How do chefs use social media? Mars Foodservice Social Chef Report

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During October 2013, over 300 chefs took part in the Social Chef survey which Mars Foodservice ran in association with the Craft Guild of Chefs. The report was authored by Digital Blonde.

>> Nine out of ten chefs agree that social media increases footfall to an establishment.
>> Six out of ten chefs say they have bought from a supplier they have seen on social media.
>> 84.9% of chefs use social media for work with the top three networks used being Twitter, Facebook and LinkedIn.
>> Chefs most like to follow or ‘like’ other chefs, industry news and recipe sites.
>> 78.8% of chefs have attended an event because they read about it on social media.

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How do chefs use social media? Mars Foodservice Social Chef Report

  1. 1. The findings from the Mars Foodservice #SocialChef survey November 2013 @MarsFS_UK @Craft_Guild in  associa(on  with  the  Cra/  Guild  of  Chefs  
  2. 2. Contents   1.  About  this  research   2.  Chefs’  use  of  social  media  –  inside  and  outside  of  work   3.  The  social  networks  used  by  chefs   4.  How  o/en  do  chefs  log  on  to  social  media?   5.  TwiFer  followers   6.  Do  chefs  need  social  media  training?   7.  How  chefs  are  using  social  media   8.  Business  benefits  of  social  media   9.  Do  chefs  have  (me  for  social  media?   10. User  generated  content     11. Purchasing  as  a  result  of  social  media   12. What  this  research  means  for  the  industry  
  3. 3. About this research
  4. 4. About  this  research   Social  Chef  was  commissioned  by  Mars  Foodservice  in  associa(on  with  the   Cra/  Guild  of  Chefs.    The  aim  of  this  research  was  to  find  out  if,  how  and  why     chefs  are  using  social  media.  The  results  will  help  chefs,  businesses  and   suppliers  to  use  social  media  more  effec(vely.    The  ques(onnaire  responses   were  collected  online  using  specialist  market  research  so/ware  to  allow  for   detailed  analysis.    There  were  several  different  ways  we  asked  people  to   complete  the  research  including:     •  Face-­‐to-­‐face  with  visitors  at  The  Restaurant  Show  in  October   •  By  email  to  the  Cra/  Guild  of  Chefs’  member  database,  Caterer  &   Hotelkeeper  and  EDUcatering     •  Through  tweets  from  @MarsFS_UK  and  @cra/_guild   •  Men(ons  in  Christopher  Basten’s  blogs  at  www.cra/guildofchefs.org   •  Emails  to  the  Cra/  Guild  of  Chefs’  LinkedIn  group  members   •  Via  the  Cra/  Guild  of  Chefs’  Facebook  page     •  Printed  and  digital  industry  press  following  a  news  release   A  total  of  335  chefs  completed  the  research,  which  was  then  analysed  by   Digital  Blonde.  This  included  comparing  the  results  via  sector  and  then   different  job  roles.       Thank  you  to  everyone  who  completed  the  survey.    
  5. 5. About  the  author   Karen  Fewell   @DigitalBlonde     Digital  Blonde  is  a  digital  consultancy  specialising  in   hospitality,  foodservice  and  food.  Karen  Fewell,  managing   director,  started  learning  about  the  industry  at  the  age  of   two  when  both  parents  were  hoteliers.  Today,  her   company  advises  businesses  on  digital  marke(ng,  social   media  and  social  business  strategy.         During  Social  Media  Week  2013,  Karen  chaired  two  food   panels  to  determine  whether  social  media  would  make  or   break  the  industry.  Speakers  included  Tom  Aikens,   SquareMeal,  Great  Bri(sh  Chefs,  Sorted  Food,  Staff   Canteen  and  Louisa  from  Jamie  Oliver.  It  was  at  these   events  that  she  launched  her  research  with  the  web   psychologist,  Nathalie  Nahai,  on  why  people  post  photos   of  food.  In  2014,  she  is  publishing  a  book  called   #FoodPorn,  which  will  explore  this  topic  in  much  more   detail.      
