Eat. Drink. Cruise. | Rachel Samson, Stick a Fork in Me

Ken Taylor: 00:00:02

Have you ever wanted to know how was that done on border who's really behind the various initiatives that take place within the bars and restaurants at sea? Or how to transit hospitality really impact the F&B experiences that are fantastic, and that guests enjoy while cruising? Then Eat. Drink. Cruise. is your podcast, sustainability, unique and distinct experiences, reshaping beverage consumption, culinary innovation, supply and demand and today's commercial world. And the people that make all of this happen is actually what our eat drink cruise podcast aims to cover. In 2024, the outlook for cruising expects to see over 35 million guests on board which is a 12% increase year on year according to cruise lines International Association. And so this podcast really becomes a sneak peek behind the scenes of a dynamic industry. Whether you're a cruise expat or a successful supplier or newcomer supplier or just an FMB fanatic, bite size conversations are what this podcast are all about. My name is Ken Taylor, and welcome to the show. We have a great lineup of different players throughout the business, including operators and consultants and influencers. It's a holistic perspective on the status of cruise f&b today we're back with the Eat Dream Cruise podcast. My name is Ken Taylor, and welcome to the show. Now, if you ever wondered how to find a great job and work independently, actually work anywhere you want, and to some extent experience the same kind of success your colleagues might find in a really thriving business or in a major position, then social media, I don't know might be it. You can do this lucidly from your phone, which allows you to really be anywhere you want. I'm joined here today by Rachel Samson. Rachel, it's not just a millennial thing, is it?

Rachel Samson: 00:02:02

I don't think so. I mean, I have a lot of creative friends and all sorts of different spaces, all different ages, all different lifestyles, countries, it's pretty cool to kind of see the success of different people across social media.

Ken Taylor: 00:02:16

So anyone can be a social media star, then I mean, can you be a guru and not even know it?

Rachel Samson: 00:02:20

I think it's possible. I think the biggest thing is really just having the will to succeed. It's difficult. It's harder than it sounds. I think this whole like influencer culture, where people think my niche is food. People think I walk into a restaurant, snap a couple pics, upload them, and that's it, I get a free meal, I get a paycheck, it doesn't really work like that. There's so much behind it like on the business side. And there's so much on it on the editing side and the networking and you know, it kind of never ends.

Ken Taylor: 00:02:53

Especially if you're intending to make you know, income on it. Like my son, for example, or you my daughter, both of them are, you know, my daughter's 28 My son's 21 He develops gaming software, but I don't think his phone goes very far. I don't think my phone goes very far for me, actually. But he's always looking at social media. Like I mean, that's what everybody does. So the demand is there. It's just seems like a really an amazing industry. And you and I spoken a little bit I'm really kind of it's it's inspiring, really, to be able to talk with you, Rachel, you experienced a great deal of success. You graduated from Brandeis University, you you lived in Chicago, kind of grew up there, right? Yeah. And seven year stint in retail, and then a long career in construction management. So tell me how that bridge occurred between really being just, you know, a successful American, you know, businesswoman working, working your way along and now here you are a social media influencer.

Rachel Samson: 00:03:58

Yeah, total pivot. I mean, I think when I fell into this and really started focusing on it as a job as a career, it kind of felt natural. I kind of said, you know, remember back in the day when I used to promote clubs, or you know, how I was the first person to start posting food on Facebook, or how into the coding and making my profile cool on MySpace, like, all these really old school things kind of put together led up to this for me. So it did feel kind of natural as a transition. But having been in construction management for 13 years, I thought I would retire with that company. I thought that that was my career for the rest of my life. And I was happy with that. And I was excited for that. I had moved across three different states from Boston to New York to Miami with this company. And the position changed a lot the company changed a lot, you know, the whole environment. And at the time, while I was sad I was leaving because I really thought That, that's where I should be, but also felt like it was a good breaking point. You know, I had no idea what was going to go out in the next couple of years in the pandemic, I started my page in 2017, that's the year I left my company. And come 2020 There was lots of layoffs within that company, you know, across the whole world, obviously. So that could have been the end of it for me that and so, you know, it's almost a saving grace that I had started this and had something to throw myself into. And it wasn't the world crumbling and 2020 for me, because I was already working for myself and, you know, assuming the building blocks for this.

