PrintFood Network Celeb = Restaurant Chain Spokesman?
First, it was Tyler Florence hawking his "new recipes" for Applebee's. And tonight I see Guy Fieri promoting the new "Best Of The Best: Ultimate Recipe Showdown Menu" for T.G.I. Fridays.
Conveniently enough, that is the name of the new show he is co-hosting with Marc Summers on the Food Network.
What is your opinion on this? Just some simple cross-promotion? Selling out and losing credibility for a paycheck?
I've read many articles where Tyler was nailed for this move. And he was awarded The Gloden Clog Award for THE ROCCO---For worst career move recently in South Beach.
I would love to hear your thoughts and opinions!
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25 Comments:
I was only slightly troubled by the TGI Friday's thing. I was really bummed when Tyler Florence began hawking his food at Applebee's because from what I've seen, Tyler makes some hearty, good food and he very well could have turned into a very respectable chef. I don't know if you've been watching, but the whole tie in between Guy and T.G.I. Friday's is the fact that Guy hosts this new recipe showdown show and the winner of each episode gets their recipe on the T.G.I. Friday's menu, so that's the tie in. Either way, I was in no way surprised when Guy Fieri decided to go the chain restaurant route. Let's be serious, he's kind of a tool, his cooking show is isn't very appealing and he routinely makes a fool of himself on Diners, Drive-ins and Dives. It makes sense that he would milk his 15 minutes of fame because quite honestly, I don't think he's a very good cook. I was sad to see Tyler Florence sell out in that way though because I respect his food.
PumpkinBear at 1:54AM on 02/28/08
I agree with PumpkinBear Guy selling out dosent surprise me at all but Tyler doing commercials for A. really bothers me. I really expected so much more from him.
huney_bumper at 7:45AM on 02/28/08
Kinda felt bad for Tyler. The entrees were a step above normal "A" food, but for the most part, the kitchen, and in some cases the waitstaff, could screw them up. That is my problem when you have a "Celeb" chef doing something like that. They really don't have any control over what leaves the kitchen after their name is on it, especially in a large chain.
I did enjoy the bruschetta burger but try to get the garlic fries with shaved parmesan that were to accompany it. *shakes head* If you did, they were cold. I can't tell you how many times I sent them back for one meal.
Yeah, Guy is annoying in that "HEY! I'm in your face!" type of way, so good luck with that.
SayWhat at 7:54AM on 02/28/08
I think the practice of a cook/chef lending his or her perceived "credibility" to a chain restaurant almost always backfires.
Unless the chef is rattling pots and pans in the kitchen at one of these chain restaurants, I don't want to hear it. It's all empty sales pitch.
chiff0nade at 8:45AM on 02/28/08
I think that a chef's TV career and popularity is for a limited time only, so why not cash in while you're there at the top? Their show could be cancelled in a heartbeat and then what? How many big food companies and restaurant chains would approach David Rosengarten, Sara Moulton, Keith Famie, Wayne Harley Brachman, Michael Lomonaco (though I really like him and think he is a great chef and person), for endorsment deals today??? Maybe a few years ago when their shows were on, but probably not now...
jonfoxx at 8:47AM on 02/28/08
When I saw Tyler "demonstrate" steak and onion rings for Applebee's, I was truly appalled. I love his recipes and that wasn't even a recipe! He totally sold out. I hope it wasn't because he saw the writing on the wall. They were pimping him out on too many shows, How to Boil, Food 911, Tyler's Ultimate. Just give the man a kitchen and let him do his thing. Calm down Tyler. You're getting as hyper as the 30 min. girl - what's her name? ha ha. As far as Guy - grab what you can while the grabbin's good. Your 15 minutes are nearly up.
PerkyMac at 9:32AM on 02/28/08
Considering the amount of celebrichefs and celebricooks on the Food Network with restaurant deals as well as product placement, I just see any outside deals away from the Food Network as a way to make ends meet and I don't look down on anyone on the Food Network because of endorsement deals. I can go on and on about who and what angers me about the Food Network nowadays but I'll refrain for the sake of the Serious Eats editors.
heartnibbler at 9:32AM on 02/28/08
Guy Fieri doesn't really have heaps of credibility to begin with. He's lucky that he's been the only Next Food Network Star to actually get any semblance of a push, and he knows it. He's just one in a long line of FN pawns. One who, I'm sure, would have no trouble embracing a fat TGIF check.
