No one knows how important marketing is more than we do. So, honestly, we get the whole “Squab verses Pigeon, Pork Belly verses Braised Pork” thing. (See Previous Post) Creating an appealing name for a dish is one thing, but taking a simple item and calling it something it is not, is something altogether different.

What does the word fondue mean to you? Well to me, it is a sauce, usually hot that one dips something into. Just the mention of fondue conjures up delightful thoughts of ewwy, gooey cheese to dip apples and bread into….Yum. So when I read the enticing description of a sandwich served with Gruyere – Grain Mustard Fondue, I couldn’t resist! The anticipation of the warm cheesy mustard sauce to dip my corned beef sandwich into was almost too much!

Then the sandwich arrives. Excuse me, last time I checked, topping a sandwich with mustard that may or may not have some Gruyere cheese added, is hardly a fondue! I get that you slathered it with something that might be considered a sauce, but fondue? Not so much! Quite honestly, I detected no Gruyere! But, for me it raised a much bigger question about setting expectations.

Again, it’s important to make a dish sound appealing, but it’s another to sell it as something it is not. Under-promise ~ Over-deliver. Set expectations lower than the value of the delivery and you will win each and every time.

Sell me a fondue and deliver me mustard and you will fail, especially when I enjoy my condiments oh, so much. Bummer.