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Advertisements for his services seem to spread by word of mouth.

Stellar reviews and consistent word of mouth praise have sold out screenings days in advance, and the conversation surrounding the movie itself is on the tip of everyone’s tongue.

Hotplate also encourages chefs to use traditional local marketing, such as fliers, business cards and word of mouth.

Instead, Horvitz relies primarily on word of mouth for events, and will sometimes post to his personal Instagram a day or two before an event.

"There's the word of mouth around the events, the judges, the panel, the public perception of them, how the audience react - it does influence."