marketing to the corporate chef white paper

© Copyright 2013, Point To Point, Inc. 1

M A R K E T I N G T O T H E C O R P O R A T E C H E F

Insights from POINT TO POINT and H. I. Thomas Consulting Group


Overview

In today’s Pinhole Economy®*—our term for what happens when the shift

from a producer economy to a customer economy is accelerated and enabled

by technology—it’s critically important for companies to have a deep, multi-

dimensional and behavioral understanding of their end users and a command

of how they behave in the media and technology rich landscape. In this white

paper, we look at those issues relative to the food industry, and corporate chefs

in particular. This is a segment that holds great promise for marketers. But what,

precisely, is the role of corporate chefs? What goes on in their heads? What

media do chefs look to for clues about which products will be useful? What

motivates them to act and buy? Point To Point, in conjunction with H. I. Thomas

Consulting Group, conducted a series of in-depth interviews, drawn from across

North America, to answer these questions and dig deeper into the mystique of

corporate chefs, who include executive chefs at high-level chain restaurants, recipe

developers at food manufacturers and chefs/owners with multiple restaurants or

branches. Their responsibilities can include everything from menu development to

profitability analysis.

Executive SummaryEven while facing today’s unclear economy, the food industry continues to grow.

As a result, the number of jobs for chefs, head cooks, food preparation and serving

supervisors is expected to increase by nine percent through 2020. Due to this

forecasted growth of the industry and the ever-expanding roles of top chefs within

it, corporate chefs are becoming more and more influential and more appealing

to marketers. But before they will pull us through the Pinhole, we must first gain

*Learn more about the Pinhole Economy HERE.

http://www.pointtopoint.com/white-papers/digital-marketing?wp=The%20Pinhole%20Economy


a deeper understanding of the complex roles, needs and preferences of this

driven audience.

In this white paper, we take a deeper look into the characteristics and values of

corporate chefs and uncover solutions to connect with this versatile audience.

Where do they currently find information on products and services and how can

you position yourself to keep your business top-of-mind? What technology and

trends are most prevalent within this audience and how can you leverage these to

benefit your bottom line?

Through extensive research and in-depth interviews, we gained insights into

which technologies and media will appeal to this audience—now and in the future.

We offer recommendations for connecting to corporate chefs from a marketing

standpoint. From peer-endorsed product videos to hosting personalized trade

shows, there are many tools available for marketers to connect with this audience if

you think outside the box, which chefs just happen to respect.

Food: An Industry that Grows

While many industries continue to feel the pain of the most recent recession, the

food industry—as is typical in economic downturns—responds with chameleon-like

adaptation. The reason? People need to get their food from somewhere. In good

times, higher-end, full-service restaurants enjoy the jolly mood. When things get

tougher, fast food comes to the forefront. And in severe economic downturns,

like the one beginning in 2008 and continuing even into today, people shop for

groceries—coupons in hand—and head to the home kitchen.1

Although the category can’t be defined as recession-proof, the food industry

overall continues to grow in fits and starts, as global influences come into play. This

is partly due to the fact that there are more mouths to feed. By 2025, the global

population will exceed nine billion. As a result, U.S. and global food markets will

experience unprecedented growth.2 Today, the food sector accounts for 13% of the

U.S. gross domestic product, selling us $1.8 trillion in goods and services each year.

“The category employs about 20 million workers, or about one in five of all Americans

who work in the private sector.”3

So who in that mass of food workers is in charge of inventing what we eat, whether

it’s a menu item from our favorite fast-casual restaurant, or a packaged food that

helps us prepare a quick, healthy meal for our family? More likely than not, that

food item was dreamed up, developed and created under the watchful eye of a

corporate chef.

http://www.preparedfoods.com/articles/111392-food-spending-in-a-recession

http://www.eulerhermes.us/en/documents/food_outlook.pdf%20

http://moneyland.time.com/2012/06/07/many-food-industry-workers-barely-getting-by/


Wise to Target: The Corporate Chef

According to the U.S. Bureau of Labor Statistics’ 2012-13 Occupational Outlook Handbook, there are currently 100,600 head chefs and cooks working in the food

industry. These individuals are undoubtedly wise to target; the number of jobs

for chefs, head cooks, food preparation and serving supervisors is expected to

increase by nine percent through 2020.4

What is the growing role of corporate chefs? They increasingly must be multi-

faceted and multi-skilled, as it turns out. In the past, corporate or executive chefs

were behind the creative output of one or more highly successful restaurants.