Ken Taylor: 00:05:37

That's really great. You're in Miami, you love Miami, you're obviously moved there for work. Now, here you are. Much of your work, though, is the cruise industry. Although I think you've it's clear if you look at your Instagram posts, and for everyone, the the Instagram handle is stick a fork in me. And it's not hard to get absolutely lost. And these videos you post, I mean, they are clearly the result of some really cool work. You're in Miami, there's a lot going on Miami, I mean, just Miami alone could probably keep you busy outside of the cruise industry with me, I think

Rachel Samson: 00:06:15

I like to call my page food entertainment, it may not be the top of the line, the Michelin star, although you will find those kinds of recommendations in there. A lot of it is kind of this food porn, this behind the scenes, I love getting really deep into food. And what's great is that there's food everywhere and everybody eats. So not only do I film here in Miami, but I've really taken on the travel industry and go everywhere in the world. It's brought me to Europe, it's brought me to Iceland, you know, the cruising is a huge passion of mine, which really only started in 2019 Right before the pandemic and exploring the food and like the mass production that they do on the ships and the quality is really kind of mind blowing. So it's it's been intriguing and exciting for me.

Ken Taylor: 00:07:06

I mean, it's behind the scenes. And that's really your passion is food, which is great, because that's our passion to what this podcast. But I did notice like you have a post here about the UFC Fight, fight, were you asked to do that or be part of that.

Rachel Samson: 00:07:19

It was just an invite, I was invited by the local tourism, they just had some extra tickets. And a friend of mine said, Do you want to come to this? So it's not like that was an ad or a paid stunt or anything like that. That was just kind of what I did on Saturday night. And I do try to incorporate a lot of my own events, and I want to make it more than food and I want to you know, include myself and it's just kind of my pages, what I see what I experience, and I want you to come along with me on the journey.

Ken Taylor: 00:07:48

We definitely have fun. I mean, the post you have in front of the Las Vegas sign, obviously you get opportunities and you have friends in Vegas. And you know, there's a heck of a lot going on in Vegas. I noticed a picture view or a video of Gordon Ramsay. You know, and so, it's nice to have stars too, you know, do they want your attention to someone like Gordon Ramsay, is he interested in your approach?

Rachel Samson: 00:08:12

in reality, he probably does not care about me. And you know, he said hello. He was super nice. That was such a nice dinner again, it was just like a media invite. It was like a small group of influencers who came and had dinner and he kind of hosted it for us. And it was a cool opportunity. I mean, Gordon is someone that I look up to I look up to him guy ferry and all these people and living in Miami really is kind of that bridge between, you know, we have South Beach wine and food that just passed and the cruise industry everything is really kind of happening in the heartbeat of Miami here.And really, you know, Vegas is another opportunity but then even Chicago. I mean, you you're from Chicago, my favorite city in the country. And a lot of people think well from a food and beverage standpoint, New York is probably the leader.

Ken Taylor: 00:08:59

I actually really love Chicago. Do you go to Chicago and do much?

Rachel Samson: 00:09:02

Yeah, well, truthfully, my family's there and so I go there several times a year but I kind of end up sticking in the suburbs and eating at home and and going to my favorite Portillo's over and over I mean I would go there every night of the week if my family let me so you're a bakery that's the thing.

Ken Taylor: 00:09:19

I love that a patellas is awesome and and then you also you just you love bakery. I mean, clearly when you look at your Instagram post, why but why is bakery such a thing for you?

