On the occasion of the Fête de la Gastronomie,
Badoit Express comes back with French Michelin–starred chef Thierry Marx,
and turns Paris’ famous Rue de Rivoli into a Rue de la Gastronomie!

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Badoit transforms the Rue de Rivoli in Paris into a Rue de la Gastronomie
Badoit transforms the Rue de Rivoli in Paris into a Rue de la Gastronomie
On the menu, a set of recipes drawing inspiration by the Michelin-starred Thierry Marx from the French culinary heritage
On the menu, a set of recipes drawing inspiration by the Michelin-starred Thierry Marx from the French culinary heritage
A unique experience of gastronomy in the everyday life of the inhabitants of Île-de-France
A unique experience of gastronomy in the everyday life of the inhabitants of Île-de-France
A stellar gastronomic ballet all along the car-packed street
A stellar gastronomic ballet all along the car-packed street
The first-ever gourmet traffic jam
The first-ever gourmet traffic jam

PARIS, 20 September, 2013/PR Newswire/- For this second edition, Badoit, the celebrated French brand of naturally sparkling water, created a stir once again on the Fête de la Gastronomie festival, once more hand-in-hand with two-star Chef Thierry Marx. Through an experience that came as a total surprise, the lucky drivers who happened to be Rue de Rivoli, in Paris, have had the privilege to take part in a first-class gastronomic performance!

Badoit Express is back!

Since 1778, Badoit, a naturally sparkling mineral water and a historic brand in the French heritage, has been the ally of Chefs and gourmets all over the world. It is also the ideal accompaniment to all meals…whatever they are! After pulling out all the stops last year by turning the regional train into a gourmet restaurant for the length of an end-of-the-day trip, Badoit raised the stakes even higher to offer a brand-new, unique experience that further emphasizes the significance of gastronomy in the everyday life of the inhabitants of Île-de-France.

“Badoit is historically and intimately associated with the French culinary heritage. It has always been the water that best accompanies meals, whether daily or extraordinary. After the success of Badoit Express last year, we wanted to surprise the French once more in their everyday life, with an even greater new edition. Badoit Express 2 is a unique, unprecedented experience that will enable people to enjoy a moment of relish and sharing around gastronomy, within a context that is unquestionably part of their daily routine: traffic jams”, added Guillaume Millet, Brand Manager Badoit.

The first-ever gourmet traffic jam

Transforming the Rue de Rivoli in Paris into a Rue de la Gastronomie: such is the bold challenge taken up by Badoit and its ambassador, Thierry Marx, a two-star Chef well known to the French who also happens to be the Head of the Mandarin Oriental Paris restaurant and a true Badoit lover. This year, this defender of taste, pleasure and enjoyment round the table will be the President of the Fête de la Gastronomie in France.

Owing to clockwork organisation and flawless logistics, some 1 000 courses were served to the drivers who enjoyed, yesterday evening, the new Badoit Express experience. First came the surprise to notice, at first traffic light level, a cohort of waiters aligned all along the car-packed street. Bottles of Badoit in their hands, they are ready to go all over the street, inviting the drivers to embark on an exceptional culinary journey.

Then came the amazement. Once the cars had passed by the first traffic light, this stellar gastronomic ballet went on until the surroundings of the Place de la Concorde. The waiters thus served, all along the route, the four courses prepared by Chef Thierry Marx.

On the menu, a set of recipes drawing inspiration from the French culinary heritage: first, the “CAESAR SALAD in a wrap, ready to be tasted”, followed by the “VEAL OSSO BUCCO breadstick and its paprika-flavoured crackers”, then the “Beef PASTRAMI PRESSÉ, with its onion sauce”. To finish on a sweet note, travellers were then treated with a “linear reinterpretation of the PARIS-BREST“. From visual amazement to gustative wonder, the travellers were also astounded to see Chef Thierry Marx walking right in the middle of the traffic jam, going from one car to another to collect the views and comments of his fortunate one-time guests.

“In order to take the inhabitants of Île-de-France on a gourmet journey where they expect it least and put a smile back on their faces during an unpleasant yet daily traffic jam, I concocted an exceptional tasting menu specially designed for them to savour it in their cars. A meal accompanied with Badoit water, a mineral water that appeals to me by its natural character and that – through the playful stream of its bubbles – rouses the slightest ingredient in a recipe. I love innovative challenges, and this new, unprecedented gastronomic performance perfectly reflects the evolution of French cuisine and gives us, once again, the opportunity to make gastronomy part of the everyday life of the French people. Today, gastronomy is made available in the streets, and anyone can enjoy it easily! It is this transformation in the very notion of gastronomy that we wanted to express once again through this project”, added Chef Thierry Marx.

A few figures
1,000 courses served
A hundred or so maîtres d’hôtel, spread over the Rue de Rivoli
700 bottles of Badoit handed out
An experience taking place over almost 3 kilometres in the heart of Paris, from the Place de la Bastille to the Place de la Concorde.

Once again, Badoit Express provided an exceptional gastronomic performance that was at the same time ephemeral, novel and free. A breakthrough experience that puts a smile back on the faces of the inhabitants of Île-de-France in their everyday life.

#badoitexpress

ABOUT BADOIT:

Badoit, a natural sparkling mineral water, was born in the small town of Saint-Galmier, in the Loire Valley in France. The location is several kilometres deep into the granite bedrock of the region. The water’s journey in its rock environment gave its natural sparkle, smoothness and unique mineral composition, rich in calcium, magnesium and bicarbonates. Rediscovered in the 17th century, it aroused the interest of Thermal Medicine. As early as 1778, its “appetite-stimulating and exhilarating” properties are recognized by Richard Marin de Laprade, the Honorary Physician of King Louis XVI. With its unique organoleptic properties, Badoit is the perfect accompaniment to any meal. Finely sparkling, intensely sparkling or flavoured, it stimulates the taste buds while enhancing flavours of all of fine meals.

For more information: www.badoit.fr

Press Contacts: AGENCE ELAN

Delphine Hilaire
+33 1 40 89 96 39 / +33 6 29 21 63 78
delphine.hilaire@agence-elan.com
Alexandra Thebaud
+33 1 40 89 96 61 / +33 6 09 61 59 92
alexandra.thebaud@agence-elan.com