Tag Archives: Deena Naidoo

MasterChef SA bomb bursts about Deena Naidoo’s Tsogo Sun MondeVino Restaurant prize!

It was too good to be true. MasterChef SA came to a Grande Finale end earlier this week, and despite questions about the MondoVino restaurant being part of the R 8 million prize package not being answered satisfactorily, everyone accepted M-Net’s word that the winner of MasterChef SA would receive the restaurant.  Ironically the screening of the Finale, with the 18 Finalists present, was held at MondoVino restaurant at the Montecasino Palazzo Hotel on Tuesday evening.  At the ceremony, MasterChef SA winner Deena Naidoo received the ceremonial whisk to represent his prize of winning the restaurant from Graham Wood, MD of Tsogo Sun – Hotels.

Yesterday an explosive article appeared in The Citizen, disputing the prize and its value of R 7 million out of the R8 million package (the balance being R 250000 in cash from Robertsons, a car from Hyundai, a trip to Tuscany from Woolworths, and a course on winetasting by the Sommeliers’ Association of South Africa with a year’s supply of Nederburg Winemaster’s Reserve). The article quoted Deena expressing his dissatisfaction with the prize value, saying that he only received a two year usage of the restaurant, and in fact will only be present at it ‘about five times a month’, according to the contract he signed with restaurant owners Tsogo Sun. The restaurant is to be renamed Aarya, after Deena’s daughter, and is currently being refurbished, for re-opening in November.  Deena will add his ‘own flair to the menu and the restaurant would be a reflection of South Africa’, the newspaper reported.

In all the comments made on our blog and on Twitter about Deena, his humility and passion for cooking were praised.  Uncharacteristic therefore was the quote which The Citizen attributed to him in their article: ‘I am not an R8 million man. The perception that I am sitting with that money is unfair and it is time for the public to know this.  I don’t want people to to look at it as if I am this guy sitting with all this cash’. It was also made known that Deena has no intention of moving to Johannesburg, from his home in Durban, saying that despite winning the MasterChef SA title, his family comes first.  He explained that the restaurant’s replacement value is R7 million, and this is how the R8 million prize package was quantified.

M-Net spokesperson Ingrid Engelbrecht denied that they had created a false perception that the MasterChef SA winner would receive his or her own restaurant, countering that Tsogo Sun had made ‘various, flexible options’ available for the winner, depending on where the winner lived, and their personal circumstances. We questioned the feasibility of the restaurant prize for non-Johannesburg residents, and received a similar reply from Ms Engelbrecht in April already:‘Regarding the restaurant prize, Southern Sun is happy to tailor-make the options in order to meet the needs of the winner and to ensure that all parties are happy going forward with this amazing prize. They will take into account factors such as the contestant not being from Johannesburg, having a family and any other obligations, and will assist to whatever degree is necessary’. Ms Engelbrecht is quoted in The Citizen article as saying that the winner of MasterChef SA won the position of Head Chef for a two year period, with a value of R 7 million.  Deena is to receive a percentage of the restaurant’s profits, but will not own its title deed.

Yesterday afternoon we received the media statement from Priya Naidoo, Tsogo Sun’s General Manager: Communication, refuting the explosive article in The Citizen. We publish it in its entirety, and leave it to the reader to decide what’s cooking at the MasterChef SA MondoVino Restaurant at Montecasino in Johannesburg:

‘M-Net and Tsogo Sun refute claims made by the Citizen newspaper today that MasterChef South Africa winner Deena Naidoo is disappointed with his prize package, and that he will not be getting his own restaurant. This is factually incorrect.  The total restaurant prize included (amongst other things) the full-time running and rebranding of the floor space. This arrangement was rent free, for two years. However, M-Net and Tsogo Sun structured the sponsorship to permit the MasterChef winner to choose between various options of participation in the restaurant, knowing that the winner might not be able to take up such a fantastic prize. Deena elected a joint venture operation where he will share in the restaurant profits and partake in the rebranding and relaunch of the restaurant. This will run for two years. This decision was based on the fact that Deena, his wife and children are unable to relocate to Johannesburg at this time.

“I consider myself privileged and am extremely grateful to have won this prize. It is a once-in-a-lifetime opportunity,” says Naidoo. “At no point have I ever been disappointed with the arrangement I have with M-Net and Tsogo Sun. In fact, they have been extremely accommodating and flexible and are allowing me the chance to run this restaurant whilst keeping my current job in Durban. Tsogo Sun appreciates that my family comes first. I couldn’t be more excited to embark on this journey with them.” M-Net and Tsogo Sun explained the terms and options available to the Top 2 contestants while the series was still being filmed, and all parties were fully aware of what they would be entering into, should they win the prize, which consists of: R250 000 in cash, a brand new car, a trip to Italy and an Italian cooking course, a year’s free supply of wine and a sommelier course, as well as the Tsogo Sun restaurant opportunity.  Naidoo adds, “I never expected to have R8 million in my bank account and any reports that suggest this are simply untrue. I wanted to clear up the misconception that this might be the case, and in the process, it was asserted that I’ve been let down by M-Net and Tsogo Sun. This is inaccurate.”  Naidoo will embark on his restaurant adventure in November’.

The Citizen has written a follow-up story, confirming the accuracy of their article: ‘We reaffirm the accuracy and veracity of the story and would like to express our disappointment with M-Net and Naidoo’s reaction’. The newspaper stated that Deena had provided the information to their journalist, and that she had followed up with him to make sure that he was happy with the quotes attributed to him.

