I’m a food blogger not a food blagger (or why there’s no such thing as a free lunch).
“ And yes, I’ve gone off on one, like a wet-lipped food blogger angling for a job,”
A recent line from Jay Rayner. He doesn’t like bloggers who review food without paying for it.
The whole storm in a teacup about freebies started before I went off to a conference a week ago and I was a little surprised to see it still rumbling on. Here’s a link
People have been suspended from Twitter, articles have been written, a few tweeps have got on their high moral horses.
As I’m not in the market for Twitterspats I thought I’d wade in on the blog, with my take on it. I’m only talking about food bloggers, not professional critics. Their paymaster is the paper, not the restaurant and it’s an entirely different dynamic.
I didn’t get into blogging to get freebies. I didn’t do it to suck up to PRs or chefs. It developed naturally and became a thing, in a way that I hadn’t anticipated.
Why do I blog about restaurants? It wasn’t planned. I reconnected on Twitter with a PR who specialises in legal and we started to do some work together. My aim was to raise the profile of my firm with potential clients and to help with recruitment.
I started to write some articles. Some aimed at lawyers, some at the property industry. But having written only lawyers’ letters and reports on title for the previous twenty-odd years, I was rusty.
I started with a few hotel reviews and moved onto food. And then The Lawyer magazine said it was looking for lawyers to write about restaurants. That gig had my name on it. I’d done half a dozen or so already on my own blog, so I volunteered. I’d turn up, eat, and review. No one mentioned money.
I wrote what I wanted, because I thought the Lawyer was paying. It became clear to me, as time went on, that it was actually the restaurants, through their PRs, who paid for the meal. I was taken aback. It was my first exposure to the whole ‘you scratch my back’ PR world.
But I didn’t have to think about it too hard because my contact at the Lawyer left shortly after that and the reviews stopped. But I’d enjoyed doing them so much I just carried on for my own pleasure. And clients and contacts had started to notice them and it had become a bit of a talking point.
So I carried on eating, putting on weight and posting. I gained a bit in confidence and then someone tweeted about the London Blog Leaderboard, on the Urbanspoon site. I’d never heard of it. Food blogs, ranked by popularity i.e. page views. You link your blog to it and then people are directed to your blog from its site
I started at an embarrassing number 272 out of 650. I’m competitive, so I started to work out what I had to do to improve my ranking. I think that to some degree it was a form of escapism: from the pressures of my job and from dealing with the aftermath of the grief I felt at the death of my father.
I started to do a bit more reviewing and noticed my rankings going up. I can’t say I wasn’t influenced by it, because I was and for a while in a slightly unhealthy way. But I wasn’t prepared to go to places I didn’t really want to visit and I’ve got a demanding day job.
And I wanted to increase my exposure to lawyers, so I thought I’d go back to The Lawyer and offer them a weekly review, at my own expense. They agreed.
Doing more reviews, I started to connect with people on Twitter who were involved in restaurant PR. It was great because I could find out the latest openings and could engage with others who were as food-obsessed as myself. And then, I’m not sure why, I started getting invited to some PR-organised events. A meat demo at Smiths of Smithfield, where I met some food bloggers was the first such.
I hadn’t really understood the whole blogger/pr thing really but I knew I was expected to write about the event. Thing was, I didn’t enjoy it. So I wrote to the PR, thanked her and told her the truth. I didn’t write it up. She was very lovely, but I suspected I’d broken an unwritten rule. And I’d felt pressured. And I looked at blogs from some of the other guests. They’d clearly had a different experience. Cynicism was starting to creep in.
Not long after, I got an invitation to a dinner at Brasserie Zedel, from Jeremy King himself. I was a bit surprised when it turned up in my inbox as I didn’t know anyone of that name and assumed my spam filter had failed. But he’d asked a well known PR chap to do a social media campaign and I’d been identified. I don’t know why. Maybe Urbanspoon. I hadn’t been to Zedel and I had a really interesting evening, chatting to King and Corbin, the owners.
There were all sorts of interesting people on that table, some of whom I subsequently discovered to be within what I believe to be a blogger clique. I spoke to them as I would to anyone else. Some were warm and welcoming but others were decidedly cool. It was my first intimation of a blogger hierarchy.
I didn’t write about that meal: that wasn’t the point of the evening. I did, however, go back shortly thereafter and write about it. Was I influenced by the fact I’d met the restaurateur? A little. The thought of him reading anything negative was a deterrent to writing in my usual sarcastic tone. Not that I had anything particularly negative to say. Same with The Wolseley. The fact that I’d had a personal interaction with the owners was impossible to ignore.
