The Craft of Food Writing

CRAFT YOUR VOICE, HONE YOUR SKILLS

Under the guidance of celebrated food critic Alan Richman (ICC Dean of Food Journalism), you will learn the craft of food writing, including the basics of developing and evaluating feature articles, restaurant reviews and press releases. You will learn, through lecture, discussion and in-class assignments, what it takes to make your writing stand out from the rest, and how to successfully pitch your articles to newspapers, magazines, and other print and online publications.

WHAT YOU’LL LEARN
DAY 1: OVERVIEW OF STORY WRITING

Alan Richman explores the necessary elements to successfully write for a media outlet. Along with covering the all-important pitch, Alan will also introduce the big three: feature writing, criticism and the modern service piece.

DAY 2: THE PRACTICE OF FOOD WRITING

This class reviews published pieces and explores what makes them great, good or bad, and what can make them better. In addition, Alan discusses interview techniques, how to craft unexpected and challenging questions and revisits pitches from the prior class assignment.

DAY 3: THE RESTAURANT REVIEW

Alan Richman will share his life and philosophy as a critic. He’ll also cover voice and point of view, the star system, food criticism (past and present), the ethics of reviewing and the freedom of style and expression that reviewing offers. Guest speaker Tanja Yokum (Director of Marketing and PR, The Patina Group) will discuss the role of PR and the tactics of a good publicist, for example crafting effective press releases and managing crisis communications.

DAY 4: COURSE SUMMATION

In this final class, Alan assigns an in-class writing exercise for peer review. He will stress the power of word choices, along with the differences between line editing and copy editing.

ABOUT THE INSTRUCTOR

Alan Richman is one of the nation’s most prolific and praised magazine writers. His numerous honors include an unprecedented 16 James Beard Foundation Journalism Awards for food writing. Twelve times he has received the prize for restaurant reviewing, and twice he has been the recipient of the M.F.K. Fisher Distinguished Writing Award. Richman is also the recipient of a 1995 National Magazine Award (for three food-related travel columns) and two Bert Greene Awards from the International Association of Culinary Professionals. In 1998, Richman was inducted into The James Beard Foundation Who’s Who of Food and Beverage in America, which recognizes culinary industry professionals for their achievements.

Richman has covered subjects ranging from the culture of Las Vegas to the intricacies of race-car driving, and has profiled such diverse personalities as Jerry Seinfeld, Oprah Winfrey, Steven Seagal, Sharon Stone, Bo Jackson and Robert De Niro. Writing about food and wine, he has traveled from Santiago, Chile, to Shanghai, China, and onward to the most exotic locale of them all……Queens, New York.

In 2004 Richman was named the first-ever Dean of Food Journalism at The French Culinary Institute in New York City, where he teaches a curriculum he designed for aspiring and active journalists, covering topics from restaurant critiquing to ethics in journalism.

He is a regular contributor to GQ magazine. Richman has also worked as writer-at-large for People magazine; as a sportswriter, columnist and assistant managing editor at The Boston Globe; as a metro reporter at The New York Times; as a sports columnist at The Montreal Star; as an NBA beat writer at The Philadelphia Bulletin; and as news editor at The Portland (Indiana) Commercial Review.

A graduate of the General Honors Program of the University of Pennsylvania, Richman served in the U.S. Army in the Dominican Republic and in Vietnam, where he was awarded the Bronze Star.

CLASS SCHEDULES
Classes start year round
None Scheduled.
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TUITION INCLUDES:
  • Supplies
GET STARTED:
Interested in jumpstarting your culinary career as a food writer?
Start an Application

Purchase a Gift Certificate

Ask your admissions representative about the ICC alumni discount!

Food Styling For Media

MAKE MOUTHS WATER

Behind every mouthwatering food image is an accomplished food stylist—and the tricks of the trade are essential to transform ordinary plates into irresistible eye candy. This course, taught by experienced food stylist Louise Leonard, will help launch your career as you learn to apply what you learn in the kitchen to the field—from building your own food styling kit, to learning how to style for different media, to gaining hands-on styling experience for an assortment of dishes.

WHAT YOU’LL LEARN
  • How to style food for TV and video
  • How to work with “trouble” foods, i.e., foods notoriously difficult to style
  • Prop styling – choosing the rights props for certain foods
  • The best ways to style process shots and plated shots
ABOUT THE INSTRUCTOR

Louise Leonard is a chef, food personality, stylist, beer lover and recipe developer living the bi-coastal life in L.A. and NYC. She was crowned the winner of Season 2 of ABC’s hit, The Taste, proving that her food tastes as good as it looks. 

Louise specializes in cooking with beer, wine and spirits and is an advocate of local breweries, wineries and distilleries; she is also a contributor to Kin Community, YouTube’s #1 multi-channel for women, as host, recipe developer and stylist. Other work includes styling for the Emmy award-winning show Top Chef and Top Chef Masters, The Chew, Access Hollywood, Next Food Network Star and recipe development for Vegetarian Times.

The Wisconsin native received degrees in Journalism and Spanish at the University of Wisconsin-Madison, studied at Universidad Compultense de Madrid, and eventually earned a Grand Diplome in Professional Culinary Arts at The French Culinary Institute (now ICC).

