Has artisanal become food’s most overused luxury label?

Frozen water shouldn’t cost more, but an artisanal ice cube in your drink does. Supermarket shelves are increasingly stocking artisanal olive oil, coffee, and even crisps. But when did the term evolve from being a niche descriptor into hospitality’s favorite shorthand for overpricing?

In the simplest terms, artisanal food and products pay homage to the artisan, representing skilled craftsmanship, high-quality ingredients, and techniques that tell a story in limited batches. 

It’s not just branding, explains Chef Firas Alzaben, Cluster Executive at Edge Riyadh Al Rabie. “It is rooted in a hands-on, thoughtful approach to food, where attention to detail and respect for the process are just as important as the final product.”

What nobody’s asking, though, is whether artisanal still signifies craftsmanship or has become hospitality’s most effective pricing strategy.

THE SHIFT IS VISIBLE

What began as a burgeoning interest in craft hops, cheeses, and wines has now spawned a billion-dollar industry and introduced artisanal ice cubes, coffees, and more. 

In Dubai alone, the shift is visible across the board. Boutique bakeries charge increasingly for fermented sourdough, and restaurants boast everything from homegrown hydroponic microgreens to house-fermented sauces that you can also take home. 

Somewhere along the way, customers have gone from paying for food to paying for provenance.

“Most people believe they’re making logical decisions, but emotions often lead, and logic follows. Many think they’ve purchased it because of quality, but often the packaging, the wording, and emotion build trust before they look at the details. So people are usually influenced before they realize it,” says Dr. Yasir Shafi of Wellth by Medcare.

But how much of what’s branded as artisanal truly is, and why should customers pay a significantly higher price? 

THE ART OF REGULATING WHAT’S ARTISANAL 

For starters, many terms in this space are used interchangeably. Specialty and artisanal are significant examples, and therein lies the crux of the matter. 

While specialty food promises high-standard ingredients determined by certifications, artisanal now simply risks being a loosely used term to indicate premiumization. 

Aseem Chaudhary, Managing Director, Peppercorn Consulting, says, “The lack of clarity is not accidental. There is no legal definition, no certification, and no recognized authority governing the term’s use. ‘Artisanal’ sits in an unregulated space, which means it can be applied as freely by a multinational as by a genuine small producer.”

“And because it is unprotected, the term has been stretched, diluted, and commercialized. The absence of regulation is exactly what has allowed it to be repurposed at scale.”

Outside mainstream channels, supper clubs and artisanal markets have emerged as promising parallel outlets for producers. Which, according to Laura Richardson, General Manager at The Royal Stables, is a good thing given the success of their latest Artisan Market. 

“There’s a real shift towards buying closer to home, understanding where products come from, and supporting the people behind them. There is increasing interest in curated environments where quality and context are part of the offering, and supporting local businesses is no longer just a feel-good moment but a conscious decision for our country,” Richardson says.

For smaller businesses, however, it’s not just about branding exclusivity but also about preserving cultural stories to share with the community.

Marwa Al Kamil, founder of Tokul, a Sudanese supper Club in the UAE, echoes the double-edged nature of sharing her culture in small, artisanal formats while still catering to mounting demands fuelled by viral consumer trends. 

“Supper clubs can definitely get romanticized, especially because they’re small, personal, and feel a bit hidden. That intimacy can easily be labeled as ‘artisanal’, even when it is not always the full story. I’m mindful of how I use the word in a culinary sense, as it can sometimes make food feel exclusive, like it has to be rare, seasonal, or technically complex. But I don’t see it that way; it can also mean something that’s accessible but multi-layered and deeply cultural. [Ultimately], it’s how the guest perceives it,” she says.

SCALABILITY VS AUTHENTICITY

So, at what point does artisanal stop being a genuine marker of craft and become a branding crutch used to justify higher prices? This is where the contradiction is most palpable. Consumers are leaning into authenticity and handcrafted products, while investors prioritize scaling. And scaling rarely rewards slowness.  

According to Tatiana Laudati, Founder of TLA Consulting, it’s about looking at where the premium is going. “When the margin is primarily captured by the brand rather than passed back through the supply chain, that’s a tell.”

She explains how, while some operators are genuinely committed to craft and integrity, capital increasingly leans into the aesthetic because it works commercially. 

This is where the term begins to fracture against the lack of standardization. For smaller operators, scale could lead to dilution. For larger entities, artisanal language is the perfect bridge to create the illusion of scarcity while operating at scale.

For Chef Alzaben, combining artisanal values with large-scale operations is just a matter of discipline and consistency. “It requires clear systems, strong training, and a shared understanding of standards to ensure that quality is not compromised. The key lies in balancing efficiency with care, ensuring that each dish reflects the same level of thought and precision.

Conversely, Chaudhary notes that this is, in fact, the opposite of what artisanal products truly embody. 

“The moment production becomes centralized, heavily automated, and optimized primarily for margin extraction, the artisanal claim becomes symbolic. The language may remain, but the operating truth has changed. At that point, it is no longer a craft business. It is a premiumized industrial one.”

While gimmicky trends may come and go, this period of volatility, not just in the Middle East but across the world, has highlighted the separation of artisanal practice as a craft rather than a narrative construction.

The next time you aren’t sure about an artisanal product’s authenticity, Chaudhary recommends asking, Who made this? Where exactly? Under what conditions? And how does that tangibly affect quality or outcome?

In a market flooded with commodified authenticity and marketing jargon, perhaps the real luxury is simply in knowing what you’re paying for.