Mark Miller on Food as the Ultimate Intellectual Exploration (Ep. 18)

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Mark’s chile poster

On the best Asian cities for food

So, food worlds. I’m very interested in how you think about food worlds and this contrast between the food worlds of China, Japan, Tokyo, and South Korea. You told me you thought Seoul had the most interesting and creative food world of those three. Tell us why you think that.

On chiles

COWEN: Let me ask you some questions about chiles: the area where you’ve probably had the greatest impact of all food areas.

On best regions for eating in Mexico

COWEN: In Mexico, where is the best region to eat?

On things under- and overrated

COWEN: We now move to the underrated versus overrated segment of the talk. You’re free to pass on any of these, but I’ll just shoot out a few things. You tell me if you think they’re underrated or overrated.

The problem with every big food company, not just Chipotle, is you have 2,000 restaurants. You say you’re cooking the food, but the food comes from two plants…Are you actually cooking the food, or are you manufacturing it? I think every big food chain is probably going to face this gestalt of where, if you’re cooking, you can’t be a chain.

COWEN: You don’t need brands, right?

On palate coaching

COWEN: Now you teach classes in tasting appreciation; is that correct?

Next time you eat a hamburger, just put it upside down. Take your favorite hamburger from your favorite brand and put it upside down. You’ll see that it eats completely different.

If we have, for instance, a hamburger; that’s something simple. Six layers in a hamburger is 36 possibilities of eating it. Next time you eat a hamburger, just put it upside down. Take your favorite hamburger from your favorite brand and put it upside down. You’ll see that it eats completely different. All the fat receptors are now in a different mode. It’s almost like turning something to a mirror. The experience and expression of it is completely — people don’t think that food . . .

On supertasting

COWEN: Sometimes I wonder about this. You are what, in my opinion, what is sometimes called a supertaster. You can taste fine gradations and different flavors and items a level beyond how much other people can. Even people who might call themselves foodies. Right? You have some special sensory ability.

Q&A with Megan McArdle

COWEN: Thank you for those wonderful remarks, Mark. With that, I turn the questioning over to Megan McArdle of Bloomberg.

I think that our model in the United States because of the real estate and economics of it is completely wrong. I think that a chef should open a restaurant at 10 seats; I think he should charge $100, and I think he should make $150, and he should not pay rent. Or have labor, or have overhead, or costs.

MILLER: I think fast food . . . I think that our model in the United States because of the real estate and economics of it is completely wrong. I think that a chef should open a restaurant at 10 seats; I think he should charge $100, and I think he should make $150, and he should not pay rent. Or have labor, or have overhead, or costs.

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A podcast in which esteemed economist Tyler Cowen engages with today's most underrated thinkers in wide-ranging explorations of their work, the world, and everything in between. For new episodes, visit conversationswithtyler.com/episodes.

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