Rachel Samson: 00:09:31

I don't know. I you know, I don't know if it started because of the excitement I would get when I would post a video of how to make croissants. I think there's so many pieces of a bakery that people don't really consider. You know, I was kind of taught Oh, you mix flour and water and you shape it into a loaf and you bake it and then you know I started to learn about laminating and the amount of butter they put into these things and and going into these kitchens and factories and galleys, where they're producing some of this stuff and the machines that they have that cut 50 rolls at a time. And, you know, all of that is pretty spectacular. You ought to look at some of the robotics, like some of the major production of bakery items, not as you know, boutique by any means. But when you start seeing some of those robotics work, oh, but you'd be you'd be interested in that and putting together how you really do mass production.

Ken Taylor: 00:10:28

You see that on the cruise ships? They let you behind the scenes? What how do you get behind the scenes on a cruise ship? I mean, do they just like you meet the chef? And then you kind of off and running and photographing? Or what's your...

Rachel Samson: 00:10:41

Yeah, I mean, it depends on the ship, the sailing the team, if I'm working on a social media sailing, it's usually arranged for me. And I will take a galley tour, and I'll usually request sometimes I really have to push for it in this post COVID area era, it's been difficult to get into the kitchens. And now it's kind of relaxing a little bit people are a little less freaked out. Now. They're like, Oh, fingers in the food. Of course, we expect that. But there was a time when that would like, trigger people and set them off. And that you'll find in any kind of viral posts, people run away with the craziest thing. But usually, on a cruise, there is a galley tour that's open to anyone, and you can book that kind of as an excursion. And I think that's cool, because I see people that are really enthusiastic about taking that. And it's really one of my favorite parts. And it's finding moments to get back there.

Ken Taylor: 00:11:34

And they're actually doing something substantial, right?

Rachel Samson: 00:11:36

What they're doing. I mean, those bakeries are going from like 3am to like, I mean, there were 24 hours, some of them.

Ken Taylor: 00:11:46

Now, when you're on a brand, like a cruise ship, product, or even any of the brands that you work with, I'm guessing you're hoping for a viral moment. So explain to me how a social media person who's either asked to do something with a brand or just happens to post something. What's the method of developing the viral moment? Is it a conscious one is it It happened just happened to be moment? Explain to me how that works.

Rachel Samson: 00:12:13

You know, there's, there's a lot

Ken Taylor: 00:12:16

Sorry to interrupt, but isn't a viral moment what you're looking for?

Rachel Samson: 00:12:18

For me, I love catching that viral moment. I mean, it's one of the things that gives me the most thrill. And I truthfully, I see a lot of growth in my accounts, when I hit those viral moments. It's just, it's about discovery, people find my page through this crazy thing I posted. And that's the same reason that I post it, people find this restaurant through a crazy thing I posted, they may go to the restaurant, and that's not what they order. But that brought them there. So on a cruise ship short, I want the most viral moment and I and I've had videos go viral where I'm like sliding down a slide, as opposed to even showing off the food. You know, there's so many things and on a ship that are exciting like that. I do like the most viral things, but take for example on I kind of the seas that I just sailed with Royal Caribbean. And I went into the supper club. And it's not my most viral video ever, but I think it really adds value because I was one of the first people to get in there and really show this meal and what it is and, and make people understand why a cruise ship can charge extra, you know, foods included, but you're gonna pay an extra $200 or whatever it is to come to this meal. But here's giving you a little peek at what it is. And it's it's a whole separate club and there's someone singing, beautiful old school, you know, New York, kind of swanky tunes in front of you while you're served 10 courses, and now everyone wants to go to it. It wasn't like this crazy cheese pole or a giant milkshake, or whatever it is. And that's all there too.