  6. 6. Mars  Foodservice   TwiFer  @MarsFS_UK     Chefs  have  never  been  under  so  much  pressure,  and  Mars  Foodservice,  the  company   behind  Uncle  Ben’s  and  Dolmio  ready-­‐to-­‐use  sauces  and  Uncle  Ben’s  rice  products,  is   commiFed  to  helping  out,  wherever  possible.       As  a  business  partner  of  the  Cra/  Guild  of  Chefs,  the  supplier  prides  itself  on  listening   to  its  catering  customers  to  understand  their  very  par(cular  business  needs  and  the   demands  of  their  own  customers,  facing  every  challenge  head  on  in  a  fast-­‐changing   market.       Ul(mately,  Mars  Foodservice  works  closely  with  caterers  to  solve  issues  they  might   have  and  make  their  lives  easier,  whether  it’s  to  save  (me  or  deliver  nutri(onal   benefits.       www.mars-­‐foodservice.co.uk        
  7. 7. Cra2  Guild  of  Chefs   TwiFer  @Cra/_Guild         Established  in  1965  as  a  Guild  of  the  Cookery  and   Food  Associa(on,  the  Cra/  Guild  of  Chefs  has   developed  into  the  leading  chefs’  associa(on  in   the  UK  and  has  many  members  worldwide.     Its  members  come  from  all  aspects  of  the   foodservice  and  hospitality  sectors  working  in  a   wide  variety  of  posi(ons  from  students  and   trainees  to  top  management.     www.cra/guildofchefs.org            
  8. 8. “From  working  with  many  different  sectors  and  associa(ons,  I’ve   o/en  thought  that  chefs  are  the  social  media  superstars  of  the   hospitality  industry.  So,  when  Mars  Foodservice  asked  me  to   complete  this  survey,  and  author  the  report,  I  knew  it  would  create   some  interes(ng  debate.  And,  I  was  right.  Chefs  are,  usually,  the  ones   who  sell  those  final,  few  covers  as  they  post  stories  and  pictures  from   the  kitchen.  However,  with  the  right  so/ware  and  training,  there  is  so   much  more  that  can  be  achieved.  ”       Karen  Fewell  @DigitalBlonde  
  9. 9. Who  took  part?   Chef%de%par*e% 4.6%% Chef/Catering%manager% 4.3%% Commis%chef% 2.7%% Development%chef% 16.2%% Director% 1.8%% Freelance/consultant% 2.1%% Head%chef% 41.5%% Lecturer% 8.2%% Other% 5.2%%% Sous chef! 7.6%! Student% chef% 5.8%% We invited chefs working in different roles to complete the research. The breakdown of respondents is shown below.
  10. 10. Who  took  part?   Care%home% 1.3%% Contract%caterer% 28.6%% Fine%dining% 6.3%% Gastro%pub% 3.3%% Hospital% 1.3%% Hotel% 17.9%% Outside/events% catering% 7.0%% Public%house%with%restaurant% 4.0%% Restaurant% 15.6%% School% 2.0%% University%or%Further% EducaMon% 12.6%% Chefs  across  the  industry  completed  the  research,  the  breakdown  of  chef   respondents  per  sector  is  shown  below.    
  11. 11. Christopher  Basten,  Chair,  Cra/  Guild  of  Chefs   "I  joined  TwiFer  earlier  this  year  and  have  witnessed  first-­‐ hand  how  chefs  are  using  social  media  to  share  the  latest   food  trends.    As  chair  of  the  Cra/  Guild  of  Chefs,  TwiFer   helps  me  keep  up-­‐to-­‐date  with  what’s  happening  in  the   industry  and  what  members  are  saying.    It  also  helps  me  in   my  day  job  as  I  use  it  to  share  pictures  of  dishes  my   students  have  created.    Knowing  something  they  have   prepared  is  being  given  the  seal  of  approval  by  colleagues   gives  them  a  real  confidence  boost.    The  feedback  via   social  media  is  instant,  which  can  make  a  real  difference  at   the  end  of  a  busy  day  in  the  kitchen.         Thank  you  to  Mars  Foodservice  for  commissioning  this   research  and  asking  us  to  get  involved.    It’s  provided  some   valuable  informa(on  and  given  us  a  clearer  picture  on  how   our  members  are  using  social  media.    This  will  drive  our   own  social  strategy  forwards.”    