And a few months later, a food blogging lawyer referred a PR to me as, he couldn’t do a review she’d asked him to do. It was a place I knew well, one I liked, but didn’t love. I agreed, despite my misgivings. I went and reviewed. The owner didn’t leave us alone all evening. It was embarrassing. The meal was fine. I blogged it and disclosed the fact that it was paid for. But I felt constrained. I could feel the eyes of the owner on me. And I didn’t feel free to write as I wished.
And I met a PR chap later and we had a conversation about that whole blogger circuit and I intimated that I’d quite like to be invited to new openings. It wasn’t for freebies. It was because I felt left out.
And then the final straw. Asked by that PR I’d had the conversation with to blog a new opening, I agreed. I think, if I’m honest, I’d wanted to get in with the in-crowd, you know, that little group who seem to go to every opening and to be leading more interesting lives than your own, like the cool kids in the playground. I’m not proud of that.
But it was truly awful. It was a complete waste of my time and I didn’t write anything about it. And there was a lot to say. So the next time that PR asked me, this time to a new opening I really wanted to try, I said no. And I explained why. So I won’t be asked again and that’s really fine.
I won’t do paid for reviews ever again.
If the only way I could eat at restaurants was to do it by writing nice reviews, I wouldn’t do it. Some bloggers say they aren’t influenced by being invited/paid for. I know that I was. I also know that if a chef or the maître d’ fawns all over me, knowing I’m reviewing, I do feel uncomfortable and it will affect how I write.
And it isn’t just about the food. If you’re given something for free in this context, there’s a weight of expectation behind that on the part of the giver. We all know there’s no such thing as a free lunch.
And it’s not enough to just disclose it. That’s missing the point. As soon as I know it’s a comped review I look at it differently because, using my own experience as my guide, I know it won’t be unbiased. When the restaurant knows you’re paying, you get different treatment. Or extras. Or both.
And there are degrees of “paid for”. There are bloggers so well known that restaurateurs look out for them and give them special treatment. Unless those bloggers are sociopaths, being fussed over and made to feel special is going to make them feel warm and fuzzy. The resulting review is thus influenced.
Maybe food bloggers who do accept meals need to have a very thick skin to do honest reviews, so that they don’t care about upsetting people. I’m afraid that for all my says-it-straight shtick I don’t enjoy saying unpleasant things or writing negative pieces. And I can’t bite the hand that feeds me.
I always wanted to be involved in the food industry in some way and this blog has been my roundabout route into it. The blog is meant to inform and to entertain. It is a way of raising my profile within my own industry and it’s a hobby. It’s not an attempt to get freebies or gain influence with restaurateurs. I’m lucky enough to be able to pay for myself.
Eating out and writing about it. It’s one of the only things that I can do that combine work and pleasure and it’s something I really love doing. It’s one of the few times when getting paid to do it, even if that’s just the price of the meal, devalues the experience interferes with my objectivity and ruins my enjoyment.
I really like this. I used to write the restaurant reviews for a local magazine – I would pay for my meal and they would reimburse me. I thought it was pretty objective until I wrote something negative, when I discovered that they were running the copy past the restaurants before publication. The chef exploded and the magazine demanded that I re-write the review to leave out the negative bit. Of course, they only reviewed restaurants that were advertisers. They replaced me soon after, announcing in the magazine that I was “moving out of the area”. It has left me a touch cynical!
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Thank you. It’s taken me a while to work out my position on this
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But isn’t there a simpler argument here – if food tastes rubbish, then it tastes rubbish? Surely, even if someone has their head up your arse or not, it doesn’t really change that?
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I agree. Rubbish food is rubbish food. But if I’ve been comped I won’t write about it in the same way, which is why I’ve stopped accepting invites. It’s not about impairing your critical judgement , it’s the subtle and unspoken expectation if something in return that I’m not comfortable with
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I’ve been mulling this over for a few days and here’s my personal take.
My blog sprang up from an enjoyment of taking photos then wanting to surround them with words and share the highlights (and lowlights). I’ve been very lucky that I frequently have opportunities to travel and try different places.
