Five links on Friday – 15 July 2016

  1. Inside the underground economy propping up New York’s food carts
  2. Continuing my weekly coverage of food from the bogs, here’s how juice companies perpetuate the myth that cranberry juice prevents urinary tract infection.
  3. The history of food poisoning.
  4. Japan’s oldest single malt whisky has been released.
  5. Ruth Reichl admits that the timing in a delicious meatball recipe is pure fiction.. Nothing is sacred.

Five links on Friday – 8 July 2016

Food blogging is dead (again), so it’s probably as good a time as any to give up the ghost and put on the flesh.

  1. My dream book idea was once reviewing every revolving restaurant on earth. I was going to call it “Sit in This and Rotate”. Here’s Heather Wells Peterson’s take on the history of eating while rotating.
  2. War Is Boring’s Benedetta Argentieri traverses the thousand kilometre border with the Islamic state to present a culinary guide to the Kurdish front line.
  3. Old cow is the new black
  4. Fellow white people, here’s how not to do travel writing.
  5. Theoretically the stuff is still edible — but we wouldn’t say it’s advisable” is probably advice I wouldn’t take if I discovered ten kilograms of bog butter.

Five (or more) links on Friday – 27 May 2016

  1. Halal Snack Packs on Smith St – the indefatigable Brian Ward rounds up the best places to eat the best halal sensation to hit Australia since Indonesian trepangers came for our delicious sea cucumbers.
  2. Erstwhile collaborator Austin Bush documents every Thai noodle soup for Lucky Peach
  3. Latent symphorophilia? Then like me, you’ll be obsessed with Thermomix disaster journalism. I wish JG Ballard was alive to see this.
  4. If you have a spare $135,000 lying around, why not blow it on a Rene Redzepi-fuelled private jet tour of the world’s fine dining.
  5. Zomato: in 23 different markets and profitable nowhere.
  6. Fish: still doomed.

Footscray Market Opening Hours – Christmas 2015

I’ve now been blogging for 10 years. In that entire time the Footscray Market, one of Melbourne’s biggest wet markets, has never published their Christmas opening hours online. This post marks the 7th year of my Christmas vigil to celebrate it.

Here are the opening hours as published on a photocopy on the door:

DayHours
Tuesday, 22 December 20157:00AM-6:00PM
Wednesday, 23 December 20157:00AM-6:00PM
Thursday, 24 December 20157:00AM-6:00PM
Friday, 25 December 2015CLOSED
Saturday, 26 December 2015CLOSED
Sunday, 27 December 2015CLOSED
Monday, 28 December 2015CLOSED
Tuesday, 29 December 20157:00AM-4:00PM
Wednesday, 30 December 20157:00AM-4:00PM
Thursday, 31 December 20157:00AM-6:00PM
Friday, 1 January 2016CLOSED
Saturday, 2 January 20167:00AM-5:00PM

As for the regular Footscray Market trading hours, they are as follows:

Monday – Closed
Tuesday and Wednesday – 7:00am-4:00pm
Thursday – 7:00am-6:00pm
Friday – 7:00am-8:00pm
Saturday – 7:00am-4:00pm
Sunday – Closed

Update

It’s a Christmas miracle. The hours are now published on their website. Herein ends my vigil, unless they forget to update them next year.

Australia’s top 100 restaurants

With the Australian Financial Review‘s announcement of Australia’s fifth top 100 list of restaurants after the one below, Gourmet Traveller’s, Yelp’s and Dimmi’s, I started to get that feeling of deja vu about the usual suspects who will populate the list. Now that readers don’t care what a printed newspaper says about restaurants and just want a listicle of places that they can search for on Urbanspoon or Yelp, who better to build that listicle than the votes of Australia’s chefs who don’t need to be paid for collating the list? So asks the AFR. My answer: a random number generator.

Press reload to try and make a better list. Try once per annum to generate an annual award show and give them a series of imaginary hats.

