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2009/02/23
Did anyone else notice, while watching the Oscars, that Tom Colicchio is now hawking Diet Coke? Probably so. But did anyone else notice that the straw man of the commercial--the overdone progressive cuisine--is using all the Alinea serviceware?
It has always been clear that Tom Colicchio prefers a more traditional cuisine, but he's also always been respectful. It's not like he was the art director for the commercial, who went out and found the serviceware they would be using. But on set he had to see what was happening. Clearly, this is not a big deal. But if I were Grant Achatz or Martin Kastner, I'd be pissed.
UPDATE: Dylan points out that the Chicago Tribune ran a story on this. They claim there are no hard feelings, and Tom shows respect for Achatz, just not those who imitate Achatz.
Posted by Barzelay on 2009/02/23 @ 10:36 | Comments (8) | Food Politics and Culture
Comments
I'd probably be pissed too, but I guess Grant has got to be getting used to taking these kind of blows.
Posted by: Roberto N. at February 23, 2009 1:15 PM
Since I'm not sure that 70% of the population (rough, conservative estimate based on Top Chef viewing numbers) knows who Colicchio is, nevermind Grant Achatz, I'm sure the Alinea team isn't sweating it.
Whoever did the presentation on those plates is an amateur, however.
Posted by: The Gourmet Pig at February 23, 2009 1:23 PM
Yeah, even at my party full of people-who-are-into-food ('ies), no one but me noticed. Not surprising at all, even though a couple other people had at least seen those distinctive serving pieces various places.
Still, it's not about the marketing impact. It's just about respect. Any way you look at it, it's a diss to Alinea, and to Alinea's style of cuisine. Like I said, it isn't a big deal. But you know there will be some behind-the-scenes tension next year when Grant Achatz goes on Top Chef to promote whatever canned goods brand is sponsoring the show that year.
Posted by: Barzelay at February 23, 2009 1:35 PM
The Chicago Tribune noticed too. They wrote something up about it pretty quickly. They are saying there is no hard feelings between the two.
Posted by: Dylan at February 24, 2009 3:19 PM
dude, i know! The most ironic thing is that Grant was a guest chef on Top Chef this year; im sure he attributed to more viewers at least for that episode....
Posted by: patrick at February 24, 2009 4:00 PM
Dylan, thanks! I'm going to update the post with that link.
Patrick, if you read that link that Dylan just posted (and that I'm about to add to my post), Tom Colicchio gives Achatz major props and says that, if anything, it's making fun of the imitators who try to do what Achatz does but does so less successfully. So, it turns out that he isn't dissing Grant Achatz, he's dissing me.
Posted by: Barzelay at February 24, 2009 4:13 PM
You're not selling your food for top dollar, so he's not dissing you.
I have a feeling I know who he is dissing though...
Posted by: The Gourmet Pig at February 25, 2009 5:24 PM
No matter what industry you're in there is always rivalries, friendships, and bit of competition. However respectful they are, Colicchio went along with it for the money. Respect is over rated and quite frankly a bit childish, it just shows what a douche bag Tom Colicchio is real life. He obviously isn't serving up integrity.
Posted by: Ryan Van Scotter at November 6, 2009 7:24 PM