In last month’s newsletter (under Much Ado…), I wrote about online chefs bashing influencers about their qualifications. I said that only some of it is justified. I want to say more.
First, if you’re unaware of this online trend, I reported about all the complaining by chefs. (Here’s another post I found, and in this one, by a Master Chef judge, she writes about how boring influencers are!)
I found a few good rebuttals:
This influencer had a great response about female empowerment.
This woman wonders if hating influencers is about individuals or the concept. She makes some valid points.
And this writer wrote a sarcastic post: Only Restaurant Employees Should be Writing About Food.
When I was a restaurant reviewer, I wrote for customers: those who buy the meal and want their money’s worth in taste, ambiance, service, etc. That system hasn’t changed, for critics or customers. Even if consumers only look at Google reviews on their phones now, they still hope to reduce the risk of a mediocre meal.
Here’s where the irritated chefs come in. Chefs and restauranteurs are confused if they think influencers should have attended culinary school, travelled around the world, or worked in a restaurant kitchen. Yes, those would all be nice as qualifications, but it’s not necessary, just as customers don’t need those qualifications. (Besides, if they have worked in a kitchen, they might have more sympathy for the restaurant and they can’t be as objective about the food and service.)
An influencer is not a professional restaurant critic. Many do a positive video in exchange for a meal. Occasionally, they are disappointed. And yes, they are entitled to say so in their video or post. It’s free speech. Perhaps what frustrates chefs and restauranteurs most is that these influencers have giant audiences and power, compared to them.
I’m not saying that all influencers do their jobs well or ethically. I’m especially opposed to those who do what is essentially advertising for a free meal, and don’t disclose that arrangement to their followers.
To understand more about how restaurant influencers work, listen to this eye-opening podcast from Vittles magazine. And watch this about a magazine’s prestigious restaurant awards!
Coincidentally, I just spoke to a crowd about restaurant reviewing trends. Read my talk here:
What is your take on this commotion about influencers? What do you think about qualifications? Or should followers just shrug? Are your feeds filled with what is essentially advertising for restaurants, from influencers?
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If you have a question, a comment, or want to discuss something you’re working on, I will answer as soon as I can. So far, subscribers have asked me about starting a Substack newsletter, working as a copy editor or project coordinator for books, and whether it’s important to do video. What can I help you with?
New Class: Jumpstart Your Cookbook Proposal
October 19, 26 and November 2, 2026, 4 p.m. - 7 p.m. on Zoom, $465
In this class, you’ll learn:
How to make publishing work to your advantage
What excites editors and agents about your approach, recipes and prose
What goes in a book proposal
What happens when an editor says yes, and
Whether to consider options such as self-publishing or hybrid publishing.
Lots of handouts take the class on an even deeper dive, including how to structure a book proposal, write a good title, and resources for self-publishing.
Join me! Get insider information from someone who has helped so many authors get published for 20 years—me.
(BTW, if you register but can’t attend, or you have to leave class early, the class will be recorded.)
What I’m Reading
Twenty Years of Food Blogs: The Columbia Journalism Review interviews Deb Perelman of Smitten Kitchen on its podcast. Also read this from Ravenous: The Blogosphere Came and Went. Smitten Kitchen Is Still Here.
To celebrate Deb Perelman’s 20th anniversary of writing her blog, I’m unlocking an interview she did with me in the early years of this newsletter. Four years ago, Deb said yes, even though I didn’t have many paid subscribers. I will always appreciate her generosity. If you haven’t read this interview about why Deb has done so well, check it out.
How Caroline Chambers Became the #1 Food Substacker. Listen to this Cherry Bombe podcast to find out.
Meet Lidey Heuck, Food52’s New Editor-in-Chief. She was a guest editor and now she’s the EIC.
Ina Garten Says You Can Either Get on Her Train or Get Out of the Way. A delightful interview with many lessons. (New York Times gift link.)
Welcome to the artisanal food media era. On worker owned media and the rise of independent writing.
Behind The Book Deal: Great Bakes. Martin Sorge details how he got the deal, with Sally’s help and others (He took my Jumpstart Your Cookbook Proposal class.)
What Does Being Traditionally Published Mean to You? A Question Every Writer Needs to Ask Themselves.
