Financial success is just one of the metrics used to determine whether a new investment or partnership is right for Noma, and it often isn't the top concern.
How does one of the best chefs in the world keep from falling into the routine of his own success? By challenging the notion of a restaurant, tirelessly iterating on new ideas, and working hard to push himself well out of his comfort zone.
It's clear that Redzepi's stints in Japan, Australia, and Mexico have been crucial in helping him develop new ideas. The new Noma will be very different to old one, but that's a good thing.
Tourists plan entire trips around food with increasing frequency. This has changed the idea of a restaurant as travelers seek immersive dining experiences outside of the traditional seated dinner.
As more travelers have realized that dining is truly an experience in its own right, more restaurants and travel companies are pursuing innovation and creating unique dining experiences around the world.
Despite the rise in user-generated reviews and the rise of great restaurants that don't fit into the "fancy dining" model Michelin celebrates, the brand's Red Guides still drive the discussion (and bookings) in dining whenever a new edition is published.
Considering how many restaurants end up giving diners food poisoning every day, it's a bit unfair to call out Noma. But with great power comes great responsibility.