  12. 12. Chefs’ use of social media inside and outside of work
  13. 13. Do  you  use  social   media  for  personal   use?   Yes$ 92.5%$ No$ 7.5%$ Do  you  use  social   media  for  work  use?   Yes$ 84.9%$ No$ 15.1%$ For  those  that  don’t  use  social  media,  the  top  reasons  were  privacy,  security   and  lack  of  (me  to  manage.    We  have  also  explored  why  chefs  do  use  social   media  and  this  is  covered  later  in  the  report.    
  14. 14. The  percentages  of  chefs  who  use  social   media  for  work  has  been  broken  down  by   job  role  
  15. 15. What  counts  as  work?     “It  raises  the  ques(on,  ‘what  is  work?’.    Work  could  suggest     seong  up  mee(ngs,  planning  projects,  discussing  foods,  concepts   and  strategies.”     David  Mulcahy,  cra/  and  food  development  director,  Sodexo  UK  &  Ireland     “David  makes  a  valid  point  by  asking  what  counts  as  work.  In  the  survey  we   wanted  to  leave  this  open  as  chefs  will  use  social  media  for  work  in  many   ways.  For  some  this  could  be  to  sell  a  table  for  six  on  Saturday  evening,  for   others  it  could  be  to  find  a  new  job,  whilst  some  chefs  will  use  it  for   inspira(on  when  crea(ng  a  new  menu.  I  o/en  say  people  use  social  media   for  three  main  reasons  to  achieve  something,  to  connect  with  others  or  to   be  entertained.”       @DigitalBlonde   When  looking  at  the  number  of  chefs  who  responded  to  say  they  use  social   media  for  work,  David  Mulcahy  raised  an  interes(ng  point.  
  16. 16. The social networks used by chefs
  17. 17. Which  networks  have  you  used  in   the  last  6  months?   0.00%$ 10.00%$ 20.00%$ 30.00%$ 40.00%$ 50.00%$ 60.00%$ 70.00%$ 80.00%$ 90.00%$ 100.00%$Facebook$Tw i8er$YouTube$ Instagram $LinkedIn$Pinterest$Tum blr$ Slideshare$Google+$ Foursquare$ Vine$ Flickr$ A$blogging$site$$ Yelp$ Staff$Canteen$ FoodSpoP ng$Other$ Personal$Use$ Work$Use$ TwiFer  is  the  number  one   choice  for  work  use  and   Facebook  is  the  preferred   network  for  personal  use.  
  18. 18. How  do  the  networks  used  differ  by   job  role  and  industry?   TwiFer     TwiFer  is  the  most  used  by  head   chefs,  chefs  de  par(e  and  chef/ catering  managers.  It  is  also  the  joint   first  for  sous  chefs  and  a  very  close   second  for  development  chefs.     Facebook     Joint  most  used  network  for  sous   chefs  (with  TwiFer)     LinkedIn     Most  used  network  by  development   chefs.     Chefs   Industry   TwiFer     TwiFer  is  the  most  used  network  by   chefs  working  in  hotels,  gastro  pubs,     contract  caterers  and  fine  dining.  It  is   also  joint  first  with  Facebook  and   LinkedIn  for  those  working  in  schools   and  care  homes.         Facebook     Number  one  network  for  chefs   working  in  restaurants,  public  houses   and  universi(es.  Joint  most  used   network  for  chefs  working  in  care   homes  and  schools  (with  TwiFer  and   LinkedIn).     LinkedIn     Most  used  network  by  chefs  working   in  outside  or  event  catering.      
