Innovation, Experience, and Culture

The world of gastronomy is in constant transformation. More than cooking well, today the great challenges of the sector involve creating innovative concepts, delighting customers with complete experiences, and building strong team cultures that sustain growth. Among the professionals who best represent this vision is Mark Brezinski, a veteran of the U.S. restaurant industry, whose career shows how boldness, creativity, and leadership can reshape an entire market.

I had the privilege of personally meeting Mark Brezinski at the TRA Restaurant Show in Houston in 2025, one of the largest foodservice events in the United States. Beyond the opportunity to briefly speak with him, I also had the honor of signing a copy of his book Forkfight!, in which he narrates the behind-the-scenes of four decades of creating disruptive concepts. Reading his work, combined with that personal encounter, reinforced my conviction that innovation and experience must go hand in hand in the restaurant sector — and that team culture is the invisible glue that makes it all possible.

The first great lesson from Brezinski is the ability to create new restaurant concepts. Rather than merely improving existing models, he always sought what we call the “blue ocean”: unexplored market spaces where competition had not yet arrived. This was how he helped shape the fast-casual segment, now so consolidated in the United States. Creating concepts is not just about menu or décor, but about identifying cultural and social shifts and translating them into original business models. At a time when consumers seek convenience, diversity, and authenticity, thinking disruptively is not a luxury — it is the key to survival.

But innovation only gains strength when it connects with the customer experience. For Brezinski, the restaurant is a show, and each meal should be lived as an unforgettable ritual. This means the customer journey begins long before sitting at the table: it is in the design of the space, in the music that fills the room, in the smile of the service staff, in the stories told through the menu, and even in the ritual of how dishes are presented. In a saturated market, where flavors often resemble each other, what differentiates successful brands is the way they move emotions. Restaurants that transform their operations into theatrical experiences build loyalty and stand out in the competitive landscape.

However, none of this is sustainable without the third pillar: internal culture and leadership. Restaurants that thrive are those able to turn their staff into true brand ambassadors. Culture goes beyond manuals of best practices: it is purpose lived daily, it is recognition, it is leadership that inspires and gives meaning to work. In a sector plagued by high turnover rates, such as hospitality in the United States, investing in organizational culture creates a powerful competitive advantage. Engaged teams deliver not only efficiency but authenticity, charisma, and consistency — attributes that competitors cannot replicate.

Mark Brezinski’s legacy, expressed through his career and in Forkfight!, is precisely this triad that shapes the future of gastronomy: innovation in concepts, experience as spectacle, and culture as the foundation. For consultants, entrepreneurs, and operators, the message is clear: building a successful restaurant requires much more than good cooking. It demands the integration of strategic vision, global creativity, and human-centered leadership.

This is the inspiration I carried home from Houston, after meeting Brezinski and immersing myself in his work. As a Brazilian, with experience at Abrasel and now leading ChefsnBytes in Austin, I believe the U.S. restaurant industry faces an enormous field for innovation. Restaurants that learn to “stick together” these elements — concept, experience, and culture — will not only be prepared to face competition but will become true protagonists of a new era in gastronomy.