Nelson restaurant Le plônc has caught the attention of locals following an eye-watering burger price tag.
For most restaurants, NZD 2500 would be an excessive amount to charge for a burger. But for Nelson restaurant Le plônc, it goes beyond the traditional concept that most customers would expect.
Having partnered with local artist Lee Woodman, Le plônc has entered the local Burger Nelson Tasman competition featuring burgers from over 20 local venues.
Le plônc’s entry, Out of Reach/French Kiss, has been described as a flame-licked ballotine of ox tongue and cheek with triple-cream cheese, drowned in sour cherry BBQ sauce, combined with two black garlic brioche buns.
The chef behind the creation, Ko Westbrook, said the entry was a bit “tounge-in-cheek” and “a bit cheesy”, but the intention behind it was to support fellow locals. The entry was described by Woodman as a gutsy move, especially in a conservative place like Nelson or any other provincial town in New Zealand.
Both Westbrook and Woodman wanted to explore the concept that what customers really want is somehow ungraspable, and said the burger, in a way, reflected the constant saturation of advertising in modern life.
Woodman’s contribution to the entry came through an art installation on display in the restaurant. His choice was to showcase the classic Pepper’s Ghost theatrical trick, which shows a flickering, phantom burger to the public.
Hospitality New Zealand believed that there was no denying the entry was creative, and it has certainly got people talking. The competition has been designed to encourage foot traffic, support local businesses and offer a point of difference for customers. It is also an opportunity to highlight the many different hospitality businesses in the Nelson and Tasman areas and showcase the best of local produce.
Le plônc said that the photograph advertising the burger was legitimate and that one had already been made, instead calling it an investment for the restaurant and a dish that required serious work for the restaurant to prepare.
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