I take it as saying "What does he know, he's a line cook turned TV star, not a chef, and he'll say anything."
More interesting, I thought, were the questions that had to do with media-- including us. First there's a lengthy discussion about star rating systems which prompts a lot of grumbling from Carrie Nahabedian in particular that-- to cut to the central point-- Schwa got three stars from both the Trib and Chicago magazine despite its atmosphere and service. (She and others seem to take it as a given that Schwa has rather casual, unpolished service, though what it actually has is unfancy yet extremely exacting and conscientious service.)
"How do you take half a star away from someone for bad service, then you hand three stars to someone who isn't giving traditional service?" she asks. (I don't know, how do you call Picasso's
Les Demoiselles d'Avignon a great painting when the perspective isn't very realistic?) Anyway, for about half a page they go on about how seriously they take those reviews, how frustrating they find a bad one, especially when it doesn't tell you anything you could work on, etc.
Then there's this:
Q. How much time do you spend reading all these foodie message boards--egullet, lthforum.com, et cetera?
Kahan: None.
Nahabedian: None.
Achatz: I do. For me, it's a valuable tool to understand the guest. They bring certain issues to light that would never come about, because those people who post are probably never going to write a letter. [Note: Achatz has an official capacity at eGullet.]
Bayless: You gotta slog through a lot of stuff to get to the valuable things. Twice a year, I'll just go through the sites just to see what people are saying.
Kahan: There are crazy people out there who spend all their time doing that.
Bayless: A lot of times these are the people you try to get away from at parties. They just go on and on about their opinion about everything. Why would I want to read their stuff on the Internet?
Now, if I were a chef like Achatz, I might very well not to choose to read that stuff, because I might choose to insulate myself from the second-guessing of 1000 other people while I create what it is I'm creating. (I'd make somebody else on staff read it to see if there are screwups we need to know about, but I don't blame anybody for not spending their finite time this way.)
But I am disappointed to read some supposedly forward-thinking chefs still hanging on every word of the old media, like an aging diva waiting to find out if the reviewer for Le Figaro liked my Tosca (and then going into a swoon when he notes that my high C is not what it used to be and I'm looking a little pudgier than last season), yet being so dismissive of the new media (or whatever the hell we are). It's not so much that I disagree-- you can certainly find instances where every word above is true-- but hey, Rick Bayless, you know what else these people are besides bores at parties?
These are the people who drop $400 of their own money to eat at Topolobampo. Odd for a guy who tromps around Mexico looking for rare moles to be knocking obsessiveness; he wouldn't be in business if nobody gave a crap about food and Denny's was good enough for everybody.
Achatz at least has it half right (even if he's subtly, possibly unintentionally, condescending) that you need to be listening to customers and this is an important venue for that. But chefs are no different from any other industry where people who've been in it for a while are having a hard time grasping that the homemade, Vox Populi media are for real and already frequently draw more readership-- certainly more involved readership-- than the old forms they understand and are more comfortable with. I estimated LTHForum recently at about 35,000 users a month. Chicago magazine's circulation is about 184,000-- but how many of those specifically read the restaurant reviews with the avidity that LTHForum users read content here? That's the real comparison and one that surely narrows the gap substantially. It's simply foolish to think that the serious audience is there, and only a few cranks are here.
The audience is everywhere. You can run from it at a party, but you can't hide....