Nobody Wants To Be Second To Someone Else

The Telegraph’s restaurant critic William Sitwell came into the office last week, which gave us an opportunity to have a chat about what’s coming up, where we’ve been, where everyone else has been, what we’re interested in and who’s going to taste test all the mince pies and yule logs… 

William – as those of you who have met or spoken to him will know – isn’t backward in coming forward. He told me the most maddening thing a PR has said to him recently, so I’m passing it along in the spirit of sharing information as a useful tool.

He was contacted about a new opening and the suggestion that he review it was swiftly followed by “Jay loved it”. 

“What not to say to a restaurant critic!” is how William recounted it to me and I have to agree. First of all, it’s flagging that this new place can’t be completely new if it’s already been reviewed. Second, nobody wants to be, er, second to someone else; it strongly suggests looking like you’re copying their ideas. 

Of course all or almost all of the big-name critics are going to cover the big openings, and all critics want to uncover hidden gems. They do their own booking for the former, usually, and their own homework for the latter. They (and I’m going by my own eight-year experience here) would probably like some ideas for places that are in between and which *haven’t* been reviewed by their competitors. In other words, maybe try “Jay doesn’t know about this place” instead!