The book Culinary Action! is about gastronomic entrepreneurs who are drivers and "agitators" of the gastronomic market thanks to the launching of their different business proposals and who bring innovation and conceptual creativity to the sector. This book presents 60 case studies, with the testimonies of their protagonists and the details of their businesses, and analyses the profile of the gastronomic entrepreneur in Spain, the keys to the training of entrepreneurs and business trends in the sector.
The authors are Joxe Mari Aizega, general director of Basque Culinary Center, the first Gastronomic Faculty in Spain with an Official Degree in Gastronomy and Culinary Arts, and Marta Fernández Guadaño, journalist and founder of Gastroeconomy, an information portal on business trends in the gastronomic sector. Prologues written by José Andrés and Martín Berasategui.
"They function as drivers and 'agitators' of the gastronomic market through the launching of their different business proposals that bring innovation and conceptual creativity to the sector: they are gastronomic entrepreneurs, a possible blueprint for which is described in this book through 60 case studies presented in the 'Culinary Action!' workshops carried out as part of the entrepreneurship programme created by the Basque Culinary Center.
Through this initiative, this leading university from our country aims to raise awareness and train and support entrepreneurs in the launching and operation of new business projects in the food, gastronomy and restaurant sector. For this purpose, it organises workshops in which chefs and other catering professionals present their experience of launching their different businesses.
In addition to the 60 case studies, with the testimonies of their respective protagonists and all the details of their businesses (which involve different concepts, from informal venues to haute cuisine establishments), this book analyses the profile of the gastronomic entrepreneur in Spain, the keys to the training of entrepreneurs and the latest trends in the gastronomic business."