From blog to book to building
March 18, 2016 by Darcie
There are nearly 300 million blogs in circulation, according to Tumblr, and a great many of them are about food. The most successful food bloggers go on to secure book deals, like Deb Perelman of Smitten Kitchen, Heidi Swanson of 101 Recipes, and Joy Wilson of Joy the Baker, among others. According to Eater, a handful of high-profile bloggers are going in another direction, and are opening restaurants.
Eater reports that some ultra successful food
bloggers – including Molly Wizenberg (Orangette) and Isa
Chandra Moskowitz (Post Punk Kitchen), “have
triumphantly made the massive jump from the internet to a
brick-and-mortar space.” It isn’t easy to make the leap: “Aside
from having a baby, opening a restaurant is the hardest thing I’ve
ever done,” says Wizenberg. But there is an upside of moving from
blog to brick-and-mortar: a large starting cohort of potentially
interested diners. “In the beginning, the blog was a tremendous
help in getting people into Delancey,” Wizenberg says. Ella
Woodward of Deliciously Ella fame, echoes that sentiment,
saying that she’s grateful for having “a customer base from day
one” for her health-food outpost, Mae Deli.
Most of the bloggers Eater interviewed said that despite
the blog being a launching pad for the restaurant, most of them
keep the two quite separate. Woodward explains why there is not a
lot of crossover between blog recipes and restaurant offerings:
“It’s a pretty different process because pulling a recipe from a
cookbook or blog, they are meant for home cooks and are meant to be
accessible. I wouldn’t necessarily use them in restaurant because
there, I try to serve food you wouldn’t necessarily make for
yourself, with ingredients you might not have. If I have a gravy
recipe on the website, I might throw in truffles at the
restaurant.”
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