Tyler got the Clog because he has a decent background. There was a level of disappointment with him doing Applebee's. Guy's not even on the radar.
franklyn at 9:33AM on 02/28/08
"Unless the chef is rattling pots and pans in the kitchen at one of these chain restaurants, I don't want to hear it. It's all empty sales pitch."
Not even that. Because the Applebee's 1.5 miles down the highway, and all the million others, will still have an 18-year-old chef de cuisine who has more motivation to check his text messages than check to make sure food is edible.
franklyn at 9:36AM on 02/28/08
"...Tyler makes some hearty, good food and he very well could have turned into a very respectable chef."
The point of the surprise from the general public was that Tyler Florence had already established himself as a "very respectable chef." Graduate of Johnson and Wales, executive chef at Cibo and opened Cafeteria. The Applebee's thing seems a poor decision (like when Rick Bayless shilled for Burger King) but I have a hard time excoriating someone for taking the opportunity to make money is what is still a difficult business to continue to succeed in. He may also have legitimately thought "hey, maybe I can get them to put more fresh foods on the plate and get people interested in some different things." In which case, we should applaud the intent if not the results.
Then there's this notion that Guy Fieri "doesn't have credibility." Of what sort? By all accounts that I can find/figure, he's got 5 (or 6) successful restaurants that he opened himself. It's not "high end" cuisine, but it's also not cans of soup and seasoning packets. The man cooks; I'm not arguing that you need to like his food by any means, but I'm not sure what other credentials he needs, really. Winning Next Food Network Star got him only a 6 show commitment for Guy's Big Bite; the rest has been because the ratings and viewers are there. And his restaurants were there before he was on Food Network at all.
As for the current TGI Fridays/Food Network thing....it seemed to me that it was and has been entirely a cross-promotional endeavor. The prize for winning the "Ultimate Recipe Showdown" is that the dish "have a chance" to go on the TGI Friday's menu (oh yeah, and $25K...those home cooks, what a bunch of sell-outs).
ccbweb at 10:48AM on 02/28/08
Well said, CC.
Rookiecook at 11:01AM on 02/28/08
I can't fault someone for trying to squeeze some extra money out of what could be very fleeting fame. I don't know that I'd do any different. Most of the FN people have some product they're promoting, whether it's cookware, utensils, or whatever. Why Tyler chose to promote Applebees, it's hard to say. Maybe he was promised some things that he thought were worthwhile. Maybe they donate to his favorite charity, or they promised better cooking, or they're holding a family member hostage. Maybe he regrets the decision now.
From a consumer point of view, at least the tie-in makes some sense. He's a food guy hawking a restaurant. Maybe that kind of food is his guilty pleasure, and he actually eats there.
When the George Foreman grill first came out, I just shook my head in wonderment. Why would anyone think a boxer would design/make/sell a good cooking product? And that's the way it was promoted -- not that he was just endorsing it, but the was the guy who created this grill.
A boxer promoting a grill makes as much sense as a football player promoting a car dealership or any of these celebrities spouting off about politics. Just because you're a face on TV, it doesn't mean that you have credibility on anything outside your niche.
dbcurrie at 11:16AM on 02/28/08
Guy annoys the crap out of me, but that's just personal taste. It's the equivalent of watching someone on TV whose voice sounds like nails on a blackboard - I just avoid it.
Rocco DiSpirito was a very respected chef, then he went on reality TV with a schlocky show about a Restaurant with drama queens for a FOH staff and now, no one will even let him demonstrate how to toast a pop tart. And if someone does let him demo it - will anyone listen? I doubt it.
chiff0nade at 11:41AM on 02/28/08
I'm not quite sure people understand that Guy Fieri isn't the one who made the menu for Friday's, it's the winners of the Ultimate Recipe Showdown whose recipes are featured.
So essentially he's just advertising for the show he's a host on. I don't see anything wrong with that, and I agree with ccbweb's comments.
My personal opinion is that I don't really care for all the chefs giving out their name, but money is money so I can't fault people for trying to make a buck. And I think some of them have potential to do good, like Emerilware and AllClad-- where Emeril has essentially made AllClad available to the average consumer. And have heard good things about Wolfgang Puck's cookware as well.
