Tag Archives: Clare McKeon-McLoughlin

‘100 Women 100 Wines’: Cape Town Tourism markets non-tourism event it did not organise!

Cape Town Tourism has the mandate to market Cape Town as a tourist destination. One wonders why its Communications and PR Manager Skye Grove did the PR for the ‘100 Women 100 Wines’ event held at the Table Bay Hotel on Saturday, when the event was not organised by Cape Town Tourism, and was a commercial venture which received sponsorship from Ultra Liquors!

Last year the event with the same name was criticised by the wine industry for its lack of credibility, for its sighted evaluation of the wines, even though sighted wine judging critic Neil Pendock was the co-organiser then too, for being ‘frivolous, patronising, and a joke’, and for its zero tourism impact.  We asked then already why Cape Town Tourism had paid R20000 to the organisers of the event, which had no tourism benefit, having been heavily focused on attracting ‘Black Diamonds’ from Johannesburg.  Last year the event was held over two days at the V&A Hotel, Tops at Spar being the main sponsor, and the 100 ladies were spoilt with dinner, lunches, and overnight accommodation.

One wonders then why Cape Town Tourism is the only ‘sponsor’ to have supported the event again, Tops at Spar, the airline, Destiny magazine, and the V&A Hotel having withdrawn their support.  Ultra Liquors paid R120000 to sponsor the event this year, and Cape Town Tourism CEO Mariette du Toit-Helmbold wrote that her organisation did not pay a sponsorship fee this year.  What she did not reveal was that Grove wasmanaging the communications and publicity aspects of the event’, according to Clare McKeon- McLoughlin’s blogpost on Spill blog, at no compensation to Cape Town Tourism, in what would have been Cape Town Tourism time, one would assume!  The event was not held in low season, which is what the industry was crying out for in winter. Mark Norrish, MD of Ultra Liquors, when warned about the organisers’ reputation, said that he had the McLoughlins and Pendock firmly under control, and that they had to follow his instructions.  His financial contribution must have been far reduced to that received last year, as the event was only run over half a day, with no meals, there being only one mention on Twitter of canapés served at the event.

As there was no airline sponsor for the event this year, most attendees were from Cape Town, with a handful from other areas such as Stellenbosch, Somerset West, and Elgin.  Once again one wonders why Cape Town Tourism was involved in an event which was largely attended by Capetonians, not making Marketing sense at all!  Mrs Helmbold showed that she had no idea what her organisation was sponsoring, welcoming Capetonians to Cape Town on Twitter: 100 Women 100 Wines is the world’s first wine competition judged by women for women. Welcome to ladies! “! Mrs Helmbold’s knowledge of wine terminology in the Cape Town Tourism media release is also embarrassingly poor: “100 Women 100 Wines is a welcome addition to Cape Town’s event landscape. It’s becoming a regular on the Cape Town calendar and is now an annual event that brings together women from different cultural backgrounds and demographic groups in order to celebrate the Cape’s great vine (sic) offerings at an unusual, fun-filled affair”.

While Ultra Liquors has grown its Social Media presence, it must be bitterly disappointed by the low Twitter coverage of the event, and the low Twitter following most attendees had, many having fewer than 10 Followers, with just four having more than 1000 Followers, @NatalieRoos with her close to 5000 Followers only Tweeting twice during the event.  #CapeTownTourism was only Tweeted once!  No media representatives attended the event this year, and there has been no post-event media coverage.

The publicity for the event did not indicate how the 100 wines were chosen for the event (in Tweets during the event there was regular reference to 350 wines, but this is not explained).  The 100 wines were divided into categories, including ‘The Boss is Coming’, Sunny Day Wine’, After a Long Day at Work’, ‘Long Lunch’, and ‘Best Braai Wine’!

The wine industry paid scant attention to the event on Twitter.  Calling the attendees ‘judges’ of the ‘Ultra Liquors 100 Women 100 Wines competition’, not selected on the basis of wine knowledge, is an insult to serious and professional wine competitions.

Surely Cape Town Tourism does not have a budget in time and money to support events of friends?  Surely its job is to attract tourists to Cape Town? This sets a precedent and means that, in fairness to all event organisers in Cape Town, Cape Town Tourism should do the marketing for every event that is hosted in Cape Town for free!  Cape Town Tourism received scant acknowledgement by the attendees for its role in the event, a marketing failure in itself for the tourism body.

POSTSCRIPT 16/11:  Writing a comment on the Spill blog, Michael Olivier shows how out of touch he is, by commenting as follows: So – when we having 100 wines, 100 boys? This is a good thing you are doing for the wine industry”.  The wine industry has scarcely reacted to the wine event, it having no credibility!

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter:@WhaleCottage

Pendock Fleur du Cap ‘top’ Cape Town Restaurants PR paradox: knocks food writers and bloggers!

Neil Pendock, writing on his blog yesterday, knocked bloggers and food writers by applauding their absence at the inaugural Fleur du Cap 100 Places to Eat Cape Town 2011: What made the awards cocktail party unusual was that the usual cast of thousands – journos, hacks, bloggers, twits and hangers on – was conspicuous by its absence..” Yet the ‘Awards’ were organised by ‘little Irish devil‘ (his words) blogger Clare (‘Mack’) McKeon-McLoughlin!  How embarassing for sponsor Fleur du Cap, wishing to gain support from the media and bloggers for its brands, given that Pendock no doubt had an organising hand in the ‘Awards’!

Neil Pendock can be a really nice guy, as I experienced at the Compass Box Whisky Co tasting and blending afternoon a week ago.  But he has a nasty side too, as poor Su Birch of WOSA well knows, being the target of regular attacks in his Pendock Uncorked Sunday Times blog.   We can attest to his fierce loyalty to McKeon-McLoughlin, as he has blocked us on Twitter, due to our criticism of Cape Town Tourism’s involvement in his and McKeon-McLoughlin’s organisation of the frivolous ‘100 Women 100 Wines’ in August.