Being based abroad has kept me remote to the UK blogging “scene” even though I eat there a lot. I’ve been invited to one launch at Little Social and would have loved to do it but it didn’t coincide with a trip back. Looking back I don’t regret missing out. I love that I’m anonymous to virtually all places I visit. There are a very few restaurant industry people who know me, mostly from meals before I’d even thought about blogging. I’ve lost the urge to meet the chefs etc because I’d rather stay way from wondering whether I’d altered words due to liking the person & team behind the dish. That said, I’m happy to talk to them on Twitter once I’ve experienced their food.
For me, anonymity means my experience is the same as every other paying customer. It’s really important for me that I don’t feel my opinions are ever compromised. If I recommend a place it’s because I genuinely like it based on how they function each and every day. I try and be objective so will point out things that don’t work too.
I’m firmly in the no freebies camp but don’t get overly excited about other people taking advantage of opportunities out there – it’s their choice. However, I couldn’t imagine ever approaching a restaurant for free food in exchange for a good review or threatening bad TripAdvisor write ups if dishes aren’t comped. Unfortunately there are loads of us doing this so it’s inevitable there will be a minority camp that feels entitled.
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I’m in the same camp as you. Happy to connect with chefs post facto. And I need to review anonymously or it doesn’t work for me
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I thought Jay Rayner was a bit disingenuous because he doesn’t pay either, his employer does. I agree that bias goes hand in hand with freebies but what about people who perhaps aren’t managing partners and simply can’t afford to eat in those restaurants and pay for them? Should only the opinions of wealthy food bloggers be aired?
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The employer paying is very different to the restaurant paying. His job is to review. If the restaurant paid that would be another ING entirely. And if I couldn’t afford to pay for myself, I probably wouldn’t go. Or I’d go to only cheaper places. And yes, I do mean that. There’s no easy answer but I do feel that the whole blogger/pr relationship is one that can lead to bias at and I personally don’t want to be part of it.
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Yes, but if it’s the diner not paying for their food that changes the character of the relationship between the restaurant and the diner, then the staff writer food critic has a similar problem to the comp-ed blogger, but with slight differences. It does make a big difference that it’s his profession, but it’s still hard to get around the fact that you’d approach a big meal at Le Manoir aux Quat’Saisons a bit differently, for example, if two of you were going to leave there £600 poorer, rather than no poorer at all.
I agree with the spirit of your complaint though, and as you say there’s no easy answer. Partly it’s horses for courses, if someone wants to write about food on their own dime and for their own pleasure, and PR companies want to give them free meals, it’s going to be pretty hard to straighten that out. Particularly for bloggers who don’t have much money.
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Hey Nicky,
Long time since I saw you at Honey & Co… I’ve been giving this a lot of thought too! (Especially as I unintentionally sparked this whole saga by innocently asking for feedback on ‘Lanes of London’).
Four moot points…
1. FREE MEAL… OR FREE SOMETHING ELSE?
I attend my fair share of these opening parties/launches. However, I also see a lot of professional journalists and critics at these events. So although their employer pays for meals I would question whether a similar ‘bias’ could be levied as they are effectively in receipt of a ‘gift’ in another form.
2. PUBLICATION IMPARTIALITY?
Most newspapers are commercial organisation with profit objectives. In my experience from former careers, I have encountered numerous examples where the winners of ‘Annual Awards’ are rotated through the group of largest spending advertisers with the publication and have seen ‘withdrawal of advertising’ used as an extremely effective final lever to ‘amend’ product reviews.
3. REPRESENTATIVE DINING EXPERIENCE?
With one notable exception, most top tier newspaper restaurant reviewers are very recognisable. When a known critic walks into a venue does one really believe that they get the same attention to detail as a regular diner? If the goal of a review is to give a ‘representative dining experience’ is that experienced not inherently ‘biased’?
4. ‘BLAGGERS’ VS ‘BLOGGERS’
I believe there is a big difference between people like who send mass mail shots to multiple venues asking for a freebie in exchange for a ‘favourable review’ and those who are invited. Furthermore the people asking for freebies under the threat of a negative review on ratings sites is more akin to blackmail rather than food reviewing and I am surprised that there hasn’t been more protection against such actions.
ADVICE TO OTHERS LOOKING FOR A GOOD RESTAURANT
If you’re wondering whether a venue is a truly good place to eat don’t trust a single review. Use you common sense. If you see a trait where no-one talks about the wine list… it’s probably not their strongest point. If you see comments on the decor and not much about the food ask yourself why.