These individuals, most likely, left a life of cooking on the kitchen line to supervise

others, who would execute their vision within the dining establishment.

Today, corporate chefs can play a number of roles and not all of them involve a

restaurant. What’s more, rising to the level of corporate chef is no small feat; it can

take many years of dedication, creativity, business acumen and a record of proven

success to reach this culinary high point.5

Most of today’s corporate chefs have been classically trained at institutions like

the Culinary Institute of America, Le Cordon Bleu, and the California Culinary

Academy. They have worked for many years in the food industry, perhaps starting

on the line in kitchens of major hotels and resorts, or under the tutelage of some

of the world’s greatest chefs. Some have owned their own restaurants. But all

undoubtedly possess (and have been driven by) a lifelong love of experimenting,

creating, and sharing food and ideas with others.6

Many Hats—Beyond the Toque

Corporate chefs must have superior culinary abilities—that’s a given. But in

addition to this food-based expertise, these individuals must also display skills that

are more typically associated with high-level business leaders.

What drives this unique mixture of talents? As the food industry grows, so

do the complex forces challenging success in the field. Regulation in the food

industry spurs controversy as many producers struggle to keep up with expensive

compliance, yet outbreaks of food-borne illnesses have increased.7 Rising raw

material costs drive up the price of input for food establishments, but a weak

economy has not allowed them to fully pass these higher costs on to consumers,

so profit margins dwindle.8

Consumer demands are constantly changing, as trends continue to pick up speed

faster than ever through social media and mobile communications. Demands from

employers and shareholders to keep a diligent eye on the bottom line, especially in

tough economic times, is top-of-mind for chefs like never before.

http://www.allculinaryschools.com/culinary-careers/guide/culinary-arts/culinary-career-outlook

http://www.huffingtonpost.com/2011/09/20/michele-bachmann-food-industry_n_972538.html

https://infocus.credit-suisse.com/app/article/index.cfm?fuseaction=OpenArticle&aoid=302707&coid=162&lang=EN


Inside the Chef’s MindThe competitive food industry, especially at higher levels, is a tough one, and not for the faint of heart—or talent. Typical corporate chefs are no-nonsense professionals with a job that is highly demanding, both physically and mentally. Having undoubtedly toiled for years in hot, dangerous kitchens with others less motivated and less talented, they have come out on top and demand respect. Having gone through extensive training, these chefs prefer working with others that have done the same and who show the same passion they do for feeding people brilliantly.

All in all, corporate chefs possess a unique mix of left- and right-brain strengths. The mind of the corporate chef is complex; understanding this mix of skills is key to influencing a chef’s “tangled glory.”9

The Culinary Side:• Comprehensive cooking skills• Kitchen equipment knowledge• Recipe development• Plating• Menu development• Marketing for kitchens, recipes and menus• Vendor relationship-building• Purchasing• Key understanding of customer needs

The Business Side:• Staffing and training• CRM - Customer Relationship Management• Trend and competitor analysis/tracking• Marketing/sales• Profitability analysis/adding to the

bottom line• Understanding commodities markets• Managing distant operations• Franchisee management and development• Comfort with serving as the face of

the brand

Listed in both business and culinary categories, marketing is a significant skill

corporate chefs must possess to stay competitive. In order to serve customers

(and the institutions they work for) successfully, corporate chefs must be exacting

in their knowledge of trends driving consumers as both diners and food preparers.

http://www.tulsaworld.com/blogs/post.aspx?The_Mind_of_a_Chef_coming_to_Public_Television_in_November/52-17305