Now poor Abigail Donnelly is the next target, being the sole judge and editor of the Eat Out DStv Food Network Top 10 Restaurant Awards for the first time.  This year the judging committee of Pete Goffe-Wood, Anna Trapido and Arnold Tanzer, who received a substantial remuneration, it is said, fell away, and whilst there has been some muttering about this, I have not heard any chef denigrate Mrs Donnelly because of the organisational change. The Top 20 Eat Out finalist list has been announced, and the only rumblings about it is that Rust en Vrede is not on the list, having been the winning restaurant on the Eat Out Top 10 Restaurant list last year, but its Chef David Higgs left mid-year, and that Chef Henrico Grobbelaar has not been at Azure Restaurant of the Twelve Apostles Hotel for a full twelve months, which is what the Eat Out rules dictate.

On Sunday McKeon-McLoughlin had invited some of the Fleur du Cap ‘Top 100’ restaurants and announced the following (alphabetically listed) restaurants to be the Top 10 Restaurants in Cape Town, out of an initial list of 100:

95 Keerom – Giorgio Nava.

Aubergine – Harald Bresselschmidt

Bizerca – Laurent Deslandes

Dear Me – Vanessa Marx

The Foodbarn – Franck Dangereux

The Greenhouse – Peter Templehoff

Hemelhuijs – Jacques Erasmus

Planet Restaurant at the Mount Nelson – Rudi Liebenberg

Societi Bistro – Stefan Marais

The Test Kitchen – Luke Dale Roberts

If one compares the list to the Eat Out Top 10 Restaurant Top 20 Finalist list, Azure at the Twelve Apostles Hotel, The Round House, and Nobu at the One&Only Cape Town are obvious exclusions, while The Test Kitchen, The Greenhouse, and Planet Restaurant also feature on the Eat Out Top 20 list.  What makes the list above lose all credibility is the inclusion of Societi Bistro – whilst very popular amongst bloggers, who are regularly invited for lunch or dinner, and appears to be the McKeon-McLoughlin’s permanent dining room, it certainly does not feature on anyone’s top restaurant list for Cape Town!  Amusing is that Aubergine fell off the Eat Out Top 20 Finalist list, whilst having been an Eat Out Top 10 Restaurant last year, and appears on the above list!  A number of restaurant lovers queried its Eat Out inclusion last year.   Hemelhuijs and Dear Me Foodworld are great lunch venues, but only open in the evening once a week, and therefore are not in the same league as the other restaurants on the list, which serve lunch and dinner.

Ironic too is that Cape Town has lost its reputation as a top restaurant city, this accolade now having moved to the Winelands, Stellenbosch in particular, and therefore a list focusing on Cape Town only is like only handing out a second prize!   Pendock writes about the judges Bianca Coleman, Jos Baker and Anna Trapido that they are the ‘biggest culinary cannons’, an extreme exaggeration!  Trapido lives in Johannesburg, and hardly would have been able to judge all 100 Cape Town restaurants, especially given the short time between conceptualisation and execution of the Fleur du Cap Restaurant list.

A request sent to Eat Out editor Abigail Donnelly for a list of the finalists in the new categories of the Eat Out Awards has surprisingly been declined, even though some restaurants on the list are ‘bragging’ about their inclusion.  All eyes will be on Eat Out and Abigail Donnelly on 20 November, when the country’s Eat Out Top 10 Restaurants will be announced, in ranked order!

POSTSCRIPT 8/11: Interestingly, the Fleur du Cap website has no reference to the Top 100 Cape Town Restaurants list, nor to the Top 10 Cape Town Restaurants.  The media release issued by the Fleur du Cap PR consultancy GC Communications oddly does not provide any quotes by nor contact details for the Fleur du Cap Brand Manager Danelle Kietzmann!

POSTSCRIPT 8/11: This evening I chatted to Jos Baker, one of the four judges of the Fleur du Cap Top 100 and Top 10 Places to Eat Cape Town 2011, at the Platter’s launch.  I asked what the criteria for inclusion were, and she said it was to find restaurants that would ‘not be intimidating‘, ranging from the top-end to the ‘hole-in-the-wall’, to give a good spread!  She told me that most of the judges’ deliberations were done via e-mail.  When I asked her about Eat Out having one judge only, she said ‘no comment’.  When I asked her if further regional lists would be published, she gave me a look that confirmed this, without answering directly.

POSTSCRIPT 9/11:  One would have thought that the Mount Nelson Hotel’s marketing department would have known better than to have described their inclusion in the Fleur du Cap Top 10 Places to eat list as ‘a most sought after achievement’ in their November newsletter today!

POSTSCRIPT 10/11:  Food24 has included a link to this blogpost in its newsletter today.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter: @WhaleCottage

‘100 Women, 100 Wines’ “frivolous, patronising joke”, wasted tourism spend!

We have previously written about Cape Town Tourism embracing the ‘100 Women 100 Wines’ competition, promoting it actively, and listing it in its ‘Strategic Plan’ as a means to ‘stimulate domestic tourism demand’.   The competition brought 100 women to the V&A Hotel in the Cape Town Waterfront on Saturday for one day, hardly a major boost to domestic tourism, especially as a number of the participants were from the Cape anyway! The wine industry has slated the event as ‘frivolous’, ‘patronising’, and a ‘joke’!

Sceptical as I tend to be when it comes to the marketing activities of Cape Town Tourism, I checked what information was available via Google, as we have not received information about this event as members of Cape Town Tourism.  Not much was written about the competition – only two blogposts by organiser Clare “Mack” McKeon-McLoughlin (why does she not use her real surname?) of Spill Blog, a media release and two website posts by Cape Town Tourism, and three participant blogposts.   Sponsors of the competition were TOPS by Spar, Newmark Hotels (V&A Hotel), Destiny magazine (with a circulation of 26128 ‘black diamonds’), and Cape Town Tourism. The aim of the competition was to generate “South Africa’s Best 100 Wines” list, a ludicrous claim made by Cape Town Tourism in its media release.