I just hope they give their name to good quality products and not junk which I know isn't always the case.
bobcatsteph3 at 12:43PM on 02/28/08
guy fieri should not be on tv in any way, shape or form. he has nothing smart to say and no real point of view. maybe the reason i hate him the most is because of his love of wearing his sunglasses on the back of his frosy-highlighted head. it's so distracting, even if he did have something valuable to say, i wouldn't be able to listen. oh yeah and 1 ring per finger doesn't help either.
mbbeamer32 at 4:57PM on 02/28/08
I’ve never understood the whole “sellout” mentality – whether it was a Chef, Author, or Band. They are all in the business of what they do to make as much money as possible (just like you) and considering them less of a person/professional because they have become successful enough to better themselves (be it financial or otherwise) is a little hypocritical.
No one ever looked at you cross-eyed because of the career choices you made (or didn’t make) and it doesn’t make you any less of a professional. Kudos to Pepin, Child, Tyler, Guy, Rocco, Ming, Emeril, Alton and any chef that can branch out into other parts of the game – be it fast food, mass media sit-down dining, or their own line of cookware or seasonings.
While Bourdain can poo-poo Ray and Cora all he wants – I don’t think that either he or Ruhlman would turn down the opportunity to have their own brand of cookware (or in Bourdain’s case – a signature Zippo lighter).
jasonbrink at 4:58PM on 02/28/08
Nobody with any level of respect looks like that. What a tool!! F**ing Bowling Shirt and Bleach Blond Spikey hairdo from 1996. Probably Listens to Creed! And he doesn't know how to cook either. Nothing worth watching outside of Alton Brown on Food Network anyway!! It's a channel for housewives who cook casseroles with ketchup, not people who care about food! Anyone who cares/knows about food at all can see the level of industrial/processed garbage they promote on that channel and it's gross.
OffalWaffle76 at 5:13PM on 02/28/08
My main issue with Guy Fieri promoting TGI's is that his show "Diners, Drive-ins, and Dives" focuses on the family owned diners that have been in business for generations. Just the type that wal-mart-like food outlets (like TGI's) put out of business. I actually like his show. He visits many places near my home.
beth1 at 5:17PM on 02/28/08
@jasonbrink........I think Tyler Florence sold out because his contributions to the menu are far beneath his talent. Steak and onion rings? That was his tv commercial!!! C'mon! If he had them serving some of his "ultimate" dishes, I'd say hooray for Tyler.
PerkyMac at 5:22PM on 02/28/08
Guy Fieri restaurants all seem like chain restaurants in the making (with names like Johnny Garlic's and Tex Wasabi's ) so the TGIF spokesrole is hardly a shock...
Harlock_jds at 5:37PM on 02/28/08
Guy Fieri is Poochie.
floretbroc at 6:00PM on 02/28/08
Here is why Guy Fieri won Next Food Network Star he is friends with Michael Chiarello. If you watch Entertaining with Michael (and I been watching him for years) you would have seen Guy years prior to him ever showing his Biker Guy cooks with jewelery act. I did.
His restaurants serve regular american food
http://www.johnnygarlics.com/
http://www.texwasabis.com/
As for Tyler I still love him. He has mouths to feed same as anyone else.
If he wants to sell himself to the masses who are we to deny him.
Food snobs that is who.
JerzeeTomato at 7:06PM on 02/28/08
Considering Michael Chiarello sold himself out to George Foreman, rember he lost that informercial "cook-off" to George, I think he's the biggest sell-out of the bunch.
OTC617 at 8:55AM on 02/29/08
Michael Chiarello doesn't even use a knife to chop his garlic anymore. Is the gadget he uses from Pampered Chef????? I really like Tyler and was not thrilled to see him shilling for A. What is so appealing about Guy Fieri that he has multiple shows on FN? What's with his pants? My hair is on fire!!!!
crazyspice at 9:24AM on 02/29/08
I recently read (I think on Eater SF) that Tyler has moved from NYC to SF and is in the process of opening a restaurant. Maybe he needed some seed money, hence the Appleby's gig. As for Guy, I met him one evening at Otto where he was having dinner with his family right after he won the FN show and he seems like a very nice guy.
hobobrown at 10:27AM on 02/29/08