If you’re a personal chef, you are likely running your business on your own. And, yes, it’s exhilarating! You’ve probably been searching for just this opportunity for years and here you are making it happen!

But it can also be a little disconcerting to make all decisions on your own, especially if you’ve been part of an organization where decisions were made as part of a team—or just handed to you from the powers that be.

That, of course, is what APPCA is here for—to help you make your business decisions based on knowledge, not just gut feelings. We have lots of resources for you based on Executive Director Candy Wallace’s decades of expertise and materials she’s developed that reflect the ever-changing landscape of the profession.

And we have our forums—because, of course, we have members who have done it all and seen it all who contribute ideas and advice.

But, I want to remind you that we also have both our Facebook business page and our active Facebook group. We have hundreds of members who participate here, along with our forums. Both are private groups. You must be an APPCA member to participate in our website forums. Our Facebook group doesn’t require membership but we ask those who want to join to respond to these three questions:

  • Are you a chef or interested in being in the culinary field?
  • What is your interest in joining this group?
  • Are you a vendor interested in selling to group members?

We do this because we want this to be a forum targeted to chefs and their specific interests, especially personal chefs. And we want it free from solicitation or gathering names for solicitation.

I encourage you to join this group if you’re not already a member. Here you can post photos of your dishes with links to recipes or your own blog posts or website. But just as important—maybe even more—you can ask pressing questions and get advice, ideas, suggestions, and leads.

Here are just some of the issues that have been brought up recently:

  • Advice on how to charge for recipe development
  • What kinds of fish dishes can be prepped, frozen, thawed, and reheated for pescatarian clients
  • How to figure out costs of “at home pantry” ingredients
  • How to get chef discounts at restaurant supply stores, cooking shops, and web designers
  • How best to transport equipment
  • What to charge for services
  • How do deal with in-kind donation requests
  • How to land celebrity or high-paying clients
  • Air fryer recommendations
  • Good advertising ideas
  • How to budget for marketing

And, we also share info on the latest scam emails that personal chefs tend to get.

Whether you’re an experienced pro, a novice, or somewhere in between, no doubt you can benefit from having a group of supportive peers around to cheer you on with a success, help you figure out a nagging question, or poke around and learn what the pressing topics of the day are that can give you some inspiration. Our forums and Facebook group are support groups for culinary professionals. How cool is that for a sole proprietor!

Are you a member of our Facebook APPCA group? Are you an APPCA member who participates in our forums?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

 

 

Be Sociable, Share!

Every year our friends in the Mid-Atlantic Regional Chapter (MARC) of APPCA gathers in the spring to share stories, business insights, and a cooking demo followed by a potluck lunch. This year, the meeting was held on April 13 at Lettie Lavallee’s home near Annapolis, Maryland, and attended by Keith Steury, April Lee, Katie Enterline, Mary Stewart, Laura Knight, Lettie Lavallee, Shelbie Wassel, and Iva Barrera-Oro.

The meeting first addressed old business–reviewing the Treasurer’s report and member dues) and then nominated chapter officers for a tw0-year term. Keith Steury will hand over the presidential reins to Lettie Lavallee. Treasurer Laura Knight nominated Mary Stewart for her job, which was accepted. And Secretary Katie Enterline accepted a second term.

April Lee let the attendees know about a new Zavor (formerly Fagor) equipment promotion she helped organize for APPCA members. (Note: we’ll have all the info about this great discount for equipment in an upcoming post.)

Next, the group spent some time discussing Personal Chef Kits. Photos were provided by many of the chefs to demonstrate the items and equipment that they take with them to a typical cook date. The discussion provided the participants with some useful tips for improving efficiency when packing materials in support of their cook dates for clients.

The next portion of the meeting was reserved for the very robust topic of “Maximizing Profits,” including alternative income streams and tips for increasing overall business efficiency. This section of the meeting included a wide range of topics, such as:

  • Executing “Pop-Up” Demo Dinners
  • Transitioning to a commercial kitchen space
  • Tips for how to differentiate ourselves from the glut of meal delivery service providers now active in the marketplace
  • Exploring less traditional methods for marketing/extending our services:
    • Cozymeal 
    • TryHungry 
    • Publishing regular newsletters to provide useful content to clients/potential clients about our services (e.g., ConstantContact, MailChimp, etc.)
    • Considering “partnerships” between chefs to accommodate and support larger jobs or client requests that we might not consider if working alone.
    • Increasing community involvement to help generate goodwill for your business and get your name out to a broader group of people.
    • Exploring summer camp and/or summer course meal preparation and/or cooking class opportunities for school-aged children
  • A discussion of recipe management software options to help improve product consistency and efficiency of service, including:

    • Bigoven

    • Mastercook

    • Modern Meal

Iva Barrera-Oro

The meeting continued with a demonstration of a Vegan/Plant-Based recipe by Iva Barrera-Oro of Chef Iva’s Kitchen. Iva prepared a delicious Indian-Style Mung Bean Soup for the group. The chefs exchanged their own plant-based recipes for the benefit of the group. The demo was followed by a delicious sit-down pot-luck lunch prepared by the members of the chapter.