DISCLAIMER: In my case I use the ethos of disclosure at the end of my features so that any readers know if I have paid for the meal/drinks etc. I have never taken a payment to review a venue.
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I’ve copied your questions and responded with my views in caps for ease of reference – it’s the lawyer in me
1. FREE MEAL… OR FREE SOMETHING ELSE?
I attend my fair share of these opening parties/launches. However, I also see a lot of professional journalists and critics at these events. So although their employer pays for meals I would question whether a similar ‘bias’ could be levied as they are effectively in receipt of a ‘gift’ in another form.
MY ISSUE IS WITH BLOGGERS WHERE THERE IS AN UNSPOKEN UNDERSTANDING THAT A POSITIVE REVIEW WILL BE GIVEN IN RETURN FOR A FREE MEAL. JOURNALISTS SHOULD BE INDEPEDENT BUT I’M SURE THERE ARE ATTEMPTS TO PERSUADE, SHALL WE SAY. IT’S WHY I ADMIRE MARINA O’LOUGHLIN AND HER ANONYMITY
2. PUBLICATION IMPARTIALITY?
Most newspapers are commercial organisation with profit objectives. In my experience from former careers, I have encountered numerous examples where the winners of ‘Annual Awards’ are rotated through the group of largest spending advertisers with the publication and have seen ‘withdrawal of advertising’ used as an extremely effective final lever to ‘amend’ product reviews.
SAME IN THE LAW AND IN PROPERTY. I’VE BEEN TO PROPERTY AWARD DINNERS WHERE THERE ARE LITERALLY DOZENS OF AWARDS AND THE WAY THEY GOT PROP COs TO ATTEND WAS BY SAYING THEY’D BEEN PUT UP FOR AN AWARD. APPEAL TO VANITY. ALSO HELPS THE PROP CO MARKET.
3. REPRESENTATIVE DINING EXPERIENCE?
With one notable exception, most top tier newspaper restaurant reviewers are very recognisable. When a known critic walks into a venue does one really believe that they get the same attention to detail as a regular diner? If the goal of a review is to give a ‘representative dining experience’ is that experienced not inherently ‘biased’? OF COURSE. SEE ABOVE. BUT I READ REVIEWS TO BE ENTERTAINED AS MUCH AS TO FIND OUT ABOUT THE FOOD. I DON’T HOWEVER THINK THAT THEY ARE CONSTRAINED IN THE SAME WAY AS A BLOGGER LOOKING FOR FREEBIES MIGHT BE.
4. ‘BLAGGERS’ VS ‘BLOGGERS’
I believe there is a big difference between people like who send mass mail shots to multiple venues asking for a freebie in exchange for a ‘favourable review’ and those who are invited. Furthermore the people asking for freebies under the threat of a negative review on ratings sites is more akin to blackmail rather than food reviewing and I am surprised that there hasn’t been more protection against such actions. I AGREE THAT THERE IS A DIFFERENCE. BUT I ALSO KNOW THAT BEING INVITED MEANS A) I AM NOT GETTTING THE MAN IN THE STREET EXPERIENCE B) I AM GOING TO MEET THE CHEF/MAITRE D’ AND THAT IS GOING TO SWAY ME ESPECIALLY IF I LIKE THEM – I CANT BITE THE HAND THAT FEEDS ME ESPECIALLY NOT THE ONE WHO FEEDS ME GRACIOUSLY. THAT HAS BEEN MY EXPERIENCE. I’VE NOT BEEN ABLE TO POST NEGATIVE REVIEWS OF “INVITED” EVENTS. AND THE TEMPTATION IS TO WRITE WHAT YOU KNOW THE RESTO WOULD LIKE IF IT IS GOOD AND BE LESS CRITICAL. THAT’S MY PERSONAL EXPERIENCE
ADVICE TO OTHERS LOOKING FOR A GOOD RESTAURANT
If you’re wondering whether a venue is a truly good place to eat don’t trust a single review. Use you common sense. If you see a trait where no-one talks about the wine list… it’s probably not their strongest point. If you see comments on the decor and not much about the food ask yourself why.
SENSIBLE ADVICE. AND ALSO TRY AND FIND THE REVIEWERS AND BLOGGERS WHOSE FOOD TASTE ALIGNS WITH YOUR OWN. YOU LIKE. I LIKE THE SAME THINGS AS MARINA AND JAY RAYNER, I DON’T SHARE THE SAME TASTE WITH, SAY, MATTHEW NORMAN, FOR EXAMPLE. SO FIND REVIEWERS AND BLOGGERS WHO LIKE THE SAME THINGS AS YOU.
