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The pain of Yelp: Charlotte chefs read their online reviews

Trashed a Charlotte restaurant on Yelp or Open Table lately? Those may be your immortal words they’re reading.

Videos of chefs reading their negative online reviews have been bouncing around social media for a while now. So when Charlotte photographer Peter Taylor, one of the creative minds behind the “Order/Fire” documentaries, had a bunch of Charlotte chefs in one place recently, he grabbed the chance to do a local version.

Taking their turns reading from smart phones: Mark Jacksina of Earl’s Grocery, Alyssa Gorelick Wilen of Chef Alyssa’s Kitchen, Amy Fortes of Flipside Cafe, Jay Pierce, formerly of RockSalt, Bruce Moffett of Barrington’s, Luca Annunziata of Passion8, Kristine Schmidt of 300 East, Chris Coleman, formerly of The Asbury and now of the upcoming Stoke, and Clark Barlowe of Heirloom.

Ah, the ignominy of being compared to McDonalds, being told that Lenior isn’t Tuscany (hey, they’re both in Piedmonts) and hearing that your $30 Restaurant Week offering wasn’t worth it: As Annunziata puts it, “Fah-geed-about-it.”

Season 2 of “Order/Fire” starts Sept. 11; keep up with those plans here. And watch your grammar on Yelp. You never know when you’ll hit prime time.

Kathleen Purvis: 704-358-5236, @kathleenpurvis

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