  1. A Tavola NSW
  2. Ace Pizza WA
  3. Ajo NSW
  4. Aki’s NSW
  5. Anada VIC
  6. Aria, Brisbane QLD
  7. Bacash VIC
  8. Berowra Waters Inn NSW
  9. Bishop Sessa NSW
  10. Bistro Molines, Mount View NSW
  11. Black Cow Bistro, Launceston TAS
  12. Brooks VIC
  13. Buon Ricordo NSW
  14. Cafe Paci NSW
  15. Celsius Restaurant & Bar SA
  16. Chianti SA
  17. Circa 1876, Pokolbin NSW
  18. Clareville Kiosk NSW
  19. Coogee Pavilion NSW
  20. Divido WA
  21. Donovans VIC
  22. eightysix ACT
  23. Est NSW
  24. Estelle VIC
  25. Ethos Eat Drink TAS
  26. Fino, Willunga SA
  27. Frank Restaurant and Bar TAS
  28. Fuku WA
  29. Galileo Buona Cucina WA
  30. Garagistes TAS
  31. Gazi VIC
  32. Georges on Waymouth SA
  33. Gingerboy VIC
  34. Glebe Point Diner NSW
  35. Golden Century NSW
  36. GOMA Restaurant QLD
  37. Gowings Bar & Grill NSW
  38. Grossi Florentino VIC
  39. Hartsyard NSW
  40. Healesville Hotel, Healesville VIC
  41. Hordern’s, Berry NSW
  42. Izakaya Den VIC
  43. Kenji Modern Japanese SA
  44. Kent St Kitchen NSW
  45. Leeuwin Estate Restaurant, Margaret River WA
  46. Little NNQ SA
  47. Long Apron, Mountville QLD
  48. Longrain VIC
  49. Longrain NSW
  50. LP’s Quality Meats NSW
  51. Magill Estate Restaurant SA
  52. Malamay ACT
  53. Mamasita VIC
  54. Matteo’s VIC
  55. Merricote VIC
  56. Mister Bianco VIC
  57. Mocan & Green Grout ACT
  58. Movida VIC
  59. Movida NSW
  60. Mr Wong NSW
  61. Mud Bar & Restaurant, Launceston TAS
  62. Muse, Pokolbin NSW
  63. Neram Harvest, Armidale NSW
  64. Nobu Perth WA
  65. O Bar and Dining NSW
  66. Pei Modern VIC
  67. Petite Mort WA
  68. Prego WA
  69. Prive 249 QLD
  70. Provenance, Beechworth VIC
  71. Restaurant Orana SA
  72. Restaurant Two QLD
  73. Rockpool Bar & Grill WA
  74. Rosa’s Kitchen VIC
  75. Royal Mail Hotel, Dunkeld VIC
  76. Ruby Red Flamingo SA
  77. Rumi VIC
  78. Sake NSW
  79. San Telmo VIC
  80. Shiki SA
  81. Simone’s, Bright VIC
  82. Sokyo NSW
  83. Spice Temple VIC
  84. Stillwater, Launceston TAS
  85. Sushi E NSW
  86. Ten Minutes By Tractor, Main Ridge VIC
  87. Terroir Auburn, Auburn SA
  88. The Blue Swimmer at Seahaven, Gerroa NSW
  89. The Carlton Wine Room VIC
  90. The Dispensary Enoteca, Bendigo VIC
  91. The Foraging Quail QLD
  92. The Source TAS
  93. The Tasting Room at Mayura Station, Millicent SA
  94. The Vasse Felix Restaurant, Cowaramup WA
  95. Union Dining VIC
  96. Vue de Monde VIC
  97. Wharf Restaurant & Bar, Nowra NSW
  98. Wills Domain, Yallingup WA
  99. Yering Station Wine Bar, Yarra Glen VIC
  100. Yots Greek Taverna NT

Footscray Market Opening Hours – Christmas 2014

Welcome to Year 6 of my Christmas vigil to commemorate Footscray Market’s complete inability to publish their Christmas/New Year’s opening hours online. Here are the opening hours, this year presented by the special request of Pat Nourse.

DayHours
Saturday, 20 December 20147:00AM-5:00PM
Sunday, 21 December 2014CLOSED
Monday, 22 December 2014CLOSED
Tuesday, 23 December 20147:00AM-5:00PM
Wednesday, 24 December 20147:00AM-5:00PM
Thursday, 25 December 2014CLOSED
Friday, 26 December 2014CLOSED
Saturday, 27 December 20147:00AM-5:00PM
Sunday, 28 December 2014CLOSED
Monday, 29 December 2014CLOSED
Tuesday, 30 December 20147:00AM-5:00PM
Wednesday, 31 December 20147:00AM-4:00PM
Thursday, 1 January 2015CLOSED
Friday, 2 January 20157:00AM-7:00PM
Saturday, 3 January 20157:00AM-5:00PM

As for the regular Footscray Market trading hours, they are as follows:

Monday – Closed
Tuesday and Wednesday – 7:00am-4:00pm
Thursday – 7:00am-6:00pm
Friday – 7:00am-8:00pm
Saturday – 7:00am-4:00pm
Sunday – Closed

What if influencer marketing does nothing?

The Yelp Elite Party Kiss of Death

In Melbourne, online review platform Yelp holds parties to reward their elite users, freebies where their high performing members get to sample the wares of Melbourne’s restaurants. Yelp’s elite are their best users who are handpicked for the frequency and quality of their online reviews, Yelp’s unpaid labour that earns each elite member some degree of influence.

