New research has revealed that chefs are becoming increasingly dependent on social media as part of their everyday working lives.
A new report on chefs’ social media habits, published by food and drink communications agency William Murray, suggests that the stars of Britain’s kitchens are spending more time checking their phones and mobile devices than ever before.
The annual report, titled ‘The Social Side of Food’, canvassed more than 200 chefs on how and why they use social media. It also delved into the way they use online tools to correspond with suppliers, customers and each other.
Chefs check their social media accounts six to seven times a day, according to the study. And when asked what sites they use most, more than 75 social media sites were mentioned.
Twitter and Facebook were named by 50% of those polled and received twice as many mentions than any other channel.
The report identified that more than 98% of chefs see the value of social media, one third look for new suppliers and 86% use it to generate positive reviews. Chefs from QSRs, casual dining operators, contract caterers and fine dining restaurant were all surveyed for the study.
Mark Sargeant, chef proprietor of Rocksalt restaurant and bar in Folkestone, said: “Social media has taught chefs the value of marketing and how it can benefit and support their business and their careers. It’s a much easier marketing tool for them to use. It’s simple, instantaneous and on most occasions, an easy win.”
Anita Murray, joint CEO of William Murray Communications, said: “We’ve seen a major shift in the last couple of years. With 98% of chefs understanding the value of social media, we have a huge opportunity to provide valuable content that helps them increase sales, footfall and generate positive reviews.”
The full report can be downloaded here.