Homemade: Actually a bad idea?

This is my first attempt at writing a LinkedIn article — full transparency! It was actually my brother-in-law who convinced me to give it a try. Apparently, it’s a great way to boost SEO visibility... so here we go!

And the timing feels right — the new “fait maison” (homemade) decree: what a shame, and such a waste of time.

Obviously, I know my opinion doesn’t carry much weight.

I’m not one of those exceptional fine-dining chefs who have kept French gastronomy alive for centuries — and are now brilliantly reinventing traditional recipes on trendy cooking shows.

Nor am I part of the "tier just below" that includes almost 95,000 establishments in France — what Americans call “casual dining.” These places average under €50 per meal and are deeply embedded in the daily lives of many French people through daily specials and incredible creativity. Regardless of their level, all of these restaurants have been committed players in the industry’s quality push for the past 20 years.

With unwavering dedication and a desire to delight, create convivial moments, craft signature dishes, provide comfort and offer a journey — sit-down dining is still very much alive and kicking.

Nor am I a player in snacking — including bakeries and quick-service restaurants. I’ve been a partner in several restaurant ventures (some of which didn’t work out — not exactly a selling point for a food industry expert). But as the doors of the fantastic Sandwich & Snack Show close, we can clearly see how strong this sector’s presence is in the foodservice industry.

Beyond the "junk food" label critics love to throw around, there are plenty of ways to bring freshness and culinary flair to fast food. And this isn’t some fringe trend — it’s a booming movement.

So, yes — maybe my right to speak is limited. But let’s lean on the idea of “professional experience validation”: I’ve spent nearly 25 years analyzing and advising food and bakery suppliers in France and abroad.

That experience — useful when you're not stuck in the past — is what compels me to write this perspective. And it's supported by current events! I feel especially involved because this all feels oddly familiar — I was invited, back in 2014, by the brilliant GECO foodservice association to take part in the early discussions around the first homemade decree.

Back then, I was younger, as was one of the parliamentary aides — fresh out of elite schools training tomorrow’s decision-makers. I got to present some study findings that highlighted just how misguided the approach was.

It was a bit like talking to your family when your mic’s on mute — that same mild frustration.

And looking back on the past 10 years, I’m not convinced the decree achieved anything. I say that with respect and civic-mindedness for the institutions and people in politics — who, despite their sometimes “oligarchic” reputation, are in this to serve and do their best.

I believe, then and maybe less so now, that the decree aimed to better serve French consumers.

But in practice, we’ve seen more division, confusion, and unnecessary workload for restaurateurs than any tangible results — aside from the general market trend toward higher quality.

Some may argue the 2014 decree played a role in this upscale movement — but we could just as easily say that fast-casual dining had more influence, the way ride-sharing pushed taxis to raise their game.

We can also credit this shift to self-taught chefs, passionate entrepreneurs, and visionary bakery owners who inspire the market to strive for excellence — not to mention food shows, young YouTubers, and iconic food critics like @François-Régis Gaudry or @Emmanuelle Jary.

So, if I had to evaluate this 10-year journey, I’d say: lots of time lost. I shouldn’t complain — as a consultant, it kept me busy with speaking gigs and sold quite a few studies!

Let me emphasize again — this isn’t a criticism of politicians who championed the decree. But it does sometimes feel like a chef named René, mid-meal with a deputy, complains about other chefs reheating vacuum-sealed stew while he’s got three people crafting his veal sweetbreads — and the deputy replies, “Don’t worry René, we’ll take care of it.”

Nothing against anyone named René — but sometimes, policy feels like it’s written over lunch by people who don’t understand the reality on the ground.

Here’s the problem: between the chef who smokes his own salmon and the one reheating sous-vide meals, there are about 95,000 restaurants in between.

Back in the 2010s, a journalist tried to get me to talk about restaurants using only pre-made products. I refused and told him they were a minority. That’s even truer today.

But is it really that bad?

Maybe the goal shouldn’t be to divide, but to unite.

We’ve spent decades trying to draw sharp lines: Fine dining vs. casual. Sit-down vs. fast food vs. bakery.

Yet it’s in the blending of categories that out-of-home dining finds its soul — this increasingly hybrid approach, where the only rules should be around product origin, freshness, traceability, quality, and restaurateur commitment.

From my humble perspective, I don’t think we’re off track. So many restaurateurs, with limited means but limitless heart, are doing amazing work.

Their choices — what to cook, how to cook — are shaped by their resources, clientele, and location.

The industry includes passionate self-taught restaurateurs and classically trained chefs. The self-taught ones realize that cooking well at home isn’t enough — they dive into HR, marketing, communication, hiring the right chef…

Meanwhile, trained chefs honor their roots while evolving, offering incredible €13 daily specials in cozy spots that you probably already know. They blend fresh ingredients, some quality pre-made components, and a unique touch — creating food worth coming back for.

Let’s not forget the market is struggling: rising costs, hiring shortages (especially for second shifts post-COVID), training gaps, energy expenses. But foodservice is resilient. These challenges aren’t new — they just evolve.

It’s time to embrace “Restoration 3.0”: no more black-and-white rules about what’s “real” cooking. The real goal is joy and indulgence.

Tastes have changed. Young consumers aged 18–25 eat differently. They’re influenced differently. That means new criteria define a “good” restaurant — ones rooted in respect for customers, values, and experience.

Especially in sit-down dining (but also in quick-service), it’s not just what’s on the plate — it’s the whole experience.

Even for restaurants that don’t do 100% homemade — they still face the challenge of creating atmosphere, service, cleanliness, Instagram appeal… All of it matters.

Imagine the everyday dialogue:

“Did you have a good night out?”“Yeah, it was amazing.”“What did you eat?”“Not sure… but it was delicious, and the vibe was great!”

So maybe the government isn’t the real referee anymore.

Yes, they should regulate freshness, origins, traceability. But this new Restoration 3.0 needs new markers.

And the true judge? The consumer — you and me.

People who dine out regularly. People whose opinions now hold weight. People who review on social media. People who binge-watch Top Chef and fancy themselves anonymous Michelin inspectors.

Twenty years ago, consumers had no voice. Today, their opinions can make or break a restaurant.

Maybe we don’t need more regulation — just a simple label, with rules observable from afar. The rest will follow naturally: consumers will avoid places that don’t meet expectations.

More than 90,000 restaurants — plus bakeries and fast food — would be affected by this decree. And as journalist @Paul Fedele pointed out, that’s a bit absurd.

I’m under no illusion that this article will change anything — especially since I wrote it without my friend ChatGPT’s help!

But the show must go on — especially with the Olympic Games bringing fresh opportunities.

And I’ll keep celebrating those restaurateurs who deliver joy, even in tough conditions, keeping food from becoming just another transaction.

Let’s not forget — only one-third of our meals are eaten outside the home. That means two-thirds are still up for grabs.

Out-of-home foodservice is bound to grow — whether my SEO does or not. And if no one reads this except my brother-in-law, that’s okay.

It just felt good to write it all down. Because when you see real danger ahead in your industry, it’s legitimate to speak out.

Thanks to the Leaders Club and the team at Métro Halls for encouraging me this week. They confirmed that my thoughts made sense — and gave me the push I needed to publish them.