Peter Luger Steaks Its Claim

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“You’re not being rude enough,” was the first thing I said to our waiter (Tony) as he was cheerfully guiding us through the menu and drink order.

He just smiled and shrugged, “That’s not the way we do things around here,” and then kept on being more solicitous than a billboard lawyer at a fender-bender.

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Which is another way of warning you that when  it comes to atmosphere and service, Peter Luger Las Vegas is as far from the actual Peter Luger (the one located at the foot of the Williamsburg Bridge in actual New York), as Caesars Palace is from actual Rome. Except for the food — which hits most of the benchmarks established in the glory years when Luger was widely considered the best steakhouse in the country.

Back then, Luger was famous for several things: cash only (unless you had a PL credit card), rude waiters, and having the best beef in the city. These were the days before any Podunk purveyor of prime could access superior beef from around the globe — a time when New York City got all the best steers, and few in America even knew what dry-aging was.

Trading on that reputation, the family (yes, it’s still family-owned) has finally started to expand, opening first in Tokyo in 2021, and a week ago in our humble burg.

Before we get to the food, back to that rudeness thing. From our experience, it has always been an apocryphal complaint — the sort of gripe jaded New Yorkers hurl at any place where “Do you know who I am?” has no currency.

For those who wish to believe such malarkey, here is a pic of me in Brooklyn, twenty-three years ago, being totally abused by a waiter:

Image(Obviously hates his job)

On both of my visits in the 90s, I went early without a reservation (the second time with three teenagers in tow), and humbly asked if they could squeeze us in. And they did, remarkably quickly, with a smile, in one of the stark, Teutonic rooms — more German beer hall than American steakhouse — at bleached wood tables saturated with a century of beef fat, smoke and history.

Service was cheerfully brusque, the kind you get from sassy diner waitresses when they tell you, “You’re not having that; you’re getting the _____ and he’ll have the ____, and anymore questions?” Causing everyone at the table to win by conceding defeat to those in the know.

The porterhouse steaks we ate then were life-changing: a study in mineral-richness, shot through with tangy, gamey beefiness, singular in their haunting intensity. For perspective, the only steaks  I thought were in the same league at the time were from the original Palm, Gallagher’s, and Keen’s in New York, and Gibson’s in Chicago, but Luger was in a league of its own. Dry-aged beef was a rarity then, today in New York it’s as common as Yellow Cabs.

Then and now, Luger stubbornly avoids anything fancy. The dry-aging still permeates the beef, causing textures to tenderize, and flavors to intensify and “double-back on themselves” (Pete Wells) — the sizzling plate spitting butter and melted tallow so hot you can finish cooking your slice on the sloped sides of the platter if you want it a percentage more done.

Image(Iconic porterhouse)

Is the beef as good today as the steaks I remember?  Tough to say, as I consider those Luger steaks in the 90s as the apotheosis of the porterhouse which has rarely been equaled — even after tucking into hundreds of slabs of dry-aged steer from Soho to Tokyo. But the buttery mouthfeel and nutty, umami undertones I tasted at the fourth Peter Luger will no doubt send some fetishistic foodies into fits of tantric foodgasms, placing this beef at or near the top of any in town.

Some menu items, struck me as better crafted here than there: an incredible crab cake, pristine cold seafood, crispy/creamy German potatoes, along with some non-food improvements: well-spaced tables, better stemware, large circular bar brought front and center into the restaurant (the former Rao’s in Caesars Palace) — all calculated to produce both as sense of masculine comfort and a “wow” factor which the original lacks, all while catering to the demands of a three-hundred seat Vegas steakhouse slinging 2,000 lbs. of steaks a day.

Image(Finally, a place to go for a $139 shot of gin)

Upon taking one of those seats, they give you a fancy cocktail menu, and a wine list full of interesting bottles. The one in Brooklyn has always been infamous for being barely above the “red, white, or pink?” level of choices, unless your tastes run to overpriced Cali cabs. (Regulars — the ones with that coveted private credit card — usually bring their own.)

You will then be given a menu with a large letterbox in the center outlining steak for two, three or four, priced from $148.95 to $285.95. Those steaks are all porterhouses — for the uninitiated, a thick, t-bone containing part of both the sirloin and filet. All are broiled and brought to the table sliced amidst the hiss of fat coming off white-hot plates. They are what you order at Peter Luger in the same way you go to Mott 32 for the Peking duck. Everything else is window dressing.