The Cape Argus wrote on Tuesday that ‘the bulk of the R8m prize comprises the anticipated profits from “owning” the restaurant’, quoting Ms Engelbrecht.

A Direct Message to Deena yesterday afternoon via Twitter, requesting guidance as to which story to believe, has not been replied to.  Deena stopped Tweeting altogether after The Citizen article appeared yesterday morning. Whatever the outcome of this furore, the reputation of MasterChef SA, Tsogo Sun, M-Net, the chef judges, and its affiliated sponsors has been severely damaged by The Citizen article.  If Deena did speak to the media, this will have been a major wake-up call to him to deal with the media with kid gloves!

POSTSCRIPT 28/7: Deena Naidoo started Tweeting in the early hours of this morning again, ReTweeting a link to an iol.co.za article.  In the article he discusses the short-term future with his new restaurant: ‘While Mondevino has a strong Italian focus, Naidoo says, when he takes over, that will change. ‘Expect a menu of dishes ranging from pap and tomato gravy to milk tart and even my butter chicken.’ While Durban-born Naidoo said he would have liked to open a restaurant in his home town, this won’t be the case.  “The location was earmarked for various logistical reasons. It is in a vibrant area with huge potential and, as industry leaders, I understand and trust in Tsogo Sun’s reasoning.”  Even though a move to Joburg looks inevitable, he has no plans to uproot his family just yet.  “I’m only thinking about the next three months for now and I will continue working (for Nedbank) and we will continue to stay in Durban,” he said’.

POSTSCRIPT 29/7: Deena Naidoo is quoted in the same iol.co.za article that the MondoVino restaurant will come under his ‘expert hands from November’, which seems inaccurate given that he has never run a restaurant before, and will not be at MondeVino more than 5 times a month.

POSTSCRIPT 29/7: In the Sunday Times today the newspaper reports that Deena Naidoo has not made himself available to the media for clarification of this media furore, as we too have discovered, still awaiting his reply, implying that Deena is now under the strict media control of M-Net’s PR department, one of the prices he will have to pay for having won MasterChef SA.  The newspaper adds that Deena will receive a three month ‘business training’ programme, to teach him Financial, HR and Restaurant management.  An odd sentence, to explain why he would only be at the restaurant five times a month, is: ‘Also, if I start running the place, I will lose the passion that brought me into this competition, and that is to cook‘!  In contrast to media reports earlier this week, Deena is said to have indicated that he will not make drastic changes to the restaurant ‘just to show people that I am there‘!

POSTSCRIPT 30/7: There is another side to Deena Naidoo coming to the fore – from his gentlemanly and humble personality projected on MasterChef SA, he showed defiance when he Tweeted yesterday in reply to a question about cutting corners with the apples in his dessert he prepared in the Finale as follows: ‘instinct told me to do that hate following recipes‘!

POSTSCRIPT 31/7: Channel24 reported today that The Citizen has lodged a complaint with the Broadcast Complaints Commission of South Africa against Talk Radio 702 for describing its MasterChef SA report last week as ‘misleading’ and for M-Net’s Ingrid Engelbrecht calling it ‘very inaccurate‘.  The complaint is based on the code’s requirements that facts must be truthfully presented, that opposing points of view must be presented, and that a right of reply must be offered. The newspaper says that the radio coverage about the newspaper’s report did not meet any of these requirements.

POSTSCRIPT 2/8: Caryn Gootkin, blogger and media writer, has used her legal background to analyse the MasterChef SA prize package, and found various descriptions by M-Net about its MondoVino restaurant prize. The broadcaster’s PR department refused to make the contestant contract available, which we were refused as well.  She introduces the article by saying that the ‘ingredients for a disaster were there from the start‘!  She believes the issue could contravene the Advertising Standards Authority code on trust.

POSTSCRIPT 22/8: Channel 24 reported today that an anonymous person has lodged a complaint of ‘misleading advertising‘ against M-Net for its alleged misrepresentation of the MasterChef SA MondoVino prize at the Advertising Standards Authority (ASA).  The ASA has confirmed that the complaint has been lodged, but has not revealed the identity of the complainant.  It is awaiting the response from M-Net’s legal team.

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

Deena Naidoo wins first MasterChef SA, sizzles at MondeVino Restaurant from November!

The 90 minute special Finale episode of MasterChef South Africa last night was the most tense of all, ending off with the good news that Deena Naidoo has won the title of MasterChef SA, after he and Sue-Ann Allen were put through the tests of a Mystery Box, an Invention Test, and a Pressure Test, in the company of their family and the other 16 Finalists, who were flown in for the final cook-off.

The episode started in Johannesburg, at the Montecasino Palazzo Hotel, where they were shown the Presidential Suite. In the room was an invitation inside a cloche to attend a private dinner at the MondeVino restaurant, one of the prizes of winning the MasterChef SA title.  Sue-Ann looked glamorous and beautifully made up for the dinner.  They were surprised to see the three chef judges Pete Goffe-Wood, Andrew Atkinson, and Benny Masekwameng, dressed in their chef’s uniforms for the first time, and they prepared dinner for the two Finalists.  The starter was a calamari dish, followed by a fillet steak, which was served with Nederburg Shiraz. A chocolate blini was served with seasonal fruit for dessert.

