A table for two, Madam?

The city of San Sebastian lies on the shores of the Bay of Biscay.

It’s famous as a foodie destination and the northern Spanish city boasts the second most Michelin stars per capita in the world.

But to sample the gastronomic delights of its most famous eatery, hungry travellers must take a 16-minute car journey up into the hills behind the city.

There you will find Mugaritz.

A 2-star Michelin restaurant which has long featured in the list of the world’s best restaurants (and where lunch with the wine pairing can set you back a cool £300).

Unsurprisingly, there’s a waiting list and anyone with insatiable hunger pangs could have a three-month wait to book a table.

But when you get there …

Diners are greeted by name in the car park and shown to a completely bare table save for a white tablecloth.

Ask for a menu and you’ll be provided with a rather small sheet of card without any text – just an enigmatic hand-drawn image.

Other understated flourishes accompany the various courses throughout the meal … and not just for aesthetic reasons.

Because chef patron Andoni Luis Aduriz knows that the food is only part of the experience.

It’s the food AND a whole host of thoughtfully choreographed touches that makes for a life-defining event.

The amazing thing is that those small finishing touches don’t cost them a penny … but they successfully add several zeros to the bill.

A reminder that a little bit of thought goes an awfully long way.

If you’d like to jump on a call to talk about this or anything else to do with setting your printed collateral apart, I’d love to hear from you.

Just check my diary here to book your call.

Stay safe.

Alec