Social Society
7 Ebsworth St, Zetland NSW 2017
$$
On the weekend, there is no secret that I love a good brunch. I also have been going to the gym a lot on the weekend (Virgin Active Moore Park to be exact) to occupy my weekends (and also afford to work from home a bit more during the week as I try to average 4 times a week at the gym-look at me be a fitness queen-not).
I thought I could take advantage of the lovely area I was in (Zetland/Alexandria). I passed this cafe called Social Society that is right next to Green Square Station and it looks like an Instagrammer’s dream. It is filled with pink.
But was it worth the hype? Read to find out.
Clarissa x
The Sydneysider
Ambience
The atmosphere of the cafe was really pleasant and calming. I went on Sunday afternoon so it was a bit quieter. I sat in the corner (they always give people eating for one the most saddest seating spot- probably to hide us in shame haha) but I actually enjoyed the mild chatter and hearing of the coffee machines whilst feeling secluded. I had a very pleasant experience eating here. The service was really quick too and the waiters are more than helpful.
Decor
THIS IS SO PRETTY RIGHT? Literally an Instagrammer Foodie’s dream. You can see a peek of the decor from the outside and that actually drew me into trying out this cafe. How could I not? We all know that aesthetics are a huge drawcard. The thing with food culture is we are actually more inclined to try new places and places that are super cute and trendy like this. The decor definitely attracts millennial attention and my attention.
Come for the decor but stay for the food.
What is Millennial Pink
I mean you can google millennial pink – it’s a thing. And it sells!
These are the people who love smashed avocado, who use Snapchat and Instagram on the daily and would rather buy a Louis Vuitton bag than buy groceries. The colour defines fashion and beauty, food culture, interior design and our generation.
I never really thought it was problematic but it is a very clever marketing tactic that has proven to be very successful.
Glossier is a brand that uses millennial pink very well (+ the makeup is amazing worth the hype and money). Acne Studios is also known for its pink packaging and in Australia, Mecca is famous for its salmon pink packaging and aesthetic.
Cafes in London that also use this very well are Sketch London and Elan Cafe. I’ve been to both and tbh they both are underwhelming (please don’t come for me- to be fair I didn’t actually eat anything at Elan because buying a £5 coffee was enough for me) but it is evident to why both these places are so social media famous. Millennial pink is Instagrammable, it works well on social media and it sells!
Just know that when millennial pink is being used by businesses, it’s because they are a business. They want profits. They want a marketing tactic that gives results.
My issue with millennial pink is it’s BASIC AF. In saying that, I think it’s really refreshing to see colour and we love to see blurring of boundaries. Whilst millennial pink symbolises all things girly and pink, it’s also helping gender-neutrality and it’s no longer synonymous with femininity (boys love it too). Seeing it so common especially in fashion and interior design is also showing how its changing what is deemed ‘neutral’ and is challenging traditional norms- which we love!
Millennial pink is still BASIC AF but I like it. And I like smashed avocado. I’m a millennial okay haha.
Food
There were a few options on the menu but since I came for lunch and a post-workout treat, I didn’t want anything overly sweet. I love a good eggs benny (benedict) but it’s such a safe option and I wanted to try something new. I opted for the:
Crispy soft shell crabs, folded eggs, smoked chilli oil, House preserved limes, fresh chilli and shallot ribbons, served on marbled rye.
Chilli Crab eggs ($21, Add guacamole $5)
This was -chef’s kiss- BEAUTIFUL. I love soft shell crab. It’s crunchy yet soft at the same time and it’s lovely. I really liked the lime and chilli in this dish and this is what I resonated with. Flavours you won’t really see in a brunch menu but they work so well with the crab and eggs. It’s definitely very refreshing.
I didn’t get guacamole because your girl needs to save a bit but I’m also glad I didn’t because I feel if I had added guacamole, it would have diluted the lime and chilli flavours as well as the crab. The crab definitely is the stand-out of this dish and the lime and chilli are a fantastic combination. I feel like if I got the guac, this would have been lost. So save yourself that $5.
The scrambled eggs were good. They were fluffy and soft but not watery. However, I think I would have liked it more if it was poached (I’m a sucker for poached eggs).
Final Verdict
Social Society is the perfect Instagram foodie’s dream. They do great brunch options and their millennial pink decor is not a compensation for subpar food. The food is fantastic as well and quite affordable ($15-$20 per dish).
I have checked their Instagram and they post a lot of influencers who come in (I’m going to assume they all get paid to eat for exposure) and I’m not really a big fan of this if that’s the case. It’s actually a bit of a turn off for me but I still rate this place. I can’t fault their cafe or their marketing (their Instagram is actually on point @socialsocietysydney).
They even call themselves #thatpinkcafe.
If you’re in the Zetland/Alexandria/Waterloo area or around Green Square station, I would recommend but there are a lot of really Instagrammable cafes in Sydney that are more well-known so I wouldn’t say it’s a must.
I am dying to try The Tiny Giant in Petersham (gives me Elan cafe vibes actually).
If you’re reading this during the COVID-19 pandemic- remember to stay safe when you go out. It’s not worth catching it and potentially passing it to someone who is more vulnerable (elderly, immunocomprised, etc).
Anyway until next time,
Clarissa x
The Sydneysider
I LOVE brunch too hehe. Though it is a bummer that I haven’t been to one for a while. Social Society sounds like a cute place to check out. Definitely an Instagrammable place. The decor is so cute!!! Millennial pink has been a popping color lately. LOL! I laughed when you said rather buy an LV bag than groceries. There are people like that out there?! I know Disney also released a TON of products in this color too. Wow the food looks delicious too! Glad you enjoyed it!
Nancy ✨ exquisitely.me
I love brunch too! It’s been a while since I’ve been constantly eating out thanks to the pandemic. Glad you really enjoyed the post!! I love to incorporate my personality and humour into it and it’s great that people are liking it.