Restaurant-industry veteran Quentin Meloff (@quentinmeloff) shares how he went from working in some of Toronto's best restaurants — Alo, Aloette, Bar Isabel, Richmond Station — to creating viral food videos that pull back the curtain on the chefs behind the city's most-talked-about kitchens.

He breaks down who actually pays for viral restaurant content (and what they pay), why he refuses the cheese-pull format almost every food influencer leans on, how the Instagram and TikTok algorithms decide what wins, and how he's building a real income out of food videos without taking money from restaurants.

If you're curious about the business of being a food content creator, the death of traditional food media, or what's really happening behind Toronto's most viral restaurant videos in 2026 — this one's a must-listen.

Quentin Meloff — Food Media Is Dying (Here’s Who’s Replacing It)

00:00 Why he refuses the cheese pull
01:41 Who actually pays for viral restaurant videos
03:21 What food influencers really earn (and the Swiffer problem)
05:01 Finding a format worth being proud of
07:28 Why Toronto chefs trust him in the kitchen
09:17 From line cook at Alo to camera in hand
13:25 Inside the P&L: why most restaurants lose money
14:34 Career highlights at Alo, Aloette and Bar Isabel
18:19 How he funds the production without restaurant money
20:51 Why pizza videos always beat fine dining
24:03 Shorts vs long-form: where each one wins
24:52 Going viral in Perth from a Toronto bedroom
25:24 Why YouTube long-form is the next move
26:00 TikTok vs Instagram: which one to chase
27:46 How the videos actually pay the bills
30:22 The pressure that comes with paid shoots
32:29 Why he iterates on every single video
36:37 The state of food media in 2026
39:53 Launching No Subs, his written expansion
41:19 Can a great restaurant survive without Instagram?
43:28 Rapid-fire Toronto picks: best date night, best value, most underrated

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In this episode of Tasting Notes Toronto, I sit down with James Li, the recently crowned Best Young Sommelier of Canada and Assistant General Manager at DaNico, a Michelin-starred Italian restaurant in Toronto. James shares how he's preparing to represent Canada at the World Finals in Sweden, and what drives his ambitious goal of becoming the World's Best Sommelier, a Master Sommelier, and a Master of Wine. We talk about his unexpected path from a law career in Beijing to the restaurant floor, life at DaNico and why more sommeliers should be building management skills.

Whether you're studying for your next certification or thinking about the future of the sommelier career path, this one's for you.

James Li — From Beijing Lawyer to Canada’s Best Young Sommelier

1:00 – What the Best Young Sommelier Competition Looks Like

1:54 – How Theory Prep Differs Between CMS, WSET, and ASI

3:28 – Performing Under Pressure: Books, Mentality,

5:24 – The Goal of Becoming World's Best Sommelier, Inspired by Gérard Basset

8:43 – A Day in the Life: Studying, Service, and Sleeping at 3 AM

10:51 – Do Countries Have a Taste? CMS vs Master of Wine Approaches to Blind Tasting

13:04 – What Comes After Master Sommelier and Master of Wine?

14:41 – Inside DaNico, Toronto's Michelin-Starred Italian Restaurant

17:10 – From Head Sommelier to Assistant General Manager

17:59 – Why Wine Is the Cherry on Top, Not the Main Course

18:21 – Working with Head Sommelier Allison at DaNico

20:52 – Why the Future Sommelier Needs Management Skills

22:07 – A Vega Sicilia with No Idea and a WSET Course to Impress a Girl

23:57 – Leaving a Law Career in Beijing for Hospitality in Canada

25:22 – Chinese Wines to Watch

27:35 – Assyrtiko with Caviar and Jacquesson 742 DT with Pain au Chocolat

28:59 – Why Younger Drinkers Are Chasing Quality and Story Over Big Names

31:05 – Tasmania and English Sparkling Wine: The Most Exciting Regions Right Now

32:59 – Ontario Wine Is Better Than You Think

34:23 – The Béréche Aÿ Grand Cru He Popped After Passing Advanced in Seven Weeks

35:33 – What Wine and Hospitality Mean to James Li

James Li — From Beijing Lawyer to Canada’s Best Young Sommelier

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In this episode, I sit down with Patrick Habchi, Wine Director at George Restaurant in Toronto — Michelin Recommended restaurant and a Wine Spectator Award of Excellence winner.

We talk about building a 600-label list, why he rethought how prices are displayed to change how guests buy wine, his case for Sherry as the best value in wine, and why he thinks Bordeaux and Rioja are due for a comeback. Patrick also shares what traveling Australia's wine regions taught him, how he approaches pairings that push guests out of their comfort zone, and why he never pursued formal accreditation.

Whether you're a sommelier, a wine lover, or just curious about what goes into a fine dining wine program — this one's packed with insight.

Patrick Habchi — Wine List Psychology and the Art of Pairing at George Restaurant

02:06 George Restaurant Overview
02:56 Seasonal Menus and Pairings
05:44 Asparagus And Aged Chablis
07:29 Trust and Storytelling In Wine Pairings
10:35 Inside the 600 Bottle List
12:49 Bordeaux and Rioja Comeback
16:33 Non Alcohol and Split Pairings
19:44 How Patrick Learned Wine
24:43 Lebanon Roots and Wine
26:02 Skipping Wine Credentials
27:35 Sommelier Business Basics
27:57 Screaming Eagle for $100?
30:10 Menu Psychology That Sells
33:10 Changing the Wine List Layout
36:04 Australia Trip Changed Everything
38:44 Staying Open to Underdogs
41:42 Why Wine Matters
45:20 Storytelling in 30 Seconds
48:37 Hardest Parts of the Job
50:22 Best Value Wine Regions
51:55 Bordeaux Collector Obsession
53:05 Desert Island Bottle Picks
53:39 What Keeps It Exciting
55:52 Final Thanks and Signoff

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Champagne: Cork Pop and Pour by ultradust -- https://freesound.org/s/166923/ -- License: Attribution 4.0