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. ¿Procedencia? VIC
  2. 10 William St NSW
  3. 85 Miskin St QLD
  4. A Tavola NSW
  5. Ajo NSW
  6. Apothecary 1918 SA
  7. Attica VIC
  8. Aubergine ACT
  9. Bacash VIC
  10. Bar H Dining NSW
  11. Bib&Tucker WA
  12. Bistro at Banks, Marcus Hill VIC
  13. Bistro Guillaume VIC
  14. Bistro Thierry VIC
  15. Bomba VIC
  16. Brooks VIC
  17. Cafe Paci NSW
  18. Cape Lodge, Yallingup WA
  19. Catfish, Ballarat VIC
  20. Caveau, Wollongong NSW
  21. Chat Thai NSW
  22. Chianti SA
  23. China Lane NSW
  24. Cho Cho San NSW
  25. Cicciolina VIC
  26. Cinnamon Club SA
  27. Circa 1876, Pokolbin NSW
  28. Dandelion VIC
  29. Darley’s, Katoomba NSW
  30. Donovans VIC
  31. eightysix ACT
  32. FermentAsian, Tanunda SA
  33. Fino, Willunga SA
  34. Fish Face NSW
  35. Flower Drum VIC
  36. Fratelli Paradiso NSW
  37. Garagistes TAS
  38. Gastro Park NSW
  39. Glass Brasserie NSW
  40. GOMA Restaurant QLD
  41. Gowings Bar & Grill NSW
  42. Grossi Florentino VIC
  43. Harvest Cafe, Newrybar NSW
  44. Innocent Bystander, Healesville VIC
  45. Kazuki’s, Daylesford VIC
  46. La Bonta, Kyneton VIC
  47. Lark Hill Winery Restaurant ACT
  48. Lilotang ACT
  49. Lilotang QLD
  50. Lox Stock & Barrel NSW
  51. Minamishima VIC
  52. Morks ACT
  53. Movida VIC
  54. Nolita WA
  55. Northern Git VIC
  56. Oscillate Wildly NSW
  57. Pinbone NSW
  58. Pipeclay Pumphouse, Mudgee NSW
  59. Pope Joan VIC
  60. Press Food & Wine SA
  61. Print Hall WA
  62. Prive 249 QLD
  63. Pulp Kitchen ACT
  64. Quay NSW
  65. Restaurant Two QLD
  66. Rocksalt, Broadbeach QLD
  67. Rosetta VIC
  68. Ruby’s Mount Kembla, Kembla Heights NSW
  69. Sailors Thai NSW
  70. Seaduction, Surfers Paradise QLD
  71. Sean’s Panaroma NSW
  72. Shankers Authentic Indian Cuisine SA
  73. Smolt TAS
  74. Smoque ACT
  75. Social Eating House, Broadbeach QLD
  76. Sokyo NSW
  77. Spice Temple NSW
  78. Stokehouse City VIC
  79. Tartufo QLD
  80. Terroir Auburn, Auburn SA
  81. The Argus Dining Room, Hepburn Springs VIC
  82. The Artisan ACT
  83. The Atlantic VIC
  84. The Commoner VIC
  85. The Dispensary Enoteca, Bendigo VIC
  86. The Elbow Room, McClaren Vale SA
  87. The European VIC
  88. The Foraging Quail QLD
  89. The Independent, Gembrook VIC
  90. The Press Club VIC
  91. The Source TAS
  92. The Town Mouse VIC
  93. Tipo 00 VIC
  94. Uccello NSW
  95. Via Alta NSW
  96. Vincent NSW
  97. Wills Domain, Yallingup WA
  98. Windy Point SA
  99. Yellow NSW
  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.

Day
Hours
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.

Not an economic analysis of food trends

Thomas the Think Engine takes on an economic analysis of food trends and the growth in American barbecue in Melbourne, and it’s really quite wrong.

The whole city is suddenly buzzing with American cuisine – and just a few short years ago, that would have seemed like an oxymoron.

The reason is one restaurateurs almost grasp.

“Alabama-born, Dallas-raised Jeremy Sutphin, chef at Le Bon Ton, attributes it to adventure and awareness. ”I’ve been here eight years and the palates are searching for something different – and people are becoming more aware.” “

He’s right about that awareness. Australia’s knowledge of America is now a lot deeper and wider – we’ve now been to America enough that we’ve ventured beyond LA and New York.

He draws a link between travel to different countries and the perception of increased interest in their food. The problem is that the food trends that get written about in the Australian food press from Broadsheet to Epicure bear absolutely no relationship to how the vast majority of Australians eat in restaurants. They bear something of a relationship to how a minority of inner city urbanites eat in the short term, but even then, they’re a terrible guide. Claire from Melbourne Gastronome and I have had a running joke that every year since 2004 someone in Epicure has announced that this will be the year of Peruvian food, but that never happens. I’m still waiting for my plate of delicioso cuy con papas.

Actual food trends are long term and driven by a huge number of factors. If it was as easy as tracking overseas departures, I’d be rich after my investment in an L&P distribution deal. New Zealand is Australia’s biggest destination for short term departures but it’s still pretty tough to get a paua fritter in Melbourne. There probably is a link between Australian travel and interest in foreign food but it isn’t a sufficient condition for it to become popular in Australia.

Here’s a better representation of Australian restaurant trends in Google search data: searches in Australia for different national cuisines in the Restaurants category of Google.

Italian is still dominant with Thai breaking away from Indian and Chinese in mid-2005. Interest in American food has stayed relatively static with some growth in interest since 2011, but not nearly as much as the hype suggests.

For another confirmation of the difference in scale, Urbanspoon lists 1228 Italian restaurants in Melbourne and 131 American restaurants excluding McDonalds, Hungry Jacks, KFC, Subway and Pizza Hut (which should probably also go in the Italian column). Including the chain restaurants, there’s 233. American food is really quite marginal.

When food writers talk about food trends, they’re really talking about a game of cultural capital to distinguish themselves and their readers from others, rather than what most people eat or will be eating in the future. Food writers are talking about American food because it distinguishes them from the mass of people who still love a creamy carbonara and Hawaiian pizza from their local Italian joint. The easiest way to predict what food writers will call a trend next is to see which restaurants open within walking distance from their house or office.