The dinner was an opportunity for flashbacks, to remember the highs and lows of each contestant. Sue-Ann spoke about giving up everything, to become a chef. Her turning point was the 12 hour Pressure Test which she did with Ilse Fourie and Khaya Silingile. For her the high point was being announced as one of the final two. Deena said his lowest point was the food and wine pairing, and he regretted that he had not ‘researched liquor and pairings’, he said.  The chocolate mousse cake was another challenge, and he was close to giving up, when a ‘wave of energy came over me‘.  His highlight was meeting Chef Michel Roux Jnr, and receiving the fantastic accolade from him, when he said that Deena’s attention to detail would make a professional of him.  Sue-Ann was said to have fought ‘tooth and nail‘, Chef Benny saying that ‘whoever wants this most will be King or Queen of this place’. Chef Benny was the chef at MondeVino before he became a MasterChef SA judge, and now is one of the Executive Chefs of Tsogo Sun, responsible for the restaurants in the hotel group.  Deena said the dinner was a defining moment in his life.

Returning to the MasterChef SA kitchen at Nederburg, the 16 eliminated Finalists met up with Deena and Sue-Ann, to support them, and to be present for the announcement of the winner. Deena’s wife Kathy, his stepson and his sister came too, while Sue-Ann’s mom Gail, her sister, and best friend Lauren also attended. Finalist Fortune Kangueehi commented that it was like a ‘family reunion‘.  The Finalists were reminded that the MasterChef SA prize package to the value of R8 million is the biggest in the history of reality TV in South Africa. Sue-Ann was described as the ‘Queen of Pressure Tests’ by Chef Pete.

All work stations but two had been removed from the MasterChef SA kitchen, and were positioned so that Sue-Ann and Deena faced each other, Sue-Ann jokingly saying that they would have to take out their boxing gloves. The day started off with a Mystery Box, from which they had to prepare ‘an incredible dish with the most exciting Mystery Box ever’, within one hour. A beautiful box contained Fairview Chevin cheese with baby winter vegetables, such as radishes, endives, tomatoes, Brussels sprouts, and blue potatoes. Deena said that he would use as many of the vegetables as possible, to serve them with oven roasted root vegetable and a parsnip purée, whereas Sue-Ann chose those that she likes to eat best, making a beetroot and goat’s cheese samoosa served with ribbons of crispy fried vegetables and a herb mayonnaise.  She prayed that her mayonnaise would emulsify, which it did. Sue-Ann made more portions than required, something she had learnt whilst being on MasterChef SA. Deena was criticised by the judges for having ‘no coherent idea’, and for wanting to serve a starter with a combination of hot and cold items.  Both contestants finished within time, and Deena started ‘fiddling’, by adding additional items, being warned by his colleagues looking from above that he should stop. Thys Hattingh summarised the dishes of the two Finalists, Sue-Ann being ‘less is more’ and Deena focusing on ‘extravagance‘. Deena’s starter was praised for his texture being ‘spot on’, said Chef Andrew, but Chef Pete asked ‘what on earth the raw radishes are doing on the plate‘. His cutting skills were praised. Sue-Ann’s starter was praised for its ‘neat presentation’ by Chef Andrew, with good colours, being simplistic, and ‘an uplifting chive mayonnaise‘. Chef Benny said the samoosa had ‘an absolutely perfect taste‘,  but that her vegetables were overcooked.

The Invention Test was a ‘proudly South Africa‘ one, and they were tasked to show what they had learnt while at MasterChef SA. Deena said that he would make the ‘meal of his life’.  Sue-Ann chose to make a poached fillet of beef with shelled peas. Deena made a coriander crusted lamb loin with spinach bhaji. Chef Andrew questioned Deena’s mix of citrus juice and spices.  It looked like he would run behind on time in getting his lamb loin prepared, but recovered.  Manisha Naidu commented that Sue-Ann always does ‘minimalist plates’.  Sue-Ann said that she was happy with her dish, but felt that she could have done more. Chef Benny said her main course was ‘simple sophistication’. Chef Pete praised her fillet, but said her mushrooms were bland. Chef Andrew said that her dish had a delicate flavour, and said it ‘was very well done‘.  Deena’s dish was criticised for having a ‘very brown presentation’, and that it had a lot of lamb on the plate.  Chef Pete liked the coriander and cumin, Chef Benny praised the light batter but criticising the potatoes. Chef Andrew was critical of the citrus glaze, saying that it overpowered the lamb loin. But the lamb itself was deemed perfect.  Overall the ‘marriage’ of the elements did not work in Deena’s dish, the judges said, and the taste of Sue-Ann’s dish did not live up to its presentation promise.

The Pressure Test was the toughest ever, being a Deconstructed Milk Tart with ‘apple moes‘, apple gel, and a spun sugar spiral. Sue-Ann blew Deena kisses for good luck.  Despite being reminded that exact ingredients and temperature in a recipe must be followed, Deena cut out the core of the apples and peeled them, and halved the quantity, to save time.  This was a problem, said the judges and some of the other Finalists, as the pectin in the skin and pips is needed for the gel.  It also affected the blending of his apples for the mousse.  Disaster struck for Sue-Ann when her pastry burnt and her sugar had darkened, she calmly saying that she would remake both, but she could not make the spun sugar spiral as she used a spoon with crystallised sugar on it, which affected her second batch of sugar, Thys explained.  Deena had never made spun sugarwork before, and made a relatively good attempt at it.  He prayed whilst making the sponge.  Deena was criticised by Chef Andrew for not sticking to the recipe, and for his ‘rustic apple mousse’. Chef Pete praised the consistency of the cooked pastry and the smooth custard. His milktart was described as ‘creamy smooth‘ and ‘delicious’ by Chef Benny, but he had only made half the spun sugar.  He was told that it was a close resemblance to Chef Benny’s dish.  Sue-Ann’s biggest weakness was the missing sugar spiral. She was praised by Chef Pete for the attractive look of the dish, also looking like Chef Benny’s, said Chef Pete, but her custard was undercooked. Chef Benny said that the pastry was flaky, and had the right colour and tight crispiness.  Chef Andrew added that the apple mousse was ‘superb‘.  It was disappointing that the very last dish cooked by the two Finalists, for such a big title and prize, had unforgivable errors, which could have led to both being eliminated in previous episodes, and the reality TV series ended on this note of imperfection.

