Back on May 23rd, 2016, Barack Obama and Anthony Bourdain, with their sleeves rolled up, top buttons unbuttoned, shared a small intimate table in a crowded, sparsely decorated dining room in the bowels of Hanoi. The photo capturing these two men became an instantly iconic image, with Bourdain tweeting poetically, “Low plastic stool, cheap but delicious noodles, cold Hanoi beer.”
Vietnamese Foodies in JLT is the sort of place you could expect to find Bourdain and Obama sharing a meal together.
However, VF position themselves as ‘Authentic Health Food,’ which got my Spidey Senses tingling straight off the bat. Authentic is such a dangerous word, often misused and overused. A bit like truffles, if you follow my Instagram feed. If you don’t, you should. When companies use the word authentic, it sets off all kinds of alarms. If you have to tell me you’re authentic, then are you really? We have this thing called instinct. When our gut feels like something is off, it tells us. Surely it is the customers prerogative to determine the level of authenticity?