If a successful restaurant concept aims to serve cuisine that inspires respect for its chefs, then, conversely, the hallmark of a successful fast food concept is cuisine that any idiot could throw together.
For the subtext of the business plans of any of Paris' recent crop of fast food concepts - Freddie's Deli, The Sunken Chip, and the subject of this post, Bourse-side haute kebab shop Grillé - is potential expansion. As satisfying as it is to provide tastemakers with baroque tasting menus in twenty-five seat rooms, any restaurateur knows the real money is made with well-branded empires of One Perfect Product : one recipe replicated and varied unto infinity with multiple locations, catering service, O Magazine features, book deals and frozen supermarket versions.
Grillé is a home-run by these standards. You can tell the place is eminently replicable because only way to ensure getting a kebab (or a "grillé," as they preciously have retitled their creation) without a thirty minute wait is to arrive precisely at noon when they open. You can tell because the product itself - a magazine writer's dream kebab, composed solely of luxury name-brand ingredients - is delicious. And you can tell because on the corner of rue Saint Anne and rue Saint Augustin, in its inaugural location, the product is being served and assembled in the most disorganised manner possible by inexperienced jokers.