  19. 19. Which  networks  do  you  use  most   o/en/is  your  favourite?     0.0%$ 5.0%$ 10.0%$ 15.0%$ 20.0%$ 25.0%$ 30.0%$ 35.0%$ 40.0%$ 45.0%$ 50.0%$ Facebook$ Twi4er$ YouTube$ Instagram$ LinkedIn$ Pinterest$ Tumblr$ Slideshare$ Google+$ Foursquare$ Vine$ Flickr$ A$blogging$site$ Yelp$ Staff$Canteen$ FoodSpoLng$ Other$ “It’s  fantas(c  to  see  an  industry   specific  network  like  Staff   Canteen  up  there,  especially   when  you  consider  the  budgets   that  go  into  the  likes  of   Facebook,  TwiFer,  LinkedIn  and   YouTube.    When  you  consider   the  top  reason  for  chefs  using   social  media  is  to  connect  with   other  chefs,  you  can  see  why   this  network  is  so  popular.”     @DigitalBlonde  
  20. 20. Why  do  you  prefer  your  chosen  network?   I"have"the" most"friends," likes"or" followers," 36.3%" It's"easy"to"use,"68.3%" It's"quick"to"use," 55.9%" I"don't"have"to"write" very"much,"19.9%" I"can"get"the"most" relevant" informaBon," 38.1%" I"don't"have"to" interact"with" followers"as"much"as" other"networks," 12.1%" I"need"to"write"more" detail"to"get"my" opinion"across,"1.1%" I"like"sharing"photos," 30.2%" I"like"sharing"videos," 7.5%" It's"the"best"opBon"for" our"business,"23.1%" It's"easy"to"interact" with"our"customers," 28.5%"
  21. 21. Why  do  you  prefer  your  chosen  network?   Top  reasons  for  preferring   Twi?er   1.  It’s  easy  to  use  70.6%   2.  It’s  quick  to  use  64.7%   3.  I  can  get  the  most   relevant  informa(on   46.2%     Top  reasons  for  preferring   Facebook   1.  I  have  the  most  friends/ Likes  65.3%   2.  It’s  easy  to  use  62.5%   3.  It’s  quick  to  use   47.2%       “This  result  does  not  surprise   me.  As  chefs  work  mainly  in   kitchens  and  are  extremely  busy   people,  they  need  a  social   network  that  is  quick  and  easy   to  achieve  something.  In   general,  80%  of  TwiFer  usage  is   via  a  mobile  and  that  fits  with  a   chef’s  lifestyle  as  they  will  o/en   be  twee(ng  whilst  on  the  go.”         @DigitalBlonde  
  22. 22. How often do chefs log on to social media?
  23. 23. How  many  (mes  a  day  do   you  check  your  favourite   network?     0.0%$ 5.0%$ 10.0%$ 15.0%$ 20.0%$ 25.0%$ 30.0%$ One$ Two$ Three$ Four$ Five$ Six$ Over$six$ Over$10$ I$don’t$check$every$day$$ “It  isn’t  uncommon  to  check  social   networks  many  (mes  a  day.    As  humans   we  do  this  because  it  fulfills  a  core  drive   for  connec(on  and  meaning.  It  is   comfor(ng  to  know  that  we  are  not   alone  and  we  will  o/en  use  what  is   happening  in  other  people’s  lives  to   create  context  and  meaning  of  our  own   life”   @DigitalBlonde  
  24. 24. How  many  (mes  a  day  do  you  check  your   favourite  network?     Most  TwiFer  users  check  their   account  over  10  (mes  a  day   Most  Facebook  users  check   their  account  two  or  three   (mes  a  day   Most  LinkedIn  users  check   their  account  once  a  day     26%  of  head  chefs  check  their   social  media  account  over  10   Gmes  a  day     “Some(mes,  even  more  than   that”   Alan  Paton,  execu(ve  head  chef,  Stoke   by  Nayland  Hotel  
  25. 25. How  many  (mes  a  day  do  you  check  your   favourite  network?     “I  actually  dread  to  think  how  many  (mes  a  day  I  check  mine;  half   the  (me  I  don’t  even  realise  I  am  doing  it.  But  52.9%  of  chefs  said   they  were  logging  on  five  or  more  (mes  a  day  and  28.6%  said  more   than10  (mes.    This  sta(s(c  will  be  of  great  interest  to  suppliers   who  could  be  missing  out  on  an  opportunity  to  connect  with  some   big  decision  makers.  However,  I  must  add  a  few  words  of  cau(on.     It’s  not  about  how  many  (mes  a  day  you  log  on,  but  whether  you   are  pos(ng  online  at  the  right  (me  for  those  you  want  to  engage   with.  There  are  some  great  tools  available  to  measure  online   behaviour.”     @DigitalBlonde  
  26. 26. Twitter followers
  27. 27. How  many  TwiFer  followers  do  you  have?   0.0%$ 5.0%$ 10.0%$ 15.0%$ 20.0%$ 25.0%$ 30.0%$ 35.0%$ 40.0%$ Less$than$100$ Between$100$ and$500$ Between$500$ and$1000$ Between$1000$ and$3000$ Between$3000$ and$5000$ Between$5000$ and$10,000$ Over$10,000$ “I  o/en  hear  people  chat  about   how  many  followers  they  have,   but  social  media  isn’t  a   popularity  contest.    Engaging   with  the  followers  you  have  so   they  tell  everyone  how  good   you  are  is  much  more   important  than  increasing   followers  or  likes.”       @DigitalBlonde   On  average,  a  TwiFer  user  has  130  followers.  The  graph  below   shows  the  number  of  followers  chef  respondents  have.  