Recapping the three dishes prepared by Sue-Ann and Deena, and highlighting that they had survived 30 challenges throughout the MasterChef SA series, beating the best amateur cooks in the country, it was announced that Deena had won the right to carry the first MasterChef title in South Africa.  It must have been a close call for the judges to make the decision, as both Finalists appeared to make an equal number of errors throughout the episode.  Deena appeared in fewer Pressure Tests than Sue-Ann, however.

Tsogo Sun sent out a media release shorty before midnight last night, announcing that it had signed a two year contract with Deena Naidoo, commencing at MondeVino restaurant at SunSquare Montecasino Hotel in November. ‘The restaurant concept will be a testament to Deena’s passion and love for food combined with our knowledge and expertise’, said Graham Wood, Managing Director of Tsogo Sun – Hotels. He added that Chef Benny will ‘be on hand to guide and support Deena’.

We wish all MasterChef SA Finalists all the best in their future careers, and look forward to Season 2, which is speculated to be on the cards for 2013. Tuesday evenings without MasterChef SA won’t be the same for a long time to come!

POSTSCRIPT 25/7:  Tsogo Sun’s PR agency has clarified the changes that are to be made at MondoVino Restaurant, which they hinted at in their media release: ‘It is an existing restaurant but it will be re-launched with a new menu in November and redone accordingly to Deena’s wishes’.

POSTSCRIPT 25/7: In an interview on Kfm, Sue-Ann Allen has hinted that she will be doing training with Chef Peter Tempelhoff at The Greenhouse, Constantia Hohenhort Hotel.  Alternatively, it may be with Chef Luke Dale-Roberts at The Test Kitchen.  A series of cookbooks is also on the cards, the Cape Argus reported earlier this week.

POSTSCRIPT 28/7:  A bomb burst yesterday, when The Citizen reported Deena Naidoo’s alleged dissatisfaction with the misrepresentation of the Tsogo Sun MondoVino restaurant prize, which was subsequently denied by M-Net and Tsogo Sun, quoting Deena too!

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

MasterChef South Africa: has Season 1 been a success?

It is interesting to analyse how successful MasterChef South Africa has been, its final 19th episode being broadcast this evening, the winner of the first season being announced in the special 90 minute Grande Finale.  It would appear that the reality TV cooking program has been enjoyed by many South Africans, yet some aspects about it were disliked.

To judge the success of MasterChef SA we looked at quantitative information:

1.  Audience Ratings (ARs) are used by the South African advertising industry to quantify the success of a TV program.  ARs = Reach x Frequency, or the % of the Target Market reached.  It was explained by a media strategist that the AR statistics do not reflect viewership of M-Net repeats, and therefore they do not reflect the full number of viewers.  The AR of 0,8 achieved for MasterChef SA exceeds the expectation of 0,5 on an ‘All Adults’ target market filter, she said, and described the program as ‘world class’, ‘professional’, and with good production values.  A food TV producer felt the opposite, saying that M-Net must be very disappointed with the viewership achieved, its ultimate goal having been to sell more decoders.

2.  On Twitter the @MasterChef_SA account has grown to 11253 Followers.  One may have expected more Followers, for the stature of the programme.  When one reads the Timeline after an episode, the mix of South African Tweeters is evident, attracting commentary from male and female viewers, and from different language groups.  @RobertsonsSpice has only achieved 733 Followers, a very poor performance.  @Woolworths has 33 466 Followers, an exceptional number, but had embraced Twitter prior to its MasterChef SA sponsorship.  @Nederburg only has 1265 Followers, also disappointing for this sponsor.

3.  On Facebook the MasterChef SA page has 8511 likes, Robertsons Herbs and Spice has 1373, Nederburg 7544, and Woolworths an amazing 193676 likes!

4.  The YouTube videos of the Robertsons’ Masterclasses by Chef Reuben Riffel show the viewership, and it is understandable that some of the earlier videos would have the highest viewership.  The first Masterclass in week 1 (16 March) was for a ‘Cheesy Garlic Bread’, and has achieved 4154 views in the past four months.  ‘Stuffed Chicken Breast’ (30 April) has 3335 views to date. ‘Crepes’ (20 March) achieved 3201 views. ‘Pepper Sauce’ (19 March) was seen by 2882 viewers. ‘Chocolate Braaied Bananas’ (16 March) has achieved 2864 views. ‘Milktart’ (2 May) has 2732 views to date, and ‘Roast Chicken’ (15 May) has 2252.  The other videos have had lower viewership, some extremely low.  The viewership figures must be disappointing for Robertsons, and we could see a sharp drop-off in viewership growth two months ago, midway through the series. The dishes demonstrated by Chef Reuben were hardly of a ‘Masterclass’ stature!

5.  Arnold Tanzer was the leader of the MasterChef SA culinary team of eleven, which included Chef Vanie Padayachee from Le Quartier Français too, working behind the scenes in testing every recipe that the Finalists had to prepare, often more than once, checking the preparation times, and making sure that the challenges were ‘doable’.   Interesting was the article in the Sunday Times, detailing the quantities of food and liquid that the 19-series programme went through, supplied by Woolworths in the main: 62 kg mussels, 300 kg fish, 500 kg beef, 400 kg lamb, 165 kg chicken, 2592 free-range eggs, 250 kg of cheese, 215 kg of fresh herbs (mainly mint, thyme, and dill – there is no mention of Robertsons’ herbs and spices, which are not stocked by Woolworths), 100 kg mushrooms, 100 kg butter, 600 l Ayrshire milk, 200 kg onions, 240 l sunflower oil, 144 l olive oil, and many more ingredients.  These quantities used benefited the suppliers of these products.

