Sensorial Marketing and the Ecuadorian Cuisine

The last few years the Ecuadorian cuisine has become more known. One of the reasons is the diversity of the local ingredients, another the fusion of ancestral heritage with the creativity of a new generation of chefs. For this study four in-depth interviews were held with chefs of Ecuadorian haute cuisine restaurants, three in Ecuador and one in Spain. While the restaurants all value the Ecuadorian heritage, they each choose a slightly different angle for the leading concept of their restaurants, culture, history, nature, and in the case of the Spanish restaurant reviving memories and a sense of “home away from home”. All four chefs present a remarkably strong narrative and they all consciously use sensory elements to support the harmony between this narrative and the dishes that they serve.