The competition premise was that 80% of women buy wines in supermarkets, thus making the brand decision, which is largely made on the basis of word of mouth recommendation by friends.  On the basis of this statistic, Ms McKeon-McLoughlin devised a competition whereby 50 women could enter, by motivating by e-mail why they and a friend should be invited to be a ‘judge’ in a wine competition “where you choose and pick the wines that you prefer, wines that suit your palate and mood, and that you would be more than happy to recommend to a friend”. The ‘judging’ took place at the V&A Hotel in the Waterfront, with participants having been flown to Cape Town (if not from the Cape); attending a lunch, a cocktail party, and a gala dinner; participating in the ‘judging’; and spending the night in the V&A Hotel.  About 30 % of the group of hundred women were from Cape Town and the Winelands, judging from Twitter. Cape Town Tourism refused to confirm the geographic breakdown.

The patronising media release written by Cape Town Tourism stated that ‘this event will see women from different backgrounds being empowered as opinion leaders in the field of wine, and will set in motion the debunking of the myth that this right is reserved for the connoisseurs and the ‘bourgeois” (who writes stuff like this?!).  Their website post also stated that the participants reflected the South African demographic profile, but the ‘black diamonds’ dominated.  Cape Town Tourism appears to have forgotten that this country has four ‘demographics’, and not just two, as is visible from their delegate photograph. Categories in which wines were selected are ‘Girls Night Out’, ‘Celebration’, ‘Sunday Lunch’, ‘Braai drinking’, ‘The in-laws are coming’, The Big date – romance is in the air’, ‘Long lunch’, ‘Mid-week easy drinking’, Posh Present, ‘Baby it’s cold outside, ‘Bubbly’, and ‘Kiss and Make Up’.  Ten wines were allocated per each of the ten categories, hardly a ‘judging’, and more of a classification of the 100 wines, information not provided as to how the original list of 100 was selected!  The Cape Town Tourism media release quoted its CEO Mariette du Toit-Helmbold as follows: “The innovation of food and wine is an integral part of what makes Cape Town an inspirational city.  We are looking forward to welcoming 100 women from across South Africa to Cape Town, and sharing our best wines and gourmet offerings with them.  Winter is the perfect time to explore our wine culture and our partnership with 100 Women 100 Wines demonstrates our commitment to unlocking Cape Town’s superb winter offering to the domestic market. We look forward to celebrating this as an annual event”! We do not believe that the event met the stated goal at all, as only the food of one hotel was experienced by the delegates, and mainly non-Cape Town wines were ‘judged’!

We asked Cape Town Tourism CEO Mariette du Toit-Helmbold two questions about her organisation’s involvement in the event: what would its benefit be for domestic tourism to Cape Town, and how much did Cape Town Tourism pay for sponsoring the event.  This is the rude response we received on Twitter to our e-mails from Mrs Helmbold (she has not replied to our e-mails about the event):” For info on role in #100women event follow @CapeTownTourism‘s tweets. Event fund = R20 000″.

We question Cape Town Tourism’s sponsorship of the event, which will have gone to the organisers.  If Cape Town Tourism pays R20 000 for each of the 70 local and international events (we did not know that there are so many events in Cape Town in a year) it claims to support, it would be paying a precious R1,4 million, which it could use to greater benefit to attract more tourists to Cape Town by means of fewer, more fundamental events.  It is unheard of for a tourism bureau to pay a sponsorship fee, it being usual for them to just endorse an event, to give it credibility.  One wonders how Cape Town Tourism could have seen so much benefit in the event that they paid for it, and had the time to handle the (poor) publicity for it! It is clear that Cape Town Tourism has little knowledge of the wine industry, and blindly endorsed an event without credibility in the wine industry, and without any tourism benefit.  No local media (radio or newspaper) covered the event.

Mrs Helmbold did not attend the event at all, spending the weekend in Pringle Bay, and Cape Town Tourism’s PR Manager Skye Grove appears to have only popped in at the sponsored event. However, Mrs Helmbold was at great pains to Tweet about the event on Saturday, overstating the ‘benefits’ of the event for tourism to Cape Town as follows:

#100women is supported by @CapeTownTourism as part of focus on building winter brand, food/wine tourism and domestic tourism”

*   “#100women is 1 of many good examples of how partnerships can be used to accomplish much through events without investing a lot of money”.

*   “#100women 100 wines event is 1 of more than 70 events supported by @CapeTownTourism and 1 of earmarked domestic tourism events of year”.

Cape Town Tourism Tweeted ‘comments’ from delegates about how good they felt about being in Cape Town, but these were prescheduled via Tweetdeck, and do not appear to have been ‘live’ comments from delegates, making one question their credibility. In its website post at the conclusion of the event, Cape Town Tourism wrote ‘testimonial’ comments about Cape Town, quoting senior executives who apparently had never been to Cape Town before.   Some ‘justification’ Tweets were sent by them during the weekend event:

*   #100women 100 wines event proving that South African women love their friends, their wine, their food…. and Cape Town” (no delegate Tweets proved this!)

* City Press & Sunday Times at #100women event – this is how we do business. Unlocking CapeTown’s stories through national & int (sic) media” (City Press sent only a Trainee Journalist, and the Sunday Times was represented by their wine writer Neil Pendock, who in fact was one of the organisers!  There were no international media representatives).

*   We are loving the vibe at #100women 100wines. Women from all over SA falling in love with the Mother City and our food and wine offering” (not supported by delegate Tweets)

Proud partners with @NewmarkHotels, @1time_Airline & Tops at Spar of #100women100 wines. All about telling CapeTown’s food & wine stories” (no such ‘stories’ have been seen in the media!).