This is 60-day, dry-aged beef, cured on-premises in a 4,000 square foot meat locker below the restaurant, so it ain’t cheap, but $150 for a “steak for two” will easily feed four, unless you have an NFL tackle among you. If you insist, lamb, chicken, and Dover sole are there for the pikers, and the bar burger (if it’s anything like the original we had in Brooklyn) will be a showstopper.

Image(This crab doesn’t filler round)

The rest of the menu is unapologetically old school. I happen to be a fan of the Luger steak sauce, even though Pete Wells (in a New York Times take-down in 2019) described it as ketchup and horseradish fortified with corn syrup. Unlike his though, our shrimp were not the consistency of “cold latex,” but pristine and perfect.

And the signature tomato and onion salad may be a bit bizarre, but it’s as much a part of the Luger legacy as sizzling fat:

Image(Just like Grandma used to make)

Wells insults the dish by stating it “tastes like 1979” but that’s exactly the point: this was your grandma’s idea of sweet-sour salad in 1966. It is  outdated, un-seasonal and about as voguish as a dickey… and all the more glorious for it.

Desserts are no-nonsense classics: hot fudge sundae, properly-crusted New York cheesecake, chocolate pie – all of them served mit schlag (“with unsweetened whipped cream”) reminding us of this place’s German roots and sending everyone home with a satisfied grin.

The staff is an all-star lineup of local restaurant pros who have put in their time from the biggest operations to the smallest sandwich shops. Jacob “Jake” Leslie is now Director of Food and Beverage at Caesars. We’ve seen him come through the ranks from The Goodwich, to Libertine Social to now running the whole shebang at a gigantic hotel.  Executive Chef Eric L’Huillier has gone from Pinot Brasserie (Joachim Splichal’s once-underrated bistro in the Venetian) to being top toque at Wally’s, to now heading a kitchen with ten broilers expected to feed hundreds of customers an hour.

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Front of the house is anchored by David Oseas (pictured above with L’Huillier – who was previously at Rosa Ristorante in Henderson), along with one of our favorite wine guys: Beverage Director Paul Argier. Argier is responsible for the vastly-improved, multi-national wine list, which isn’t cheap, but still possible to mine for relative bargains — once you understand that $125 is the new $75 when it comes to Strip wine lists.

Walking into PL and seeing them all running the place made it feel like old home week, rather than another soulless Strip branding exercise. It is a huge restaurant but also a welcoming one. How it stacks up against our other top-shelf purveyors of prime probably depends upon your expectations when approaching a restaurant with such a storied history.

Image(Super somm Paul Argier is there to serve)

Peter Luger started in 1887 as a cafe and billiard parlor. It had hit hard times when the Forman family resuscitated it in 1950, turning it into a cathedral of beef (and the template for the modern American steakhouse) in the latter half of the last century.

Back then, the Formans were known for being the toughest customers in town when it came to sourcing prime grade beef. But in the twenty-first century, these kinds of top-shelf, tender, well-marbled cuts — which used to be the  exclusive province of a few select steakhouses — are now sold world-wide. I used to consider it a treat to fly to Chicago or New York to dive into a Brobdingnagian, dry-aged porterhouse. Now there are a dozen steakhouses within 20 minutes of my house where I can indulge my Flinstonean fantasies.

The final question thus becomes: Is the meal worth the tariff?

Lezbee honest here: You don’t go to Peter Luger for innovation or chef’s creations. You are not here for the appetizers, or the side dishes, or seasonal eating; you here for the main event: the meat and the bragging rights to having taken down one of the world’s greatest steaks. One hundred and thirty-five years on, from the point of view of a palate who has eaten them all, this one is still one of the best ones, and more than worth boasting about.

And, as always, it will be served with a smile.

Our meal for two came to $341 (including one cocktail, three glasses of wine, and a comped shellfish tower), and we left a $100 tip.

Image(Mit schlag is German for “more please”)

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Major Awards – 2022

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2022 was the year that wasn’t.

Everything was supposed to come together this year, remember? The Covid insanity had passed, the economy was starting to boom again, demand was pent up and the party-as-a-verb crowd was raring to go.