Ken Taylor: 00:13:48

But yeah, well, there's a lot to tape on that ship. And, you know, introductions to the, to the, to the brand, as far as new concepts. And I think everybody's doing that. So you're in a really good spot when you think about it, because even the other cruise lines, I don't know that everybody's trying to top each other, but they're trying to ensure they relate to what people would expect, you know, what what the language is would be shoreside or in the US and in the industry. But make it even more interesting and fun. Because that's what a vacation experience is all about. You're in a limited time you're in a you're a captive audience, and they want to grab your attention. So there's a lot going on in food and beverage. That's why we're so excited, you know, with F&B@Sea and really recognizing the operators and contributors because it's getting really fun now, I mean, it didn't used to be the case. It really didn't. But in the last 10 years, it's been been awesome. Are you consider yourself a cruiser? No, I think your first cruise was 2019. Yep. Is that right? It was 2019.

Rachel Samson: 00:14:49

Well, I did three cruises between August of 2019 and the shutdown in early 2020. And I literally went into 2020 saying I am going to be A cruise influencer I think this is for me. I think I like doing this. There were no more cruises in 2020 Let me tell you

Ken Taylor: 00:15:07

great timing.

Rachel Samson: 00:15:07

Yeah. But I think I've caught up starting, you know, when things reopened I, I think I now just completed my 19th cruise and I've been able to go on so many different cruise lines, and there's so many more on my radar. I have my favorites. I really think there's a cruise out there for everyone. It's not a cookie cutter. It's not a one size fits all. One of my favorite cruises was UniCruise. And it was in Alaska. And there were 70 people on that ship. And that was actually my first cruise ever. And what a cool thing and I can love that. And I can also love being on I kind of the seas biggest cruise ship in the world. So there's, you know, something for everyone there. Yeah,

Ken Taylor: 00:15:45

there's there's definitely a lot of you know, with the luxury end to Ritz Carlton, four seasons, the traditional luxury or smaller lines, Seaborn and others, where there's a different lifestyle there, the food's probably still amazing, but they may not have as many restaurants and whatnot. But they're still really cool stuff to photograph there. So so many new cruise line products out there new routes, new ports, how do you pitch this? Are you at a stage where they come to you? Is it both? Do you consider hiring someone to be your agent?

Rachel Samson: 00:16:17

that's such a loaded question. I mean, I've considered it many times I'm not represented by anybody right now. But that puts an awful lot of work on my plate. And it's difficult to keep up with. I work like 15 hours a day, sometimes it's, it's a little crazy. I don't pitch myself very often, I probably should. But I do have a lot of incoming. And I think my accounts are very visible. And I'm pretty good at networking and kind of establishing myself. So I do get a lot of incoming work, you know, but I do have goals and I have reached out to some cruise lines. And I'm always kind of surprised when they're not super responsive or not sending me because I have cruise conversations every single day even on Facebook groups. I'm sitting there talking and making recommendations and can only recommend what I've been on.

Ken Taylor: 00:17:05

So yep,going back to viral for a moment. When you see something happening? How do you encourage that? Or do you just you know, you posted it and you're watching the conversation? What are signs to you that sort of say, Okay, I think this was a good post? Because is it activity? Opinion? What what's going through your mind? I wanted to get to that because I wanted to ask Sure.

Rachel Samson: 00:17:30

So yep, It's a little of everything. You know, there are times when I'm really disappointed with the performance of a post. And this is just the Instagram algorithm and tick tock and you know, all that playing against us. But I can be disappointed in a post. But I can also have someone specifically say to me, I saw your post about Norwegian Viva and I and I booked that cruise. And maybe the post didn't do wasn't viral for me. But it did what it was supposed to do. I have restaurant owners that say, Hey, thanks for coming. We had so many people come in and ask for that item last week that have never walked in the door before. And again, maybe for me that wasn't viral. But that's not the point. That's you know, that's really hitting the right niche.

Ken Taylor: 00:18:13

Well, that's a good attitude. But I also think that if you look at a post and you put a lot of energy in it, and then all of a sudden you're not seeing much.

