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The metaphor of liquid hospitality


A few days ago I knew the sad news of the death of Zygmunt Bauman to the 91 year old, Polish philosopher and sociologist who has been one of the great thinkers of the twentieth century and which has allowed us to better understand many the revolution that is assuming our era.

Coined the term “liquid currency”, a metaphor that perfectly defines the instability of the current time from a political point of view, economic and social. In a framework in which the institutions no longer have strength and confidence for the population, with a scenario in which everything changes very fast and where people increasingly tend more towards individualism oscillating according to the tendency which marks consumerism.

“Our society has made a mandatory part of disaffection vital occupations” It is what Bauman defined as the end of the era of mutual engagement, something that we constantly appreciate within our sector both in the internal relations of the work teams themselves and in the external ones, pitting them against Customers are becoming more demanding, are more informed, but they are less faithful.

He end of the era of mutual engagement

The liquid nature of the relationship which we live It has radically changed the natural connection between restaurants and customers. The power of the relationship has gone digital networks and has become a brutal form this link.

Today it is more likely that customers know the restaurant Twitter user that any of the names of its employees, to move an opinion manifestársela TripAdvisor face looking to the side the manager or cook, even a restaurant has thousands of digital friends who never know, but maybe This is the reality we live has been touched based on liquid modernity Bauman.

And in this changing reality things do not last long, We constantly attend closings and new restaurant openings, virtually no time to settle, to be released or to generate strong relationships with its guests. Customers who change restaurants looking for that new dream experience and become nomads who move from one place to another without setting the social commitment that often generates.

Difficulties to generate real bonds of affection

Fashion makes some restaurants have a very ephemeral success, for a short time and the classics, many of them already disappeared, they have huge difficulty generating, as before, real bonds of affection with new clients.

We live in a precarious reality, changing, unstable, accelerated and constantly being blackmailed affections, a reality that many people may be uncomfortable and would prefer it to be otherwise. Perhaps in this liquid modernity we are witnessing the end of jobs for life, from customers for life and of course, restaurants for life.

“The art of breaking relationships and unscathed them far surpasses the art of composing relations”, Zygmunt Bauman (Poland, 1925-2017)

About the Author

CEO of DiegoCoquillat.com and director of the EscuelaDiegoCoquillat.com, teacher, consultant, lecturer and entrepreneur incorrigible. If you can not find it here, search near the sea. Passion for new technologies and restaurants ... passion for life.



  1. Diego, what book do you recommend of Bauman's work to read before anyone else.
    I see that you have published a large work and I would like to start with the one that best defines your theory on the change in relations between consumers and brands.


    Jesus Alonso Gallo

    • Dear Jesus, although I have not read all his work, as you say it is quite extensive, perhaps his flagship book is “Liquid Modernity”, where he explains the current reality based on his metaphor, I would definitely recommend that you start with this. I would love for you to share your reflections with my readers once you read it.

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