{"id":14656,"date":"2025-10-20T12:53:24","date_gmt":"2025-10-20T10:53:24","guid":{"rendered":"https:\/\/www.dineplan.com\/blog\/?p=14656"},"modified":"2025-10-20T12:53:32","modified_gmt":"2025-10-20T10:53:32","slug":"chefs-brand-ambassador-or-behind-the-scenes","status":"publish","type":"post","link":"https:\/\/www.dineplan.com\/blog\/chefs-brand-ambassador-or-behind-the-scenes\/","title":{"rendered":"Chefs: Brand ambassador or behind-the-scenes?"},"content":{"rendered":"

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Today\u2019s 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.<\/p>\n

If they aspire to own their own restaurant, they\u2019ll need to flex their marketing muscle, negotiate rentals and supplier contracts, attract and retain staff<\/a> \u2013 the list is diverse and seemingly endless. Who still thinks that a chef simply cooks?<\/p>\n

[\/et_pb_text][et_pb_text admin_label=”Collabs are key” _builder_version=”4.27.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”]<\/p>\n

Collabs are key<\/h4>\n
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Food is no longer just nourishment or artistry, it\u2019s 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.<\/p>\n

Chefs possess a creative currency, and if their brand is well managed, they can attract collaborations and large followings. Authenticity and trust are key. \u2013 Jenny Handley<\/p><\/blockquote>\n

Many South African chefs are collaborating with globally recognised chefs and brands, and I advise them to \u2018brand up.\u2019 Partnerships need a cultural fit and must make sense. A prime example is renowned chef Luke Dale Roberts\u2019 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.<\/p>\n

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A post shared by @thepotluckclubldn<\/a><\/p>\n<\/div>\n<\/blockquote>\n