Chef Calls Out Paid Food Rankings and Practices

Alleged offer of paid “guaranteed placement” in a restaurant ranking list.

A chef called out a food vlogger for allegedly soliciting payment to feature restaurants, a practice he deemed unethical.

Chef Edward Bugia, who owns Flipside Burgers and other restaurant ventures, shared on social media an unpleasant exchange with a food review page.

Bugia posted a screenshot of his conversation with the page on April 19. The page expressed interest in featuring Flipside Burgers in a list of the best smash burgers in Metro Manila, offering “guaranteed placement” in exchange for a fee. The page also proposed different slots, ranging from higher to lower visibility.

Bugia declined the offer, saying he was willing to feed the reviewer but not pay a fee.

The stand for ethics

“I’ve been in the industry for more than 20 years, and I don’t think paying for a guaranteed ranking is ethical, even if I’m sure it will drive traffic towards us,” he said in his reply to the page.

Though the page’s details were censored, netizens shared their own suspicions in the comments of Bugia’s post, with some naming a popular food review page known for its list-style rankings.

Some believe the incident may have been a case of miscommunication, since influencers and restaurants can have legitimate paid promotions.

However, Bugia raised concerns over the alleged practice of paying to secure rankings, which could impact the integrity of the content. When transparency is missing, audiences question the reviews, while businesses are left to manage their reputations.

Bugia said once placements are up for sale, rankings stop meaning anything. Audiences are left guessing what’s real, and restaurants that don’t pay risk being pushed aside.

Is your favorite burger really the best, or was it just the highest bidder? Chef Edward Bugia calls out the ‘unethical’ practice of paid restaurant rankings.