At the conclusion of the meeting, several of the participants extended their stay and traveled to Great Frogs Winery for a wine tasting before breaking for the day.

The next meeting, which will be hosted by member Laura Knight, has been tentatively scheduled for October 19, 2019.

Now, you may ask, why get a group of personal chefs together–let alone organize a chapter? I asked Keith Steury and he responded, “For me the MARC group provides a networking opportunity with fellow chefs who understand the unique challenges of running their own businesses. It is an opportunity to see what others are doing. What is working for them, as well as what is not. All of the members are very open, supportive, and willing to share both their successes and failures with the group. This exchange helps to make us all better business owners, because being a personal chef is about so much more than being a good cook. We have to wear many hats in order to make our businesses successful and keep them that way. Since I started my business back in 2007, this has become an increasingly more difficult task. Many of us work alone or rarely with other chefs, so this time together helps to recharge or batteries and re-focus our efforts on the tasks and activities that are likely to yield the best results for us moving forward. I always come away with at least one great idea for my business – typically many more. This is why I look forward to our meetings and so value the benefits that the chapter provides to me and my business.”

April Lee

Member April Lee, who founded the chapter, explained,”When I decided to create MARC eight years ago, the idea was to form a network of local personal chefs to get together a couple times a year to share ideas. What I didn’t know then is that I would meet not only talented chefs from this area, but we would form friendships that have lasted and grown over the years. I have been to every meeting (of course) since MARC’s inception and, even though I am one of the more veteran personal chefs in the area, I still come away from every meeting with at least one new idea, inspired and revitalized by the other members. There is nothing like the bonding and spontaneous brain-storming that goes on during our face-to-face gatherings, every member contributing with their experience and ideas to help support their colleagues. I suspect that even when I hang up my apron and retire as a personal chef, I will still want to be part of MARC just to be inspired by the creativity and enthusiasm of my fellow PCs whom I am proud to call my friends.”

Katie Enterline

And for member Katie Enterline,”It is such a pleasure to get to meet with all the wonderful chefs in our area. I learn so much every time. It makes a mostly solo profession feel less lonely.”

If you would like to launch a chapter in your region, get in touch with our Executive Director Candy Wallace. She’d be happy to give you some tips on how best to get organized.

Chefs, are you interested in gathering fellow personal chefs into a local chapter? 

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

Be Sociable, Share!

Chefs, how do you transport recipes to your cook dates? Do you bring a cookbook/notebook with your recipes? Do you keep them on a digital device or in the cloud to download to a device and bring that with you? Or are they all in your head (to which I say you are amazing)?

I asked our members on our Facebook APPCA group page about this. Here’s what I posted: How many of you use paper/book recipes at client cook dates? How many of you use a laptop/pad/cell phone? If the latter, how do you protect the device and more specifically the screens? How do you feel about hearing voice directions via Alexa or Siri?

I got some interesting responses I thought you’d find helpful:

Christina Hamilton Snow: “I make a binder to keep at my clients house and one at mine. If it’s a new recipe I’m trying I’m usually getting it on my phone. If the client likes the recipe I add it to each binder. That way my clients can review recipes and decide what they want me to cook.”

Javier Fuertes: “When I first started I had a binder I would carry with me. Each printed sheet was laminated.
That was 16 years ago. Today….. I cook from the top of my head. I know the recipes or basically….the ingredients, and just cook with passion PER customer. Remember, we customize. Whenever its a new recipe or so…. I literally will just print out for the day and bring it with me. I’m ok with it getting dirty. I’ll just toss out when I’m done. If its on digital form, I make sure to have the links on my phone ready to go. Basically…. I don’t fret over this anymore like I used to.”

Carol Borchardt: “I’ve tried techie ways of doing it but stick with Mastercook and print out the recipes for each cookdate on paper. 9 times out of 10 I never even look at the recipe and just cook on the fly. However, if I want to make a change to the recipe, all I need to do is jot it down and make the change in Mastercook. I like to keep my recipes up-to-date in the event I want to put it on my blog. Also, with Mastercook, they have an app now where you can sync recipes on all your devices so you always have them. If you do use a tablet and want to protect it, a big Ziploc bag will work.”

Suzy Dannette Hegglin-Brown: “I do both but mainly now I switched to That Clean Life. I just log on and it’s there you go.”

