Don’t mess with Dead Ringer’s Tim Philips. Picture: John Feder

A Sydney food blogger has copped a serve after sending a cheeky social media message offering publicity in exchange for a feed.

But the self-described “Foodie Instagrammer” bit off more than she could chew when she targeted Tim Philips, the bartender and co-owner at Dead Ringer in Sydney’s Surry Hills.

In a private Instagram message, the young woman asked if the restaurant “sent out invitations” to food bloggers on the app.

“If so, my friend and I would love to come to review your restaurant,” she wrote.

The Instagrammer continued: “Usually my arrangements with restaurants is that you give my friend and I a meal on the house in exchange for ­Instagram coverage and ­reviews.”

Feigning ignorance, Mr Philips replied: “Hi! Not quite sure what you mean? You’re welcome to come down any time that suits you. Would you like me to make you a reservation?”

This is where a more savvy person may have backed quietly away, but the blogger was evidently hungry.

“Usually my arrangements with restaurants is that you give my friend and I a meal on the house in exchange for Instagram coverage and reviews,” she persisted, ending the message with a smiley face emoji.

Mr Philips’ scathing response prompted an outpouring of support from industry insiders when he posted a screen shot on Instagram.

The blogger’s message.Source:Instagram

The scathing response.Source:Instagram

“With all due respect I’d say you have as much right to review my restaurant as I have to review your menstrual cycle,” he shot back.

The post drew passionate responses from hundreds of commenters as it descended into a brawl between bloggers and hospitality types.

“Much respect ... For standing up to what’s right and having balls,” one fellow restaurateur wrote. “People saying it’s not cool to ‘destroy her brand’, that’s what she is doing to the food industry #goodriddance”.

Some commenters argued that Mr Philips had been too harsh on the young woman, who has since deleted her Instagram account, suggesting he should have had a quiet word instead of outing her on a public forum. The hashtag #casualsexism was thrown in for good measure.

“I called her out because her business is what’s ruining my industry,” he replied. “You missed the irony that I, as a man, am ill-qualified to ‘review’ female menstrual cycles. And this person is equally unqualified to review places they’ve been, with the predetermined obligation of a free meal for nice comments.”

While professional reviewers “always pay for their meals”, he said, “this happens A LOT”.

Bloggers are welcome at Sydney's Firedoor, as long as they’re prepared to foot the bill.Source:Supplied

Firedoor restaurant manager Raurri Fagan, who previously ran Colin Fassnidge’s 4Fourteen, said while it was not common for a blogger to be so brash, he’d seen his fair share of “self-proclaimed bloggers or foodies”.

“There are some great bloggers out there but they would never ask,” Mr Fagan said. “If they do ask, I say they’re more than welcome to come in and dine. But they will be charged. All our customers are treated equally, regardless of their social media following.”

Food blogger Sarah Shrapnel told news.com.au she was embarrassed by the incident, saying rogue operators gave her industry a bad name.

“I unfortunately think it’s a lot more common than we realise,” she said. “I’ve heard of it happening before, because people who have any kind of Facebook or Instagram following seem to feel that they’re entitled to a free meal.”

She said some food bloggers used smoke-and-mirrors tactics to create the illusion of influence.

“It’s really obvious when they are buying [Instagram] followers, because they have really low engagement,” she said. “You see people with a following of 50,000 people but they post a photo and it only gets 100 likes.”

Ms Shrapnel, who has been running her Love Swah blog for six years, earns income through clearly marked sponsored posts and advertising.

“It’s really important to be transparent,” she said, calling for stricter regulation of the industry.

In 2013, the competition regulator released guidelines for online reviews, requiring bloggers to disclose any sponsored content and need to tell their readers if they have received “freebies”.

But the ACCC guidelines did not provide a mechanism for compelling bloggers to disclose their commercial arrangements, with the onus being on businesses themselves to disclose — or face a potential fine of up to $1.1 million.

dana.mccauley@news.com.au