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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, algo que apreciamos constantemente dentro de nuestro sector tanto en la relaciones internas de los propios equipos de trabajo como en las externas, pitting them against Customers are becoming more demanding, están más informados, 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, constantemente asistimos a cierres y nuevas aperturas de restaurantes, 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.

Dificultades para generar 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. Quizás en esta modernidad líquida estamos asistiendo al fin de los trabajos para toda la vida, de los clientes para toda la vida y por supuesto, de los restaurantes para toda la vida.

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

About the Author

Diego Coquillat

CEO of and director of the, 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, que libro recomiendas de la obra de Bauman para leer antes que ningún otro.
    Veo que tiene publicada una obra amplia y me gustaría empezar por aquel que define mejor su teoría sobre el cambio de relaciones entre los consumidores y las marcas.


    Jesús Alonso Gallo

    • Diego Coquillat

      Querido Jesús, aunque no he leído toda su obra, como comentas es bastante extensa, quizás su libro emblema esModernidad Líquida”, donde explica en base a su metáfora la realidad actual, sin duda te recomendaría que comenzaras por este. Me encantaría que compartieras con mis lectores tus reflexiones una vez lo leas.

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