The Icelandic cases

3.2.1 Friðrik V

The restaurant Friðrik V was established by Friðrik V Karlsson and Arnrún Magnúsdóttir (Friðrik‘s wife) in 2001, and they are the main owners and they run it. The restaurant offers modern European cooking based on local raw materials. The owner-manager (and founder) has been instrumental in creating a community of local food providers in the Akureyri area,

including hotels and restaurants as well as suppliers. In 2007 the restaurant got the 2007 New Nordic Food Diploma. In 2007 Friðrik V moved into a historic building in the city centre which had been rebuilt from scratch for the restaurant. In the building there are, along with the kitchen and office area, the main dining area, a designated group dining area and a bar area. The dining and bar areas are open in the evening every day of the week. On the lower floor there is a gourmet shop that is open during the day and where lunch is also served. The cooking methods are European with connection to the Mediterranean and Scandinavia. The menu is seasonal, but small changes are made each week. The most popular menu is the set (surprise) menu. It‘s usually 7-8 courses, with, or without wine. This menu is changed daily depending on the availability of raw materials. All people at the same table get the same set menu but not necessary everyone in the restaurant.

The inspirations for the food come from all over. Restaurant is closed in January and the chefs go somewhere to get new ideas, mostly from abroad. Inspiration is also sought from traditional Icelandic dishes.

The experience being sought is that the guest should feel special and at home. The service is not strict and you should feel that you are visiting a friend or someone you know. Friðrik tries to visit all tables at least once during the evening to greet and tell customers something about the food.

Internet address: www. Friðrik v.is

3.2.2 Fjöruborðið

Fjöruborðið was established in 1997 and the current owner-managers acquired the restaurant three years ago. Róbert Ólafsson and Jón Tryggvi Jónsson own and run the restaurant. Róbert graduated as chef from the Culinary School in Reykjavik in 1994. He has a diverse work experience in all kinds of restaurants, from American food to fine dining in Iceland, Germany and the U.S. He has run kitchens in two restaurants. Jón Tryggvi graduated as a waiter from the Culinary School in Reykjavik (1993) and hotel & restaurant school in Denmark. He has diverse work experience in Iceland, France (Paris), and the U.S. He has been hotel manager for a couple of hotels in Iceland, both in the countryside and in Reykjavik. Jón Tryggvi comes from the area around Stokkseyri.

The restaurant offers a simple menu (mostly based on langoustine) based on local raw materials. The concept behind the food can be explained as fresh, simple, and local. The experience sought of is authenticity. The menu is fixed with very few courses, mainly langoustine. The langoustine is local to the southern coast of Iceland. The restaurant has three dining spaces, each one appropriate for groups of different sized. The smallest one is for very small groups (couples or families) and the largest for large groups of tourists.

Around 40% of the customers come through travel agencies in Reykjavik or larger companies and around 60% are drop-ins or customers finding the restaurant themselves. Weekends are usually small groups of friends for a special occasion. Now more customers asking for a la carte seats, i.e. the smaller dining space.

Internet address: www.fjorubordid.is