Just look at Eleven Madison Park, a restaurant that has over the past few years steadily risen the ranks of the World’s 50 Best list (it’s currently ranked No. 5). As recently as four years ago, it was just an expertly run restaurant, specializing in luxe ingredients, disarmingly warm service, and lovely meals. It got as many stars as it could from every venue that gave them out, but as a New Yorker story last September made clear, to get a high ranking on the World’s 50 Best list, the restaurant had to do something different, so they moved from a standard menu to a “grid” menu in 2010 that was designed to offer diners a greater sense of control over their meals. It ranked 50th on the 2010 list, 24th on the 2011 list, and 10th when the 2012 list was announced in April of that year. In July 2012, the restaurant announced they’d be switching formats yet again, this time to a single tasting menu focused on New York terroir. (Some theatrical service elements that accompanied the meal — long explanations of dish inspiration, for example — got a negative reaction and have been more or less excised.) Did any of these changes make the restaurant “better”? Having eaten there a number of times over the years, this author would say that it’s not really any better or worse — it was and still is operating at the highest possible level a restaurant can. But it doesn’t matter if the changes made the restaurant better: Every time the restaurant switched up its format, it got plenty of accompanying media coverage that let judges know they needed to return to see what was going on.