Pendock is known to be a good friend of Mrs McKeon-McLoughlin, and wrote about the event twice on his The Times ‘Pendock Uncorked’ blog in two days. He was the scorer at a previous round ‘judging’ event, as well as at the weekend event, at which the list of 100 wines was finalised.  He ‘shyly’ discloses in his first blogpost that he ‘advised 100 Women 100 Wines on selection of wines for the event’, vastly understating his involvement, and he makes no disclosure of his involvement in the second blogpost.  He praises  the ‘seminal’ idea of the ‘revolutionary’ competition (these two descriptions seem a gross exaggeration), alliteratingly (as he is fond to do) writing that “Mack” (whose real surname is known to him) gathered ‘ordinary women’ (not ordinary at all, from the descriptions of their careers) from ‘Pretoria, Porterville and Putsonderwater’ (maybe his creativity to alliterate town/city names with Johannesburg and Stellenbosch was limited!).  Pendock gives sponsors 1Time Airlines, V&A Hotel, Destiny magazine, and ‘Spar’ (not getting its bottle store brand correct) a punt in his blogpost, but does not mention sponsor Cape Town Tourism nor brand ‘Cape Town’ in his blogpost at all! Pendock is known as a very critical wine writer, and would have slated such a frivolous competition, had he not been involved in its organisation, especially as the wines were ‘judged’ sighted at the weekend event, his biggest criticism of Platter judging.

On Twitter only 55 Tweets were generated by 15 Twitterers over the two days, a poor tally. The ‘black diamond’ Destiny delegates from Johannesburg appear to not have embraced Twitter yet.  Newmark Hotels probably received the best benefit of the exposure on Twitter, with some Tweets praising its V&A Hotel.  The sponsors airline 1-Time, Cape Town Tourism, and Destiny, and TOPS at Spar came off worst, in receiving no acknowledgement at all from the delegates!   Only eight wines out of the 100 tasted and tested, being Graham Beck MCC, Stellenrust Timeless, Warwick The First Lady, Nederburg Riesling, JC le Roux, Miss Molly, Le Bonheur Sauvignon Blanc, and De Morgenzon Sauvignon Blanc, received Twitter mentions during the tasting. Distell  sponsored the wines for the dinner, and the Fleur du  Cap wines appeared to receive more favourable comments on Twitter than did the wines in the 100 Wines testing collection!

Nigel Cattermole, fearless wine-knowledgeable owner of Wine @ the Mill, laughed about the event, and called it patronising and a joke.  He said that most of the 100 wines in the collection were bulk mass-produced wines, being ‘mediocre to poor’‘There is no providence in these wines’, he added.

The ‘100 Women 100 Wines’ competition is a farce in more ways than one: The results, in generating a ‘Top 100 best wine list for women’, will hardly be an accolade winemakers would strive to achieve, not having any credibility.  Cape Town Tourism’s involvement in the competition is questioned, given that its energy should be focused on attracting as many tourists to Cape Town as possible, a group of 100 (of which many were from Cape Town or Stellenbosch anyway) making only a negligible  impact on tourism in our city, if any at all, given that the delegates stayed at the V&A Hotel, had all their meals and drinks there, and all activities took place at the hotel, meaning that there was little spend by them in the rest of the V&A or in Cape Town. The association with the competition is a serious dent to the credibility of Cape Town Tourism, in supporting a competition that is patronising to women; is frivolous and lacking credibility in its results; was poorly marketed; benefits the Winelands more than Cape Town; does not meet its intended goal of growing ‘domestic & intl (sic) markets’; does not meet the goal of ‘building winter brand, food/wine tourism and domestic tourism’, and makes no contribution in addressing the tourism crisis in Cape Town!

POSTSCRIPT 31/8: Cape Town Tourism has sent us a comment in reaction to this blogpost, in the name of ‘Thandiwe’, with a false e-mail address thandimotse@yahoo.com, in defence of Cape Town Tourism’s sponsorship of the ‘100 Women 100 Wines’ event, using similar yet contradictory information contained in its Media blogpost and a Tweet about the event.  A Google search confirmed that the only reference to ‘Thandiwe Motse’ is from two mentions on the Cape Town Tourism website.  We have not allowed the false comment, and we are surprised that Cape Town Tourism’s PR department would stoop so low in trying to justify their involvement.

POSTSCRIPT 1/9: The latest Spill blogpost brags about the success of the ‘100 Women 100 Wines’ event, quoting all feedback it has received on Twitter and its blog, even from its co-organiser ‘Dr Neil Pendock’!  Interestingly, the blogpost refers to ‘Thandiwe Moitse’, with a different spelling of the surname compared to the way Cape Town Tourism spells it.   There are no Google entries for this business executive, on either spellings of her surname!  The Cape Town Tourism spelling in its Tweets and media blogpost is the same as the spelling in the Comments posted to this blogpost!

POSTSCRIPT 3/9: A ‘judge’ of the first stage of the event, who was given a voucher for a meal at Societi Bistro by the organisers, and who expressed her dissatisfaction on Twitter with the poor quality of the meal and the service, was called by Mrs McKeon-McLoughlin and asked to remove her Tweet, as she had promised Societi Bistro that they would receive good publicity if the restaurant donated the vouchers!

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com Twitter:@WhaleCottage

Bitchy bashing of bloggers: response to Mail & Guardian!

Food bloggers furiously re-Tweeted a link to a Mail & Guardian story on Friday, entitled rather meaninglessly “Going to the Blogs”, and posted angry comments on the newspaper’s site, yet no blogger has stood up to defend the reputation of bloggers attacked in the article!  Not everyone in Cape Town was happy with the article, written by print journalist Mandy de Waal, who has no experience of and interest in the food/restaurant industry, and who appears to have been a once-a-month blogger, who last blogged a year ago on her two blogs MandydeWaal and MandyLives!com.

De Waal is best known for her political and business stories that she writes for Mail & Guardian and the Daily Maverick blog.  What she did not disclose in her article is that she is a friend of Rosanne Buchanan, editor of Food & Home Entertaining magazine.  Clearly Buchanan was the inspiration for the article, in being quoted extensively, and she shared with De Waal her experience at a recent lunch to launch the new winter menu of Reuben’s at the One&Only Cape Town, which was attended by bloggers and print journalists. Surprisingly for a journalist, who should get a balanced view for the story she is writing, no print journalist other than Buchanan was interviewed by De Waal for the article!

