GOING SOCIAL: On Saturday, foodies will populate Greenpoint, Brooklyn, and Manhattan’s Lower East Side to partake in one of Bon Appétit’s most celebrated events, the Grub Crawl.
In its third year, Bon App’s Grub Crawl will begin in Greenpoint at 11:30 a.m. at Coco, and will continue on to The Diamond, Glasserie, Alameda and finally conclude at the Manhattan Inn at 5 p.m. The second crawl will take place on the Lower East Side at 5:30 p.m. until 11 p.m. Foodies will start at Spitzer’s Corner, then hit Contra, Nitecap, Pig and Khao, and Huertas.
This story first appeared in the June 17, 2014 issue of WWD. Subscribe Today.
With 200 tickets available per crawl, Bon Appétit said the event draws a social media-savvy crowd and, as a result, advertisers are looking to up their social media cred and reach Millennials, such as JW Marriott. The average Grub Crawl ticket holder is 34 years old with an average household income of $142,000. Ticket holders are split about 50-50 male to female, and each grub crawler has a social media following of 30,000, across sites such as Twitter, Instagram and Facebook, Bon App’s vice president and publisher Pam Drucker Mann said.
The 200 foodies put up on average 500 posts during the crawl. Taking into account the 30,000 followers, those posts have the potential of reaching 15 million people, Mann said. Five well-known Instagrammers each with about 175,000 followers apiece will also be publicizing the event. Bon App will donate aprons signed by current and past Grub Crawl chefs to Alice Waters’ charity Edible Schoolyard, which will auction them off and use the proceeds for its partnerships with public schools to build gardens and kitchen classrooms.
“When I took over BA, I wanted to create a different food magazine and I wanted to apply that to our events,” said Bon Appétit’s editor in chief Adam Rapoport, who noted that following New York, the crawl will go to Park City, Utah; San Francisco; Nashville, and Dallas.
“I’m most excited about Nashville. It’s having a food and music moment,” he said. “There’s something about Nashville. It’s like the new girl in school.”