Lifestyle

‘How TikTok Took Over New York Restaurant Menus,’

By on • ( Leave a comment )
In the 1920s, when cheese-makers in Southern Italy first turned leftover cream and mozzarella scraps into a new kind of cheese called burrata, they couldn’t have imagined that, a century later, it would land on nearly every menu in New York because its exploding, oozy center plays so well on TikTok. Right now, restaurant food is absolutely dripping in cheese, glistening sauce, and still-liquid egg yolk, transforming traditional food porn’s most appealing details into something that is almost cartoonishly crude. Why? As Ezra Marcus discovered, it’s because many chefs are almost too eager to tap into the tremendous marketing potential of influencers who — for now — want nothing more than a free (and visually stimulating!) meal in return.

—Alan Sytsma, food editor, New York 

Cheesier, Saucier, and Drowning in Caviar How TikTok took over the menu.

Photo: Hugo Yu
Read the full story
Enjoying One Great Story?
Subscribe now for unlimited access to everything New York.

More From Today
A jury found limo-service manager Nauman Hussain guilty on 20 counts of manslaughter after one of his vehicles was involved in a deadly crash, writes Ben Ryder Howe. But why isn’t Hussain’s FBI-informant father, who owned the company, on trial?
READ MORE »
“If you thought that it’s a festival for rapists, you wouldn’t be here.” Vulture’s Rachel Handler reports from Cannes, where the film festival’s director, filmmaker Maïwenn, and Johnny Depp spent opening night defending Jeanne du Barry.
READ MORE »
Intelligencer has an excerpt from Ben Terris’s book, The Big Break, focusing on GOP wunderkind pollster Frank Luntz, who swore he was finished with Washington — except for that penthouse with Kevin McCarthy.
READ MORE »
Introducing The City Desk, a weekly newsletter about New York. Sign up to get it every Thursday.
Get The Newsletter

Categories: Lifestyle

Leave a Reply