Chelsea Living Room, Crispy Cheese and Caviar
Once a delicacy reserved for special occasions, caviar is now appearing more frequently on restaurant menus and in more everyday dishes. Caviar’s growing popularity is due to consumers showing their love for the salty fish roe on social media and to it being served in new and unexpected ways.
The global caviar market is expected to reach a volume of $688.34 million by 2032, growing at a compound annual growth rate of 7.96%. The increased consumer preference for caviar can be attributed in part to 2020 during the pandemic, when many people turned to luxury foods as a treat during their home isolation.
Edward Panchernikov is marketing director of Caviar Russe, the retail division of one of the largest caviar importers in the United States. He says that in response to the increased demand for caviar, Caviar Russe has launched new initiatives, such as “Caviar 101,” to show consumers traditional and innovative ways to enjoy the food.
“We have seen a significant 15% increase in sales in 2023, which we attribute to several factors: continued interest in luxury home items after the pandemic, the rise of caviar on social media and a growing curiosity among younger generations,” Panchernikov said in an email. “We are pleased that caviar is being embraced by a wider audience. Whether it is a classic combination or a modern twist.”
Caviar is enjoying growing popularity – also due to social media trends
A modern take on caviar, the “caviar bump,” has garnered millions of views on social media. The “caviar bump” involves pouring a small dollop of caviar onto the spot where your thumb and index finger meet and licking it off in one motion. The trend has gone viral on TikTok, where people film themselves trying the bump.
Even restaurants are joining in on the hype and incorporating the trend into their menus.
Nubeluz, an upscale cocktail bar and restaurant by José Andrés on the top floor of the Ritz-Carlton New York, Nomad, offers caviar bumps. The cheeky dish is served as 3 grams of Ossetra caviar for $24. By comparison, the restaurant’s traditional caviar service offers three sizes, with the smallest amount of 28 grams of Ossetra caviar costing $125.
Nubeluz, caviar bump. Photo: Liz Clayman
“Caviar is often perceived as an ultra-luxurious offering. In recent years, the rising popularity of ‘Caviar Bumps’ has allowed us to offer our guests the decadent roe in an affordable way without sacrificing the decadence and exclusivity that define caviar as a delicacy,” said Meg Grace Larcom, executive chef at Nubeluz, in an email.
Perle, a new seafood-focused wine bar in New York City’s West Village, also serves caviar bumps. Christian Rowan, Perle’s owner and executive chef, says the bump makes caviar more accessible, combining something sophisticated (caviar) with something casual (eating it out of hand).
“I love Caviar Bumps because they offer a playful way to enjoy caviar, combining sophisticated elegance with a touch of fun. It’s also a fantastic way to sample premium caviar without committing to purchasing a full ounce or more,” Rowan said in an email.
Creative caviar dishes increase accessibility
In addition to the bump, caviar also appears on menus around the world in other unexpected forms and in different combinations.
The Charleston Grill, vegan black truffle caviar
Anatol, a restaurant in Mexico City, puts a unique Mexican twist on the roe. Their dish “Caviar y Tequila” combines caviar with guacamole, Mexican chili and other traditional ingredients, paired with a specialty, Tequila Blanco from Casa Dragones. The Charleston Grill in Charleston, South Carolina, has created a vegan black truffle “caviar” using molecular gastronomy techniques.
New York City restaurant Chelsea Living Room puts a caviar twist on a traditional bar snack. In its “crispy cheese and caviar” dish, smoked mozzarella is covered in crispy herb panko and garnished with caviar. This fancy mozzarella stick costs $49. “It’s a fun and approachable way to introduce people to caviar and show that luxury can be accessible and even unexpected,” said Dylan Grace, founder of Chelsea Living Room, in an email. “The creamy mozzarella, crispy exterior and salty caviar flavor create a harmonious combination that is both delicious and a great conversation starter.”
Another New York restaurant, Cocodaq, also spices up simple dishes with caviar. Their “24 Karat Golden Nugget” is a $28 chicken nugget topped with Golden Daurenki caviar.
Why high-low food combinations appeal to consumers
This high-low food trend goes beyond caviar, and there’s a reason this combination is so popular. Mixing foods that are traditionally more expensive and reserved for special occasions with something casual is a great way to reach a wider audience. Plus, it makes an everyday meal exciting and celebratory. Restaurants are increasingly offering high-low food combinations to attract customers.
In fact, Cocodaq’s entire menu focuses on a combination of high and low food: fried chicken and champagne. Sparkling wine is considered an ideal accompaniment to fried food, as the bubbles and acidity cut through the fat content. Cocodaq offers a sparkling wine menu with over 100 bottles priced under $100 for guests to enjoy with their crispy chicken thighs and wings.
The $100 baked potato at Bull & Bear
Bull & Bear, one of the best restaurants in Orlando, Florida, recently renovated, and the new menu features a take on the high-low food trend: a $100 baked potato. The sophisticated tuber is topped with gold leaf, Jamon Iberico de Bellota and a dollop of Petrossian Ossetra caviar. “Our culinary team had a lot of fun creating this dish, which puts a playful twist on an otherwise standard side dish,” said Lia Moretti, general manager of Bull & Bear, in an email.
An Italian ramen restaurant based in Montclair, New Jersey, is also hopping on the trend, putting a premium spin on the traditional Japanese noodle dish. During white truffle season (September through December), PastaRamen cooks up a bowl of ramen that includes the pricey delicacy. The $120 ramen is served in white truffle butter and garnished with white truffles shaved tableside. “This dish originated on our omakase menu during our LA PastaRamen pop-up,” said Robbie Felice, PastaRamen’s executive chef, in an email. “I just made it so I could say ‘white truffle ramen,’ and that’s exactly what I called the dish.”
Culinary imbalances prove that opposites attract. The combinations of high and low allow chefs to unleash their creativity while adding something edgy and accessible to menus. Indulging in white truffles or caviar may not be an everyday occurrence, but serving these delicacies in a more casual setting makes them possible. “Pairing something as prestigious and sophisticated as truffles with something like ramen was exactly the kind of distribution I wanted to achieve,” notes Felice.