6.  Twitter was a new social medium to most MasterChef SA Finalists, and they were encouraged to open Twitter accounts.  Deena Naidoo has by far the largest number of Followers at 1986, followed by Sarel Loots (1331), Jade de Waal (1254), Ilse Fourie (1019), and Lwazi Mngoma (1018). The other Finalists have very much lower Follower numbers.

Qualitatively, it was interesting to observe:

1.  Initially, no one went out on Tuesday evenings, being glued to their TV screens.  From Twitter one could see that after the first four weeks life started getting back to normal, and event organisers were not afraid to schedule functions on Tuesday evenings any longer.  The hype about MasterChef SA never reached that of the Australian series when flighted locally.

2.  Many TV viewers, especially men, were initially not interested in watching the program, but the talk on Twitter and in social circles enticed them eventually to watch the program. Towards the end of the series we saw fewer proactive Tweets about MasterChef SA, and fewer people talking about the reality series socially.

3.  Most restaurant staff were unable to watch, as they were working at the time of the program.  If they had access to a PVR, they watched a recording afterwards. Most of them do not seem to own a M-Net decoder, and seemed surprisingly uninformed about the reality TV series, or were not interested in it, most chefs seeing it as ‘amateurish’.

4.  Viewers expressed their extreme dissatisfaction with the judges’ decision to eliminate Guy Clark and not Jade de Waal in episode 9.  There was talk on Twitter about the elimination choice being a ‘production decision’, and many said that they would no longer watch the program due to the perceived rigged choices made.

5.  The program sponsorship will have benefited Woolworths and Nederburg, but the impact on Robertsons’ sales is not expected to be significant:

*   Woolworths has run superb food advertising during the MasterChef SA episodes, well matched to the theme of each episode, and creating amazing appetite appeal. In the episodes too the Woolworths Pantry was well-branded when the Finalists had to source their ingredients. Significant discounts offered to Woolworths card holders must have brought more feet into their stores. The sponsorship is said to have taken attention away from the embarrassing Frankies beverages debacle. Surprisingly the in-store branding of their sponsorship of the reality TV series was low key, with small banners at the tills.  The initial uproar caused by two recipes of the Woolworths Pantry guest food bloggers appeared to have blown over quickly.  The Woolworths sustainable seafood commercial linked to the seafood episode shot at Paternoster caused controversy, because the content of the advertisement was not reflected in its stores.

*   A media strategist interviewed for this blogpost fed back how she had started buying Nederburg wines again, now finding it trendy to do so, as a result of watching MasterChef SA. Despite the show being filmed at the wine estate, there was little Nederburg branding in the episodes.  Its commercials were less impactful than those of Woolworths, and many say that the ‘ingredient’ composition of the Nederburg wines shown in its commersials, to demonstrate the flavours of the wines, may have been taken literally, if viewers did not know better. Surprising was the low key product placement of Nederburg wines, given that the MasterChef SA kitchen was built for the show on the wine estate. A bottle of Amarula received prominence in a Mystery Box for a dessert, one episode focused on food and Nederburg wine pairing, which highlighted that Deena had little wine knowledge, and one episode featured the celebration of the harvest at Nederburg. Disappointing for Nederburg would be Deena Naidoo winning MasterChef SA tonight, as he does not appear to be a wine drinker, given that the prize includes a sommeliers’ course, and a year’s supply of their Winemasters Reserve range wines.

*   Robertsons went through the Social Media wars since MasterChef SA started in March, its endorsement by Chef Reuben Riffel having raised credibility and advertising honesty questions, and its Social Media Manager Sonia Cabano having been dismissed soon after she took on the job.  The end result is that Chef Reuben’s Robertsons’ endorsement has cost him credibility as a chef, and he appears to now be written out of the Robertsons’ advertising, only one of the five or six spice brand TV commercials featuring him in each of the last few episodes. A further blow to Chef Reuben’s credibility is his very recent endorsement of Rama margarine, also a Unilever brand. Robertsons did not manage its sponsorship well, in that registered ‘members’ of their Masterclass page were sent recipes unrelated to the previous day’s MasterChef SA episode, a marketing failure. In general, Robertsons went through a torrid time, and ‘MasterChef SA‘ must be a swearword inside its hallowed halls!  Its attempt at Social Media was a miserable failure in many respects, and appeared poorly managed, despite its use of the Liquorice social media marketing agency.

6.  The MasterChef SA series benefited sponsors Woolworths and Nederburg, jointly creating two wine brands specifically for the series (Grenache 2010, and a Sauvignon Blanc/Chardonnay blend). It also opened the door for Nederburg to sell its Winemasters Reserve range in Woolworths stores over the four month MasterChef SA broadcast period.  There was no cross-benefit between Woolworths and Robertsons, the retailer having to publicly admit on Twitter that it does not stock Robertsons spices and herbs.

7.  Initially the response to our competitions to predict the overall winner of MasterChef SA and the weekly Finalist leaving the show was surprisingly low, but increased the closer it got to the Finale, and the fewer the options for elimination and winning the grand prize became. The readership of our weekly MasterChef SA episode summary the day after the show saw an increase week by week. Restaurant staff working on Tuesday evenings, international readers, and local non-subscribers who cannot view M-Net, and surprisingly even viewers of the program, fed back that they read our MasterChef SA weekly write-ups. We got hooked onto MasterChef SA, loving writing up each episode, and will miss the Tuesday evening programmes.