Instead we had inflation, supply chain teeth-gnashing, water woes and travel nightmares.

We started the year in Paris and ended it in London. In between two tasty bookends there was grief aplenty, health issues and the gnawing sense that the town and body we live in both have their best days behind them. A dear friend (original Proper Lunch Buncher Bruce Bloch), and local food writer (Greg Thilmont) — both left us far too soon — leaving us reeling from too much sadness compressed into one twelve month period. It is one thing when folks older than you kick the bucket, quite another when your juniors start checking out without warning. If 2022 will be remembered for anything, it will be recalled as the year of serious reassessment — the time when the preciousness of time and life was brought to the fore.

On the bright side, deaths tend to bring people closer together (“Even if we’re just whistling past the graveyard,” as my mom put it), so we saw more of our relatives (and children) than we have in any year in recent memory; we lost a little weight (TRUE!); regained our golf swing, and kept our hearing and our hair, so there’s that.

Another year-end bonus was a very successful Desert Companion Restaurant Awards fête, which had me tearing up with pride at how far these awards have come.

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From very modest beginnings, these magazine awards have endured and flourished over 25 years. In the early days (1997-2005) I was a committee of one, and for years, I paid for the tiny plaques and awards myself, and drove all over town delivering them to a recipients. (You can still see one near the front door at Sen of Japan.) Now, under the stewardship on Nevada Public Radio, there’s a yearly banquet, with all the trimmings, and they’ve grown into something meaningful to our culinary community, instead of a solo poofter bestowing them like some imperious potentate bellowing into the wind.

Which means there’s a fair amount of pomp and circumstances accompanying them…not to mention a tremendous lunch. The banquet was a big success; glasses were raised and speeches given, but not before the crowd was acknowledged as we usually do to begin the proceedings:

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2022 will also go down as the year where your majesty truly lost a bit of his appetite…but not so much that he cannot bestow credit where credit is due, one last time, for the myriad of marvelous meals he enjoyed.

So here goes….first with the actual, important awards (decided by a committee of Desert Companion food writers), then the Major Awards you’ve been waiting for….with commentary, of course.

Desert Companion

 

Neighborhood Restaurant(s) of the Year (tie):

Khoury’s Mediterranean Restaurant:

Khoury Mediterranean Restaurant - Las Vegas Sun News

Rosa Ristorante:

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Asian Restaurant of the Year: Trattoria Nakamura-Ya:

Trattoria NAKAMURA-YA | Tokyo Style Italian Restaurant Las Vegas

Restaurateur of the Year: John Arena

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– the godfather of the Las Vegas food scene, and a force of nature in the world of pizza, Arena should’ve gotten this award years ago. (My bad.)

Hall of Fame (tie):

Piero’s Italian Cuisine – which didn’t care enough to show up for the awards (or even acknowledge them), so we won’t do more than give them a mere mention here (even though it was some of my best prose in the ‘zine).

Peppermill Restaurant and Fireside Lounge – which was my father’s favorite restaurant, right down to the indelible fruit platter brimming with melon (at varying degrees of ripeness) and cottage cheese. No matter what you think of the Miami Vice lighting or gargantuan portions, there’s no denying its place in the firmament of iconic Vegas eats.

Rising Star of the Year: Eric Prato, Garagiste Wine Bar:

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 – to quote the deathless prose of the wordsmith-in-residence:

Prato’s mission is educating customers to try something new, and if the steady stream of younger, adventuresome wine lovers at the bar is any indication (along with his burgeoning online sales), he is succeeding by tapping into (or helping create) a market no one in Las Vegas knew existed.

Chef of the Year: Nicole Brisson:

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 – Never was there a more deserving recipient. Can I pick ’em or can I pick ’em?

Strip Restaurant of the Year: Brezza – A hit right out of the gate, Brezza scored the daily double with this award and the kudos to its chef. As Heidi Knapp Rinella put it in DC:

Brezza is the Italian word for “breeze” — an apt name, as executive chef Nicole Brisson and business partner Jason Rocheleau have imbued their Resorts World restaurant with a freshness that seems to drift from the Amalfi Coast.

