The ABCs of Using Simpler Language
Celebrity chef Jean-Georges Vongerichten was no doubt pleased with the New York Times’ two-star review of his latest New York restaurant, abc cocina, on July 31. But whoever wrote the description on the restaurant’s website may have cringed, since food critic Pete Wells questioned key passages. The review serves as a reminder why concise wording usually makes better business sense.
Here’s the abc cocina website content that Wells parsed:
abc cocina & michelin star chef Jean-Georges Vongerichten welcome you to our modern global exchange celebrating local craft and international culture, a fusion of tradition and innovation uniting yesterday and tomorrow. Experience the vision of abc home curation, a romantic and mystical atmosphere and succumb to a dynamic love affair with an eclectic and enchanting cuisine.
Here are excerpts from Wells’ reaction to that description:
“If that gives you a vivid picture of what’s in store for you at this three-month-old establishment, stop reading and use the free time that now stretches out before you to do something nice for a stranger. If, on the other hand, you found a few passages somewhat hazy, I’ll be happy to do my job.”
“This “modern global exchange” is what we critics like to call a “restaurant.” “International culture” must refer to the menu. I could see how it might be romantic and mystical if you are sexually attracted to gelatinous sea creatures. As for “dynamic love affair,” you are going to have to ask Google. I have absolutely no idea.”
Writing in a “can you top this?” style isn’t unique to the restaurant industry. Overuse of buzzwords also appears to be the rise, and we see frequent evidence across categories, from media to design to travel. Yet clear, simple language is preferred for these five reasons:

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