absolutely everything. It was an improvement over what I had eaten before, but it's not necessarily worthy of much praise. After 8 years of regular visits to Japan, I increasingly strive for minimalism, trying to find ingredients that do most of the hard work simply by being wonderful and fresh.
Often enough, when I give an example of this, it's something as simple as a blanched spinach dish with a little freshly grated ginger and a splash of good quality Japanese soy sauce. When I explain it, it doesn't sound interesting, but when it's done right, it's easy to understand its simple poetry.
To elevate the U.S. dining scene, we have to give appropriate due to small places with short menus that get the food right, and take what they are producing very seriously. I can point out a few examples in Seattle, but mostly in a liquid context: Vivace and Victrola coffee, Sambar's signature cocktails that often feature house-squeezed juices and purees, tea at Floating Leaves.
Every Japanese restaurant in Seattle seems to feel obligated to offer sushi, tempura, donburi, and an assortment of over-sized side dishes, all in the same place. Nobody does just ramen, just okonomiyaki, just soba, just kushiyaki, or just udon. It seems like there's some sort of unwritten law that, even if you've hired 3 decent sushi chefs at $80,000/year each and contracted with a first-class interior designer, the restaurant has to devolve into some sort of family restaurant style of having something mediocre for everybody.
And I can pick on most cuisines in this regard: we torture Italian food the same way, not to mention Thai, Mexican, and others. If I'm in Japan, I don't think "I want to go to a Japanese restaurant," I think "I want to go to an izakaya", "I'd like some good soba", or "I'd like to have a teishoku lunch at that little vegetable shop near the office for lunch."
We need to reward the places that are obsessive about getting details right, from perfectly cooked pasta sauced with just the right amount of liquid, to serving just the amount of food that makes you wish you had just a little more, rather than making you feel guilty that you don't want to take the inedible leftovers home. Japan does have a certain level of uniform expectations that means there's far less variation in what's considered "perfect", and the benefit of generally high population density, but in the U.S. we usually have lower rents and more tolerance for idiosyncrasy, so the restaurants can be more maverick-like if they build a passionate audience.
Japanese cooking shows typically show professional cooks as careful, serious, diligent and avoiding wasted motion, respectfully repeating orders and executing them, and the guests are the ones who get all excited. In the U.S. the same kinds of shows have clanging pots, chaotically moving employees trying to avoid bumping into each other, kitchen staff telling jokes of questionable taste, and often haphazardly tossing food onto plates, often portraying the dining room is an ocean of calm customers. We want our celebrity chefs to be exciting; Japanese would rather the food and the guests do the talking.
Restaurants also have to get better at telling their own stories, explaining why they don't have 300 menu choices and why they serve their zarusoba with just a little bit of dipping sauce and a few pickles. The story-telling is part of what makes unconventional restaurants succeed in the U.S.; they have to teach their guests to do their marketing.
We can improve the taste of average restaurants by expecting better... When one place starts making the perfect taco, stop spending so much money at the big-as-your-head burrito place. More realistically, I imagine we will have to take more incremental steps, since we might be trapped in a part of town where we don't have better lunch options... So I'll give more money to places that make me happier, even if they aren't flawless.
And hopefully the occasional web rant or rave will help people find better food, so I'll spend some time writing about the good stuff...