Episode #56 - Garrett Snyder, Freelancer for the Los Angeles Times, PUNCH, Food & Wine and more

Hanna (3:02)

Hi, Garrett. So nice to see you.

Michael (3:03)

Welcome to our show.

Garrett (3:04)

Hello. Thank you for having me!

Michael (3:03)

It's our pleasure. So let's start at the beginning. You earned a degree in screenwriting at Loyola Marymount in LA. How did you transition into writing about the food world?

Garrett (3:15)

I had always known, I wanted to do some type of writing. Um, I think when I moved to LA, like a lot of people, I had, you know, stars in my eyes and kind of wanting to do the Hollywood thing. And I interned at a studio after I graduated from school and, you know, it was fine, but it didn't really, it wasn't really, I think for me. And so I was kind of scratching my head, what I would do next.

And at that time I think a lot of food bloggers that had started on a blogging platform as an independent blogger, and were kind of transitioning to writing for publications, local publications, all weekly and things like that. So I  kind of caught the tail end of that in some ways, um, where I briefly had a food blog that was just kind of a hobby.

I didn't do it for very long because I was like, oh, I should just pitch places that will pay me to write it. You know? And at that time, I mean, I was always interested in food, but to me, the food writing was a way to really explore LA and get out there. And it was an excuse to really kind of deepen my relationship with the city, try new things. And so that was really what kind of just, it felt like something that I wanted to do in my free time, but also I could, I could get paid a little for it. 

Hanna (4:37) 

So in your opinion, what sets the LA food scene apart from other cities? What makes it so dynamic?

Garrett (4:45)

There's not like a center of gravity in the way that New York has or other kind of. There's really room to try new things. Um, I think in the past, you know, what people talked about was this very strong immigrant driven restaurant scene, people still refer to that. I think that's, that's unfortunately kind of changing because of how expensive the city is. And a lot of costs that are being driven up and people are being driven out by high rents.

But in place of that, you have now second or third generation restaurant owners who are saying, okay, you know, I grew up around these restaurants in Korea Town, or, you know, The Valley with a huge selection of sushi restaurants or Aremenians in Glendale. I can take all those influences and really kind of create something new out of that.

And people, I think people here are really open to try new things and they're really open to different formats of not just food, but styles of service, whether it's, you know, taco trucks or pop-ups, and there's just a willingness to be receptive to different forms of expression in terms of hospitality and food, which I think is what sets you apart.

Michael (5:49)

And, you know, as fans of all things coffee related, we found your story on Vietnamese coffee to try right now in Southern California, very exciting. It really gave us a list of great spots to visit the next time we're on the West Coast. So why did this topic in particular capture your imagination?

Garrett (6:05)

Yeah, that was a funny story because, you know, there was like two elements to it. The editor I was working with, like, I kind of wrote the short list of a couple of places that I recommended, but also a much longer, I think it was a couple thousand word feature story about the kind of greater culture of Vietnamese coffee and how it's kind of evolving in America right now.

That's where it came about because there was a coffee shop in Westminster, which is kind of part of the greater Little Saigon community with the largest Vietnamese American enclave in America, huge amount of Vietnamese owned businesses. Um, you know, obviously we've been that way since the late seventies after the Vietnam war. So it was, it was a coffee shop that was relatively new and a lot of people had told me, hey, this has the best Vietnamese iced coffee cans out in Little Saigon. 

That caught my attention because a lot of everyone has their favorite, but a lot of them are kind of on the same tastes kind of the same. Right? Um, it's just like really strong coffee and then the condensed milk. And I think this place was doing something different. And I want to understand what that was and that I kind of fell into this world of like, not a lot of places are directly sourcing their beans from Vietnam. 

Um, even though that seems kind of counterintuitive to Vietnamese coffee and the reason why is really complicated. And, and so now you have nationwide a lot of second-generation coffee shop owners who are saying, I want to replicate the experience of coffee that I had inside in Saigon. You know, and so you're thinking how can I get those beans? How can I roast them the right way? How can I make sure that's a reflective experience?

And so just really understanding that and taking readers through the context of what Vietnamese coffee is. That was the coolest, I feel like I learned a lot in that story. Now, you know, someone actually just reached out to me, an LA-based coffee roaster, that is now just launched coffee from Vietnam. So now it's like, oh, I'd love to do a story with them. And so it kind of continues on just from that.

Michael (8:17)

You also cover cocktails and bars, and you had a great story in the LA Times on Thunderbolt. 

Hanna (8:20)

I'm a huge fan.

Michael (8:22)

Uh, you know, it was ranked number 61 on The World's 50 Best Bars 51 to 100 list. And you really got into detail about Mike Capoferri it's owner. I mean, he not only kept the bar afloat during the pandemic. But he emerged as a global contender, which is incredible. And stories like these really inspire, you know, other people in our industry. So how did this bar get on your radar?