New Restaurant of the Year: Scotch 80 Prime – the name might not be new (this is its second incarnation), but the steakhouse that now occupies a corner of the Palms is a whole different beast that the previous tenant. Chef Marty Red DeLeon Lopez has this joint firing on all cylinders with an arresting menu of seared cow classics mixed with creative apps and killer sides. A unique addition to our thundering herd of steer emporiums. Jim Begley:

…it can be difficult to differentiate one [steakhouse] from another. But Lopez manages do so in the details. He highlights his heritage in his tiradito with the inclusion of traditional Filipino ingredients such as jackfruit, pickled papaya, and taro chips. His kitchen takes risks with burrata topped with uni and Osetra caviar, pairing seafood with cheese, and the sweet sea urchin assuming a role normally reserved for fruit. 

Restaurant of the Year: Anima by EDO – When it came time to debate ROTY the discussion was short, obvious and unanimous. No other restaurant in Las Vegas made the splash that Anima did this year.

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With the prestigious awards out of the way, let us further flounce some flummery, and focus on the fatuous. Here they are food fans, our favorites follies of feast and misfortune in 2022:

THE PANS

Worst Meal of the Year – Lago

Runner-Up – whatever this was (at The Pepper Club):

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So Not Worth It Meal of the Year – Wakuda:

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Cry Me a River Award – every chef or owner who bent my ear in the last year over staffing woes, supply-chain issues, and money problems, and then was spotted cavorting through Tokyo, slurping up Tuscany, or making whoopee at a Mallorcan fish market.

Saddest Closing – Saga Pastry + Sandwich

You Tell Me and We’ll Both Know Award – the inexplicable appeal of Asian hotpot…….the only meal on earth where no matter what you order, everything always ends up tasting the same:

Image(…and we’ll have the A-5 wagyu that tastes just like the U/15 shrimp…)

Schadenfreude Award – David Chang’s overblown, overrated, overpriced Majordomo fiasco at The Palazzo. It takes real talent to screw up a steakhouse in Vegas, but Mr. Bao Bun figured out how.

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We’re So Over It –

caviar

QR codes

orange wine

natural wine

any beer it takes more than two words to describe

celebrity chefs

cronuts

food competitions

pizza fetishization

gooey food videos

impossible to get into restaurants

smoked cocktails

smoked everything

smoked anything but smoked meat

communal seating

micro-greens

tweezer food

“vegan” butchers

“vegan” cheese

let’s face it: vegan anything

Japanese beef

tequila bars

Martha F**cking Stewart

Tits on a Bull Award – I’m rooting hard for you, Eater Vegas, because you could be such a force for good on the Vegas food scene. But the reliance on p.r. fluff and listicle after listicle needs some seasoning with actual opinion. On the plus side, at least Bradley Martin is nowhere to be found. ;-)

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THE PICKS

Best Restaurant That’s Closest to My House (toss-up) – Main Street Provisions and Esther’s Kitchen

Favorite Watering Hole – Garagiste

Steak of the Year – Sparrow + Wolf:

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Runner-Up – CUT:

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Sushi of the Year – Sushi Hiro:

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Runner-Up – YUI Edomae Sushi

Most Anticipated Opening of the Year – Lotus of Siam at Red Rock

Italians of the Year – these guys:

Image(Vetri & Trees sounds like a haberdashery)

Lunch(s) of the Year – Cipriani

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Lunch of the Year (European Division) – La Tour D’Argent Paris (France, not Kentucky)

Brunch of the Year – Al Solito Posto

French Meal of the Year – Guy Savoy (Paris)

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Runner-Up – Guy Savoy (Las Vegas)

Japanese Meal of the Year – Raku:

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Runner(s)-Up – Sanga, Kaiseki Yuzu

Chinese Meal of the Year – Genting Palace (Resorts World)

Runner-Up – Rainbow Kitchen

Korean Meal of the Year – Soyo Barstaurant

Tacos of the Year (toss-up) – Sin Fronteras Tacos and Letty’s

Image(Quesotacos FTW)

Favorite Meat-fest – Rincon de Buenos Aires

Runner-Up – 8oz Korean Steakhouse

Burger of the Year – Main Street Provisions

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Runner-Up BOTY – Nusr-Et:

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Slider of the Year – this mini-filet on a hot-buttered bun at Jamon Jamon Tapas:

