Plamen Georgiev: The Most Important Thing Is the Guest Experience

Today we’re introducing you to Plamen Georgiev, a graduate of HRC Culinary Academy and sous-chef at the two-Michelin-star restaurant Brut172 in the Netherlands. He opens up about his time as a student, his internships abroad, and his climb up the culinary ladder through perseverance, discipline, and talent. His work led him to one of the best restaurants in the Netherlands, and Plamen believes that success lies in the details and in caring for the overall experience of each guest.

Why did you decide to study at HRC Culinary Academy?

I always wanted to cook in a professional kitchen. Some time ago, I had a colleague who was an HRC graduate, and that’s how I learned about the academy. He told me about the internships abroad, which was exactly what I wanted—to work at such cool places. From everything I read about the academy, and everything I heard from HRC alumni, I realized this place would be a springboard for me.

Tell us what you enjoyed most from time at the academy.

It was a lot of fun at the academy—we only had good moments. I don’t remember a single day when it felt like school. All the classes were workshop-style, always very interesting, with no stress or pressure.

Today I live a very good life thanks to graduating from the academy.

Did you have any cooking experience before joining HRC?

I had about 3 years of experience before enrolling. I hadn’t worked in famous places, but experience is experience. I firmly believe it doesn’t matter where you work—different types of restaurants teach you different things. After years in various restaurants, I can say that you can learn even more from an ordinary restaurant.

Why did you choose this profession?

I come from a family of cooks. My father was a chef in Belgium for many years, and my grandmother was still active in the kitchen until two years ago. Cooking always came naturally to me. Mainly, it’s my personality that led me to this profession.

Tell us how you ended up at Brut172?

I was initially a sous-chef for a well-known chef in the Netherlands. I came to work for him, stayed on, and he promoted me quickly. After a while, the restaurant no longer fulfilled me. I shared that I wanted to work at a higher level and expressed my gratitude for everything I’d learned from him. I was his right hand—he passed on all his knowledge to me. Then he asked me which restaurant I wanted to work at in the Netherlands, and I named Brut172. After one phone call from him, I had an interview the next day.

What does your work as a sous-chef involve?

I have to be everywhere. You’ll mostly find me at the pass. I’m fully in charge of the garde manger station—that’s my zone—and I also have interns. Every preparation must go through me for approval, and when the head chef isn’t around, I’m entrusted with full responsibility.

How do you maintain high standards of service and organization?

The restaurant seats 40 guests, and we serve both lunch and dinner, so that’s 80 guests a day. You have to be very well-organized to manage. The team is very strong and family-oriented—everyone helps everyone. Without that, we wouldn’t be able to maintain our standards.

In this type of restaurant, it’s not just about the food—it’s about the entire guest experience.

It’s about the welcome, what the guests see when they enter. In such restaurants, with such teams, the food is guaranteed to be good. The key is focusing on the guest experience—from the first bite and the champagne to the garden walk where we grow our own herbs.

What motivates you most in your daily work?

What attracts me most is the organization—everything is clean, orderly, and looks the same every day. Also, seeing how impressed people are by what we do. Of course, they don’t realize how much work we put in daily—sometimes 16-17 hours.

Despite the fatigue, you keep going, and at the end of the day, when you relax, you know it was all worth it.

What is the most important lesson you’ve learned?

The biggest lesson I learned at this restaurant is our chef’s philosophy—to be as close to the guests as possible. Sometimes chefs greet the guests, talk to them, even serve them. I learned that it’s important to connect with people and make them believe in your idea, in what you do. Before, I worked in typical places where the front and back of house were completely separate. But in this kind of restaurant, it’s a holistic project. Our role is to give guests the most special day of their lives when they come to us.

What advice would you give new HRC students?

I’d tell them to follow their hearts—everyone is different, with different mindsets and mentalities. Some people can’t handle the pressure. Others are resilient and unfazed—for them, it’s a normal lifestyle.

The only advice I can give young people is to do everything with professionalism and love.

Even if it’s just a sandwich—make it delicious and worth eating. The most important thing is to find balance and feel good, because health is a priority. They should try to preserve themselves, so they don’t start strong and burn out quickly.