8.  MasterChef SA dislikes focused strongly on the judges, particularly the expression on Chef Andrew Atkinson’s face, his dress, and his stare at the Finalists when judging their dishes. Chefs who have met him, however, say that this is not him at all, and praise his culinary skills.  Chef Pete Goffe-Wood attracted negative criticism from the second half of the series onwards. Chef Benny Masekwameng was the most loved judge by far, always kind and supportive to the Finalists. In general chefs felt that the chef judges should have worn chef outfits, and not worn earrings and piercings, to set a good example to young chefs.  Interesting is that every guest chef wore a chef’s outfit in the series.   Initial feedback at the start of the series was critical of all the chef judges being male. After Chef Margot Janse’s appearance, she was judged by Twitterers to have been an ideal judge.

9.  The program series has been criticised for the poor quality food that the Finalists prepared for many weeks, although this criticism subsided in the last few programs, when the Finalists had to replicate dishes made by top chefs Michel Roux Jnr of La Gavroche, Peter Tempelhoff of The Greenhouse, and Margot Janse of Le Quartier Français.  Linked to this is the chefs’ criticism about the prize of a year-long (now extended to two years) contract at MondeVino restaurant at Montecasino, saying it is irresponsible, as none of the Finalists could step into the shoes of a restaurant chef, who has had years of training and experience, and said that it is demeaning to their career to imply that little or no training is required.

10.   There is no doubt that MasterChef SA has stimulated an interest in cooking, and in trying out more complicated dishes.  It probably has stimulated interest in eating out at restaurants such as Terroir, The Greenhouse, Biesmiellah, Sel et Poivre, and The Tasting Room, all featured in the series.

11.  The most gratifying end result of MasterChef SA has been the growth in the Finalists’ cooking skills, in what they learnt from the judges, and the Masterclasses held by the visiting chefs. They also grew vastly in confidence. Chef Arnold Tanzer fed back in the Sunday Times that ‘you could see the change in people as the series went on, particularly how their perception of food changed‘.  He added that he was surprised that even the film crew members were excited about what they had filmed, and wanted advice on how to make some of the dishes. A number of the Finalists have made the best of their MasterChef SA participation:  Berdina Schurink has opened Bella Sophia Culinary Café in Pretoria; Thys Hattingh has changed jobs, now working at the Compass Group as a staff restaurant consultant; Guy Clark changed careers, and now is a chef for the Madame Zingara group, at Café Mozart and at Bombay Bicycle Club; Charles Canning and Samantha Nolan have a stand at the Old Biscuit Mill market on Saturdays, following in the footsteps of Chef Pete; and Lungi Nhlanhla is now deputy food editor at Drum magazine. There is not one Finalist that has not benefited from his or her participation in MasterChef SA, being a springboard to living their passion for cooking.  Tonight it will be Sue-Ann Allen or Deena Naidoo who will walk off with the MasterChef SA 2012 crown, and one of their lives will change forever!  We wish them both the best of luck.

POSTSCRIPT 28/7: A furore has been created by The Citizen, reporting yesterday that MasterChef SA winner Deena Naidoo was unhappy about the misrepresentation of his Tsogo Sun MondoVino restaurant prize, damaging the image of the reality TV series, M-Net, its sponsors, Finalists, and chef judges.

POSTSCRIPT 28/7:  Times Live has published audience figures, to highlight the success of MasterChef SA TV series: MasterChef SA had the 5th highest viewership on M-Net between its start in March and 24 July, beaten by ‘Carte Blanche’ (265939 viewers), ‘Lincoln Lawyer’ movie with Matthew McConaughey (221411), ‘CSI Miami’ (202102), and ‘Idols’ (196698).  The reality cooking show beat ‘Desperate Housewives’ and ‘Grey’s Anatomy’ on viewership.  M-Net had capitalised on the trend to viewership of cooking programs in producing the local MasterChef SA TV series.  No decision has been made about producing a Season 2 of MasterChef SA next year.

POSTSCRIPT 29/8: If the article from Channel 24 is correct (it is part of the same media group that owns M-Net), there will be a season 2 of MasterChef SA, another measure of the success of the reality TV series. M-Net has not confirmed this.

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

Cape Town and Winelands Restaurants: New Tamboers Winkel a top hit, Caveau caves!

Our list of latest restaurant openings and closures fortunately lists more openings than closures, and is updated continuously, as we receive information.

Restaurant Openings

*   Tamboers Winkel has opened on De Lorentz Street, just off Kloof Street, Gardens (photograph)

*   Luke Dale-Roberts, Eat Out Top Chef, is to open a real test kitchen, called The Kitchen of Dreams, a private experimental place to develop new recipes, at the Old Biscuit Mill

*  Chef Luke Dale-Roberts is opening a pop-up Pot Luck Club in Swiss ski resort Verbier, at the Hotel Farinet, from 8 December – April, to be run by Chef Luke, his chef Nicolas Wilkinson, and front of house Selena Afnan-Holmes.

*   Col’Cacchio has opened a new outlets in Westlake, and a new one is coming in Claremont too.

*   A new Vida é Caffe has opened on Prestwich Street, and a new branch is to open on Maindean Place in Claremont, and one in the new Wembley Square 2 development.  Two more branches are planned for Mauritius, it is said.

