1. The importance of the balance of contrasts, in the kitchen and in life.
2. In the art of cooking, design is the “container” which must enhance the contents.
3. Every business should be profitable, but prices have to be fair.
4. Curiosity and observation are the best tools to understand and interpret your guests’ needs.
5. There is an opportunity in each mistake, you just need to look for it.
6. The health and well-being of your guests is a chef’s priority.
7. Every ingredient, from the most humble to the most expensive, deserve the same respect and treatment.
8. Wine must be given its due: not too much, not too little.
9. Never buy food when you are hungry, it will reduce waste.
10. The brand should be easy to remember and have impact.