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Brisket of the Year – this beauty from Tamez BBQ (a speck of a roadside stand) in Athens, Georgia:
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Hot Dog of the Year – Windy City Beef N Dogs:
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Salad of the Year (because The Food Gal® insists we have some green on this page) – the Caesar at Esther’s Kitchen:

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Pleasant Surprise of the Year – Balla

Runner-Up PSOTY: Amalfi by Bobby Flay

Most Expensive Meal of the Year – a $400 fagri (red porgy) at Milos:

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Image(It says right here: I owe $14.72 because you had the salad with the dressing on the side)

Most Fun Food Event Not Connected with Any Awards or Eating: Las Vegas Book Festival:

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Butcher of the Year – Featherblade English Craft Butchery

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Podcast of the Year – Eat.Talk.Repeat. – Have you been living under a rock or something?

Hole-in-the-Wall of the Year – The Daily Bread

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Most Visited Hotel Because It Has the Most Good Restaurants in the Most Accessible Space – Resorts World

Restaurant We’re Rooting Hardest For – Mariscos El Frescos:

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Cappucino Award – Mothership Coffee Roasters

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Runner-Up – PublicUs

Crabcake of the Year – this concupiscent crabby concoction at Vic & Anthony’s:

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We Wish We Had Eaten Here More Award – Kaiseki Yuzu:

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Food Writer to Watch of the Year – Brent Holmes

Vlogger of the Year – So-Chan! (Even if you don’t speak Japanese, his videos are informative, well-produced, and ton of fun….and mercifully short.)

Lifesaver Awards – to those places we repaired again and again when our favorites were busier than a whisky concession at an Irish wedding:

Noodlehead – Szechuan noodles in a pinch

Izakaya Go – all-purpose Japanese fills the bill:

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Mt. Everest – friendly and fast Indian

Matteo’s – always underrated; always excellent

Delmonico – great steaks; fabulous Friday lunch

Yu-Or-Mi Sushi – so much better than The Pepper Club

Carversteak – just edged out for steak of the year by two heavyweights

Wally’s – best wine selection and prices on the Strip

Ed. note: In case you’re wondering, we didn’t include any meals/restaurants from our recent London trip to any of these categories, it’s because we are just days back from the trip and want to share our British musings with you in a separate post early next year.

Merry Christmas, Happy Holidays and Happy New Year to all!

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Letter of the Month – So You Want to be a Food Writer…

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Ed. note: Every week we get e-mails, DMs, texts, etc. asking for our favorite (fill in the blank) __________, steakhouse, sushi, dim sum parlor, high falutin’ French, you name it. We’re always happy to send advice along, but none of those make us think the way Jessica recently did:

Dear Mr. Curtas,

For the last 10 years I have followed your works. Dreaming of the indulgent, and exquisite food you have been blessed to eat. Now, at just shy of 30 years old; I have finally decided on a career change. From being the youngest person in the state of Indiana to get my cosmetology license. To then being a stay at home mother. I have finally decided,  after decades of loving food, cooking and eating. I want to write about, and share my food experiences, like yourself.
 After doing research on how to start, it seems quite daunting.
At this point you must be wondering why I am even bothering you. I would like to ask your advice. What is a good way to start out in the field? Should I go straight to social media? Should I be blogging? Should I make Tic Tok and YouTube videos? Do I need a shtick  (like I only eat at certain types of places)? Any advice you are willing to bestow upon me, would be more then welcomed!
Sincerely,
Jessica
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Dear Jessica,
I’m going to give you two answers – one short (sort of) and probably along the lines you are looking for, and the other, another in a long line of my logorrheic lamentations on my alimentary ascriptions.
Answer #1:
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The first thing I would coach you to do is look around and then look inward. What are you really passionate about? Is it cooking? Eating out? Do you love something about your family’s food history that you’ve always wanted to share with others? Do you have family recipes you are proud of? Are you an avid baker? Does the thought of hunting down a great food truck quicken your pulse? Or do you dream of gourmet meals in dressed up settings?
This is a long way of saying yes, to get followers and be successful at this (however you define success) you will need a point of view and a shtick….but that shtick should always be an extension of who you are.
Then, I would look around where I live and check out who is covering the food scene. Check local magazines. Google local food bloggers. Check out TikTok and Instagram and see who is posting a lot in your area. And podcasting. Hell, even check out “elite Yelpers” and find out what they’re talking about.
Like any worthwhile endeavor, you have to start small. The greatest chef began making bread at his grandmother’s knee. The Hall of Fame ballplayer was once in Little League. Search for a niche in an area you love and see what unique voice you could bring to the subject.
Define what is special about your love of food and approach it from that angle. Use others for inspiration but try to find what makes your love of food unique to you and then figure out the best way to share it with others.
As for social media, I’m all for it, even if, for writers like me, its explosion has been more akin to what that asteroid did to the dinosaurs. TikTok is for youngsters (sort of) and those with the time (and skill) to produce short videos. Nothing against gloppy cheese pulls and humongous tacos, but there’s a gazillion TikTokkers and YouTubers out with whom you will be competing. Distinguishing yourself is going to be mighty hard. But if videos are your thing (and for those under 40, they seem to be), have at it. The learning curve isn’t that steep, but you have to do whatever you do consistently. The food landscape is littered with people who wanted to blog, or podcast, or post about food on some site, and then flamed out after a few months. The only way to build a following is to be a constant presence on whatever venue you choose, and hope that word of mouth increases your visibility.
Instagram is simpler, and becoming easier (either for still photos or videos), with the added bonus of now being more realistic and less concerned with professionally-polished content. As a recent article in Eater put it:
“The things that I see in photos now are really more of that photo dump style,” says Maggie. “It’s less of the perfectly curated marble studio and more interest in my actual kitchen that I actually cooked in.”
All of which bodes well for klutzy amateur food photogs like us, who simply want to get people excited about the foods we love.
To summarize: Find a shtick you love and shtick with it. Pick your platform and go nuts. But always be yourself.
If you truly want to write about food, the climb is much steeper and the audience much smaller, as you can read below…
Answer #2:
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(Let’s discuss our days as a galloping gourmet)
Before I begin doling out the infallible, inspiring, and unerringly erudite advice for which I am known, let me begin by noting that the landscape has changed dramatically since I began my career in food, no more so than in the past decade. The following is a much longer overview of my food writing trajectory (over ground which has been plowed before), to give you a little history on the subject of food writing, and perhaps some guidance.
I do not know how well you write or how much you intend to do it. I used to say that to be a good food writer you had to cook a lot, eat a lot, travel a lot and read a lot. The past ten years have relentlessly, systematically dismantled each of those (supposed) pillars of knowledge. Now, all you have to do now is know how to manage a social media account, none of which have anything to do with the written word. Cooking knowledge, eating adventures, and traveling experiences have also taken a hit, since with the swipe of a finger, a person can sound like they know all about Hong Kong dim sum parlors, or the best pastrami in New York.
Back in the Late Cretaceous period, you had to put in the work. Now, all you have to do is…
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(No passport? No problem.)
….which seems to be the motto of your generation (sorry).
Writing is rapidly becoming a lost art, right down there with toad doctors and drysalters, Though it may be an endangered species, for forty years of my life, the written word was the only way to communicate about food. In cooking, home cooks used to have to decipher impenetrable prose to learn a recipe from a printed page. This was how people were taught for over a century. Now, you can learn everything from mille feuille (puff pastry) to how to butcher a whole pig from a YouTube video.
Writing is hard. A real pain in the ass. (The classic saying is: writers hate writing but love having written.) Writing is its own reward, but you have to be driven to do it, and do it all the time. You can no more be an occasional writer (about food or anything else) anymore than you can be a good part-time violinist.
If you want to write about food, it helps immensely to be a good writer first. One can learn to write well, but as with music and sports, it helps to have a facility for it, and to start young. I knew I could write about food before I ever started doing it. I knew it in the way a good athlete knows from the beginning that they can play their sport. But as with golf (my favorite sport), even if you’re good, you have to keep at it, and even with constant practice, it can be frustrating.
Reading and writing are exponentially harder than talking and listening, which is why there are 2.4 million podcasts out there, and also why so much food media has taken to visual and spoken word platforms. Posting videos beats the pants off of slaving away for hours at a keyboard trying to think of entertaining ways to describe a dish or a meal. This is not to say producing YouTube content or podcasting is easy, but it ain’t as hard as churning out a thousand entertaining words about a restaurant.
Precious few people now want to read about food anymore than people want to write about it. The internet has created a race to the bottom, with both media and customers feeding off each other (PUN. INTENDED!) by demanding less and less in the form of thoughtful content — the triumph of unbridled narcissism over gastronomic rumination.

