Today’s chef has a role that can extend far beyond the kitchen. Recently, while addressing a group of first-year culinary students, I reminded them of their potential role as brand ambassadors and why they need to manage their media profile, reputation, and influence alongside their culinary artistry.
If they aspire to own their own restaurant, they’ll need to flex their marketing muscle, negotiate rentals and supplier contracts, attract and retain staff – the list is diverse and seemingly endless. Who still thinks that a chef simply cooks?
Collabs are key
Food is no longer just nourishment or artistry, it’s a lifestyle, an experience, and increasingly, a brand. Chefs are no longer hidden behind swinging kitchen doors, surrounded by the cacophony of pots banging; they are often public figures. Diners follow their favourite chefs on social media, watch them in documentaries, and tune in to reality shows. Some chefs naturally slot into this limelight, while others need guidance.
Chefs possess a creative currency, and if their brand is well managed, they can attract collaborations and large followings. Authenticity and trust are key. – Jenny Handley
Many South African chefs are collaborating with globally recognised chefs and brands, and I advise them to ‘brand up.’ Partnerships need a cultural fit and must make sense. A prime example is renowned chef Luke Dale Roberts’ three-month collaboration at the Waldorf in London, which links to his British heritage. The iconic hotel is positioning itself as more edgy and accessible by partnering with a chef who is talented, cutting-edge, and adventurous. A number of Plated restaurants regularly collaborate with one another, and it is a mutually beneficial marketing and learning oasis.
Master of your destiny
A successful chef must master techniques and harness their talent. Their endorsement is valuable because they are trusted; if they use a particular kitchenware brand or product, it carries weight. For this reason, chefs must be selective about which brands they align with.
Some chefs are skilled storytellers, and this is invaluable in brand-building. Sharing tales of childhood, nostalgia, or culture can enrich a commercial product and create a resonant brand campaign. Partnerships must feel organic and genuine for consumers to believe in them. A chef’s name signifies more than their restaurant; they stand for sustainability, creativity, innovation, or social justice.
Sharing values, not just talent, is essential. It’s heartening to see chefs dedicated to sustainability partner with companies whose ideology mirrors their own. – Jenny Handley
It’s vital that a chef does not accept a brand alliance solely for financial gain. They influence the next generation. Today’s chef must possess business acumen, media skills, and public speaking ability, qualities that enhance the value of any partnership or endorsement. Another evolving dimension of this role is mentoring younger chefs. It’s a joy to work with both aspirational and established chefs, managing their brand profile alongside their teams, who extend the chef’s personal brand.
The right recipe
There is a recipe of artistry, business, and influence for a chef to be a successful brand ambassador. As the lines between food, design, technology, and art continue to blur, the chefs who succeed will be those who do more than cook; they connect authentically with their audience.
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