Culinary communications · Barcelona
Some restaurants deserve more than a review.
I am Jordi Luque, Senior Culinary Attaché at Bon Vivant, the global gastro embassy. The work is culinary diplomacy: I represent chefs, restaurants, bars, wineries and hotels across four continents, and I make certain their stories reach the people who ought to hear them.
Strategy, international press, and the moments that make a house impossible to ignore.
A client snapshot
What I do
Excellence is not self-evident. It has to be explained, and it has to be explained to the right people.
A great kitchen can run for years without the world noticing. My work is to close that gap: to find the argument a house is actually making, and put it in front of the writers, editors, voters and guests who can carry it further.
I.
Narrative and positioning
Before a word is written, we agree what the house stands for and where it sits in the world. One master narrative, usable by everyone from the press office to the person answering the telephone, and honest enough to survive a sceptical journalist.
II.
International press
Placement in the titles that matter, built on relationships rather than mailing lists. Bon Vivant speaks to a network of more than 1000 writers, editors and voters worldwide, and I know which three of them are right for your story.
III.
Press trips and collaborations
A journalist who has walked your forest writes differently from one who has read your press release. I design and run press trips, four-hands dinners, star chef world tours and festival appearances, from the first invitation to the last thank-you note. Behind every one of them sits an embassy that has seated more than six thousand diners around the world.
IV.
Awards and recognition
Guides and lists reward houses that are understood. Submissions, voter relations and the long, patient groundwork that puts a restaurant in front of the opinion makers, done without ever pretending that any of it can be bought.
Selected work
See everything
Epicurus
A jazz house that also happens to be a very good restaurant. From opening to Forbes, Euronews and a four-night Prince tribute with his own former chefs.
Knystaforsen
A Michelin-starred restaurant in a forest, cooking only with fire. Press trips built around the river, the forager and the birch wood, because that is the story.
Lasarte
The first house in Barcelona to hold three stars. The same three people have run it since 2012, and above the dining room sits Il Milione, eight seats and a menu that exists nowhere else.
Also, and always
Books and classrooms.
Communications is the day job. Writing and teaching are the discipline behind it. I am the author of several books on Spanish and Latin American gastronomy, among them Vinos Libres, named the world’s best wine tourism book at the Gourmand World Cookbook Awards 2023, alongside Nueva Cocina de Pueblo, Kao and México de Ida y Vuelta, all published by Planeta Gastro.
I teach culinary history at the Hofmann Culinary and Hospitality School in Barcelona and at the Madrid Culinary Campus, and I write on food and drink for FEAST Journal, Beber Magazine and El País.
Tell me what you are building.
Whether you are opening, reopening, rethinking or simply tired of being the best-kept secret in town, I would like to hear about it.