Rachel Samson: 00:18:23

Oh, it's heartbreaking. Don't get me wrong. I can spend five, six hours editing a post, particularly if it's something like those those bakery things. And you really never know I had something on my page last week, and it had like 600 likes, which for me is not good. And it just sat there and even my mom said to me, like Rachel, what is that brisket croissant not have any likes on it. Nobody liked it. I don't know, because I posted it before and it's kind of gone viral. And then all of a sudden, like two days ago, it sprung up to like five and a half million views. Everyone's fighting on it. They put too much butter. They did this wrong. They did that wrong. It looks dry. It's fighting a good. Corned beef. I love it secretly I love it. I might feel different if I was like the chef and I might be insulted by the work. But you know, and I felt that way when it's something that I cooked at home that someone's like, that's awful, that looks flavorless. You don't know how to do this. But as a creator, and we want that engagement, I would rather someone send something to their friend and say that looks gross. Or put in their story and say, I would never eat this because then you know, hundreds of 1000s More people are kind of linking in this chain and and seeing it.

Ken Taylor: 00:19:37

Yeah, I mean, it's like what it must feel like, like, okay, so I'm not a chef. We have chefs on our team. I've been working in the food and beverage industry my whole life. But an artist like a chef put something out and they put their work into it. And it can be a little depressing. If it doesn't go well particularly if you're just if you're an artist, right? And people are like, you know, that's fine. And then It's kind of what you go through. I mean, it is your little creation, you've captured a moment in time, or a product or something super cool. And even when you look at your your, your, your posts, I mean, you have a lot of energy and a lot of fondness, right that you present to how you postings. And then it's like, but then you said earlier 600 likes, oh, I wish I did better. I'd love to have 600 times, but I'm

Rachel Samson: 00:20:26

Right, right, right. I know.

Ken Taylor: 00:20:30

What's the number that you look to get when you post something? Like in a certain note, let's say is it 12 hours by 12 hours? I want what?

Rachel Samson: 00:20:37

You know, it is changed so much over the years. At one point, I like had to hit 1000 likes in the first hour, or I thought it would be a terrible post. Oh, it hit 100 likes in the first hour. This one might be okay. It's like it has changed so much. And it's really just this algorithm. It's it's due to the saturation, you know, everybody's a creator. And so that's itself. Yeah, Instagram itself can highlight small accounts, you know, they have a thing where they want to, like, help small creators, but then a lot of the big creators are like, Well, what about us?

Ken Taylor: 00:21:11

But almost like that, yeah, great point. And then also, if you are a specific focus, like you like, you know, food, obviously, that's your main thing. You do post other things. But when you dive into some of the things you really, really love, I feel like the posts are better. Is that true? Or? Because it's like anything? If you really, you're asked to do a certain number of brand pieces, right? Obviously, when you're asked to do a brand piece Do you consider Well, I'm gonna have to dig somewhere to find my find a like for me in it, you know, I can make it fun, and make it authentic. What's your thought process? Or do you use? You say, notice certain brands when you're posting just because you don't think you're gonna be able to pull something out? What do you what do you think about? Yeah,

Rachel Samson: 00:21:56

I mean, it's definitely I am selective. And it's, it's, again, it's a balancing thing within this business. I have to make money, and I have to work with brands. And this, this quarter has been really quiet. And so it's like, am I going to take something that I would never post something that I just don't believe in? You know, but will I post something that's that my favorite thing to do or eat, but it's all subjective. It's somebody else's favorite thing to do or eat? So I'm just carrying this information and, you know, feeding it to the public. But yeah, I mean, maybe I do say no to quite a bit of work, it's just either not worth my time, they don't have the budget. I mean, I just stay really flexible. If someone makes me an offer, it's hard to say no to any money, you know, it's like, this is my income, and it all adds up. But it's the amount of work that I'm going to do and how I think it's going to perform, I don't want to just say yes to something that's going to perform poorly just to make the money. It's more mentally draining for me to see something do bad. Even if I put a lot of heart into it.

