The online world moves at lightning speed, and in the F&B industry, it’s no different. Some people adapt, using digital tools to their advantage with creativity and strategy, while others—well, let’s just say they use it in the “smartest” way possible for personal gain.
I’ve seen it all: businesses thriving thanks to well-placed online exposure, and others crumbling under the weight of a single review. In the end, it all boils down to one thing—playing the game. But the question is, who’s actually winning?
The Rise of the “Experts” and the Illusion of Power
Lately, I’ve noticed an interesting movement in Jakarta’s beverage industry—one that raises a lot of questions. How does an individual confidently claim authority on the international stage, advising others on how to create a bar worthy of XYZ recognition—without even running a real establishment? How do we get to a point where people are more focused on appearing knowledgeable rather than actually being experts?
And here’s the real kicker: people are so hungry for authority and acknowledgment that they’ll force themselves into spaces where they don’t belong. Why not just own what you’re truly good at instead of trying to dominate every conversation? Because, in today’s world, influence is power, and having power means having the world at your feet.
But what’s even sadder? People no longer do their due diligence. They take whatever they see online at face value, rather than listening to real professionals who’ve dedicated their lives to the craft.
This leads to three frustrating industry trends:
- The rise of self-proclaimed influencers who dictate the F&B industry narrative.
Somehow, having a large Instagram following now qualifies people to teach others “How to get your bar on the 50 Best list”—despite lacking actual credentials. - The decline of curiosity and critical thinking.
People are so eager to believe whatever they’re fed online that no one stops to ask:
“Does this ingredient actually grow in this region?” or “Is it even in season?” Suddenly, everyone believes parsnips can thrive on somebody else’s rooftop! - The loss of commitment in the industry.
Why dedicate yourself to one brand when you can hop around as a consultant, making quick money and boosting your profile? For business owners, this is a nightmare. For those truly committed to building something meaningful, it creates a toxic environment.
No One’s at Fault, But We All Play a Role
Here’s the reality:
- Those of us who work tirelessly in this industry often wish we had the perks of influencers—#iWishIWasAnInfluencer.
- Influencers, on the other hand, dream of having the credibility and respect of those who actually run the bars and restaurants they feature.
It’s that classic “grass is greener on the other side” paradox. Everyone wants what the other has, and somewhere in the middle, the integrity of the industry gets blurred.
A Note to the Storytellers of This Industry
At the end of the day, we all have the power to shape the narrative—but let’s do it mindfully. If your strength is writing, then be a damn good writer who educates people on fun facts, unheard stories, and meaningful insights.
Don’t just slap on a title and claim to be an expert in something you barely understand. The road to true recognition isn’t paved with pop-ups and influencer invites; it’s built on the backs of people who dedicate their lives to their craft, pouring their hearts into hospitality 24/7.
Getting on the 50 Best list or becoming an icon in this industry isn’t an overnight success—it’s a years-long commitment. It’s about creating impact, being acknowledged by your community, and leaving a lasting legacy.
So, Who Do You Want to Be?
At the end of the day, there’s no right or wrong in this phenomenon. It’s just a matter of honesty.
Do you want to be known as an opportunist who will do anything for clout? Or do you want to be someone who genuinely contributes to the growth of the industry, helping others without expecting a personal payoff?
The choice is yours.
