Is Caviar democratizing? The absolute luxury symbols, sturgeon eggs have invested street food, to the point of becoming viral, which leaves the actors in the sector a mixed sensation. On April 1, Burger King France made the hum of offering 19 euros seven pepitas accompanied by 10 grams of caviar of the Platinum Cordillera de Astara (usually at 28.90 euros).
The operation is inspired by a Tiktok trend where the stars, including Rihanna, filmed eating pepitas in Caviar, as a restaurant in Dubai since last year.
“By trying to make confront two universes that every Communication Effect and String “, estimates with AFP Robin Panfili, Gastronomic Journalist and Culinary Newsletter” Starter, Main Course, dessert “.
“Nothing more expensive in the world”
“The phenomenon is not new,” says Robin Panfili. About ten years ago, American media David Chang was a feeling with their fried chicken soaked in caviar. In France, Chief Greg Marchae was associated in 2019 with Petrossian to offer a “fried chicken caviar” to the letter of the street food annex of its star Frenchie, closed since then. The famous House caviar has also been offering a “Rostoff” for a few years, halfway between Blini and Omelette, enrolled as an envelope and adorned with caviar, sold about twenty euros.
PDG of Petrossian, Mikaël Petrossian, speaks of “desecration.” “The caviar is not necessarily in a large and money screens … it can have a fairly uninhibited use of the product,” says the forties.
The association also appeals to Moïse Sfez, founder of the Homer Lobster channel, who has been proposing for five years decorating its “lobster rolls” (Brioche lobster sandwiches), its “grill cheese” (cheese sandwiches) or its chips for thirty euros for thirty euros more.
Delivery or democratization? Olivier Cabrot, CEO of Caviar House & Plunier, producer and distributor with the most awarded brand, refutes these two terms: with prices of 1,000 to 30,000 euros per kilo, “in terms of gastronomy, it has nothing more expensive in the world. From there, it is difficult to talk about democratization.” “But we can speak of greater accessibility, which is not for the price but for smaller amounts,” he says.
A youngest clientele
Many distributors have been selling boxes of 10, 20 or 30 grams for some years. Enough to attract a younger clientele, underline Petrossian and Plesier. “The popular fantasy was the bowl with the caviar served with the bucket. We completely left that (…). The consumption has become a little more common, a little less sacred. Even if it maintains this side that makes you dream,” says Rémi Decherer, gastronomic journalist of the Parisian weekend.
It remains to be able to prove this product, says Françoise Boisseaud, general director of the provider Le Compair du Caviar. “There is an entire education to do,” she says. Between the caviar Baeri, the Oscier, the Sevruga or the Beluga, “the wealth of the world of caviar is infinite, like wine.” For her, the best way to savor it is with a clear and butter wand, not with fried chicken or fried potatoes.
Source: BFM TV
