March 28, 2024

The Ripple Effect of the Mario Batali Tweet

Sept. 21, 2014

Celebrity chef and part-time Leelanau County resident Mario Batali is all over the media, both traditional and social. And he’s effusive in sharing his love of northern Michigan – its scenery, its golf and, especially, its food.

When Raenne VanDerPlaats, of Mason City, Iowa, came to Traverse City for a long weekend before Labor Day, she turned to Batali for tips via Twitter.

"I remembered that he lives in TC part time, which he’s mentioned often on "˜The Chew.’ Knowing he’s from there made him an obvious choice to ask for a suggestion," VanDerPlaats said.

She tweeted as @raesive, "@Mariobatali in TC overnight. Any recommendations for breakfast? #ilovemichigan."

Batali tweeted back: "Frenchies!!!" The tiny restaurant next to Tilley’s Party Store on Randolph Street has been a longtime Batali favorite; it was one of the first local spots he tweeted about back in 2011, when he had a mere 210,000 Twitter followers. Batali now has nearly 650,000.

"I don’t know how busy we would have been if it weren’t for Mario," said French Clement, who owns Frenchies with his wife Alisa Murphy. "It’s very generous."

While a simple one-word social media mention can create unpredicted surges in traffic or sales, restaurant owners say they welcome such a challenge.

"When someone with authority says something, it can create a stampede," said Clement. "Stampedes can be fun, but scary."

Clement, who is not on Twitter, notices "mystery bumps" in the amount of customers, which have often turned out to be a result of something Batali has posted. He’s seen people walking by holding their phones, ostensibly trying to use GPS to find the little eatery, and people who actually come in looking for Batali when he says he’s eating there.

Batali was quoted as saying he especially liked one of Frenchies’ pastrami sandwich creations and "for weeks, everyone wanted that sandwich. We had to pull it," Clement said. "It was a special. When you overdo a special, it’s not as special."

VanDerPlaats loved her breakfast of pastrami hash and let the Twitterverse know about it. "Thanks for the rec @Mariobatali! Super delicious. #FrenchiesFamous." She included a picture.

Another oft-mentioned Batali favorite in Traverse City is The Cooks’ House on Wellington Street.

"We’ve gotten national press because of him," said Eric Patterson, chef and co-owner of the farm-to-table restaurant with Jennifer Blakeslee. The Cooks’ House has been mentioned in Vanity Fair, Bon Appetit, the Chicago Tribune and Food & Wine. "That’s what’s been the big bump for us."

Batali eats at–and tweets about–the Cooks’ House so much that "a lot of people think this is his restaurant," Patterson said.

Yet Batali is treated just like any other diner. He still has to make reservations (the restaurant is "100 percent full" from mid- June through September) and has even been turned down when calling on short notice. "He doesn’t play the celebrity card," Patterson said. "He’s a great customer"¦ always says hi to the staff and treats the wait staff like royalty."

In late July, Batali tweeted about "perfect whitefish with chanterelles, then brown butter raspberry tart" at the Cooks’ House, including a picture. Being mentioned by foodies alongside "the big boys" has been the best part of Batali’s attention for Patterson and Blakeslee, but the tweets are appreciated too. "It’s just great; hell, he’s got how many followers? Then they retweet. You can’t buy that kind of advertising," Patterson said.

Batali’s tweets aren’t limited to food, and his love for the area isn’t limited to Twitter. He posts pictures of sunsets, golf courses and beaches on Instagram and Facebook, as well as short videos, including one of Billy Strings and Don Julin performing their traditional American string band music.

"He likes our music and I can say firsthand I like his food," Julin said. The duo is often invited to Batali’s house for meals and Batali comes to their gigs in Northport and Traverse City. The musicians first met the chef at Music in the Park in Northport in 2013 when Batali offered to share his picnic with them. "Billy was walking to the bathroom on the set break and Mario said, "˜Hey, you hungry?’" A friendship was born.

"The coolest thing about hanging out with Mario is that he’s cool," Julin said. "He’s down to earth."

Batali’s newest book, "America – From Farm to Table," will be released Oct. 7. Regional food enterprises Bardenhagen Farms in Suttons Bay and Epicure Catering in Omena are both featured in the book.

MARIO BATALI’S SOCIAL MEDIA RECOMMENDATIONS:

GOLF: Arcadia Bluffs, Crystal Downs, Lochenheath
PIZZA: Hearth and Vine at Blackstar Farms
GROCERY STORES: The Merc in Leland, Hansen’s in Suttons Bay
WHITEFISH: Carlson’s in Leland
FRESH FISH DINNER: Riverside Inn, Leland
LUNCH IN LELAND: The Cove
BRATWURST: Hansen’s
STRAWBERRIES: Bardenhagen Farms
WINERY: Mawby’s, Bonobo
OTHER TRAVERSE
CITY-AREA RESTAURANTS: Towne Plaza, Modes, Red Ginger, 9Bean Rows

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