Foodies pan ‘free meals for blog’ scam
A put-down has exposed a ‘couscous for comment’ culture of free meals demanded in return for ‘positive’ posts.
A social media put-down that went viral in the restaurant world has exposed a “couscous for comment” culture of free meals demanded in return for “positive” posts and “reviews” on social media
The incident has exposed a thriving world of tech-savvy foodies who hit up bars, cafes and restaurants in major cities in exchange for glowing “reviews” and other forms of effectively purchased content on Instagram, Facebook and blogs.
One social media manager for several restaurant businesses says the problem is compounded by Instagrammers who buy followers to boost their clout and influence, making it difficult for restaurateurs to truly gauge their influence.
The fracas started when the Sydney-based Instagram account contacted Surry Hills restaurant Dead Ringer on Monday via Instagram Direct Message asking if it “sent out invitations to foodie Instagrammers. If so, my friend and I would love to come to review your restaurant.”
The Instagram blogger continued: “Usually my arrangements with restaurants is that you give my friend and I a meal on the house in exchange for Instagram coverage and reviews.”
The response by Dead Ringer’s Tim Philips had foodies over the country liking, commenting and reposting: “With all due respect, I’d say you have as much right to review my restaurant as I have to review your menstrual cycle.” The post quickly gathered traction as chefs, restaurateurs and media players around the country chimed in, across a variety of platforms, with comments that made it clear the practice of “couscous for comment,” as Philips called it, was widespread.
“I’ve lost count of the amount of Instagrammers/bloggers that send a direct message to my clients asking for reservations on a Friday or Saturday night, dinner FOC, in exchange for favourable posts,” said Greenbeenmedia social media consultant Dayle Moses yesterday.
She has about 20 hospitality industry clients in Melbourne.
“When I look into their Insta accounts, I can see they have bought themselves followers, giving them a fake, unusually high number. It’s all BS.”
Adelaide chef Phil Whitmarsh said his former restaurant, the Daniel O’Connell, “used to get quite a few of these … usually after appearing on ‘the lists.’ F..king leeches the lot of them.
Philips yesterday defended his response, calling himself a “feminist” and saying he’d run it by his girlfriend — “also a feminist” — before putting it up.
Restaurant consultant and digital communications specialist Ed Charles said people who posted such material without disclosing free meals may be breaking the law.
The blogger could not be reached for comment.