MarlaCollins'Husband wrote:BR wrote:I think the criticism of the add-ons is a bit much. If the criticism is that the main menu is either not worth the value or not good or adequate enough, I get it. If the complaint is that the set menu is not a sufficient amount of food and no one in their right mind would order only that menu, I would understand that criticism too.
But who cares about the extras? You're not being forced to add the extras if you deem the regular menu sufficient. I think it's smart of them to attempt to appeal to people of different means. There are plenty of people who probably wanted to try Next who never did because of sticker shock. Now they can go. Others are willing to pay a lot more.
I absolutely agree with this and I'm also fascinated by how much of this thread is devoted to people complaining about how Next operates. Given how often the ticket concept at Next is compared to tickets to a show or on a plane, I think the optional add-ons make total sense. When airlines or concert/theater promoters advertise, they typically focus on the starting price for tickets. Everyone can get to their destination/see the show for a certain amount of money. However, if people want to be pampered on a plane/board first/have better seats/attend a backstage VIP meet and greet, they have the option of paying extra for those opportunities. At Next, people who want to experience the restaurant can now do so at a lower price and presumably they still get a full meal out of the deal, the equivalent of seeing the show or getting to one's destination. But for those who want to make the choice to pay more for additional benefits, that option exists. The fact that some people get a fancier/better/more elaborate meal by paying more money shouldn't diminish anyone else's experience any more than the presence of people in first class affects the flying experience of people in coach.
And quite frankly, given how easily seats have been available to Next in recent months, lowering the price of admission makes sense to me. As BR noted above, the lower price expands the pool of potential diners at Next.
All that said, where the optional add-ons make less sense to me is that they seem to undercut some of the purported mission of Next - the notion that knowing costs ahead of time ultimately saves diners money. The add-ons add an element of food spoilage risk that doesn't exist when everything is known well before the night's service begins. Presumably this risk has been passed onto the consumer via basic ticket pricing. Whether that's worth the added flexibility and lower get-in-the-door pricing is something the market will ultimately determine.
I think the problem is that the Next concept is completely disjointed right now. The idea of pre-purchasing meals made a lot of sense when demand was high enough to make tickets difficult to get. It made a lot of sense to pre-buy, for example, the El Bulli meal because that was really the only way to get the ticket. And, if you bought the ticket and ended up having a conflict, it was not difficult to recoup what you paid by selling the ticket.
The subscription model no longer makes sense from a consumer point of view now that demand for tickets has fallen so sharply. I do want to try all three menus this year, and I would have continued my subscription this year if I thought that I could easily unload my tickets if a schedule conflict arose. But now that tickets are often going for less than face value, buying a subscription represents a significant risk of loss.
Next has to take some of the blame for that falling demand. Demand was extremely high at the outset, in part, because of the quality to price ratio. Prices went up the second year, but demand remained high, I think, in large part thanks to the El Bulli menu. No menu since has matched the price of that first year, or the uniqueness of the El Bulli menu, and there has been more than one menu that has not lived up to the expectations created by the price point (Vegan comes to mind). Plus, Next did not do a very good job of expressing appreciation to those of us who had purchased season tickets year after year.
I still think the concept of Next is a great one, and the kitchen has put out some of the most unique and memorable dishes I've ever had. I'll be going to Bistro based on what I've read so far, and I hope the later two menus are just as strong. I do hope they can fix the business model and push demand back to a place where it makes sense again to join up as a season ticket holder.