Marketing Gastronomy the Digital Way. We have a platform for that.
By, Elizabeth Jarrard
Making history as a chef begins with ingenuity, and maybe a red beret.
Much of us in the western world take for granted what humans will do in the name of satiating a picky or refined palate. How about world domination and adventure? That may sound a bit dramatic, but many diets in the western world incorporate dietary staples such as sugar and coffee—something most of us enjoy every day, and their arrival to our tables and cupboards are completely taken for granted. Without the very human sin of gluttony, we may never have discovered once exotic spices for our food like cinnamon and vanilla—which are now very commonplace. And we think little of the sacrifices our forebears made so we can stuff our faces with the simple tastes we love. We can basically blame colonialism, at least in part, on the whims of the wealthy who could afford a dandy in-house chef. Which eventually led to the rise of the celebrity chef.
One of the first celebrity chefs, Alexis Soyer, was born into a working-class family in 1810. Thanks to the French Revolution, Victorian-era France was an impactful time in the history of the culinary arts. By the tender age of 17, Soyer was a chef de cuisine at the Maison Douix, one of the most famous restaurants in Paris.
Not only was Soyer known for his flamboyant artistry and a knack for carefully styled personal branding—red beret tipped slightly askew, but he was also esteemed by Florence Nightingale for his work with troops fighting in the Crimean War. He worked alongside Nightingale to feed the troops nutritious meals on a measly budget, for which she declared Soyer “could have no successor.”
But make no mistake, in his younger days, Soyer earned wide acclaim for his robust personality and his ingenuity in gastronomy—carefully crafting detailed sculptures from pulled sugar for international dignitaries.
So it seems our human tendency for gluttony will assure the best chefs job security now and for years to come. How do chefs share their best content and gain exposure in the digital era? Today everything that makes waves in marketing seems to be digital. Marketing gastronomy is no different. To remain relevant, even for the most talented chefs, fan-centric strategies and digital savvy are becoming a necessity for gaining exposure.
How do chefs use digital media platforms to promote their best work? Jamie Oliver, the Naked Chef from the UK, has really taken a stronghold over YouTube with over 600,000 followers. While Oliver has been a standard name in the culinary arts for almost two decades, his shrewd use of digital media has assured his continued popularity.
To make your mark as a chef, you could be a trendsetter at a local restaurant or cafe but you’ll need exposure and you’ll need to share your content in a way that is attractive and relatable. Culinary trends have a way of shaping history, and while they may not do so in such provocative ways today, fads like cake pops or Thai rolled ice cream continue to create enough buzz to shine a spotlight on talented chefs to thrust them into a career that burgeons into a franchise.
So how do local chefs in any given region gain momentum? Not every chef will reach celebrity chef status, but for regional success, Pindify’s digital platform may be just the thing aspiring and professional chefs can utilize to emass a broader local or regional following. This could not only help launch their career or gain wider exposure, but will supplement their income while their following grows and matures.
The platform is suited well to align with other media outlets chefs are already implementing into their marketing strategy and Pindify has a very transparent business model that allows premium content to be monetized, without a huge learning curve. Chefs can build a portfolio and publish their content on Pindify and monetize the entire creative process. It’s as simple as slow cooker mac and cheese (but maybe not as delicious).
Be Heard. Get Paid.