We are living through an age of online extremes: hype machines, queues, hidden gems, while at the same time, for some of those embedded in the London restaurant industry itself, there’s a fundamental sense of malaise, of boredom, with a creeping homogenisation of restaurants and food culture. This is ‘the mid’: a term that is now common parlance for those who feel adrift of a discourse in which everything is either ‘absolutely incredible’ or ‘totally garbage’.
In this month’s hour-long episode, we go deep into some of the forces shaping what we deem to be good, bad and, critically, mid in food right now, with not one, but two heavyweight London influencers: Feroz Gajia, food Instagram chief and chef-owner of Bake Street in Clapton, and Montague Ashley-Craig, author of the Everything’s Toasted newsletter and founder of luxury-small-plate-wine-bar-friendly soap brand, Montamonta.
We discuss distinctions between London and other big cities in the world, the role of influencers, a recent New York Times list of 25 essential London restaurant dishes, delivery apps, PR and the subjectivity around ideas of quality. At the end, and in a bid to animate some of our theories, we debut the Vittles Podcast show-and-tell, as our host and guests reveal, eat and discuss a food stuff they feel represents the best of the middle ground.
Like our previous two podcasts, this episode is free to listen to for all subscribers. You can listen to it here in Substack, or on Apple Podcasts or Spotify. If you’re so inclined, please like, share, rate and comment wherever you get your podcasts.
A massive thanks as usual to Lucy Dearlove, our producer, and to the whole team at Young Space, the beautiful location where we record. We’ll see you again next month, when Adam will be speaking with Mangal 2 owner Ferhat Dirik.
Credits
The Vittles Podcast is presented by Vittles Restaurants editor Adam Coghlan.
Montague Ashley-Craig is the creator of the ‘fancy restaurant handwash’, montamonta. She is also a Glaswegian, begrudging London Fields resident, cosmetic scientist, and annoying over-sharer with strong opinions loosely held.
Feroz Gajia is the founder of Bake Street in London. Sometime food writer, Instagrammer and consultant, he is always obsessed with something, mostly food. He makes what you want to eat.
Lucy Dearlove is an audio producer, sound designer and writer originally from North East England, now based in St Leonards-on-Sea. Her food podcast, Lecker, is a two-time winner of the Fortnum & Mason Podcast of the Year Award.
The full Vittles masthead can be found here.