The parties are replicated by Yelp the world over and for businesses have the same basic premise: that having these influencers in your business will improve the business’s prospects on Yelp. There’s good data to suggest that in other markets, a change in average Yelp scores has a causal effect on the profits of a business, so in theory, it should work well for restaurants.

In Melbourne, it marks a restaurant for death.

Senoritas, Joe’s Cafe, Virginia Plain, Orto Kitchen and Garden all closed post their Yelp parties. Happy Palace changed from offering an “ironic”/racist take on Chinese food to a paint-by-numbers burger bar. I’d hardly say that the Yelp parties are causing the closures and the correlation may have to do with a restauranteur having reached a point where they’re willing to try anything to market their business. The problem is that they’re not changing the status quo nor giving restaurants a boost that ensures their long-term viability. The failure rate is probably close to industry average which would mean the long term impact of this form of influencer marketing on a restaurant is zero.

Influencer marketing for food and travel either does nothing or its impact is so marginal that almost any other form of marketing is vastly superior.

The best travel bloggers money can buy

Over the last four years, I was social media manager at a destination marketing organisation, Tourism Victoria. I was the person that upon whom every travel blogger pitch would eventually land. As a social media manager, every travel blogger that you see is up for sale. About a year in, based on a huge body of research and a few campaign successes, I decided not to support any influencer marketing at all. No more freebies from my pocket, and as much as I could, discouraging it from everyone else in the whole state.

Over that four year period, international arrivals grew by 7.8%, outpacing the Australian national average of 4.3%. Domestically, it was a similar story. It’s unlikely that the decision not to do influencer marketing caused this but it certainly didn’t hurt. It also meant that I could focus on things that had more easily measurable results.

There was an inevitable backlash from bloggers. I particularly like this post from Caz and Craig Makepeace, who after I refused to bankroll their family holiday to Wilsons Promontory complain that:

But why haven’t I, or almost everyone else I’ve spoken to from NSW and other states out of Victoria, been there or heard of it?

For one, Tourism Victoria does a crap job at promoting their state. That’s evidenced by the fact that we only planned on being in Victoria for one month because we thought the state would be boring besides Melbourne, the Great Ocean Road, and possibly Phillip Island.

Tourism Victoria were doing such a crap job that where they were planning on staying in Wilsons Promontory was fully booked when they arrived.

We were super-annoyed that we didn’t plan better and book ahead for accommodation. We just turned up expecting to get a camp site and pitch our tent.

But with Wilsons Prom being popular with Victorians we had no chance of getting a powered tent site.

I’ve paid attention to what other destination marketing organisations are doing. Room 753 in Queensland; where influencers were invited for a customised, all-expenses paid visit to the Gold Coast. They held the world’s biggest Instameet with a reach of 22 million which would be the equivalent of 10% of Instagram if it was reach to unique users. The Human Brochure campaign in ACT which invited hundreds of influencers to experience Canberra and frankly, I thought was a great campaign from a state with a small budget willing to back a big idea. At the other end of the scale is Thailand’s BFF mega famil, where 900 journalists, bloggers and travel industry types got the best international junket that a military dictatorship could buy.

It hasn’t shifted the underlying problems anywhere whether they be dated tourism infrastructure and experience, the underlying wrong perception that a destination is boring school excursion territory or beachside murders during the first military coup that looks to have worn off the teflon. I can’t find any destination that has shown a measurable improvement over the past 5 years as a result of giving away free travel to anybody with an above average social following.

Both ACT and Queensland have lagged behind the other Australian states for tourist arrivals and expenditure. The states that are more heavily invested in influencer marketing are going backwards roughly proportional to what they’re spending on it.

What if they all picked the wrong influencers?

In social media, there are no right influencers, insofar as somebody’s past performance is not predictive of their future performance and the most cost effective strategy is to target a massive number of average- or below average influencers(pdf) rather than cherrypicking from the top. This looks more like traditional mass marketing than influencer marketing.

But we got a lot of Likes

This is the end slide of every case study in social media influence in the travel industry. A number in the millions followed by a measure unique to a social media platform and a giant blue thumbs up. A reach the size of a medium sized nation-state. It’s rare to see a solid measure of effectiveness like sales, arrivals or even something vague but measurable like brand awareness or sentiment. It is straightforward to measure this with independent pre- and post-trip surveys of an influencer’s audience and thanks to Facebook and Twitter, it is cheap to target those audiences with a survey. But virtually nobody does.

Influencer marketing is a grand distraction for the tourism industry but at least it is one that seems mostly confined to industries that don’t traditionally hire people who study maths. There’s a reason that you don’t see many finance bloggers getting a free home loan. It is probably illegal.