El Pollo Loco, Inc.’s Post

When I took over The Whiskey Wash, I perhaps underestimated the amount of time required to curate, write, and publish great content. However, the hard work is paying off, and we now attract approximately 450,000 visitors a month. Visitors will only continue to come if the content is compelling, and that is why I am so proud of the work done by not only our in-house team but also by our guest writers. This month, the Edinburgh Whisky Academy posted their first article on how to taste whisky like a pro. Understanding whisky tasting notes can significantly enhance your appreciation and guide your choices. The article breaks down common terms such as "peaty" and "oaky," and provides advice on creating your own tasting notes to deepen your whisky experience and refine your palate. I’m delighted to be able to open up The Whiskey Wash community to other like-minded individuals who are eager to educate and discuss their craft. So far, we have had contributions from the likes of Nc'nean, Royal Salute, Chicken Cock, EWA, an IWC judge, and many more. These contributors are passionate about what they do, and best of all, they understand that our readers dislike being sold to, spammed, or otherwise bothered. As such, their stories have received tens of thousands of views each as they come from a position of sharing knowledge and love of the industry and product. Likewise, these articles are not advertorial; we have demonetised The Whiskey Wash, running no third-party ads anymore. We are focusing on the bigger picture, aiming to build TWW into the go-to whisky destination online. I am a firm believer in the 'dripping tap' approach rather than a 'flash in the pan.' Great content, like what these contributors are creating, will undoubtedly strengthen their ties to their brands within our extensive community. So if you are passionate about whisky/whiskey/cognac/spirits and want a platform to write about it, please get in touch :)

“For a wine writer, the two things that matter most are people and place. People and place are bookends, and the rich core between them is a wine’s story. A wine’s story can only exist in the context of a culture” -Karen MacNeil A powerful read- take a moment and read this today.

🍷 Coming up with unique wine content ideas allows me to blend creativity and expertise, to curate experiences that resonate with my audience. It's about more than just describing flavors or recommending bottles—it's about telling stories, painting pictures, and uncovering the nuances of this remarkable beverage. 📚🖌 By thinking outside of the box, I strive to push the boundaries of what wine content can be. I seek to surprise and delight, offering fresh perspectives and unconventional pairings that challenge conventional wisdom. It's in this space of innovation and imagination that true connection with my audience is forged. 💡🚀 But what truly fuels my passion is the impact it has on the wine community. I receive messages from fellow enthusiasts, thanking me for introducing them to new wines, expanding their horizons, and reigniting their love for this ancient elixir. Knowing that my unique content ideas can bring joy and inspiration to others is an incredible reward in itself. 🌟💖 Here are a few March wine content ideas for you to use ⬇️ #wineindustry #winebusiness #winemarketing #winecontent

🍷 Exciting News for Wine Lovers and Curious Minds Alike! I’m thrilled to share something truly special—a new book by Tyler Balliet and Morgan First, "The Rebel School of Wine," now available. Tyler and Morgan, pioneers in making wine knowledge accessible and fun, have launched an illustrated handbook that demystifies wine for everyone, especially those new to this fascinating world. For those who don’t know, I go way back with Tyler and Morgan to 2007 when they founded The Second Glass, a wine magazine I had the pleasure of contributing to. Their entrepreneurial journey evolved into creating Wine Riot, transforming wine tasting into dynamic, interactive experiences. Though they've moved on from running these events, their passion for approachable wine education never waned. 📘 About "The Rebel School of Wine" This book isn't just another wine guide. It's a vibrant, approachable handbook that invites you to learn about wine in a way that is both educational and exhilarating. Designed for those who find traditional wine culture daunting, Tyler and Morgan's work breaks down barriers with its engaging content and beautiful illustrations. Tyler and Morgan have always been vocal critics of the exclusivity and gatekeeping in the wine industry—elements that often alienate newcomers and younger generations. Yet, they also champion the profound joy and enhanced experience that come from understanding wine. This dual perspective makes "The Rebel School of Wine" not just a guide, but a gateway to discovering your own path in the wine world without feeling overwhelmed or out of place. 🌟 Why This Matters In an industry often focused more on marketing than education, Tyler and Morgan’s approach is refreshingly sincere. They aren’t here to gatekeep or judge; they’re here to share their excitement and knowledge about this complex beverage. Whether you know a little or a lot about wine, there’s something in this book for you. I encourage all my connections to check out "The Rebel School of Wine." Whether you’re looking to deepen your wine knowledge or simply want a delightful read that elevates your next glass, this book promises to be an engaging companion. 🔗 Grab your copy at https://lnkd.in/eMas8Tgc

