I got into a discussion on Twitter today about Boston Pizza’s recent ad that claims their pasta might turn people into Foodies. It was prompted by @ClickFlickCa’s question about the ad.
What do you guys think of that Boston Pizza “Foodie” commercial? Like or Dislike?
— Joallore (@clickflickca) February 27, 2013
Here’s the commercial – Joallore linked to it in a subsequent tweet.
I think the commercial is well made. It targets Boston Pizza’s audience; down to the distain you hear in the final declaration “Just be careful you don’t become a foodie.” Boston Pizza doesn’t do anything special or original.
My view of the term foodie doesn’t much matter. I said earlier that I think there’s a lot of pretentiousness behind the term. Not that I think everyone who self-identifies as a foodie is pretentious.
Foodie culture has done a lot of great things for the restaurant and food supply industry. Niche markets have expanded and the number of premium prepared foods has increased.
Chefs have more opportunities to practice their art, and are allowed greater creative freedoms as people’s pallets have become more adventurous. Restaurants have diversified and raised the bar in many markets.
How do I define the term “foodie”? They are a food geek, someone whose passions include food and the food industry. Sharing a great restaurant or ingredient discovery, or a special recipe is truly rewarding. I enjoy food quite a bit, and I find the experience of sharing an excellent meal with friends a fantastic pursuit. However, I have too many interests that I geek out over already, and can’t give food the necessary attention to cross into foodie territory!
So where does the pretentiousness come in? When one attaches social status to the list of restaurants they have visited, or number of syllables in the name of the cheese they used in their latest recipe. The enjoyment of food is deeply personal and subjective, not something to connect to status.
This is how Boston Pizza is positioning their menu – tasty but unpretentious.
Did Boston Pizza put the last nail in the coffin of the word “Foodie”, or did they just nail their objective?