Garrett (8:46)

That sort of thing was really interesting because, you know, I had been to Thunderbolt before the pandemic and I had kind of gotten takeout cocktails there a couple of times, and I really loved their drinks. And, you know, when I saw that they had been named to The World’s Best Best extended list, to me, that was really cool.

And so I think for every story, a lot of stories that I look at, I'm looking at like kind of the macro and the micro, or like the text and the subtext in that, like, you know, the hook. The hook of that story was that they had made the list. And then the more I learned about it, the more I was like, wow, I didn't realize that they were really close to closing during the pandemic, you know, or I kind of got more into like, what is this bar doing that's really unique? And to me that was their takeout cocktail program. And so, you know, the excuse to get in that story was the being named of list.

But then once I was writing that story, I was like, hey, there's really interesting things going on in terms of what does it say about the future of bars in terms of the way that this bar is approaching drinks and how they're serving people, how they're kind of meeting demand, where it is, and also, yeah, just the human story.

I mean, Mike is a really tremendously interesting person and just to kind of have a personal element of his story and his struggles, keeping the bar open, just kind of adds a lot of texture. So I think ostensibly, it's a story about a bar getting a cool award. Beyond that the subtext is about, really an underdog story and how someone can kind of, they can innovate their way out of a crisis.

So yeah, I think that was why it was a really cool story to work on. And, and once again, it's definitely something that when I pitched it, I didn't really realize how deep the well was, you know.

Hanna (10:26)

And I think it was very timely, but also very human driven. And that's not to mention, Mike is an amazing guy, so thanks for spotlighting him and his resilience. Actually, you know, over the years, the LA cocktail bar scene has been blossoming and we just love seeing how even our NYC top bars, like, you know, Bathtub Gin and Death & Co and Employees Only, they have expanded from New York City. So it's great to see that LA is not only offering an amazing food scene, but also cocktail scene. So a more reason to travel to LA!

As a freelancer for various national media outlets, how do you find stories? Where do you go for inspiration?

Garrett (11:16)

I would say just things that will catch my attention. I mean, I'm a pretty voracious reader in terms of not just other kind of food media, but national media. I think social media plays a part, but just kind of seeing, I mean, you kind of see something that piques your interest and you look into it. 

Or relationships you build and occasionally, yeah, occasionally there's a PR pitch that might bring something to my attention, but rarely I'm going to kind of, take a pre-packaged story that is given to me by a PR email, um, I think sometimes that can kind of help inform your work. But ultimately I think I have to just, the way I kind of come to ideas is I have to kind of construct them in my head and they come from a lot of places and it's hard.

I get that it can be frustrating for some PR people, because you know, I'm going to take this email that you have, this information, I'm going to put it in my pocket. I might use it six months from now. I might use it a week from now, you know, it just depends.

But I think having kind of this toolkit of all these sources and things that you can draw from and keep them straight in your head is ultimately the best way to kind of find a story or say, when the editor says, hey, I really want to do something on a certain topic, I can be ready and I can know that I have things I can pull out and focus on, you know? Because I've kind of filed them away in my own mind or whatever attempt of organization I do on my computer.

Hanna (12:44)

In the coming months, what type of stories will you be working on? Can our listeners get some scoops?

Garrett (12:50)

Yeah. So I just finished the story for Resy, which is the reservation platform that has been doing a lot of really good restaurant content. And it was about Spago, Wolfgang Puck's restaurant. It's the 40th anniversary of Spago. So it's kind of a retrospective. I talked to a lot of people who were there from when it opened in 1982.

Um, and also just a lot of, I mean, there's a lot of like archival research. So I like went back and read all the stories that were written in the Los Angeles Times in 1982, and other publications. And it really just kind of got me piecing together the story of how Spago got to where it is now, but also what it means for restaurant culture right now and how that influence is still felt. So that's probably what I'm most excited about.

Hanna (13:34)

In addition to Spago, a lot of restaurants and bars and hotels are opening and reopening, and it's great to see that our industry is in full swing. But will you be writing more about chefs or bartenders, or openings, or what will be your go to sort of topics in the coming months?

Garrett (13:57)

Um, I don't know. It could be lots of things. I think right now where I kind of see things headed is I think that there is a lot more interest in work that is really consumer facing, you know? Cause, well, look, I've been doing this for many years. The question I always get is where should I eat now? Right? Where do I go to eat? And I think during the pandemic, you know, a lot of food media, we understand the transition to personal stories of chefs and employees. 

But we can't forget that ultimately what we do is we write on behalf of the reader, right? We're not writing for chefs. We're not writing for restaurant owners and we're not, and we're especially not writing for other supervisors, which I think sometimes, maybe it felt like it's blended in a little bit with that small, social media circle we get caught up in.