CLASS SCHEDULES
Classes start year round

07/28/2017

07/29/2017 – $595
Fri & Sat* 4:00 pm – 9:00 pm
*Saturday classes are 10:00 am – 4:00 pm

09/15/2017

09/16/2017 – $595
Fri & Sat* 4:00 pm – 9:00 pm
*Saturday classes are 10:00 am – 4:00 pm

TUITION INCLUDES:
  • Full, two-day food styling course participation
  • Hands-on Total Immersion instructions
  • Supplies
GET STARTED:
Interested in jumpstarting your culinary career as a food stylist?
Start an Application

Purchase a Gift Certificate

Ask your admissions representative about the ICC alumni discount!

Culinary Entrepreneurship

Immersive, Food Focused, Startup Course.

Culinary Entrepreneurship (formerly Restaurant Management) provides you with the tools, mindset and resources needed to launch a new business within the growing food industry.

Watch the video to hear from ICC Graduate and Meatball Shop Founder Michael Chernow

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THE ICC ADVANTAGE

Designed by industry experts and world-class academics, ICC’s Culinary Entrepreneurship program (formerly Restaurant Management) demystifies the start up process by guiding students through the steps of business planning in an immersive mentoring environment. Just like the startup environment this 90-hour program is fast-paced and intense. In just six weeks students apply learned business tools and concepts to develop their own business plan.

LEARN FROM EXPERTS
Access Our Network

ICC’s instructors and network of industry leaders provides the ideal environment to cultivate the next generation of food entrepreneurs. Receive expert instruction from world-class academics such as the prestigious Cornell University School of Hotel Administration, the innovative Meyers USA & more.

Our instructors provide real-world experience, mentorship and support that build both confidence and skills. You’ll benefit from building and maintaining these valuable relationships long after the program ends.

KEEP YOUR DAY JOB (FOR NOW)
Flexible Schedule With Real World & Online Units

The program is offered in a flexible blended-format that combines face-to-face instruction with online learning. Comprised of six 8-hour in-person sessions and 42-hours of online coursework, you’ll be able to access coursework, materials, community and support when it’s most convenient for you.

FOOD CENTRIC, STARTUP FOCUSED
Learn Critical Business Skills For Any Venture

Designed for aspiring food entrepreneurs, each week you’ll complete project-based assignments to test your business assumptions while receiving support and feedback from your instructors.  These weekly assignments build off of and support the next as you work towards developing your business plan.

  • Foundations of successful entrepreneurship
  • How to write a business plan
  • Key elements of concept design and business modeling
  • Tools for evaluating the marketplace
  • Effective brand building
  • Feasibility techniques for financing
  • Effective cash flow management
  • Front & Back of house management
  • Food product manufacturing & distribution best practices
  • Importance of team building and leadership management
  • How to pitch your idea and source funding

WHAT YOU'LL LEARN IN 6 WEEKS

  • Session 1: Entrepreneurship
    What does it mean to be an entrepreneur? Are you ready to build your business? Discover how culinary entrepreneurs approach business modeling and execute on opportunity.
  • Session 2: Concept Development
    Most critical to the success of any new venture is a clearly defined concept. This is a deep dive into the key elements of concept design & defining your brand.
  • Session 3: Marketing
    A successful marketing strategy is the foundation of a successful business. Your marketing plan will define your measures of success and how you plan to get there.
  • Session 4: Finance
    Get hands on with start up and operational financing. Learn how to effectively build out and analyze financials in order to quantify your assumptions and goals.
  • Session 5: Operations
    What do you actually have to “do” to launch your venture and manage it day-to-day? Operations is the tactical plan of activities and processes that support your launch and manage your business.
  • Session 6: Practice Pitch
    Practice pitching your idea to industry and investment experts.

In addition to completing weekly business plan assignments online, students also complete topic-specific online modules, designed to narrow the focus on topics relevant to their business goals. Topics include:

  • Human Resources & Personnel Issues
  • Real Estate
  • NYC Licensing & Permitting
  • Managing Revenue
  • Food Costing
  • Building a Brand
  • Designing & Implementing a Beverage Program
  • Social Media
  • Facility Design & Construction
  • Kitchen & BOH Management
  • Food Products 101

HEAR FROM RECENT GRADS

ANNIE SHAMOON
Restaurant manager heading back home to Dallas to fill a void with a neighborhood café.

ERICA BARRETT
CEO at Southern Culture Artisan Foods taking her already successful business in a new direction.

NISRINE ABOUCHACRA
Career changer planning to make the world a healthier place by opening the café of her dreams.

NICK MEYER
Professional chef and ICC grad from NY planning to stay “local” with his café venture.

CLASS SCHEDULES
Classes start year round

For more class dates throughout the year, please contact David Lopez at dlopez@culinarycenter.com or +1 (646) 254-7522

Daytime – Sat – 6 Weeks
9:00 am to 5:00 pm
Upcoming Classes:
09/16/2017

10/28/2017 – $6,950

Financial Aid & Scholarships Available To Those Who Qualify

COURSE OVERVIEWS
Classes start year-round

SCHEDULE A TOUR
Book a 1-on-1 consultation
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Tours Available M-Th 9am to 5pm and Fri 9am to 3pm.
For Saturday Tours, Please Contact Us



UPCOMING OPEN HOUSES
NEW YORK CAMPUS
06/28/2017 - 6:00 pm - 8:00 pm -

Courses Covered: Culinary, Pastry, Italian, Cake, Bread

07/27/2017 - 6:00 pm - 8:00 pm -

Courses Covered: Culinary, Pastry, Italian, Cake, Bread

08/16/2017 - 6:00 pm - 8:00 pm -

Courses Covered: Culinary, Pastry, Italian, Cake, Bread

TUITION INCLUDES:
  • Application fee
  • 24/7 online access and support