FAQ
How long has The Important Stuff been around?
The story began in 2002, when the writer behind The Important Stuff was invited by a certain Daniel Humm, at his then place of work near Zurich, to a Christmas dinner cooked by Humm himself. On that cold, snowy winter evening, a passion for exceptional food and fine dining was awakened. The Important Stuff grew out of that enthusiasm.
Since 2015, we have been travelling the world and documenting our experiences on theimportantstuff.ch.
Why do you do this at all?
We want to share our discoveries with readers and help them find the right restaurant. With our platform, we also hope to contribute to giving high-end gastronomy the wider public recognition it deserves.
Our ultimate goal is to share and foster the joy of fine dining and good taste.
Who is behind The Important Stuff?
We are two food nerds whose thoughts constantly revolve around food. Whether at home or in a restaurant, the number-one topic of conversation is always the current meal or the next one.
Originally launched as a solo project, The Important Stuff now consists of a writer and a photographer.
Do you always visit restaurants as a pair?
Whenever possible, yes. For logistical reasons, the writer occasionally dines alone and then also mutates into the photographer.
What do you write about?
On The Important Stuff, we report on restaurants that have caught our interest because of their cuisine. These are mostly Michelin-starred restaurants, or restaurants with ambitions of earning a star, or whose cooking can potentially be placed on a comparable level.
In the “Episodes” section, we also explore interesting topics and people from the world of food culture through interviews, shorter pieces, and features.
How do you find interesting restaurants?
When looking for exciting restaurants, we primarily rely on the Michelin Guide, as well as on tips from other food obsessives. Since the early 2000s, these recommendations have taken us to three-star restaurants in Europe, North America, and Asia, among other places.
How often do you eat at Michelin-starred restaurants?
Around 50 times per year.
Where do you photograph the dishes?
The photos are always taken during our restaurant visits. As soon as the plate is placed in front of us, the image is captured using the available lighting in the restaurant - without any additional light sources, so as not to disturb other guests.
Do you always announce your visits to restaurants in advance?
Almost always, yes. Before a visit, we are usually in contact with the chef, a member of the restaurant team, or the relevant PR agency in order to clarify all the details of our visit.
Does every restaurant visit result in a report?
No. We report almost exclusively on visits to Michelin-starred restaurants or restaurants with ambitions of earning a star. A substantial portion of our meals at these restaurants is turned into articles and published on The Important Stuff.
Do you pay for all your meals yourselves?
Restaurants that support our visits with press arrangements and visits that we finance ourselves alternate quite naturally. At the end of each article, we disclose whether our visit was supported or not. Support from the respective restaurant can range from reduced-rate to complimentary press arrangements.
Can a restaurant buy a report on The Important Stuff?
No, a report on The Important Stuff cannot be bought. We visit only restaurants whose cuisine we consider interesting for ourselves and for our readers. We decline invitations from restaurants that do not meet this criterion.
Does granting press arrangements have a positive effect on the article?
Whether we pay ourselves or a restaurant supports our visit has no influence whatsoever on the nature of an article or its content.
How do you finance your restaurant visits?
All costs incurred are borne by us.
Can I advertise on The Important Stuff?
There is an opportunity to advertise on The Important Stuff. If you are interested, feel free to get in touch with us via the contact form.
Are you a knife maker, glassblower, or winemaker? Do you make a product that is of interest to chefs, sommeliers, service staff, restaurants, bars, gourmets, or wine lovers? To support small businesses and start-ups, we offer the opportunity to advertise on our platforms at special rates. If you are interested, feel free to contact us via the contact form.
Why don’t you have a rating system?
Our reports are intended to convey the restaurant experience as a whole - but above all, an assessment of the cuisine from the perspective of a very experienced guest. We therefore see the articles on The Important Stuff primarily as experience reports. For this reason, we do not use ratings.
Do you have any further questions? Contact us via the contact form.