So I think writing stories that, like I said earlier, really kind of connect with the reader and provide useful information and insight. it's helping people understand the context of a place. And ultimately that should hopefully make them want to go there, but it always has to be done with the reader in mind.

Michael (15:08)

So let's circle back to pitches for a moment. As a freelance writer myself, I get quite a few and you know, some of them do get my attention. So on your end, what are the top three tips you'd like to share with our listeners for writing pitches that'll grab your attention?

Garrett (15:23)

Um, I definitely like the kind of, um, I put this in a, in a kind way, get to the point quickly, right? I want to know who, what, why and where early on. And I think one thing that maybe defers me a little bit is when I think like there's too much of, I'm going to try to set the story up and tell the story. And ultimately if a person, a PR agency, is letting me know, I don't need to be enthralled by your sorority to understand what the bones of the story are. So really understanding the relevant people and, you know, facts early on is really helpful. But also just thinking about some larger context ideas, right?

I see this a lot too, where if a PR agency has one client that they're working for that is part of a larger trend, they will also point out other non-client restaurants or businesses that might stay with that. And I think that can be really helpful. So just kind of like, don't be afraid to connect the dots if you see something, but also don't have it so strict that you're not leaving some room for the writer's interpretation. 

And in general I think just making sure that the relevant information is there, some ideas of how it could be timely. Um, and those are the biggest things. It's just kind of putting it out there. And once again, it's like leading a horse to water, right? You're kind of putting it out there and hopefully the writer can assemble a little bit and be like, hey, this is a story, you know? And let them do their job a little bit.

Hanna (17:18)

Now let's talk about social media. You mentioned briefly about how you're using social media in your work, but can you tell us how it actually has changed the way you work?

Garrett (17:29)

I'll talk mostly about Instagram. I'm not, for the life of me, I've never been able to like really muster that much energy for Twitter. But with Instagram, I think how it is now, I think what the algorithm like prizes has changed so often, like before it was really composed, like food shots, kind of perfectly manicured. And those have now given away to like reels, video, you know, video posts. So I think instead of really trying to kind of worry about, am I kind of doing what Zuckerburg and company have prioritized, just kind of think, do things that you feel you're passionate about. Right?

I mean, that sounds obvious, but if I see something that is cool and I am excited about just post about it. And also, you know, you shouldn't have to feel that everything you have to have to post has to be a hundred percent in service to your brand. You know, I think a lot of the accounts I follow, I love when they highlight something that just interests them. That's not directly related to their business, you know, or they shout someone else. They’re really excited about that, you know? And cause that, to me, that’s a means of connection. I can see, oh, this person likes this or is excited about that, I am too. That kind of maybe deepens my understanding of what interests them rather than just, oh, they're always promoting their work.

They're always saying it's like, you know, oh, I got a post about the new flavor or whatever, a new menu item. And it just kind of feels a little rote. So I think in social media, it's always good to remind people that there's a person behind the posts and not just, you know, we live in an era of so many bots and algorithms and things that are generated. So just kind of remind people that like there's an actual human is excited and things and, you know, whatever else is, is a good social media strategy.

Hanna (19:21)

I agree. And you want to feel like someone is behind it and it's showing their passion and their story and through, uh, the images or videos, so agree, it has to be. Always personal.

Michael (19:34)

Well, let's switch gears for a moment and go into more long form storytelling. And you are the acclaimed author of three books. How did you break into writing cookbooks and as a fellow author myself, I want to know if you could share what the secret is to writing a New York Times bestseller.

Garrett (19:56)

Oh, man. The reason, the way I got started basically was the first book, which was The Night + Market cookbook. And the chef and owner of Night + Market, Kris, he was looking for a coauthor. He had liked something I had written and he just texted me and I was like, hey, I'm working on this book, you know, would you be interested?

And to me it was very intimidating, you know? Cause I think I had never done something of that scope. And the publishing world is kind of very opaque and you know, I didn't really have a “how to” manual. So I felt like that book, I mean, people seem to really enjoy it, but definitely I felt like I was stumbling through it and it was, you know, had its challenges. Um, luckily there was a really, really talented team. Um, and you know Kris too. Kris had such an amazing story to tell. And I think that, you know, for me, it was just like, how can I capture what he's saying and not lose the impact that I'm hearing?

Uh, so in some ways working on a really, really long extended profiler as told too, right? You’re just trying to understand what they're talking about and relate to it. And at a certain point, I think early on in that first book, I would like record every interview we had and I would spend all this time thinking well, I'm going to try to transcribe this and at a certain point, I mean, you're around that person that much, it almost doesn't make sense to record because you learn their voice well enough that you can kind of put it in their words later.

