Crafting Culinary Success: How Margot Amzallag Builds Brand Identity Through Food
In today’s rapidly evolving market, food is no longer just about flavor; it’s a key storytelling tool that communicates a brand’s values, personality, and aspirations. Margot Amzallag, a culinary consultant with over a decade of experience, has mastered the art of turning culinary offerings into compelling brand narratives. From luxury fashion houses to global streaming giants, Margot specializes in creating food experiences that not only align with a brand’s identity but also captivate its audience. She leads this innovative culinary vision through her catering company, Kismet Paris.
Food as a Brand Language
“Food is one of the most universal ways to communicate,” Margot says. “It connects emotionally, evokes memories, and aligns with a brand’s vision.” Whether designing an elegant menu for a high-end fashion house or curating globally inspired dishes for a tech company’s launch, Margot uses food to tell each brand’s unique story. For Saint Laurent, she adapted their precise branding guidelines to create a menu that mirrored their refined aesthetic, much like recent marketing campaigns by major fashion brands like Rhode and Jacquemus, which use food to evoke deep emotional connections.
Merging Innovation with Tradition
Margot’s expertise lies in seamlessly blending contemporary trends with timeless culinary traditions. When Netflix enlisted her for a movie premiere event for a Dany Boon film centered on the Covid pandemic, Margot designed a menu inspired by viral food trends from the confinement period. She created mini sandwich buns as a nod to the home-baking craze and reimagined the Dalgona coffee trend as both a tiramisu-inspired dessert and a cocktail twist on the classic espresso martini. This thoughtful approach not only evoked shared memories from a challenging time but also underscored Netflix’s role as a global storyteller and cultural connector. As Margot puts it, “Brands are always evolving, and the challenge is ensuring food evolves with them while staying true to their core identity.” Her deep awareness of global trends allows her to craft menus that feel innovative yet authentically aligned with the brand’s vision.
Building Emotional Connections
For Margot, food is more than just delicious; it’s about creating lasting impressions. “Food can spark joy, curiosity, or nostalgia,” she says. “It’s a chance for brands to emotionally connect with their audience.” At HSBC’s exclusive client dinner, she curated a menu reflecting the brand’s global reach and commitment to sustainability. Using locally sourced ingredients and eco-conscious practices, the event underscored HSBC’s dedication to innovation and responsibility, leaving a memorable impact on attendees. Popular dishes included “Charlotte rôtie, crème, tartare d’algue et noisette” and “Tartelette de mousse de petits pois, menthe et grenade.”
The Future of Brand-Centric Dining
As brands increasingly recognize food’s importance in shaping their identity, Margot sees growing demand for meaningful culinary collaborations. “Food is no longer just a supporting element; it’s central to how companies communicate their values,” she predicts. Moving forward, Margot plans to expand her work with wellness and sustainability-driven brands, focusing on plant-forward menus that prioritize health without sacrificing flavor, reflecting the rising demand for mindful dining options.
A Culinary Visionary
Margot Amzallag’s ability to merge creativity, strategy, and culinary mastery makes her a sought-after partner for brands looking to elevate their identity. Through food, she helps companies craft memorable experiences that go beyond the plate, forging deeper connections with their audience. In Margot’s hands, food is more than a meal — it’s a masterpiece that tells a brand’s story, one bite at a time.
