His business plan is far better than the food.
A hip location and popular chef command long lines and high prices. A good bartender and somewhat creative cocktails help.
Salad = dreadful. Browned apple slices under a massive pile of bitter greens with a bacon vinaigrette that tasted like a bottle of liquid smoke are not creative. The favors were imbalanced.
Bibimbap was tasty, with clever fried rice cakes, but the presentation was simple, with everything piled on top. It was almost as tasty as the bibimbap on Korean Air, which was better presented.