And maybe you can almost phrase it in a more clear way in their words, then they were able to. So, you know, from that book, that was a great learning experience. 

Chrissy Tiegen and her mom, they were big fans of the Night + Market cookbook, and they were looking for someone to write a cookbook with Pepper and Pepper is a really amazing home cook. And she, you know, has been cooking Thai food in America for decades and, and just really like loves sharing that with her family, right. And Chrissy and John and their kids, and just loves being an amazing mother and grandma. So to me, that was such a cool opportunity to kind of be able to share in that world and help her find her story and just, you know, express herself. And she was awesome. Uh, and, and that was kind of a crazy experience because that book kinda got interrupted by the first phase of the pandemic. 

So we were working all the way up until March and then it was like, okay, what's going on? And then we kind of took a couple of months break and then we came back in the kitchen, I think, near the end of 2020 and finished the book. But you know, the reason that's a New York Times bestseller is that kind of the reach of Pepper and the really amazing fan following she has. And the way she kind of resonates with people who, you know, maybe they have, maybe they have a grandma who’s similar. 

There's something about her that resonates with people on a very broad basis. And I think because she is so honest and she just deeply cares about feeding others. When you start a book like that, you're, you're kinda, it's like entering into a relationship, right? Because you're going to spend the next months or year working closely with that, with the person. 

In the case of Kris and Pepper and Sheldon who I wrote the Cook Real Hawaii book with, like, we just really hit it off. And I think that Sheldon was such an amazing, I mean, he's so humble, but also just, he really cares deeply about not representing, not only himself, but his community and is so just thoughtful and respectful of where he comes from. And so when you have someone who has such a great story to tell and, and tells it with such purpose and excitement, you just feel really lucky as a coauthor because you're, you're basically your job is to not mess it up.

Hanna (23:26)

Are you working on any new books that you can share with us?

Garrett (23:35)

Well, I mean it hasn't been one hundred percent confirmed yet, but I think we're pretty close to starting in the second book for Sheldon, which I think is great. It's definitely going to be more home-style food. I mean, the first book had a lot of that, but I think really about, you know, cause he has four kids, right? Him and his wife, they’ve got four mouths to feed. So a lot about what he cooks at home, what he cooks for friends and family. There's a lot more that can fill a second book. So it's pretty exciting to kind of go back in and explore a lot of things that we were wanting to include in the first book, but I think it definitely necessitates the second one.

Michael (24:08)

Speaking of travel destinations, what spots are on your list to visit and why?

Garrett (24:17)

I really want to get to Southern Italy. I've done a little bit of traveling. I felt like even then I kind of rushed it, but, you know, a lot of the best experiences that I had in Europe have just been like getting outside the main cities and kind of taking a little time in the country and I would love to do that.

And so I've just always been so amazed by the cuisine and especially the drinks culture too. I mean, to be honest I would love, really soon, I've been meaning to get down to Guadalajara. I've heard so many people say that it's like a vibrant, you know, amazing food scene. I mean, I've been in Mexico city. I really enjoyed that. 

But to see a different perspective and different approach to food, you know. In the town that I grew up in, there were a lot of immigrants that I had worked with in restaurants that were from Jalisco. And so, I feel like I've always had this kind of, really interested in and being able to go there and see the vibrant culture that you can experience in LA in many ways in its, in its kind of home area would be really cool.

Hanna (25:22)

What is your favorite cocktail and who would you like to share it?

Garrett (25:27)

I definitely love a Ramos gin fizz. Like I think that, you know, it gets a bad reputation because some bartenders don't like to make it, but I think it can be done well in a very efficient way. I can probably name like three bars in New Orleans where I would love to have it. They would all be great. One writer I've always loved to sit down with is Calvin Trillin. And I got a book of his food writing early on in my career, and it just really opened my eyes and I've always been entertained by his writing and how he takes on so many topics.

And, um, he's been in New York, a writer for a very long time. I love his writing because I feel like he is very knowledgeable and definitely well-traveled. He always communicates and writes in a very approachable way and a way that is very disarming. And I think that's always kind of motivated me. I always want my writing to be approachable. And I want people to kind of be invited into the world that I'm talking about. Um, so that's just one person, but you know, I think he, I think he'd probably enjoy a good cocktail too.

Michael (26:32)

So before we go, how could our listeners reach you?

Garrett (26:37)

Um, you can find me on Instagram or Twitter. I'm always happy to talk about story ideas or just things you find interesting. I mean, I feel like that's, you know, I try to always have an open inbox policy because you never know.

Hanna (27:03)

Thanks again for doing this for our community. And I know our listeners who are listening to your episode, are going to learn so much about who you are and also how to get to you and how to get your attention.

Michael (27:17)

We appreciate you coming on the show.