At Restaurant’s Marketing, we love people almost as much as we love food! When marketing your restaurant, having people in your photos is important. Why? When people see photos of other people enjoying their food, they naturally feel more at ease and trusting of that restaurant. It’s common psychology - when we see others enjoying something, we often have a natural instinct to join in. Utilise your wonderful customers today and let us capture their enjoyment on camera! #CustomerSatisfaction #CustomerEnjoyment #HappyPeople #RestaurantMarketing #PassionInMarketing #MarketingCommitment

An article by Felicity Carter from Meininger's International sheds light on the power of videos for the wine industry. "YouTube Is the Way to Attract Younger Audiences to Wine" I remember in 2009 with my team at Millesima, we started producing small format videos to present the vineyards that we were selling. The success was immediate and international. Wine lovers were delighted to be able to discover the vineyards, the cellars and the people who made their favorite wines on YouTube, Facebook and LinkedIn. A picture is worth a thousand words and it conveys emotions that can make fans loyal or even ambassadors. Please note that creating excellent video content is neither easy or cheap. It's a real job! In 2023, I created BlueWine.com which presents hundreds of films, documentaries, series and reports on wines and spirits. A source of inspiration and or simply entertainment for everyone who wants to discover vineyards, grape varieties, winegrowers and much more. Sit, Sip and Stream... https://lnkd.in/eMbmapWz

Like Taylor Swift, I love cats 😻 so hate to use the proverb, "there's more than one way to skin a cat." But still, it's on-point for pitching the media these days. Here's why. If you're a food business looking to generate news coverage, you might think that pitching a food reporter is a good idea. Think again. I've been pitching media for 20 years. Once upon a time, there was a food reporter at every paper. Even local community papers had a food reporter that covered local food stories, restaurants, recipes and more. Great food writers like the late Judy Creighton at The Canadian Press and the incredible, The Toronto Star's Food-Sleuth Marion Kane and Saucy Lady, Jennifer Bain and of course, the incredible (and if I may say so, Governor General Award-worthy) Rita DeMontis at the Toronto Sun. Not forgetting Lucy Waverman at the Globe and Mail who continues to help Canadians put dinner on the table. I could go on...(and probably should lest I leave out someone, but I've got a point to make here, so moving on...) These prolific food journalists have told many stories about food in Canada and have contributed tremendously to Canadian food culture. But these days, there's no longer a food reporter at every paper (insert sigh emoji) Competition for the attention of those who remain is fierce. One food reporter at a major paper told me that he was receiving 50+ pitches and press releases every day, and said, he rarely considered press releases anyways. Even food bloggers have evolved, with many transforming into social media stars on Instagram and TikTok. But, as we all know, most influencers are monetized, meaning it's more akin to advertising than "earned" media or PR. So then, how do you get earned news coverage these days? Well, one way is to pitch business reporters. After all, food is business. Here's an example of a good local business story that caught my eye today written by the London Free Press' business reporter, Norman De Bono. It's about an app that is aiming to help consumers find better, timely restaurant deals, called appropriately, Dealsy founded by Jordan Brown and Lucas Paulger. According to the story, the app was launched about four weeks ago and has about 25 London-area restaurants registered and more than 800 downloads, and they've raised $250,000 so far to launch the app. I thought it was interesting that the app was trialed in Burlington, ON where I live, and hope it makes a comeback here. 🙏 So if you're a food business looking to tell your story via the media, consider pitching a business reporter. For help on how to pitch the media, get in touch. https://lnkd.in/e275vV8v #pr #earnedmedia #mediarelations #foodandbeverageindustry #journalism