De Waal shows her anti-blogging bias throughout the article, with the following loaded utterances:

*   “Bitter tension between established food writers and the new food media…” – This does not apply in South Africa, and obviously only is the point of view of Buchanan, who De Waal quotes (unnamed) as saying sneeringly (De Waal’s word) “I truly resent being lumped in with them. They are treated like the media but they have absolutely no ethics. Why are we giving voice to these freebie-mongers who cause such damage?”.  What a loaded and discriminatory statement, obviously indicating that Buchanan’s publication could be under threat, and may go the same way as WINE magazine, which is closing down in September!

*   “Instant publishing and social networks dealt the industry (unnamed, but probably the publishing industry) a cruel, culling blow”.  Any print publisher who did not see the growth and resultant threat of blogging and on-line publishing deserves the inevitable.

*  Gourmet (magazine in the USA) brought epicure to the people – but only some people.  Bloggers took it to everyone else, robbing food elitism of its elitism”– another loaded statement, and completely off the mark!  The trend is far away from food elitism, given the recession.  There is nothing to stop bloggers from writing at the same standard or better than their print colleagues.

*   “Perhaps it’s what bloggers write that’s so difficult to digest”, and she quotes an excerpt out of a Real Restaurant Revelations blog review of the Warwick’s tapas lunch Persian love cake – its inclusion in her article is not meant as a compliment to the blogger, one senses!

*    “To publish, bloggers only need a free meal, a computer and the will to write.  Journalists have to contend with crabby editors, deadlines, ethics, research, a declining market and … miserable pay. Small wonder they’re annoyed at having to rub shoulders with bloggers at elite restaurant openings”!  This statement reflects that Buchanan and De Waal have no idea what blogging is about.  Most bloggers do not get their meals for free.  Most have a day job, and blog for fun, sharing their passion for food and writing with their readers.  They burn the midnight oil to stay up to date in publishing their posts.  Most do not accept advertising on their blogs, so there is no financial benefit in it for them at all.

*   Buchanan magnanimously sees a role for bloggers only in posting ‘comments on food or publishing online recipes’.  When De Waal called me and spoke broadly about Food Blogging, I had to explain to her that in my opinion a food blogger is predominantly a recipe writer, and I gave here some examples, such as Cooksister and Scrumptious blogs.  What she was focussing on was Restaurant reviewing, and that is why her article included a reference to AA Gill. Clearly, Buchanan sees no role for bloggers as reviewers.

*   Buchanan continues: “But is their sudden and authoritative voice, which is too often vindictive or ingratiating, that has become an issue.  Although I think everyone is entitled to an opinion, it is integrity and professionalism that is at stake”.  She could not be further off the mark – it is print journalists that publish a photograph with a short write-up about a restaurant, supplied by the PR agency, and is never critical.  Bloggers who write reviews with honesty, as they have experienced the restaurant, have far greater integrity than magazines do.  Honesty in blog reviews shows up the bla bla freebie magazine write-ups.

*   Buchanan has a further blast at bloggers, saying her publication has been around for 20 years, and that bloggers cannot have her level of ‘understanding of the food industry’– Buchanan and De Waal clearly have no understanding that bloggers are not 18-year olds without a past, but are writers that have (or had) careers in and a passion for food.

*   Contentious is De Waal’s broad swipe at bloggers’ ethics (“Then there’s that trifle called the truth”), but more fairly does so too at ‘leisure journalism’.

*    “But some do rise above the sticky sweetness”, she writes, when restaurant reviewer JP Rossouw disparagingly refers to blogs that can be ‘playful and fun’, but ‘what is essentially candyfloss’!  De Waal writes that Rossouw said that he started a blog nine years ago, but there was no blogging that long ago.  He is quoted as arrogantly looking down on bloggers, in saying that he has stopped blogging because “I felt the ethics that bloggers were following were dubious.  Bloggers love going to launches, restaurant openings and having free luxury experiences but, unlike experienced food journalists, who understand the industry, do significant research and are modulated by ethics and experience, blogging becomes much like ambulance-chasing” Rossouw was hauled over the coals by bloggers for a controversial review he wrote about La Mouette last year, and changed his blog to a website thereafter, with registered screening of commenters. This may explain his disparagement of bloggers.

*  “In an ocean of quantity, only the few, the differentiated and the excellent will eventually rise to the top” is the closing sentence of the article.  De Waal does not understand that this is not a race or a competition for bloggers.  The only measurement bloggers have of their success is unique readership, but if they do not accept advertising then it is just an academic measure.  Making the Top 10 in a category of the SA Blog awards would be another measure of success for some.

I told De Waal about the blogging bitchiness in Cape Town, and told her what price I pay for my honesty in reviewing, resulting in a disparaging Twitter campaign, which she read while we were chatting, and was horrified about.  She captures some of this bitchiness in quoting her conversations with Andy Fenner of the Jamie Who blog, and Clare “Mack” McKeon-McLoughlin of Spill blog:

    *   Fenner points a finger (or is it his knife?) at who only can be McKeon-McLoughlin when he says “There is definitely conflict with online media because certain bloggers see themselves as ‘Erin Brockovich’ types who want to be first with the scoop.  There is this constant battle about who breaks the story first, and it can get catty and malicious”! 

    *   McKeon-McLoughlin refused to have her name mentioned in the article ‘if the blogger’s name appeared in this piece, or if an interview with the blogger was included in this article’, clearly a reference to myself, given her calls to PR agencies to tell them to not invite me to their functions, and her threat to them to not attend functions if I attend.  De Waal describes her as a ‘former BBC journalist’, but this does not come up when one Googles her real name – she was a chat show hostess on Irish TV station RTÈ.  She and her husband Eamon McLoughlin are part of the team driving the malicious Twitter campaign.  A wine blogger put McKeon-McLoughlin in her place with a post he published in response to the article.   While she claims to only write the truth, she is often cited by fellow bloggers as one who never declares her numerous free meals and bottles of wine on her blog!  

