A Tale of Two Restaurants: The role of the chef in the search for sustainability. Abstract: Restaurants are an integral component of the tourism industry; tourists need food when away from home. The tourist always has options for sustenance, how this choice is made has become complex as it comes down to choosing between ‘the memorable gastronomic meal experience’, ‘the locally sourced gastronomic ethical food experience’ or the ‘fast food/self catering option’. The level of food quality and ethical sources are topics of this chapter. The ideology and perception of two Michelin star quality UK restaurants examined on their sustainability practices and food ethics. This position paper looks at how two restaurants that market ‘British Gastronomy’ as their primary fare uniquely viewed with regard to sustainability and ethical practices. A theoretical model presented positions restaurants according to the authenticity of their brand image and sustainability practices. An argument presented on ranking restaurants within the model and how consumer’s motives affected by sustainability practices and brand image in food decisions. The word ‘authenticity’ is a common marketing tag that restaurants like to pitch describing their experiences is considered in the model. Keywords: Restaurant sustainability, food ethics, food tourism, British food.