Last week we welcomed a new Guide Editor, as our previous Editor David Matthews takes on an exciting new role in his hometown of Sydney (and lucky us, remains on board at WAGFG as a Senior Contributor). Here in this bittersweet Q&A, he shares some of his highlights at the helm of WA Good Food Guide. —— WAGFG: It’s four or so years since you joined WA Good Food Guide. Take us back to those early days and the journey you’ve been on with us. David: Before starting with the WA Good Food Guide, I’d been working with national publications covering all things food and drink Australia wide. Joining WAGFG meant narrowing the focus to one state, which I saw as an opportunity to get under the hood and go deep in a place that, traditionally, was underrepresented. Definitely the sentiment from locals was that WA rarely got a look-in from national publications run out of the east coast. Why was Adelaide, a significantly smaller city population-wise, getting so much more coverage than Perth, for example? When was the last time reviewers or editors had even made it to the West? I remember a few conversations I had back east when I was joining, about how our mission was to present a Top 100 list of the state’s best venues. The response was often “how are you possibly going to fill a list with 100 good restaurants in WA?”. In my mind, it reflected the fact that a lot of people had a blind spot when it came to the West, and because of that, it never really got the attention it should have. I’m pleased to say that during my time, the hardest decision we made every year wasn’t how to fill the list, it was about how many truly excellent and inspiring venues we had to leave out. Continue the read below. https://lnkd.in/gXpdss7v

What are your weekend plans, Sippers? After a successful week, I'm planning to unwind with a refreshing mojito or two. I stumbled upon an article on the top 10 rums for a mojito and decided to give it a try. Here's a quick and fun recipe for a traditional Mojito with Probitas rum: - 2 oz Probitas rum - 1 oz fresh lime juice - 1 oz simple syrup - 6-8 fresh mint leaves - Club soda - Crushed ice Muddle mint leaves and lime juice in a glass. Add Probitas rum and simple syrup, then stir. Fill the glass with crushed ice and top with club soda. Garnish with mint and a lime wedge. Enjoy your refreshing Probitas rum Mojito! 🍹 For those in the industry, you know the importance of providing a fun recipe and experience to your customers. A good drink and great atmosphere keep them coming back for more. Cheers to the weekend! ♻️ Share with those who need to kick back and celebrate success.

📣 Exciting Announcement for Hospitality Professionals and Wine Enthusiasts! 🍷🎤 When I was preparing for my sommelier examinations, GuildSomm International - a nonprofit membership organization for wine, spirits, and beverage professionals and aficionados – was one of the most important resources I leveraged. They create and deliver the most accurate, comprehensive, and accessible educational content in support of the global beverage community. I continue to benefit from their classes and seminars, supportive community, and really excellent podcast. So, you can understand why I’m honored and thrilled to partner with GuildSomm for an enriching workshop, "From Vine to Voice: Elevating Wine Narratives Through Effective Speaking.” This session is tailored to beverage professionals eager to enhance their communication skills and share their passion for wine with greater impact. 🔸 What to Expect: • Overcome Public Speaking Anxiety: Gain confidence and ease in front of any audience. • Craft Compelling Wine Narratives: Learn to tell stories that captivate and inform. • Engage Effectively: Master techniques to keep both experts and enthusiasts engaged. 📅 Date: Tuesday, July 23 ⏰ Time: 10–11:15am PST (1–2:15pm EST) Whether you’re preparing for a service exam, presenting to a room of seasoned sommeliers, or teaching a group of curious wine lovers, this workshop will equip you with the tools to make your message unforgettable. 🍇✨ If you’re already a GuildSomm member, all you have to do is register for the webinar. If you’re not, I’m pleased to share a code for a free month of access, so you can attend the event AND soak up all the amazingness that the organization has to offer. I look forward to seeing you there! 👉 https://lnkd.in/gQFWYMyS 👉 CODE: RHOADESTRIAL #PublicSpeaking #WineNarratives #ProfessionalDevelopment #WineLovers #BeverageProfessionals #HospitalityProfessionals #WineWednesday #WineWisdom