Diary: Don Middleberg: CEO, fussy eater

Most PR firm web sites don't offer much more than client rosters, executive bios and a fuzzy, Jerry Maguire-ish 'mission statement.'

Most PR firm web sites don't offer much more than client rosters, executive bios and a fuzzy, Jerry Maguire-ish 'mission statement.'

Middleberg & Associates' site, however, serves up a list of CEO Don Middleberg's favorite New York restaurants. It turns out the chief is a tough critic, with only a handful of eateries scoring five 'M's' (M stands for 'Middleberg must'), and lots of quality establishments getting a measly one or two.

Perhaps in a slam to advertising guru - and PR nemesis - Jerry Della Femina, his chic eatery, Della Femina, garnered only two M's (the rating may be deserved, but we wouldn't know - we eat lunch at our desks). But the site doesn't say what the ranking system is actually based on - quality of food? Ambience? Service?

We tried to get Don's thoughts, but were rebuffed: 'I just don't think the Diary column is upscale enough for me. Hate to be snooty, but I have to be particular about the image.' Ouch. I guess we'll have to stick to the ratings provided by the gastronomic Bible (and Middleberg client), Zagat's.

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