Chef Tech

As it has with the rest of us, technology has touched nearly every aspect of a

chef’s working life. They use it to not only check the temperature of the inside of a

steak, but also to keep their work life organized and efficient. For example, it is not

unusual for a restaurant nowadays to have iPads at every table or bar so patrons

can interactively browse the establishment’s wine collection or menu. Many chefs

use the iPad app Locavore to source organic ingredients close to their base of

operations.10

Not surprisingly, today’s newest technologies, grown from social media, can help

put consumer needs at the forefront for chefs. When it comes to social media,

successful chefs recognize its importance in today’s media mix, and their use of

it is often two-fold. They are smart enough to know that online recommendations

can make or break a restaurant/product, so they use social media to engage diners

and home cooks, rack up “likes”, and encourage glowing word-of-mouth. On the

other hand, chefs may also use social media to glean information from those same

groups about what kinds of food products they talk about, want to eat and use,

and then steer their development efforts in those directions.11

Use of social media for marketing by corporate chefs varies according to the size

of organization with which they are involved. While an executive chef of a few

restaurants serving diners directly may keep track of consumer trends via his/her

own Facebook followers, the Director of Culinary Operations for a large food

manufacturer with billions in sales may have an entire team dedicated to that

same end.

Where Do Chefs Go for Info?How do corporate chefs keep up to date with what consumers want? A variety of sources fulfill their need, and can be placed in three major categories: traditional media, digital media, and interpersonal communications.

Traditional Media• Trade publications including:

Sizzle, Plate, Food Service Manager, Flavor & The Menu, Food Manufacturing, Food Processing

• Consumer publications including: Saveur, Cooks Illustrated, Food and Wine

• Paid subscription services (e.g., Technomic)

• Professional newsletters• Trend publications

Digital Media• Social media monitoring• E-mails• Online searches

using keywords• Mobile apps

Interpersonal Communications• Face-to-face meetings with

sales associates/others• Networking• Trade shows• Briefings from manufacturers• Participation in trade and

professional organizations• Travel• Visiting restaurants• Visiting the CIA to see how

new chefs are being trained• Monitoring competitors• Visiting fresh food/local

farmer’s markets

http://mashable.com/2011/01/21/foodies-tech-restaurants/

http://www.prweekus.com/recommendations-will-transform-your-brand-and-your-business/article/263096/


Consumers Drive Trends

However corporate chefs find out about food trends, the trends themselves

are often driven by the consumer. Today, there are four major trends that are

dominating the food industry and, therefore, are top-of-mind with corporate chefs.

1. The explosion of flavor.As America becomes more ethnically diverse and the consumer quest for

novelty grows with that diversity, diners and shoppers are constantly seeking

out new, different and more exotic flavor experiences. This need is heightened

by globalization, enhanced access to information, and significant advances in

shipping.

Chefs are driven today to feed consumer needs for new flavors by experimenting

and “smashing flavors” (combining distinct, often bold tastes originating from

disparate parts of the world).

“On our burgers, I diversified them by presenting a Tunisian burger, with lamb meat

infused with cilantro and a Tunisian paste. Our chicken burger has mushrooms, onions,

carrots, and Old Bay Seasoning. So, we try to push beyond the plain old burger you can

get anywhere; as a matter of fact, I am now developing an ostrich burger.”—corporate

executive chef of a brewery/restaurant chain


2. The importance of healthy, local, green and sustainable foods.Chefs recognize that consumers want to be, and want their children to be, healthy.

They want smaller portions, fewer fried foods, more vitamin- and mineral-rich raw

foods, and labels on foods that are clean, simple and easy to understand.

The consumer concern for health also extends to the planet. Sustainability in

growing food is important to them, as well as using foods that have traveled a

minimum of miles to get to their kitchens or plates. Consumers want to know the

origin of their food, from which farm or which part of the world it comes, and that

the food is processed in a humane, efficient and sustainable way, thus, sourcing

locally is a growing trend that ensures the freshest food reaches the customer.

“More people care about where the food is coming from. They feel you should be able

to track it; how their food is handled; has it been treated nicely before we eat it?” —

corporate executive chef, upscale restaurant & catering firm

3. The use of “snout to tail.”In harmony with the sustainability sentiment, the popularity of the use of offal

meats is growing. Beef cheeks, hanger steaks, organ meats and bone marrow,

once affordable staples on the tables of lower-income communities, are now

at the forefront of culinary experimentation. Their use represents an efficiency

that consumers covet in food processing, as well as a way to once again try new

avenues of flavor.

