So I’m (barely) looking for a job now and I decided to check my emails tonight and read a response from Hotel Figueroa, which is a place I actually really like. They included their sorta “press release” thing (as if I didn’t know where it was I was applying) and here’s a few snippets:
“Our chefs use the best locally sourced ingredients to create uniquely flavorful, ingredient-forward menus making Hotel Figueroa a sought-after destination for serious foodies.”
First of all, I can’t fucking stand the word “foodies.” I wanna slap anybody who describes themselves as such. We all like good food.
Also, every restaurant in LA (and probably every other city, too) says they use locally-sourced ingredients. Fun fact: they don’t. They get shit from wherever they can get it when they need it. If it’s local, sure; if it’s not, they’ll buy that, too. I’ve worked at enough places who claim that they get everything locally but don’t to know that that’s true.
And what the fuck does “ingredient-forward” mean? Back when I used to work at a super-expensive steak house (coincidentally just a couple blocks from Hotel Figueroa), my friend and co-worker Ulf (Swedish dude) and I had a running joke where we would be like,”Just tell these assholes that the $1000 bottle of wine they’re asking about is ‘fruit-forward’ hahahahahah!!! They’ll buy it!” And they always did. Ulf and I were both sober at the the time, had never tasted any of the wine we were selling, obviously had no frame of reference to describe any wine at all (not to mention, no restaurant is going to open a bottle of wine that costs a thousand dollars just so their staff can taste it and accurately describe it) and it didn’t matter. All you had to say was,”Fruit-forward,” or any number of other “wine terms” and these dipshits would buy the bottle, regardless of whether or not the wine we were selling actually had “notes of stone fruit and ash” or whatever else it was we told them.
Never mind the wine; it’s literally impossible for any meal to NOT be “ingredient-forward,” since “ingredients” are what your dinner is made out of. I mean, for real, who the fuck thought up the phrase “ingredient-forward” to describe their food? And who’s reading that and going,”OMG! Hotel Figueroa has ‘ingredient-forward’ food! We should make a reservation!”? Who is this press release supposed to appeal to?
Moving on… “Our farm-to-glass cocktails enhance the dining experience and are conversation-starters themselves.”
Farm-to-glass cocktails? Conversation-starters? What the fuck is a “farm-to-glass cocktail”? Did they just truck the juniper berries over from the farm and immediately muddle them for your gin and tonic or something? Did they just scrape the quinine off the tree? There is no alcoholic component of any cocktail that doesn’t have to be fermented/distilled, so the term “farm-to-glass” is pretty meaningless, unless they’re talking about the lime they put on the rim or the basil they muddle for, uh, whatever bullshit drink everybody’s ordering right now…
Anyway… Yeah. I’m just ranting. Sorry. When I read shit like that, I kinda laugh, but at the same time I’m thinking,”Fuck… I have to get a job and the people responsible for hiring me are the same people who think ‘farm-to-table cocktails’ and ‘ingredient-driven food’ are phrases that actually mean something. I’m screwed…” haha.