The Five Star Weekend Changes a Key Ingredient. There was a novel about a food blogger, and now there’s this series on Peacock. Do you have an opinion about the book, the series or both? (Paywall goes away with your email.)
The Gospel According to Anthony Bourdain. A gift link for this New York Times essay about his fans, their devotion, and whether they misunderstood the message.
The Lisa Weiss Cookbook Grant. Lisa Weiss, who died in 2025, was a prolific cookbook author. In Lisa’s memory, her husband’s $5000 grant supports a first-time or published cookbook author who demonstrates promise, enthusiasm, and progress toward the goal of writing a cookbook for publication. Apply from September 8 to October 23.
The Real Reason that Substack is Collapsing. Paid subscribers have fallen off, says this writer.
This Classic Cookbook Chefs Swear By Is 50 Years Old. An interview with Jacques Pépin, who is 90! (New York Times gift link.)
Literary agent Sally Ekus and I have shared cookbook clients over the years. Her Substack, Not So Secret Agent, looks into how cookbooks actually get made. In this podcast, learn what agents do for authors day to day, why a book deal is rarely a retirement plan, and what some of her favorite books are from years past. 🎙️Listen.
From Viral Recipe to 7 Cookbook Offers. The story of how someone with a small following went viral and her proposal led to a book auction.
Has the Restaurant Cookbook Boom Gone Bust? Caper Media examines why it’s hard to sell a restaurant cookbook today.
Fiction for Food Lovers. Penguin Random house has culled a list of their novels all about food.
Andrea Nguyen Was Ready to Co-Drive the Bus. What it was like to be a collaborator on a new Thai cookbook.
We eat with our eyes first! Yotam Ottolenghi discussed photoshoots and how a cookbook is made.
Who Gets to Be a Food Media Darling? Critical thinking about recognizing authors, with Paula Wolfert as its base.
Join Me at These Free San Francisco Omnivore Events
September 1, 6:30 p.m. A celebration to honor my friend Debbie Berne, who passed away before her second book, Cookbooking: A Fan’s Guide, came out. Here’s a newsletter that Debbie’s friend Frances Abrantes Baca wrote about her new book. And Sara Bir quoted me in this short review of the book.
September 22, 6:30 p.m. I’ll be chatting in person with the irrepressible Rose Levy Beranbaum about her saucy new memoir/autobiography, Ma Vie en Rose.
October 13, 6:30 p.m. And I’ll be in conversation with one of my heroes, Dr. Marion Nestle, about her latest book, Sugar Coated: Unboxing the Hidden Forces Shaping America’s Favorite Breakfast Food.
A Private Consult with Me Anytime
If you want to write a cookbook or food-based non-fiction, get published or find better freelance assignments, I can help move you forward. A one-hour personal consult costs $250. Email me at dj@diannej.com and tell me a little about your project.
News from Clients and Students
I like to brag about the food writing accomplishments of clients and students. Send me yours at dj@diannej.com.
Paula Shoyer started a Facebook video series about writing her sixth cookbook. (Paula took my Jumpstart class and hired me to edit her proposal.)
Media Ireland nominated student Kate Ryan for Best Sustainability Journalist.
Ricky Webster started a Substack, My Portuguese Kitchen, and wrote It’s-It Kind of Birthday for Atlas Obscura. (Ricky hired me for a consult.)
As for me:
The Guardian interviewed me about Anthony Bourdain, due to the new movie about him. Conde Nast Traveller covered my Sicily writing retreat as one of the Food writing retreats around the world worth traveling for. My next one is September 2027, so email me if you’re interested.
My Book
The newest edition of my multiple-award-winning book, Will Write for Food: 2021: Pursue Your Passion and Bring Home the Dough Writing Recipes, Cookbooks, Blogs, and More.
Disclosures: I am an affiliate of Food Blogger Pro and Amazon. Right now I’m mad at Bookshop.org, because they keep my book on back order. No one can order it, so I’m not linking to them.
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Dianne Jacob
Editor, Writer and Coach
Email: dj@diannej.com
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Really loved this piece, and it got my wheels turning. I’m even thinking about extending the idea into a future article focused on influencers, recipe developers, and content creators...and the different ways people are trying to distinguish themselves in the industry. So much to think about here!
I was also delighted to see you linked to my recent article, “Who Gets to Be a Food Media Darling?” Thank you so much. I’m truly honored!
Delish delish 🙌