*   Richard’s Supper Stage & Bistro has opened its dinner theatre, performing ‘Kaapse Stories’, on Main/Glengariff Roads in Sea Point, owned by Richard Loring and Roland Seidel

*    Honest Chocolate is opening a second outlet with a ‘production kitchen’ in the Woodstock Industrial Centre

*   Moyo is to open where the Paulaner Braühaus was in the V & A Waterfront in summer.  It has taken over the tearoom at Kirstenbosch already.

*   Josephine’s Cookhouse has opened in Newlands, belonging to the Societi Bistro owners

*    Keenwa has opened the P.I.S.C.O Bar above its restaurants, open Thursdays – Saturdays from 5 pm

*   TRUTH Coffee has opened on Buitenkant Street

*    Liam Tomlin Food Studio and Store at Leopard’s Leap in Franschhoek is opening a Deli, the date to be confirmed

*   FEAST is to open where Franschhoek Food Emporium was, in Place Vendome

*   Deluxe Coffeeworks has opened where Reuben’s Deli used to be in Franschhoek.

*   Okamai Japanese restaurant has opened at Glenwood wine estate in Franschhoek

*   Cavalli restaurant is said to open on the stud farm on R44, between Stellenbosch and Somerset West, this year or next

*   The Slug & Lettuce has opened where Beads was on Church Street in Stellenbosch

*   Stables at Vergelegen Bistro has opened as a lunch restaurant in Somerset West.  Its Lady Phillips Restaurant is being given a make-over by Christo Barnard, and will open in November with a new name called The Vergelegen Restaurant. The new chef will be PJ Vadas, previously of The Roundhouse in Camps Bay.

*   Coopmanshuijs in Stellenbosch is opening a restaurant.

*   Chef Johan van Schalkwyk has left the Stone Kitchen at Dunstone Winery, and has opened his own restaurant Twist Some More in Wellington.

*    Chef Bjorn Dingemans is to open up The Millhouse Kitchen restaurant on Lourensford wine estate in Somerset West.

*   Grilleri (ex-Mediterrea) has closed down, and Chef Shane Sauvage (ex-La Vierge) is now heading the re-named La Pentola restaurant.

*   Ali Baba Kebab (renamed from Laila) has opened as a small beef and lamb kebab take-away and sit-down outlet, next door to Codfather in Camps Bay

*   Gibson’s Gourmet Burger and Smoked Ribs has opened as a 70-seater restaurant in the V&A Waterfront, taking part of the Belthazar space. Owned by the Belthazar/Balducci group.

*   Giorgio Nava is said to be re-opening his Down South Food Bar, previously on Long Street, in the Riverside Centre in Rondebosch

*   Ou Meul Bakery from Riviersonderend is said to be opening a bakery in Long Street

*   Deluxe Coffeeworks has opened a roastery at 6 Roodehek Street to service all its outlets

* The Deli on the Square has opened at Frater Square in Paarl.

*   David Higgs (ex Rust en Vrede) is opening a new 30 seater restaurant in The Saxon in Johannesburg.

*   Big Route Top Gourmet Pizzeria has opened on Main Road, Green Point, next door to Woolworths, serving 52 different pizzas, salads and crêpes.

*   Cousins has opened in the Parliament Hotel, where Il Cappero used to be.

* Aces ‘n’ Spades Bar has opened on Hout Street

*   6 has opened at Schalk Burger & Sons wine estate in Wellington, run by the ex-owners of Oude Wellington

*   Café Dulce is to open a new branch in Tygervalley Centre

*   Gourmetboerie is to open at the bottom end of Kloof Street, where Depasco used to be, in October.

*   Kushi Indian Restaurant has opened a branch on Main Road in Sea Point

*   Abantu Restaurant and Bar has opened on the corner of Wale and Buitengracht Street, where Time & Place used to be

*   Make Sushi Bar has opened in Sea Point

*   Thai Café is opening on Plein Street, Stellenbosch

*   Simply Asia has opened in Paarl

*   Restaurant @ Zomerlust has opened in Paarl

* Christina’s has opened at Van Loveren in Robertson

*   Bellini’s is said to open on Greenmarket Square in October

Restaurant Closures

*   Sapphire has closed down in Camps Bay

*   High Level Restaurant in Bo-Kaap has closed down

*   Caveau on Bree Street and Gourmet Burger on Shortmarket Street, belonging to the same owners, have been closed down.

*   Sabarosa in Bakoven has closed down.

*   Mob Inc Tattoo Bistro has closed down in Sea Point

* Sunbird Bistro in Camps Bay has closed down

*   Limoncello in Gardens has closed down, but is continuing with its pop-up restaurant truck

*   Paparazzi has closed down on St George’s Mall

*   Wicked Treats in Franschhoek has closed down.

*   Casa Nostra has closed down in Sea Point, until it finds a new venue.

*   Bistro on Rose in Bo-Kaap has closed down as a restaurant, continues as an entertainment venue.

*   The Kove in Camps Bay has closed down, its space to be incorporated into sister restaurant Zenzero

Restaurant staff/venue changes

*    Il Cappero has moved from Barrack Street to Fairway Street in Camps Bay.

*  Table Thirteen has reduced in size in Green Point and will open in Paarden Eiland later this year.

*   The V&A Waterfront Food Court is closed for renovations until November.  A sign outside the construction area lists the following businesses moving into or returning to the area: Primi Express, Anat, Carnival, Nür Halaal, Royal Bavarian Bakery, KFC, Boost Juice, Simply Asia, Steers, Debonairs, Subway, Marcel’s, and Haagan Dazs.  Nando’s is also opening.