Ken Taylor: 00:23:04

When you're out and about and you see something cool, even though you're gonna promote something by posting, do you do that? Or do you stop and go, you know, do you then create it? Or at least record it? And then get back to them and consider it? Or how do you do it, just say, You know what, I really love this, I'm gonna I'm gonna post this anyways. I

Rachel Samson: 00:23:22

mean, I would say 90% of my posts, by the way, are not sponsored, they are just like, from the heart. This is what I found. This is what I saw, I I've identified something cool. And I want to go shoot it. Of course, it is much better if there's payment behind it. And I do think it's deserving. It's really a fight with a lot of us creators to kind of get that, right. Because especially with the food niche, there's always someone that's willing to do it for a free meal. And you see people like we kind of used to get attacked back in the day, like, oh, this big creator tried to charge us for just a mom and pop restaurant. And I get that too. They're operating on a thin margin. And they don't necessarily, you know, have time for it. But there's also a restaurant, for example, that says hot dogs in Fort Lauderdale, they really want me to come well, I'd be happy to if I was just passing them on a street, I would fill them for free. But you know, I got rid of my car, I have to take a train, it's going to take me two hours to get there. It's going to take me an hour and a half to shoot it. I already had lunch so I don't even want to eat this hotdog. And, you know, then I have to go home and spend four hours editing it, then I post it then I have to engage with all the comments. It's like it's really a full day's process to make a post. So people do have to understand that as well that for me, it's a business and I can't necessarily just come and do everything out of the goodness of my heart to support Absolutely.

Ken Taylor: 00:24:48

Luckily you're asked to do a lot of cruise work which keeps you busy. Is there a favorite post that you've done in the cruise industry by chance or any any any industry that you really think, Well that's one of my favorites?

Unknown: 00:25:00

Well, one of the posts that I did for Royal when when the Icon of the Seas came out, it was not necessarily food focused, it was kind of one of those, like, welcome to the biggest ship in the world. And I was just going through and kind of highlighting every corner of the ship. And that was kind of in the day when tic tac was huge, too. I have a really big following over there. But that's not necessarily like my main platform. But I just remember that when going so bonkers viral, and people are so intrigued by cruise ships and how big they are and, and really, we forget living here in Miami, because it's just so normal to be going on cruises. But like growing up in the Midwest, I never set foot on a cruise, I never even thought of it. So there's just people that are just so blown away by things like that. So that was one of my all time favorite like cruise posts. And then there's just been little, little moments where I'm like, in a port, and I'm seeing someone make popcorn in St. Thomas. And I've been able to recommend this little popcorn place a dozen times when people have said, you know, where should I go and St. Thomas and like, you have to set the popcorn place. Right?

Ken Taylor: 00:26:10

And you know, everybody's, you know, on social media nowadays in one form or another. For the cruise industry. The appetite for sales typically rested a little bit of an older customer. And I say older I mean, you know 30 Something or older but Jen's ears are on social media more than ever. Because that's the way they grew up. And so for you to be posting cruise that's got to help the cruise industry.

Rachel Samson: 00:26:37

I think so I mean, I think it's really opened up the eyes to cruising for this kind of millennial and Gen Z customer. Yeah, so it's opened up the Gen Z customer to wanting to cruise. I think that's something that's new, because I remember kind of going on some of my first cruises and being like, oh, it's it's really an older demographic here. And then now I'll go on a cruise and we'll be on the top deck at two o'clock in the morning, you know, jumping up and down and raging and going to the nightclub. And to me, that's the best part about a cruise ship. You can do what you want to do when you want to do it. It's all there it's available

Ken Taylor: 00:27:15

and what you post is authentic and the food that you're posting is authentic and you can tell just by looking at it. I think that's an important piece for the Gen Z are when they're looking for not just meaningful, you know product, but they're looking for an authentic experience right and your posts certainly share that. Rachel, thank you so much for joining us stick a fork in me check it out. Amazing, amazing posts, a true influencer in the cruise industry. I really appreciate you joining our little show!