  28. 28. Top  five  types  of  account   chefs  like  to  follow   1.  Other  chefs   2.  Industry  news  sites   3.  Recipe  sites     4.  Celebrity  chefs   5.  Online  catering  magazines   “Chefs  have  always  wanted  to  share  their  work,  with   cookbooks,  newspapers,  websites,  radio  and  even   television.    With  social  media,  the  instant  pleasure   gained  from  hours  of  work  on  a  dish  can  be  easily   shared,  and  is  something  we,  as  chefs,  love  to  do  the   most;  create  amazing  dishes  for  other  people’s   sa(sfac(on.    The  friendly  compe((on  amongst  chefs  will   always  mean  we  are  trying  to  out-­‐do  each  other,  and   social  media  is  the  perfect  way  to  highlight  this.”       Jeremy  Ford,  chef  director,  Restaurant  Associates    
  29. 29. Do chefs need social media training?
  30. 30. Chefs  and  Social  Media  Training   25.8%  of  chefs  say  they  don't  really   understand  how  to  use  the  social  networks   they  use  properly   65.6%  of  chefs  say  they  would  be   interested  in  aFending  an  industry   training  course  on  social  media     “Yes,  I  think  a  course  like  this  would   be  great  to  do,  there  is  definitely  an   interest  here  and  the  more  the   merrier,  really.”     Tom  Aikens    
  31. 31. Chefs  and  Social  Media  Training   “I  began  to  use  TwiFer  in  September   2011  and  the  response  has  been   incredible.  We  use  it  to  give  feedback   to  our  students  a/er  classes,  but  also   keep  in  contact  with  past  students  and   trade  chefs.  We  have  gained  invaluable   support  from  so  many  incredible  chefs.   We've  been  able  to  keep  in  contact   with  Nathan  Outlaw,  a  past  student,   and  welcomed  Daniel  Clifford,  Mark   Poynton,    Allan  PickeF,  ScoF  Fricker,   Mike  Denman,  Andy  McLiesh,  Graham   GarreF,  Charlie  Lakin,  plus  many  more,   to  aFend  guest  chef  events  suppor(ng   our  students.”     Rob  Allsworth,  East  Kent  College     63.1%  of  chefs  think   social  media  should   now  be  part  of  a  chef's   training   63.1%  
  32. 32. Chefs  and  Social  Media  Training   “I  was  so  impressed  when  I  first  heard  Tom  Aikens  talk  about  how  he   monitors  customers  before  they  enter  his  restaurant.  Doing  this  helps  him   understand  who  they  are  and  why  they  are  there.  He  can  then  alert  staff  to   ensure  they  get  the  best  experience  possible.  It’s  this  kind  of  aotude  that   will  make  people  love  Tom  and  his  restaurants  and  they  will  then  do  the   selling  to  others  for  him.     Social  media  should  never  be  an  add-­‐on.  It’s  not  something  you  always  do   in  the  30  seconds  before  a  shi/  starts  or  when  you  sit  down  to  relax.  It   needs  to  be  at  the  heart  of  everything  you  do,  so  you  are  always  thinking   social.  We  work  in  an  industry  where  everything  is  based  on  people  and   one  person  not  giving  the  highest  level  of  service  could  result  in  nega(ve   feedback.  Staff  need  to  be  aware  that  all  their  ac(ons  can  affect  a  social   media  presence,  posi(vely  and  nega(vely.”       @DigitalBlonde    
  33. 33. How chefs are using social media
  34. 34. How  chefs  are  using  social  media   0.0%$ 10.0%$ 20.0%$ 30.0%$ 40.0%$ 50.0%$ 60.0%$ 70.0%$ 80.0%$ 90.0%$ 100.0%$ To$post$pictures$of$dishes$you$have$cooked$ To$post$pictures$of$dishes$you$have$eaten$ To$get$new$recipe$ideas$ To$network$with$others$in$the$industry$ To$share$news$from$your$kitchen$$ To$read$industry$news$ To$hear$about$industry$events$ To$look$for$a$new$job$ To$see$what$compeFtors$are$doing$ To$see$what$suppliers$are$offering$ To$promote$your$restaurant$$ We  asked  chefs  to  tell  us  how  they  are  using  social  media.  The  graph  below   shows  the  percentage  of  respondents  for  each  reason.  
