How Instagram is killing off pub favourite chicken parmagiana

IT’S long been a pub favourite, but the chicken parma is disappearing off menus - all because it’s not pretty enough to cut it as “food porn” on Instagram. Parmageddon is here.

Nick Lye loves a good parma at Williamstown's Stag's Head Hotel. Picture: Nathan Dyer

THE classic chicken “parma” is under threat of extinction on pub menus in Melbourne because it’s not pretty enough to post on social media sites.

New York-style burgers are replacing the Aussie favourite, as trendy pub patrons are demanding “food porn” that they can photograph and share with friends on Instagram.

Kyle Curran, head chef of the Tramway Hotel in North Fitzroy, said he ditched the parmigiana from his menu to reflect the Americanised appetites of Melbourne.

“The younger generations want more than just meat and veg nowadays … they want food porn,” he said.

“They want to put something interesting on Instagram and a burger with melted cheese and bacon is exactly what people want to see.

“On camera, the parma just falls flat.”

Mr Curran said customers were ordering extras on their burgers to make their Instagram photographs better.

“Young Aussie customers will sometimes ask if we can put extra layers on the burgers like Mac ‘n’ Cheese to make the picture pop,” he said.

Hamburgers are taking over from the parma as the favorite pub grub. Mathew Zolli digging into a hamburger at Tramway Hotel in Fitzroy North. Picture: Sarah Matray

But some pubs are fighting back, saying they will continue serving up the classic Australian meal.

The Stags Head Hotel in Williamstown and The Exchange Hotel in Port Melbourne are two venues holding tight to the culinary tradition.

The Exchange Hotel’s head chef, Tim Fowler, said he continued to receive praise for his parma; dubbed one of Melbourne’s best.

“The parma is the top selling item on our menu and it’s here to stay,” he said.

But the burger trend has its own momentum, with websites dedicated to taste testing the American meal.

Secretive reviewer ‘D’ from blog The Burger Adventure said: “There aren’t any Melbourne restaurants that don’t have burgers nowadays. Even an Indian restaurant on Commercial Rd has hamburgers.

“Even if you haven’t been to the States everyone still knows about Shake Shack and In ‘n’ Out burger, because they’re mostly following Americans online and so they see it on their Instagram feed all day,” he said.

‘D’ said he and three mates started their blog after they got hooked on the fast food on a holiday in New York.

Secrets to the perfect parma

According to Tim Fowler, head chef at the Exchange Hotel in Port Melbourne:

■ Chicken should be a consistent thickness to ensure even cooking

■ Crumb mix needs to be good quality … we use a secret blend to give it extra crunch

■ Quality toppings are important; it doesn’t hurt to spend a bit extra to get hold of the best napoli, ham and cheese

■ Don’t get too excited with the cheese, otherwise the chicken will overcook before the cheese has browned

■ Chips and salad should always be served separately. This keeps them crispy and fresh

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