You Can Cook, Can You Sell!

The biggest change in Chef's Studio has not been in the development of international cuisine, discovered and brought from the four corners of the Earth, it has been in the desire of many chefs to learn basic sales techniques.

Those of us used to achieving multi-million dollar sales figures forget that what we think of as obvious may not be that obvious to a professional in another field who is not used to meeting face to face with a skeptical buyer.

I liked this cartoon from off of the web which demonstrates the problem. Chef's and many more food and hospitality personnel are not trained for developing and maintaining a relationship with their customers. Going from behind the scenes in a big restaurant, hotel or catering establishment to being in the public domain can be both traumatic and financially dangerous. Gordon Ramsey has created a television trade mark with his foul language and temper, but try that with paying diners looking for a quiet, romantic evening and you will soon be out of business.

International Food Marketing

The number of food and trade shows we cover every year gives a good insight into the successes and failures of showcasing food and beverage, and the ability of the sales team to introduce new products.

Most international companies use most, often all of their budgets dealing with supermarket buyers. They throw their products onto the huge conveyor of established products in front of the consumer. Usually the consumer goes with what they know, and the product eventually joins the many other new ones on the "Clearance" counter or the returns bin.

Sadly we get a lot of our British products from the Clearance Bin in the supermarkets because nobody gave the buyers an idea of the features and benefits of the product, versus the price. Shoppers looked at the product saw the higher price and went for the low cost one they know. Thanks to this lack of marketing we have a good supply of Branston Pickle, and Devon Cream.

Culinary Tourism Intelligence

For several years now Alan Simpson and the Chef's Studio team have traveled across the United States visiting new and established restaurants to investigate the new trends, new ideas, and of course the many issues with attracting diners, especially tourists.

The major tourism areas are the same as the major culinary centers, for it is the free spending tourist that will look for something new, as opposed to the conservative business traveler, on a corporate expense account, who wants proven and traditional cuisine.

The team have watched many restaurants open, and either flourish or dwindle and close. Some ideas cause the public to line up to eat, and others just don't seem to catch on. With food and beverage a major aspect of Tourism Marketing Intelligence the Chef's Studio will continue to analyze, develop and report the latest trends.

The Changing Role of the Celebrity Chef

The path from being a good chef to being a Celebrity Chef and filling your string of restaurants with eager patrons is more of a function of having a brilliant publicity and management machine, and less of knowing how to prepare great food. But many chefs work diligently to master their craft, and become disillusioned at not having the time, or the breaks to catch that fleeting break. For it is a fleeting opportunity that can make the difference between being just another chef, and being the toast of the town.

Fame is a managed and carefully planned path, and takes more planning and representation the higher you aspire. The electronic media has created this phenomenon, for millions watch the pitch. Traditional PR Agents drool over the thought that a freelancer may come, who may have a piece picked up by the glossy entertaining and cooking magazine. When you weigh up the percentage probability of getting a return on your time to pander to this print freelancer, it becomes obvious that there must be a better way. Most then pitch the Food Network. They grow their own celebrities and look for entertainers, not chef's. PBS will expect you to provide them with a series of programs, free of charge, and then go out and pitch sponsors for them. Not a great path forward.

The digital age has presented us with thousands of foodie blogs, and a whole new universe that has never heard of Bon Appetit, or Gourmet Magazine. It presents new challenges, and opportunities for virtual assistance with the growth, and business of a chef.

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