Well That Didnt Go Well Julia Child GIF - Well That Didnt Go Well Julia Child Julia GIFs(Mr. Curtas’s less-than egg-cellent TV career hit a snag when they discovered he had a face made for radio)

In the beginning, there was nothing insidious about social media platforms. They were convenient and free and immediately brought millions into the world of good food, nutrition, and better eating. In the space of this century they made more knowledgeable consumers out of an entire generation. I called this the Age of the Blogs (2002-2012) and what others have called the “good internet” or the Golden Age of the Internet — when people sought out websites and in-depth information about everything from pizza to politics.

Once Facebook took off though (around 2010), followed in short order by Instagram (in 2014 ) most blogs got plowed under by the sheer mass of two sites where everyone could get their news, info, pictures, and friends without ever having to leave a web page (cf. search engine optimization).

The rise of social media further combined to (almost) obliterate the mainstream food media where I made my reputation. Ten years ago, you could find me all over old school venues and some social media. Now it is just the opposite. I made my name by writing — first with radio commentaries (about food and restaurants), and later in print periodicals, which led to this website, TV appearances and eventually to my book (shameless plug alert!): EATING LAS VEGAS– The 52 Essential Restaurants…
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The big national food magazines now exist only as a memory. Most local periodicals have either thrown in the towel, or gone completely to the free internet (with content that appeals to those with the attention span of a housefly). Food TV (what is left of it) has been reduced to ridiculous competition cooking shows. What has been buried under this avalanche of information are pearls of  wisdom. (MIX! THAT! METAPHOR!) Expertise is no longer valued. Now people want short, sweet and sexy — easy-to-digest info better at grabbing attention than making you think.
It is into this world you will step, Jessica:.
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Thus is the food media world now paradoxically saturated with content and starving for substance. Most media is either pay-to-play (advertorials disguised as journalism), or the kind of “influencer” nonsense (pretty pictures and gooey videos) designed to advertise to Yelpers.  Getting paid to write anymore is a pipe dream. The few of us who still get freelance gigs are doing it for peanuts. The number of food writers in America who actually draw a salary they can live on would probably fit around my dining room table. The days of Anton Ego are long gone.
So, whatever you do, dear Jessica, do it for yourself and no one else. The best a young person can hope to do in this climate is to develop an audience through social media, and then cultivate some kind of content-creating gig that will pay enough to subsidize your culinary appetites. But keep in mind, you will never be good at what you do, if you are only doing it for the clicks, or the $$$, or  the free food.
Final Thoughts:
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In his excellent essay on the essence of criticism, H. D. Miller writes:
Anton Ego has a pure soul. He is someone who cares only and exclusively about art (in this case cookery). He knows what is good and suffers enormously from what is bad. This is close to what I mean by “critical sense”, that the critic knows, deeply knows, the difference between what is good and what is not and is emotionally affected by it.
The job of a good critic is to educate, not simply appeal to the lowest common denominator. You must be in love with what you are writing about, and you should want to relentlessly share you passion with others. Without that level of emotional commitment, you will most certainly fail. With it, you will always find the devotion to keep going, no matter how large or small your audience.
I have always written for me, or someone like me. Every word — going back to my first radio scripts of 1994 — has been aimed at an avid home cook with an insatiable love of restaurants, travel, food and drink. I write for someone who gets as excited by a good cheeseburger as they do about a life-changing gourmet meal. Most of all, I have written for that person who wants to eat the best food, in the most authentic places, wherever they find themselves. Who wants to know why this taco is better than that taco, or why some famous chef isn’t worth your time or money, while some unknown cook, slaving to make the rent, is worth a trip — sometimes across town, sometimes across an ocean.
This is the best advice I can give you: think about who you are and what you love. Write, blog, podcast or produce something in whatever format for the person you are, and for an imaginary person just like you, who gets as excited as you do about whatever it is you are talking about. Do that and you will find an audience who appreciates you for all the right reasons, no matter what its size.
Best and bon appétit,
John Curtas
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