  35. 35. How  do  you  use  social?   It  helps  chefs  keep  in  touch  with  trends   as  well  as  where  and  what  fellow  chefs   are  working  on.  Sharing  of  recipes  is   another  reason  so  they  can  try  out   ideas  on  their  own  customer  base.  And,   also  to  simply  socialise  with  friends  in   the  trade,  something  many  chefs  don’t   have  (me  to  do  in  person.”     Andy  Jones,  chair  of  the  Hospital  Caterers   Associa(on   “Definitely,  chefs  connec(ng   with  chefs  is  a  clear  number   one  for  me  too.”     David  Mulcahy,   cra/  and  food  development  director   Sodexo  UK  &  Ireland     “I  would  agree  with  this,  I   have  had  a  load  of  extra   opportuni(es  this  year  that   would  not  have  been  possible   without  TwiFer.”     Alan  Paton,  execu(ve  head  chef   Stoke  by  Nayland  Hotel   The  number  one  reason  why  chefs  use  social  media  is  to   connect  with  other  chefs.   “I  can  understand   why  connec(ng   with  other  chefs  is   the  top  reason  why   chefs  use  social   media.    
  36. 36. How  do  you  use  social?   “I  mainly  use  TwiFer  to  keep  in  touch   with  the  foodservice  world.    It’s  a  great   way  to  keep  in  touch  with  the  industry   trends  and  with  campaigns  such  as  the   NACC  Na(onal  Community  Meals  Week   and  Na(onal  School  Meals  Week.  It’s  also   great  to  see  the  banter  between  chef’s  –  I   feel  like  I  am  stood  in  the  kitchen  with   them.       Mars  Foodservice  is  at  the  beginning  of  its   social  media  journey.    This  report  will  help   us  shape  how  we  use  social  media  to   engage  with  chefs  and  the  foodservice   world.    I  want  to  ensure  that  what  we  do   going  forward  is  a  help  and  not  a   hindrance  to  the  industry.”     Sarah  Gray,  marke(ng  manager,  Mars   Foodservice  
  37. 37. Where  do  you  look  for  inspira(on?   1.  Other  chefs  –  89%   2.  Internet  -­‐  72.9%     3.  Books  –  69.5%   4.  Industry  publica(ons  –  54.6%   5.  Social  media  –  52.1%   “52.1%  of  chefs  cite   social  media  as  a   source  of  inspira(on”     “Social  media  is  a  great  vehicle  for  geong  up-­‐to-­‐date   innova(on  and  market  reviews,  it  can  give  you  an  open   book  view  of  the  world  on  culinary  trends  through   conversa(on.  It  can  also  support  sales  and  marke(ng  by   driving  fooxall  through  the  restaurants  and  keeping  people   informed  on  diet  and  wellbeing”     Nick  Vadis,  culinary  director   Compass  Group  UK  &  Ireland  Limited       We  asked  chefs  where  they  look  for  inspira(on  to  understand   where  social  media  sits  as  an  inspira(on  source.    
  38. 38. Business benefits of social media
  39. 39. Driving  Fooxall   90.1%  of  chefs  agree   that  social  media  is   a  great  way  to   increase  fooOall  to   their  establishment       This  research  is  a  great  insight  into   thinking  at  the  current  stage  in  our   lives.    Who  knows  what  new  avenues   will  emerge  as  technology  evolves  even   further?”     Cyrus  Todiwala,  chef  patron   Cafe  Spice  Namaste       “If you are looking to commission a social strategist, you need someone who looks at return on investment (ROI) and social net promoter score (NPS).  It is possible to measure the value of social and any consultant working with a business should make this a clear part of the strategy. Focusing on Twitter followers and re-tweets or Facebook likes and shares is only a measure of social success and not business return.”

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