Media Assignment: The Impact of celebrity chefs Essay Example

THE IMPACT OF CELEBRITY CHEFS IN FOOD AND BEVERAGE INDUSTRY 6

The Impact of Celebrity Chefs in Food and Beverage Industry.

Course Name and Code:

Rachael Ray Magazine: The Non-Chef Celebrity Chef by Lori Johnston.

The cookbooks and celebrity chefs all agree that Rachael Ray has for a long time helped to stop the intimidation of people when they get to cookery in the kitchen. The article portrays Rachael Ray; as one of the most popular chefs in wine, food and arts. Rachael tries to influence people to use their recipes and have their meals at home despite the fact that people have changed lifestyles. Her attitude is quite approachable to and influential to families, so they are encouraged to prepare food at home. The article argues that, Rachael has encouraged the concept of making home meals, which has gained popularity.

The End of El Bulli? by Matt Goulding, FerranAdrian Magazine.

This article describes how, Chef Ferran Adria has overcome culinary practices with creativity and innovation to produce dishes such as edible hibiscus paper. He has had many revolutions in the food and beverage industry like the creation of the concept of molecular gastronomy. This article describes how Ferran Adria has managed to serve over one million reservations in a year, which are snatched up in a single day when reservations are opened. He has taken great steps in influencing his brand to change the landscape of today’s culinary culture.

The Impact of Celebrity Chefs in Food and Beverage Industry

Introduction

Food and beverages play significant roles in the maintenance of human health and our bodies. Some other types of food substances may also have adverse effects on health. The food and beverage hotels are now placing importance on the human specialty within the industry. In the industry, a company can sustain high profitability through proper partnerships with celebrity chefs (Clifford 1999, p.19). For example, Chef Holli Uglade has been picked to serve as the signature of celebrity chefs in B Ocean Fort Lauderdale. Increasing market competition and the desire from more customers are the driving challenges on increasing professionalism in the industry. Therefore, there is much relevance for all food and beverage industries to enhance human expertise to satisfy customer requirements. The essay will focus on how professional chefs have shaped the culinary culture, influenced food habits and their impact on the current hospitality sector (Goulding 2010, p.4).

Celebrity chef on food and beverage industry

In the recent few years, the food and beverage industry has experienced radical changes and revolutions. Celebrity chefs are those people known for their professionalism in restaurants and the cookbooks. Celebrity chefs have interestingly grown such that they even popularize their skills through television programs (John 2010, p.50). Some programs have been developed to popularize the industry like the annual Melbourne Food and Wine Festival. It has given rise to growth of cookery television programs that have generated interest among the public. A big paradox is that most people who watch the programs have little knowledge and still cook in their own style. The chefs are in a position to influence the public and change the culinary culture.

The article argues that, celebrity chefs have brought a wider and a broader range of food and beverage varieties thus evolving the industry. People venture into new food and beverages to influence their tastes and preferences. For example, Chef Holli is known at B Ocean Fort Lauderdale restaurant in providing a variety of signature recipes and dishes as well as opening up guests’ interests and locals too. This is due to the influence of the recipes of celebrity chefs. Through the celebrity chefs, consumers tend to learn that aspect of cooking is fun and creative. Rachel Ray encourages early culinary beginnings for young aspiring chefs (Goulding 2010, p.5).

This article reminds us that over the past, recent years, attitudes towards food have changed tremendously and lifestyles (Mireill 2009, p. 17). For instance, many people taking their food and beverage “on the hoof” and thus less people cook at home. This has led to rise of having unfavourable diet in Australia. In this context, the celebrity chefs can have negative impacts on peoples’ culinary cultures. Instead of educating and teaching them on cookery skills and proper diet, they are discouraging them from cooking and developing interest to buy convenience products the chefs cook (Rachael, 2010, p. 2). But Rachael Ray has encouraged people to cook at home and cook simple recipes.