So, from the lengthy (and libellous) Mail & Guardian article we read the threat that Food & Home Entertaining faces of potential closure, and that Buchanan is an arrogant journalist who thinks that she is better than bloggers, whose work she probably has not read extensively, yet who may be readers of her magazine.  There is less of an issue between print food journalists and bloggers, than there is amongst bloggers themselves, some of whom have become so arrogant that they think that they can stand in judgement of others, seeing themselves as being superior.  It also demonstrates that journalists are not to be trusted in a telephonic interview, especially when the discussion has a hidden agenda, and the questioning is dreadfully vague, turning out to be a waste of time, when none of it was published.  One wonders why De Waal allowed herself to be bullied by McKeon-McLoughlin, in not allowing my input to be quoted, given the reputation of independence of the newspaper that she writes for!  It also indicates that the blogging community needs to collectively improve its image, if a respected writer such as De Waal can write such drivel about bloggers in such a respected newspaper! 

What De Waal does not reflect is that both new and traditional media have benefits for the restaurants that are reviewed – bloggers can write almost immediately, with an added benefit of posting comments and photographs whilst at the launch on Twitter, giving a new restaurant instant visibility, and it is therefore no surprise that most entries for restaurants on Google are from blogs, alongside listings on Eat Out and Food 24, and often achieve a higher Google ranking than the restaurant’s own website.  Googling is the way the world finds its information.  Traditional media has far better reach in terms of its audience size in readership, the average newer blogger not achieving more than 5000 – 10000 unique readers a month, but the magazine story takes three to four months to appear, its major disadvantage.  Clearly PR agencies value the benefit of a balance of both new and traditional media to obtain coverage for their restaurant clients.

POSTSCRIPT 20/7:  Respected and long-established blogger Jeanne Horak-Druiff today posted her impressive response to the Mail & Guardian article. 

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com  Twitter:@WhaleCottage

Restaurant Review: Reuben’s at the One&Only Cape Town is a-maze-ing!

Let me admit at the outset that I was sceptical as we set off to our dinner on Saturday evening at the new Reuben’s at the One&Only Cape Town, which opened last Wednesday.  I need not have been.  I was overwhelmed by how outstanding the food and service was, with fair prices for the food, but with generally more expensive dishes than those at Reuben’s in Franschhoek, and with very high prices for mostly exceptional wines.  Reuben’s at the One&Only Cape Town is a ‘grown-up’ and sophisticated Reuben’s, the best Reuben’s by far!

I have never written a review about Reuben’s Restaurant, despite it having been my favourite ever since I stumbled upon it in June 2004, when it first opened in Franschhoek.  Immediately I felt it was a restaurant for me, and it became my favourite, and we recommended it passionately to our Whale Cottage Franschhoek guests.  The initial service levels, which made Reuben’s the top of the Eat Out Top 10 Restaurants as well as Reuben Riffel the Top Chef six months after opening, could not be maintained, and gradually the service levels dropped, starting with the telephonic bookings, down to rude service from the then-sommelier/manager.

A review of the new Reuben’s needs to trace back the history of its opening at the One&Only Cape Town.  It is well-known that Gordon Ramsay’s maze opened at the hotel in April 2009, and that the contract with the restaurant was abruptly cancelled by the hotel at the end of July.  Reuben Riffel was tipped to open in Ramsay’s place, but Reuben denied this to us and to the media.   Clare McKeon-McLoughlin of Spill Blog confidently predicted Reuben’s appointment, even though Reuben had not yet made a final decision nor signed the contract.  We were told that her disclosure caused mayhem in the hotel, as staff at the hotel did not know about the appointment, and that the then Hotel PRO Etienne de Villiers’ supposed “endorsement” of the apppointment in the Spill blog post was untruthful, and may have led to his recent departure from the hotel.   It would appear that an Irish maze staff member, who has since returned to London, was the mole, spilling the beans to Spill.   In less than a month after the announcement of Reuben’s appointment, the restaurant has opened its doors at the One&Only Cape Town, and is confidently trading.   In terms of this controversy, Reuben says he prefers to stay out of it and remain in the kitchen!

When I made the booking on the morning of our dinner, the restaurant answered as “Restaurant at One&Only”, the interim name that the restaurant had before Reuben’s opened.   We were allowed to park in the basement of the hotel, and there is no charge.  When we walked into the restaurant, we could not help but feel that we were in maze.  I was looking for the Brasserie that Reuben had been quoted to be opening at the One&Only Cape Town, but we could not see it.  The same horrid carpet and massive orange lampshades are still there.   The furniture has not changed, although the table tops have been varnished and the Reuben’s name engraved into them.  Other than branding on the chic black and burgundy staff aprons, on the lift list, and on the menu, there is no Reuben’s branding outside or inside the restaurant.  Surprisingly, the orange/brown colouring of the maze interior matches Reuben’s rust brown colour scheme almost perfectly.   We were critical of the maze interior when we went there soon after its opening last year.  Reuben says that the interior will be amended in three stages, with the tables completed, and bistro boards with specials going up shortly.   The interior decorator that Reuben’s has used in Franschhoek and Robertson will be coming this week to see how she can soften the harsh hotel interior.

The maze and Reuben’s marriage will take some time to gel to the benefit of the new restaurant.   From maze the restaurant has inherited the decor, all the waitrons (there was no shortage of staff on the floor), managers and also kitchen staff, the outstanding sommelier Andre Bekker and his Diamond award-wining Diner’s Club Restaurant Winelist, a wine library of over 700 wines, the choice of three breads baked by the kitchen, and the waitron service standards that have been set in the past, being much higher than those of Reuben’s in Franschhoek.   From Reuben’s comes the menu, the little coarse salt pots on the tables, a far more informal style of dress (the ties of the managers have come off), a more relaxed interaction with customers, something that was not encouraged at maze, as well as new serving dishes and some cutlery.  The One&Only staff were trained by Reuben’s wife Maryke about their service standard, the menu and the food.  The staff have tasted the dishes, and are still doing so as Reuben fine-tunes the menu for the official 1 October start.   The winelist and the menu are miles apart, and need to find each other, the former being very expensive and also out of character with the Brasserie feel which Reuben’s wants to create, and with the winelists in Franschhoek and in Robertson.

