Medium Raw

In the unforgiving restaurant universe, having a good idea is one thing. Executing that idea is harder. If you’re skilled enough and lucky enough to succeed in realizing that idea, the challenge becomes keeping it going, maybe even expanding on it, and ultimately (and most vitally) not fucking it all up somewhere along the way. Perhaps the most remarkable thing about David Chang’s growing empire is that he did fuck it up. Twice. And that fucking up was—in each case—absolutely essential to his success. His first restaurant, Momofuku Noodle Bar, was supposed to be just that—a joint selling noodles. His second, Momofuku Ssäm, was a far more knuckleheaded concept—a place intended to sell Korean burritos. It was only when Chang and his team, looking certain doom in the face, threw up their hands and said, like a baseball team sixteen runs down in the second inning, “What the fuck…let’s just do the best we can. Let’s try and have fun,” that he twice backed into the pop-cultural Main Vein. Noodle Bar got famous for everything BUT the noodles. And nobody orders the burritos at Ssäm.

He’s famously consumed by his restaurants—and where the whole circus is going. See him on TV and you’d think the man shell-shocked, an impression he reinforces with shrugs and a guilty, confused-looking “who, me?” smile. But somebody’s keeping the train on the tracks. And somebody’s cracking the whip, too. He is subject to notorious rages. People who’ve seen them for the first time have described them as “frightening,” “near cataleptic,” and seemingly “coming from nowhere.” These episodes often culminate with Chang punching holes in the walls of his kitchens—so many of them that they are referred to, jokingly, by his cooks as design features. He suffers periodically from paralyzing headaches, mysterious numbnesses, shingles—and every variety of stress-related affliction.

He knows very well that he’s walking a high wire in front of the whole world of food wonks—and that many of them, maybe even most of them, would be only too happy to see him fall face-first into a shit pile. It is a characteristic of a certain breed of high-end foodie elite that they secretly want the place they most love to fail. Killing what one loves is a primal instinct. “Discover” an exciting new place, a uniquely creative chef in an unexpected location. Tell all your friends, blog gushingly about it. Then, months later, complain that because of growing pains, or because “everybody goes there now,” the young chef couldn’t handle the pressure, or that, simply because of the passage of time, the whole thing is “over.”

It’s great to say you ate the best meal of your life at the French Laundry. It’s a far rarer distinction to be able to say you ate at Rakel, Thomas Keller’s failed restaurant in SoHo, “back in the day”—and even then, recognized his brilliance. When Rakel closed and Keller left the city, it made for an instant Golden Era, a limited-edition experience that nobody can ever have again at any price. Unlike England, where they often build you up just so they can enjoy the process of tearing you down, people who genuinely adore and appreciate what you do as a chef are, at the same time, instinctively waiting for you to fail. As well, there’s the age-old syndrome common to fans of musicians with passionate and discerning cult followings. When the objects of adulation are crass enough to become popular, they quickly become a case of “used to be good.” As a devoted music fan himself—the kind of music nerd for whom listening to Electric Ladyland on vinyl is pure crack, and who gets most excited when indie musicians few others have heard of come to his restaurants—Chang is familiar with this auto-destruct impulse. Other chefs under that kind of scrutiny—the guys who’ve been around longer, stayed on top year after year—tend to deal with the problem laterally, through a subtle combination of good intelligence work and a continuing attention to the care and feeding of those who might, someday, hurt them.

Chang tends to attack the problem head-on, telling any and all—probably before it occurred to them—that yeah…things are very probably going to turn to shit any minute now. Only way one can react to that is with a gnawing suspicion that one should Eat Here Now. Much of what makes David Chang such a compelling subject is the ease with which one can imagine him as the protagonist of a neat, Icarus-style morality play. It is hard to imagine, meeting him, that he will not crash and burn. One Web site even has a “MomoWatch,” a regular newsfeed dedicated to tracking developments in ChangWorld—hour by hour, if need be.