The Infamous Reader's Choice Awards...

One of the great mysteries of life is why the restaurant industry continues to buy into this scam perpetrated by the nation's local newspapers. Of course, the short answer is that awards (of any kind) are so appealing that "buying" them is a justifiable investment.

The scam goes like this – the newspaper asks the public to vote for their favorite restaurant, and while this campaign is going on, they persuade the restaurants to run ads asking the public to vote for them. Many restaurants get their customers involved, and they stuff the ballot box with thousands of votes (they purchase papers for an "official ballot") and greatly increase their chances to win a Best, or even "One of the Best" awards. Best Steakhouse; the Most Romantic; the Best Wine List; the Best Hamburger; the Best Desserts; the Best Bathrooms; the Best Doggie Bags; The Best Outdoor Dining; the Best Sushi; the Best Micro Waved Pizza; The Best Bartenders; The Best Ethiopian and the Best French. The more "bests"- the more money.

As this ongoing promotion approaches the end, the winners (and there are hundreds of them) are asked to run ads thanking the public for voting for them. Maybe it's a good thing. The restaurants get their so-called awards, and the newspapers stay in business one more year. I still shudder every time I see a framed Reader's Choice Award in a restaurant. I just don't get it!

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