Restaurateur Announces His Secret to Social Media Success and How It Helped Put Him on the Map—Literally

Scott Earick didn’t set out to be a Social Media celebrity; he just wanted something fun to do on his day off at Scott’s on Fifth ( But what started as a lark has now attracted a flock of Facebook followers, and the award-winning chef is not afraid to share the secret of his success—even with competitors.

Indialantic, FL (PRWEB) June 04, 2014

Tuesdays through Saturdays, Scott Earick is the hard-working chef at Scott’s on Fifth ( but you won’t find him there on Mondays. Why? Because that’s when Earick goes missing—and only his most diligent and dedicated Facebook fans can track him down.

Earick’s popular “Where Am I?” challenge each Monday is somewhat of a hybrid between “Where's Waldo?” and the Today Show’s “Where in the World is Matt Lauer?” Participation is available through the official Scott's on Fifth Facebook page (

One might have expected such dramatic flair from Earick: After all, he was born in Hollywood—the flashy one in California, not the more subdued version in Florida. For another, he was an actor with a part in an Italian soap opera, though his character was gunned down in a budget-cutting move. The tragic end to his soap opera career did, however, have a happy ending: It led him into the restaurant business.

Scott Earick—the actor-turned-chef—dreamed of creating an intimate restaurant where customers would appreciate his fine cuisine in a casually elegant environment. After a decade running a popular Italian restaurant in Tampa, and two years hosting “Capital Dish,” a Tallahassee-based cooking show, Earick decided it was time to transform his dream into reality.

With his partner, Bill Heiss, he created Scott’s on Fifth, located at 141 Fifth Avenue in Indialantic. There the pair carefully crafted a restaurant focused on serving exquisite food in a relaxed and fun setting.

“I’ve cooked every meal since February 2006—every meal,” said Earick. “And Bill has seated every single person.”

Scott’s on Fifth is open for lunch 11 a.m. to 2 p.m., Tuesday through Friday; and, for dinner, 5:30 p.m. to 9 p.m., Tuesday through Sunday. (Friday and Saturday closing times may vary.) It’s closed on Mondays.

The Heiss-Earick partnership has produced results, including Florida Today’s 5-star rating, number one ranking from TripAdvisor, 5-star reviews at Yelp and multi-winner of the MetroMix “Best of Brevard” honors.

But as well as things have gone for Scott’s on Fifth, Earick’s weekly "Where Am I?" has taken on a life of its own—inspiring fans on any given Monday to decipher clues and determine where he is.

Perhaps the most intriguing aspect—some might say counter-intuitive—is that Earick’s adventures can lead him to a competing eating establishment, whether it be a bar, pub, diner or restaurant. For example, on a recent Monday, he ended up at the Main Street Pub in downtown Melbourne—and then he shared that experience via video on Facebook.

The “Where Am I?" Prize Package for finding Indialantic’s celebrity chef in Melbourne included a $100 Gift Card to Scott's on Fifth, a bottle of Ravenswood Petite Sirah, a bottle of Gloria Cuvee and a quart of Scott's World Famous Crab Bisque, which is one of the restaurant’s most popular selections.

Those wishing to replicate the success of “Where Am I?" need only follow a few simple rules:

First, make it fun: When Earick walks out the door on Mondays, he isn’t thinking business or marketing; he’s looking for adventure.

Second, make it easy: For example, participating in “Where Am I?" is as easy as logging onto Facebook.

Third, make it natural: “Where Am I?" fits Chef Earick’s lively personality; that’s a key reason it works so well.

While admitting that Monday’s moment in the spotlight is a delightful diversion, it’s cooking that is Earick’s passion. The words he likes most to hear: “It’s the best meal I’ve ever had.”

For more information about Scott’s on Fifth, including menu selections, informational videos, reviews and weekly specials, visit or call (321) 729-9779.

ABOUT: Scott’s on Fifth is at 141 Fifth Avenue in Indialantic, FL 32903. It’s open for lunch 11 a.m. to 2 p.m., Tuesday through Friday; and, for dinner, 5:30 p.m. to 9 p.m., Tuesday through Sunday. (Friday and Saturday closing times may vary.) It’s closed on Monday. Scott’s on Fifth has 12 tables. Reservations are recommended. AmEx, Visa, MasterCard and Discover are accepted.



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