I am very partial to a grand continental café. A classic of the kind is the Cafe Romand in Lausanne (below), its unchanging parquet-floored, wood-panelled interior a place where old men still come to pass the afternoon with a paper and coffee, and grandes-dames take afternoon cakes. In the evenings it serves fondue in traditional ceramic caquelons. It is immensely popular, a local institution, even though it’s a youngster, dating only from 1951. I’ve been an occasional customer since the late ’80s, and it is one of those places that somehow move with the times without ever changing.
Then there is Schiesser, an institution in Basel dating from 1870, another darkly-panelled tea shop on the upper floor of the eponymous confisserie opposite the town hall. Proper black-and-white-dressed waiters still prevail here, and the heiẞe-schokolade most definitely comes not out of a Cadbury’s tin.
Swiss cuisine doesn’t have a particularly high profile abroad, partly perhaps because it, like the country itself, is so heterogeneous. The obvious features are fondue and – of course – cheese in general, together with the increasingly-known raclette and rösti. Like the country itself, the diet is a sometimes-perplexing mix of Germanic, French and Italian influences, which can crop up in disconcerting combinations. But there are also delicacies such as filets de perche, which have almost cult status on Lake Geneva. And we shouldn’t forget the fresh apricots and peaches, and the wine, even though it is something of an acquired taste, and not widely available elsewhere.
Food is done with the same care that the Swiss attach to most things – and they don’t forget the importance of the visual, either. Their food is tasty, and often cosmopolitan, but the thing that really stands out is that it is so enticingly presented.
Visiting food shops in Switzerland is a feast for the eyes even if you don’t purchase, and this is something else that to me gives the place a solid sense of well-being that is often lacking in Britain (and sometimes elsewhere). Sorry, but Greggs is just not the same. Somehow the Swiss manage to make their food outlets classy without being elitist, in a way that even their neighbours often fail to match – and that is saying something.
Britons might consider the approach quaint; there are still quite a few restaurants where waiting staff are traditionally formal, and even on the trains one still eats off crockery with proper cutlery. Old-fashioned, or simply maintaining high standards? There are plenty of street-food stalls of course, but the things that really appeal to me are the more solid outfits.
A much-missed attraction in London is the Swiss Centre in Leicester Square, which used to contain a Mövenpick Marché self-service restaurant in its basement – a bit like a culinary version of an IKEA marketplace, only much tastier. One could, for a while, imagine that one was in Bern or Zurich, and it was (presciently) where my wife and I went on our first date.
Mövenpick is a reputed Swiss brand, which covers restaurants, hotels and more. For me, its crowning glory is its ice cream, which unlike the company’s other offerings can be found scattered (thinly) across the U.K. I most recently came across it, bizarrely, on the menu of a pub in deepest Cambridgeshire. Recommended.
Even department stores and motorway service stations get in on the act as foodie destinations. While the up-market Globus might be expected to have a seriously sexy food hall, even the more mid-market Manor offers its own Marché. One proceeds with tray to various ‘stalls’, from which to mix and match salads, patisserie, fruit smoothies and more, or to have various dishes cooked while one waits. To top it off, the store in Basel has a great roof-top terrace, where one can park for a good while, looking out over the city.
But I suppose we must inevitably come to chocolate. Forget Nestlé. An up-coming company is Läderach – first founded in the 1960s and producing superb chocolate. While Britons at last seem to be learning a serious chocolate habit (for which, sincere thanks Hotel Chocolat) this is on a different level entirely, with comparable prices; good chocolate is not a cheap commodity, but then a small amount goes a long way. Once again, the Swiss elevate an everyday transaction to the level of serious luxe; it is also rather more grown-up than Hotel Chocolat’s sometimes-gimicky presentation. It is noticeable that this brand has been expanding vigorously in recent years, and has now spread to several other countries, though not yet the U.K. It is possible to order online, and they do seem gradually to be addressing their shipping costs.
I suppose it is possible to argue that presentation doesn’t make any difference to the product. But I think it does: if it is true that consumers are shifting their spending from goods to ‘experiences’, then presentation and quality of service are part of making the purchase of something into a feel-good experience. It is something that too many retailers in Britain seem not even to begin to understand. I might have been tempted to suggest that large chains simply aren’t capable of delivering such experiences – but the Swiss show that to be incorrect, too.
As I wrote in my previous post about Morges, Swiss streets seem to be little-harmed (as yet?) by the online shopping revolution, certainty compared with the free-fall being seen in the U.K. Maybe that is because they understand (or just care) more about these matters.
The proof of the theory is in the eating.