On Saturday last week I went for a walk along Johnston St to see what was new. I’d seen on Twitter during the week that the Johnston St Food Store and Brunetti’s had opened and I wanted to see for myself. I went to the Johnston St Food Store first and enjoyed an excellent coffee. The space has a large counter and a few tables with provisions for sale at the back, behind which is a large kitchen.

Unfortunately someone (presumably connected to this business) has orchestrated an astroturfing campaign to hype it and I’m not impressed by that at all. If you don’t understand how social media works, you can’t use it to mislead those who do. Such lame amateur behaviour undermines your online reputation.

johnstonstfoodstore1 coffee at the new Johnston St Food Store

The menu seems more oriented to lunch than breakfast, with baguettes, salads and amazing looking smoked salmon, but there are also  cakes and pastries.

johnstonstfoodstore2 coffee at the new Johnston St Food Store

In contrast to the friendly welcome here, when I went to look at Brunetti’s a little later it had an ‘invite only’ sign at the door that I found most unwelcoming and I did not bother stopping to enquire. What’s the point? If you’re open why not welcome in your new customers?

coffee at the new Johnston St Food Store

2 thoughts on “coffee at the new Johnston St Food Store

  • 14 July 2010 at 10:06 am

    astroturfing makes me cringe. I agree — reading the obviously fake comments has put me off!

  • 15 July 2010 at 10:58 pm

    Oh dear. That’s disappointing. Those comments certainly are pretty awful (and so obviously fake that it’s hard to believe anyone would think that would help rather than hinder the business).

    Needless to say, I have no connection with them whatsoever, but I ate there last weekend and was impressed by the food and the friendly atmosphere–my girlfriend had been in a few days earlier (not realising that they had just opened) and got chatting to the owner who actually remembered her name when she went back in…

    They seemed nice enough. It’s a shame they feel that they need to resort to those sorts of tactics to promote themselves. Perhaps this one can be put down more to naivety than anything else…


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