Tastecasting - the future of food reviews?

Tastecasting - what?

I came across tastecasting.com the other day and it made me think for a second whether the traditional 'Mr Creosote' style food reviewers with ruddy cheeks, ink pens and sour demeanours can compete with the opinion of the masses in the iPhone age.

Tastecasting involves applying for your culinary establishment (or someone else's who you recommend) to be reviewed and rated. The review is then punted out via several social networking routes and potentially exposed to thousands of people.

It's currently only up and running in the US (so it seems) but could soon hit the UK and work nicely, particularly for small independent establishments that struggle to get the write ups and coverage they so badly need to thrive.

However, the nation's classic food reviewers (who arguably are in posession of one of the best jobs in the world) don't need to be sweating into their Sauternes and scallops just yet. Tastecasting's a brilliant concept, but I think that the UK food scene will always need its Giles Corens and A A Gills to bring a touch of old school fustiness, begrudging approval and sometimes a well deserved dressing down to the UK's mixed array of culinary fare.

AK