Chefs around the world are fed up with so-called social media influencers offering ‘exposure’ – and they’re biting back
One day in April Duncan Welgemoed, chef and part owner of Africola, was checking his emails when he saw a request from a contestant on the Australian reality TV cooking show My Kitchen Rules. She wanted to dine for free in his restaurant. In return she would post some stories on Instagram, giving him exposure.
Africola didn’t need the exposure. It’s one of Australia’s hottest restaurants. Celebrities such as Katy Perry dine there when in Adelaide and pay for their food. And anyway Welgemoed had a direct line to the MKR hosts. Plus his own Instagram account had far more followers than the influencer.
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“It’s like people try and blackmail us: ‘We want stuff for free or else we’ll write a bad review.’ It’s a big problem.”
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There is a certain smugness where they say, ‘We can give you exposure.’ Really?
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