“The offal movement has had an interesting effect: I remember when hanger steak

used to be $1 a pound. And beef cheeks…they are considered a delicacy today, but I

remember when they used to be thrown away.”—corporate executive chef, hospital

chain


4. The corporatization of the food industry.Similar to the “Walmart effect” in retailing, the corporatization of the restaurant

industry in particular has made it increasingly challenging for smaller, locally-

owned restaurant groups to compete with corporate chains in developing new

products and menu ideas, sourcing products, keeping prices down and keeping

perceived value up. On the flip side, small- and medium-sized suppliers of quality

goods cannot scale manufacturing quickly enough to fulfill the sudden supply

needs of a global restaurant chain. While restaurants of all sizes try to deliver the

unique flavors consumers want, wise marketers concentrate on courting food

operations whose needs they are sized to fulfill and with whom they can grow

successfully, together.

“We have no issues getting samples. In fact, we get inundated with visits from suppliers.

I can literally see salespeople every day. Why? Because we are a giant tuna. Everyone

wants to catch us.”—director of culinary operations, restaurant chain with billions in sales


Connect with Consumer Trends. Connect with Corporate Chefs.

Because these trends are top-of-mind with corporate chefs, understanding

these trends—and possibly forecasting past them—can be a wise positioning

strategy. For marketers, who often act as trend mavens in a specific field, this is

a rare opportunity to gain a deep understanding of an important audience by

understanding their customers and tracking the trends that they are creating. If

you, as a marketer, are able to understand current trends and forecast how they

will grow in the future, you will be able to bring corporate chefs something fresh.

This is a way to, not only separate yourself from a mass of marketers, but position

yourself as a peer and advisor to corporate chefs.

Ways to Give Chefs What They’re Hungry For

How can today’s marketer reach and influence a corporate chef, given their

information-gathering preferences and no-nonsense attitude?

Here are several key strategies, and examples of ways to fulfill them:

1. Do your homework; immerse yourself in the chef’s world.Nothing annoys chefs more than wasting their time. If you actually take the time to

fully understand the chef’s menu, recipes, kitchen capabilities, etc. before making

the sales call, your relationship with them and chances of success with their

organization can be greatly enhanced. It’s not in your best interest to just call chefs

and say, “Hey, I’ve got something new to show you.” First, understand them, their

menus, their kitchen capabilities, and their customers. Then:

• Study a signature dish and suggest a way to enhance it.

• Study customer comments on “Yelp” and suggest a product development

strategy that plays to their preferences.

• Discover little-known facts about the chef’s technique and suggest creative

ways to share it with customers featuring your product.


2. Chefs trust other chefs; make the most of that relationship.Chefs are most likely to assimilate information when it comes from a peer, rather

than someone who has not gone through the same rigorous training they have.

In fact, most chefs’ original culinary training was administered by other chefs.

The teamwork and chemistry that exists between two kitchen cohorts can’t be

replaced; it is highly valuable, credible and inspiring. Furthermore, chefs don’t

want to talk to distributors or go through layers of sales and marketing people

to get answers. When they’re interested in a product, they want a direct line of

communication to someone at the manufacturer who knows everything there is to

know about how it was developed and how to use it in the real-life kitchen. Chefs

are no-nonsense people, and are usually under pressure from several directions.

They want direct answers to specific questions about products—and they want

them now. Try this:

• Provide a live video demonstration of your product, performed by

fellow chefs.

• Establish a direct line of communication or “hotline” just for chefs to answer

product questions.

• Make case studies of product usage by other chefs readily available online or

per request.

• Host an online forum where chefs can gather and share best practices, recipes

and stories.

3. Take advantage of chefs’ preference for in-person communication.With time at a premium, corporate and executive chefs don’t find efficiency on

the Expo floor at an industry trade show for 500 participants. But they are highly

interested in learning more about some of the products that are on the leading

edge of consumer appeal—in the course of conversation with other culinary

professionals. Examples:

• Host a small invitation-only trade show with perhaps no more than

50 participants.

• Sponsor a culinary “showcase” featuring no more than 20 manufacturers

focused on a specific trending topic (e.g., new flavors).