The exact relationship between Reuben Riffel and the One&Only Cape Town is unclear, but the hotel employs and pays the Reuben’s kitchen and waitron staff.   The brief was for Reuben to get the best kitchen staff possible.  This reduces the risk for Reuben, and means that he is compensated for his brand name and for his time through a share of the turnover.   Having a room at the hotel is a fringe benefit the Reuben’s Franschhoek staff are enjoying when they come through to town.  The arrangement with the hotel has allowed Reuben to appoint Camil Haas, previous owner of Bouillabaisse in Franschhoek and Green Point and of Camil’s in Green Point, to substitute for him at the One&Only Cape Town and in Franschhoek from October, giving each of these two Reuben’s a heavyweight chef every day.   In addition, Maritz Jacobs, previously of Le Quartier Français and 15 on Orange hotel, is the new Head Chef at the One&Only Cape Town, meeting Reuben’s requirement for a young and energetic chef.  The Pastry Chef is René Smit.  Reuben is called the Concept Chef on the menu, as he is on the Reuben’s menus in Franschhoek and in Robertson.  Samantha Housden from Tank will be joining as the Restaurant Manager on 1 October.  Reuben recently bought out his Boekenhoutskloof partners Tim Rands and Marc Kent, who helped him set up the business six years ago.  He says this gives him new flexibility to make decisions more quickly, and to steer his business where he wants it to go.

The menu is A3 in size, and has the same format as that in Franschhoek and Robertson.  It is neatly divided into a Starters, Main Courses and Desserts section, as well as a mini Vegetarian menu of Starters and Main Courses, a Fish and Seafood section, as well as Side Orders.   In future it will also carry the names of the special suppliers of fine organic produce that Reuben’s will be sourcing.   The menu content in terms of dishes offered is vastly different at the new Reuben’s, compared to the Franschhoek branch.  The menu is being fine-tuned in the next 10 days before the official opening, and has already seen changes in the first four days of its operation.

A small bowl of olives was brought to the table, as was three types of bread: a baguette, tomato bread and black olive bread.   Butter was on the table, as was a bottle of Willowcreek olive oil.  I ordered Asparagus with a hollandaise and orange reduction (R60) as a starter from the Vegetarian section, which was topped with the most wonderful micro-herbs, being miniature coriander, basil and rocket, and adding the most wonderful taste to this dish, beautifully presented on a glass dish.   Other starters are oysters at R25 each, pickled veal tongue (R60), chilli salted baby squid and shredded duck salad at R70 each, salmon tartar and cured venison at R75 each, mussels (R80), and a white asparagus and langoustine salad (R110).

My main course was the most wonderful kingklip (R140) – a good portion of firm fish, served with the unusual combination of avocado, on a bed of mash (I chose it to be plain, but the menu specified it to be tumeric mash), and with crunchy Chinese cabbage, a mint salsa and coconut cream.   The same micro-herbs served as garnish for the dish, and again added a unique taste to round off the dish, the best kingklip I have ever eaten.  My only criticism was that a serrated knife instead of a fish knife was served.  My colleague had Karoo lamb curry (R135), served in a bowl, with sambals (yoghurt and pineapple, and chopped tomato and cucumber) and basmati rice in a tiny iron pot, presented on a separate dish.    She loved the genuine Cape Malay taste of it, and picked up garlic and ginger notes, as well as jeera, cardamom and barishap spices in her lamb stew, with dhania leaves on top.  She called it “hemelse kos”, it tasted so good!   Other Main Course options are lamb rack (R175); ostrich fillet, 180 g beef fillet and a 450 g rib-eye steak at R 170 each; quail saltimbocca (R130); 240g sirloin and pork belly at R125 each; veal tripe (R120); and Reuben’s faithful wonderful calf’s liver at R115.  Other Fish options were yellowtail (R110) and Tandoori spiced prawns (R170).   Side orders cost R 35, but all main courses come with a starch and a vegetable.

For dessert my colleague had Muskadel crème with poached hanepoot grapes, ginger crumble and raspberry ice cream, in a glass bowl and served on a slate plate.  Slate is used extensively at Jordan’s Restaurant with George Jardine, and to a lesser extent at Jardine’s.  My dessert was a fascinating Lemon and olive oil custard, to which was added cocoa crumble, a half-round thin slice of chocolate as well as Swiss chocolate mousse, finished off with edible gold paper which I thought the kitchen had forgotten to take off!   Desserts cost R65, expensive I felt, but the portions were generous.  Other desserts are a seasonal fruit compote, Amarula scented malva pudding, Tequila sundae, and a bitter chocolate fondant, the latter costing R80.  I felt, on the basis of two desserts, that the desserts needed more work.  My cappuccino did not arrive at the same time as the dessert, as requested, and was not very foamy.  It was immediately replaced with one in a bigger cup size, and was very foamy.  Petit fours were brought to the table after the dessert plates were cleared, also on a slate plate.

The sommelier Andre has been at the hotel almost since it opened, and he says that the winelist has not changed much from its impressive start.   They have added wines bought at the Nederburg and CWG auctions, as well as garagiste and boutique winery brands.   Some international wine prices have been reduced over time, and some local wine prices have increased.   The 37-page winelist will be changed, the lengthy introduction to the South African wine industry to be removed.  I disliked the division of the wines by region, and then by varietal on the maze winelist, but this will not change.  It means that if one likes drinking a Shiraz, for example, one has to check through every region’s Shirazes to check which one to order.  It could take one  a whole evening to wade through the many wines on offer, including 50 wines-by-the-glass, 32 champagnes, and 18 MCC sparkling wines, as well as wines imported from France, Spain, Italy, Portugal, Argentina, Chile, New Zealand, the USA, and Australia.   I did not like the file/folder look of the winelist, and do not remember it looking like this at maze.   Its practicality in updating vintages and prices is an obvious advantage.  The yellowish cover of the wine list does not match the Reuben’s colour scheme.   Wines-by-the-glass can be served in 50ml, 150ml and 250 ml quantities, making the expensive wines a little more affordable by reducing the quantity one drinks!  Wine flights in three’s are also available, by region or by varietal.   I chose a glass of 2006 Glen Carlou Shiraz, which cost R 72 for a 150ml glassful – 50ml cost R24, and 250ml R120.   The 2005 Luddite Shiraz prices were R37/R112/R187 per glass.  The 2007 Brampton cost R9/R28/R47.  Migliarina Shiraz 2006 cost R17/R52/R87.  A glass of 150ml of bubbly cost R260 for Ayala ‘Rose’ Majeur, R200 for Billecart Salmon Brut, R98 for Graham Beck Rosé, R49 for Graham Beck Brut, and R44 for Villiera.   It is clear that the wine prices are exceptionally high.  Andre spoilt me with a complimentary glass of dessert wine.