*   Chef Darren Badenhorst is the new Executive Chef at Grande Provence.

*   Chef Shaun Schoeman of Fyndraai Restaurant at Solms Delta has the amazing honour to be working at Noma in Copenhagen for two weeks.  Fyndraai will move to another building on the wine estate in November, and will offer fine dining.  The current restaurant will serve light lunches and picnics.

*    Reuben’s, which was said to be moving its Franschhoek branch, appears to be staying at its existing venue.

*   Emile Fortuin has been appointed as Executive Chef at Reuben’s Robertson

*   Josephine Gutentoft has left Grande Roche, and has moved to Makaron at Majeka House as Restaurant Manager and Sommelier.

*   The Reserve has changed its name to Reserve Brasserie. Seelan Sundoo, ex Grand Café Camps Bay and ex La Perla, is the new consultant chef and GM.

*   Café Dijon has closed its restaurant on Plein Street in Stellenbosch, and has opened in the Rockwell Centre in Green Point, Cape Town, opposite Anatoli’s, in which Camil Haas once had his Bouillabaisse restaurant.

*   Chef Andrew Mendes from ex-Valora is now at Nelson’s Eye restaurant, where they are setting up a lunch section and cocktail bar upstairs.

*   Miss K Food has closed down in Green Point. The new owner Maurizio Porro, with his chef Ernesto, has kept the staff and furniture, and most of the menu initially. They are now called Guilia’s Food Café Restaurant, and they are open for Italian-style lunch and dinner as well, but have retained some Miss K breakfast and pastry items.

*   Rob and Nicky Hahn have left Proviant in Paarl, and now run eat @ Simonsvlei on the Old Paarl Road

*   Karl Lambour is the new General Manager of Grande Provence.

*   Virgil Kahn is the new head chef at Indochine at Delaire Graff Estate

*   Having bought the farm about 18 months ago, Antonij Rupert Wines has taken over the Graham Beck Franschhoek property. They will re-open the tasting room in October, initially offering all its Antonij Rupert, Cape of Good Hope, Terra del Capo, and Protea wines to taste.  They are renovating the manor house, to which the Antonij Rupert and Cape of Good Hope wines will be moved for tasting at a later stage.

*   Orphanage is expanding into a property at its back, opening on Orphan Street, in December, creating a similar second bar downstairs, and opening Orphanage Club upstairs, with 1920’s style music by live performers

*   GOLD Restaurant has moved into the Trinity building

*   Opal Lounge has closed down on Kloof Street, and has moved into Blake’s Bar building, renaming it Dinner at Blake’s. A wine and tapas bar has also been opened, called Bar Rouge.

*   Mano A Mano has opened on Park Street, where Green’s used to be.

*   MondeVino Restaurant at Montecasino in Johannesburg, the MasterChef SA prize for the next two years, is to be renamed Aarya, and is to be run by Chef Deena Naidoo from November onwards.

*   Chef Ulli Stamm has left Richard’s Supper Stage & Bistro.

*   Bizerca is moving into the ex-Gourmet Burger space in Heritage Square on Shortmarket Street.

*    Co-owner Abbi Wallis has taken over the running of The Stone Kitchen at Dunstone Winery in Wellington.

*   Roodehek Restaurant has changed its name back to The German Club, after the departure of the previous owner.

*   Marcelino has left Marcelino’s Bakery, leaving the control with Mr Zerban.  A Zerban’s style restaurant is being added onto the bakery, and is said to open in September.

*   Chef Chris Erasmus from Pierneef à La Motte is doing a stage with Chef Rene Redzepi at Noma, the number one World’s 50 Best Restaurants in the World, in Copenhagen in September

*   MasterChef SA runner-up Sue-Ann Allen is joining South Africa’s number one Eat Out Top 10 restaurant The Greenhouse as an intern for a month, from 21 August.

*   Vintage India has moved out of the Garden’s Centre to the corner of Hiddingh and Mill Street, around the corner.

*   Nook Eatery in Stellenbosch has been sold, with new owners taking over in September

*   Crêpe et Cidre has closed down in Franschhoek.  Gideon’s The Famous Pancake House is taking over the main road space in September.

*   Liam Tomlin Food is to relocate from Leopard’s Leap in Franschhoek to Cape Town in November.

*   Brampton winetasting bar on Church Street, Stellenbosch, is undergoing renovations to treble its current size, planning to reopen in the first week of September. Also said to be opening a winetasting venue at the entrance to Franschhoek.

*   Juno Café in Paarl no longer belongs to Fairview

*   Noop restaurant in Paarl has new owners

Restaurant breaks

*   Constantia Uitsig is taking a winter break from 25 June – 24 July.

*   The River Café is closing for a winter break from 13 August – 4 September.

*   Nguni in Plettenberg Bay closes from 1 May – 31 July

*   The Kove in Camps Bay will be closed from 1 May – 30 August

*   Olivello at Marianne Estate will be closed from 30 July – 21 August

*   Grande Provence is closing on Sunday evenings until the end of September.

*   Pure Restaurant at Hout Bay Manor will be closed from 23 June – 3 August

*   Pane e Vino is closed from 1 – 31 July

*   Bistro 1682 at Steenberg is closed from 1 – 26 July.

*   The Kitchen at Maison is closed until 3 August

*   Massimo’s Pizza Club is closing from 23 – 31 July

*   Rust en Vrede is closed from 8 July – 6 August

*   Reuben’s Franschhoek is closed from 16 July – 1 August

*   Dear Me Foodworld is closed until 3 August

*   Warwick wine estate’s restaurant is closed from 6 – 20 August

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