• Enable a presentation set up at a favored travel location where specialized

ingredients are sourced.

• Host an online trade show event or webinar (for Instance, GlobalSpec).

4. Help them attain the uniqueness and innovation they are striving for.Be open to what chefs have to say about their needs—and then develop your

product offerings accordingly. Corporate and executive chefs would welcome

anything that can set them apart from the competition, or get them ahead of

a trend. If you can help them do that, it will indelibly tie their success to the

continued use of your product throughout their organization. Offer them:

• Applications that help their business stand out or keep them abreast of the

latest trends.

• Formulations you’ve developed specifically to address their consumers’

unique tastes.

• The option of a customized product program available only to them.

• Packaging that enhances the efficiency of the way their staff utilizes the

product in-kitchen.


So, What Does It All Mean?

The forces that have an impact on the food industry are many, with the

aforementioned regulatory changes, raw material pricing, changing consumer

demands and corporate revenue goals among the most dominant. Corporate chefs

are often caught in the crossfire between these challenges and their inherent love

for sharing food and ideas with the masses.

As their roles continue to grow, corporate chefs are becoming an increasingly

influential and important audience for marketers to reach. And while connecting

with corporate chefs in today’s Pinhole Economy isn’t easy, it is clear that a few

techniques can be successfully employed in order to become a trusted assistant

in attaining their unique goals. By supporting this audience with customized

solutions, such as events/tradeshows, peer testimonials and in-depth industry

knowledge, your business will flourish as corporate chefs use more of your

products and pass on their recommendations. Only after marketers have shown

a genuine understanding of the profession and attempt to design solutions that

cater to the needs of this demanding audience will corporate chefs deem them and

their products worthy.

As an advertising and interactive marketing firm with extensive experience

in helping companies navigate their way through The Pinhole, Point To Point

can leverage our research and build upon the aforementioned ideas to help

manufacturers develop a plan that satisfies everyone at the food manufacturing,

development and marketing table.


Point To Point is focused on supercharging top-line growth for B2B companies. On

supporting sales and marketing efforts. On delivering better outcomes with digital marketing

programs designed for a marketplace where customers have less time to engage with you,

less trust in what you say, and more tools for controlling the conversation (what we call the

Pinhole Economy®). Nobody fuels BtoB like PtoP.

To find out how we can help you grow, contact us:

Mark Goren

216-364-0456

[email protected]

H. I. Thomas Consulting Group is a boutique, relationship-based insights consulting firm,

focused on helping BtoB and BtoC clients understand their brands and opportunities better,

by enabling them to step into their customer’s shoes and learn what they think, feel, need and

do. We employ a variety of customized research approaches and techniques, each of which

enables clients to fully understand the “why’s” and “why nots” associated with their brands

and sales.

And to find out how we can help you better understand your brands and opportunities,

contact us:

John Thomas

440-724-8600

[email protected]


Notes

1 http://www.preparedfoods.com/articles/111392-food-spending-in-a-recession

2 http://www.eulerhermes.us/en/documents/food_outlook.pdf

3 http://moneyland.time.com/2012/06/07/many-food-industry-workers-barely-getting-

by/

4 http://www.allculinaryschools.com/culinary-careers/guide/culinary-arts/culinary-

career-outlook

5 Topline Findings: Corporate Executive Chef Individual Depth Interviews, Fall 2012, H.I.

Thomas Consulting Group, LLC.

6 Topline Findings: Corporate Executive Chef Individual Depth Interviews, Fall 2012, H.I.

Thomas Consulting Group, LLC.

7 http://www.huffingtonpost.com/2011/09/20/michele-bachmann-food-

industry_n_972538.html

8 https://infocus.credit-suisse.com/app/article/index.cfm?fuseaction=OpenArticle&aoid

=302707&coid=162&lang=EN

9 http://www.tulsaworld.com/blogs/post.aspx?The_Mind_of_a_Chef_coming_to_

Public_Television_in_November/52-17305

10 http://mashable.com/2011/01/21/foodies-tech-restaurants/

11 http://www.prweekus.com/recommendations-will-transform-your-brand-and-your-

business/article/263096/

marketing to the corporate chef white paper

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