We felt privileged that Reuben came out of the kitchen to sit and chat with us.  He intends to come out of the kitchen a lot more in future, and having chefs working for him will allow him to do this.  Starters will be prepared behind the counters inside the restaurant in future, to allow diners to connect with the food preparation and the kitchen staff too.   Reuben is working on creating synergy in the menus for his three Reuben’s, yet having unique items on each menu that reflect what customers like in each area.  At the One&Only Cape Town the calf’s liver is extremely popular, he says, as is his Veal tripe (‘Pens en Pootjies’).   We were struck by Reuben’s humility and quiet confidence that he has made the right decision by opening his latest Reuben’s at the One&Only Cape Town.  He recognises that service levels can improve in Franschhoek, and he sees a benefit of exchanging his staff between the two locations, so that the One&Only Cape Town service standards can become those of the Franschhoek staff too.    There will be no launch function, Reuben preferring to quietly open and delivering on the expectations of a more demanding Cape Town as well as international clientele.   Reuben’s staff also prepare the hotel breakfasts.

We will recommend Reuben’s at the One&Only to our Whale Cottage Camps Bay guests with confidence, and we will return.

Reuben’s at the One&Only Cape Town, One&Only Cape Town, V&A Waterfront.  Tel (021) 431-5888. www.reubens.co.za (The new restaurant is not yet listed on the Reuben’s website, nor on the One&Only Cape Town website).  Open for breakfast, lunch and dinner, Monday – Sunday.

POSTSCRIPT 20/9: Samantha Housden’s restaurant experience includes launching London’s Level 7 Café at the Tate Modern Gallery and managing the Eyre Brother’s restaurant owned by the godfather of gastro-pub cuisine David Eyre.  She started Cilantro in Hout Bay, having been its chef too.  She has left Tank to join Reuben’s at the One&Only Cape Town.

POSTSCRIPT 25/9: We returned for dinner a week later, and met the new Restaurant Manager Samantha Housden for the first time.   She came to check on our table regularly, as did Marcus, an interim manager.  Due to a strong attempt to upsell us by a waiter, we asked for waiter Victor, who had served us the previous week, and his service was as good as ever.   The recognition by the staff from our visit a week ago was impressive – from the hostess as we arrived (I had used my son’s name for the booking this time), to the sommelier Andre and the waiter Victor remembering specific requests and likes from a week ago – in line with Reuben’s Franschhoek.   Disappointingly the food was not as good as it was a week ago – the kingklip was undercooked and did not have the lovely microherbs (but a generous portion was brought to the table when I asked about them) and the sirloin had lots of sinews.   Reuben was in the kitchen, and spontaneously came to say hello.  I was delighted to hear that sommelier Andre has heeded our feedback, and will revise the winelist, to arrange it by varietals, and to mention the regions, which will make wine selection much easier in future. 

POSTSCRIPT 14/1:   I arrived in good spirits, and was shocked at the disappointing food quality and service.   Although the telephonist tried to put through my call three times, so that I could check if I could still get a table at 22h00, no one in the restaurant answered the phone.  I decided to arrive anyway.   I was warmly received by the hostess, and discovered immediately that Manager Samantha Housden is no longer at Reuben’s.  The evening shifts were getting to her, I was told.  Kagiso Mmebe is the new Manager, and started three weeks ago, having been a lecturer in Restaurant Practice at the University of Johannesburg.  A sweet waitress Unite took my order efficiently, and that is where her service support ended.  She brought butter and olives, but never came with the bread.  I had to ask a manager for it.  It was explained to me that Unite is a runner, being trained up to be a waitress, but she wears the same colour shirt as do the waiters, so one cannot identify her lesser skills.  She is meant to work under the guidance of a waiter, but this did not happen.   I ordered the baby chicken main course (R135), which was not cooked properly, even after sending it back once.   My choice of carrots with vanilla and honey as the side-dish was an excellent one.   The wild mushroom sauce tasted strongly of an Oxo stock cube, with not a piece of mushroom to be seen.  The sauce was taken away, and mushrooms added.  I had to ask for a finger bowl.  The wine steward Tinashe Nyamudoka was wonderful, just taking my wine order and pouring the Glen Carlou Shiraz 2004 at the table, as requested.   The frozen espresso cake with a berry coulis and an odd-looking meringue was excellent (R65).   Assistant Manager Marcus Isaacs kindly took the chicken off the bill.  It was disconcerting to hear from the staff that Reuben Riffel has barely been seen at the restaurant in the past two weeks, although Marcus disagreed.   Camil Haas is not at Reuben’s One&Only at all anymore.  There is no sign of any further decor changes, after the curtains were opened.  The new summer menu, launched last week, has very understated Reuben’s branding, and does not look like a Reuben’s menu anymore, and there is no listing of the names of the chefs on it anymore – not even Reuben’s name is mentioned!  Chef Aviv Liebenberg from Reuben’s Franschhoek (and previously Robertson) has been moved to Cape Town, working with Chef Maritz.   I could not help but be concerned as to where Reuben’s in the One&Only Cape Town is heading – it certainly is no longer a-maze-ing!

Chris von Ulmenstein, Whale Cottage Portfolio : www.whalecottage.com