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Nicky,
I agree to the vast majority of your comments.
I would add the “ideal” restaurant reviewer should possess the following necessary (but not sufficient) traits…
PERSONAL ANONYMITY
Anonymity from writers such as Marina O’Loughin is applauded. This means that, in theory, she should not receive preferential treatment. However, I have heard unsubstantiated rumours that she is now known to a few restaurateurs.
WRITING ON A PLATFORM FREE FROM EXTERNAL LEVERAGE
This means NO ADVERTISING or any way to leverage influence by any external body. (i.e. no way to pressurise the editor into censoring or amending the content). This last part I see as extremely difficult as almost everyone has external pressures, which are not simply financial.
For example, I used to work for one of the most wealthiest men in America. I would NOT consider him as free from external pressure as he was trying to enter the world of politics. So there are individuals who could help or hinder his goals, regardless of his financial success.
In conclusion, I applaud and understand why you disagree with the practice of accepting invitations to dine at various places. However in this case I would draw analogy to the news network CNBC. Whenever they report on any aspect of ‘Time Warner’ they state “The parent company of this network” as a disclaimer to alter the viewer of potential conflict of interest. The alternative is not to report any newsworthy stories of their parent or sister companies.
As longer as people are aware of potential conflict of interest I believe it should be up to the reader to form their own opinion on the validity of the findings.
As you say, find the reviewers or bloggers you agree with and use your head!
https://wilkes888.wordpress.com
Wilkes McDermid
London based Food & Drink-o-phile – Living every day as if it’s his last…
(Currently focusing on new restaurants, bars and the streetfood scene)
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Really interesting post, thanks for sharing. I blog, and 90% of the time I pay to go somewhere I’m interested in, and then write about it if I feel I want to recommend it. However there have been occasions where I’ve been invited somewhere, not enjoyed, and instead of posting that blog I’ve emailed it to the restaurant/PR as constructive feedback. My blog is about recommending places, not bitching about them.
Thanks for sharing.
Rosie
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Very interesting points of view, and I mostly agree. I do not get invited that much (not often with the cool kids, me) but when I do, I tend to be as objective as I can and point out negatives or, in corporate terms, offer constructive criticism, and of course disclose if it was a free meal or not. I would never contact a restaurant and ask them for a free meal in return for a positive blog post or review. In fact, when I cover some restaurants for a foreign restaurant guide, I only mention it after paying for my own meal (not even reimbursed by the guide), due to the fact that I will need some info from the restaurant (eg opening hours).
Like you, I enjoy writing on the blog as it’s so different from my day job but it has got me in trouble when, naively at the beginning of my blogging time, I wrote objectively (and in this case negatively) about a chef who had hosted an event I had attended (freebie). I learned my lesson, then.
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Thank you for this. My view is pretty similar. I have also done that i.e. written to the restaurant about why I’m not posting. The thing is, I want to be able to write about it every time I go and thus I don’t accept invitations anymore.
Nicky
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Thanks for your comments.
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Thanks for this -interesting. Maybe you’ll tell me who when we have that coffee:)
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Thank you, as new bloggers the post and all the replies have been an interesting read, though not something we’ve had to deal with first hand. My only additional thought is that comped meals would allow us to visit more places and write more reviews, maybe that’s because of our exact circumstances – we have more time than money.
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I completely understand that. I’m fortunate that it’s something I can do as part of my job. And I don’t feel I can be objective when I’m paid for but I know that others don’t feel that way.
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Well observed. I got talked into using a PR company in order to promote one of my restaurants in Mayfair. Around 12 bloggers were invited. We wined and dined these folk but I hated it. It was a point scoring ‘clique fest’. Cold, smug people, terrible company. Strangely, socially inept. Don’t get me wrong, their posts were positive but it made me realise that these freebies feed the egos of the bloggers but don’t serve the public. I would rather grow my business organically. Like you, I have no desire to be an insider.
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It’s an easy way for PRs to get wider coverage but I wonder how much business it brings in the end. I suppose it raises awareness but I expect most people realise what’s going on. Funny your comment about social awkwardness. I think it’s because a lot of bloggers are keyboard warriors but quite introverted in real life. I was amazed when I first met some of the big ‘names’. Also the snobbery of the self-styled blogging elite. Playground stuff, some of it
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Goodd reading
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