Celebrity chefs have also caused the decline in traditional meal times, the arrangements of the family and formality. There are many factors influencing people who cook at home (John 2009, p 50.). This includes the increased individualization of eating habits, a rise in the number of single-parent families and long working hours. Rachel Ray is a celebrity who hates speciality food recipes in the culinary industry. Celebrity chefs have also changed the attitudes of consumers in the context that consumers demand more and receive more (Ray 2010). These professional chefs have continuously elevated standards and bring in a sense of excitement and pleasure in food and beverage section. They are introducing the consumers to varieties of food with exotic ingredients and recipes but do not pass on the skills to the consumers successfully. Celebrity chefs have been effective in exposing consumers to new ideologies and tastes as shown by Chef Ferran Adria with his famous restaurant. This widening cultural trends but do not teach consumers how to cook (Rachael, 2010, p. 7). But the article argues that Rachael Ray works against this trend.

However, celebrity chefs do influence the public in the way they usually use the marketing tool of the product endorsement (Wood 2010, p.23). An example is the famous dine wine festival in Melbourne where images are always Melbourne’s’ food and wine properties in any advertisements. The endorsement of the product will occur when they allow their names and products to be used to validate the product brand. It may also allow a service to enhance its standards in the market place. Most people will buy cookware and cookery gadget used by a celebrity chef.

The rise of celebrity chefs has influenced consumers from all segments of the market to become more demanding when it comes to the quality of food and beverage and dining experiences. In Melbourne, there are varieties of food and beverage every time of the year to satisfy ever taste. The presence of a specialized media for food has promoted the chefs from their traditional kitchen hidden way to become creative innovators with celebrity chef status. Celebrity chefs have also brought about the recognition of the food and beverage industry as an important contributor thus positioning hotels within its markets. The experience and choice of the guests will depend on food and beverage where this plays a critical role in his or her hotel experience. The quality of the food and beverage will affect the choice of hotel. It is an industry important driver for rooms’ revenue (Constance 2010, p.30).

The rise and popularity of celebrity chefs has led to changes of staffing structure in corporate hotel and beverages departments. Many companies have expanded their food and beverage departments and teams as Ferran Adria has done in his restaurant, near Barcelona. Over the last short period, many companies have put in place corporate food and beverage positions where none existed before. Managers and hotels currently also look for backgrounds in terms of competencies and talents. They seek some basic but essential qualities to hire which has led to the development of Queen Victoria School in Australia. This has created stability and continuous career development, progression, innovation and creativity in food and beverage skills (Emily 2011, p.65).

Conclusion

It is interesting to explore the future impact of celebrity chefs on professional food and beverage talents. The profession of the food and beverage industry will develop and change as showed by chef celebrities like Rachel Ray and Ferran Adria. For many years ahead, the hospitality industry will receive the attention of those who follow the celebrity chefs. Celebrity chefs have the power to influence issues of consumer tastes and attitudes in introducing consumers to new ingredients and food types. But the impact appears limited in terms of educating consumers on using cookery skills.

Reference List

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Clifford, R 2009, Travel Translation in the early twenty first Century, Harvard University Press,

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Constance, B 2010, Sorting through the Titles of world Dishes: What is, or is Not, Blanc,

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Emily, S 2011, Atlantic City casino and hotel market outlook, Hvs, Las Vegas. Book.

Goulding, M 2010, The End of El Bulli? The Wall Street Journal, Food and Drink, January 27, 2010, retrieved on April 6, 2011 from http://online.wsj.com/article/.html

Immanuel, V 2009, Mankind of the Amnesia, Doubleday, New York. Magazine

John, B S 2010. Hospitality Encyclopaedia of food in World Religions, ABC-CLIO, Santa

Barbara. Book.

John, D 2009, The Epic story of the Italians and Their Food, Whiten Press, New York. Book.

Johnston, L 2010, Rachael Ray 2010: The Non-Chef Celebrity Chef magazine, retrieved

on April 6 2011 from http://www.webmd.co/food and recipes/no chef celebrity.

Ray R 2010, Rachel Ray declaration, Federal Trade Commission, FTC vs. Central Coast

Nutraceuticals, Inc. Web: www.ftc.gov/os/caselist/…/100816centralcoastdeclarationdouglas.pdf

Wood, RC 2010, “The future of food and beverage industry management studies”, A Journal of

Hospitality and Tourism Management, Vol 2, 4 (23-36). Journal