For those of you who would like to bring a tablet or laptop but need a connection to get online (and don’t want to ask your client for their WiFi password), a couple of people noted that you can use your cell phone as a hotspot. As Carol Borchardt helpfully explained, “If you have an iPhone, click on Settings and look for “Personal Hotspot.” You’ll need to enter that password on your tablet just like you would a wifi password. Doing that, however, will drain the battery on your phone very quickly.”

Chefs, how do you transport recipes to a cook date? Paper? Device? Something else?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

Be Sociable, Share!

Do You Need a Mentor?

Filed under: Business Strategies,Training , Tags: , , , — Author: Caron Golden , March 25, 2019

Throughout each phase of your career you no doubt will need advice, someone to bounce ideas off of, a role model, and inspiration. We think of mentors as older, experienced people who help young professionals with their wisdom and advice. But take a look at this definition by Oxford Dictionary of a mentor: “an experienced and trusted advisor.” It’s that simple.

If you’re just starting out as a personal chef, no doubt you could use a mentor to guide you through starting this kind of business and career. Advising you on how to get clients, how much to charge, how to market yourself, how to deal with cranky clients or those who don’t communicate well with you.

But it’s possible that even an experienced personal chef could use a mentor. Times change—and change quickly. If you’ve been in business for 20 years maybe you want to shift what you do and how you do it. Perhaps you want to add catering or food writing or food styling to your personal chef umbrella but don’t know how to get started. Or you’re happy with your business but think you could do more. You may need advice in how to market yourself in 2019 compared to what you did in 1999.

So, what should you look for in a mentor? What should you expect?

First, pinpoint what you need. Are you a newbie and need overall help in figuring out how to get started? Do you need coaching in marketing yourself? Do you need coaching in branching out into another aspect of being a culinary professional?

Now before you seek a mentor, consider what options you already have in gaining the information and coaching you need. If you belong to APPCA you have a leg up. You have Executive Director Candy Wallace to turn to, who is the queen of expertise in this industry. You have this blog, which we fill with helpful posts on a wide spectrum of business-related issues for personal chefs. And you have both our Personal Chef Forum and our Facebook Group.

Still need a mentor? Then consider what you’re looking for in that person. According to Forbes, it’s not about finding a mentor with the most years of experience or the biggest title or profile. It’s about finding someone with the knowledge and experience you need—someone who has been in a similar situation to you and has worked their way through it.

  • You want to find someone you can trust—since that person will be privy to what you share about your business. And you need to be just as trustworthy.
  • You want someone who will challenge you to improve, who may ask tough questions of you and will provide honest feedback.
  • You want someone who has the time to talk with you. Maybe it’s weekly or maybe it’s monthly. Or something else. Do you get together in person or by phone?

Now what should you expect? A mentor won’t solve your problems. That’s on you. A mentor is there for guidance and ideas, for reassurance and critique. Perhaps he or she could make introductions or referrals. Let’s say you want to do some public speaking or chef demos and this person is a pro at these skills. Perhaps that person can do a little instruction (not cooking) in social media or photography or public speaking. Make sure you aren’t too needy or demand too much time, recognizing that this person is bound to be quite busy. But if they put you off repeatedly you probably need to move on to someone else.

Then comes the most crucial part: how do you find the person?

Again, APPCA can be a great resource. There are so many talented people who are members. You no doubt could find someone through your membership. Post a request on our forum. Ask Candy for a suggestion and referral for someone in your area or even outside who has the expertise you’re looking for.

Scroll through our Facebook business and group pages or our Twitter feed to identify individuals who are addressing what you need and reach out to them with a note introducing yourself and your situation with a concise explanation of what you’re looking for. Ask if you can set up a call or meeting to discuss a mentor relationship. Try to come up with at least a couple of people and don’t be discouraged if they tell you they don’t have the time to help. It’s all about finding the right person.

And, remember to pay it forward. Once you push your way through your brick wall, bring someone else along who could benefit from your knowledge and experience.

Have you had experience with a mentor or as a mentor?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

 

 

Be Sociable, Share!

Colleagues, Not Just Competitors

Filed under: Business Strategies , Tags: , , , — Author: Caron Golden , February 4, 2019

Our friend and colleague Anne Blankenship of Designed Cuisine in Dallas sent this guest post. As a freelance writer who relies on referrals for much of my business I could easily relate her conviction that the very people who I could consider “competitors” are also the best people to recommend me for a gig that may not be right for them or that they’re too busy to take on–and that I could reciprocate in this as well. It’s also just good karma and makes life richer. Take a read and think about your relationships with personal chefs in your locale. If you don’t already know one another perhaps it’s worth reaching out and befriending and assisting one another. 

“Coming together is a beginning; keeping together is progress; working together is success.” – Henry Ford.

When I started my personal chef business 12 years ago, I was so excited to discover that I could potentially do what I loved and be able to make a living. After undergoing the initial training through APPCA, I was fired up about putting into action all the terrific marketing ideas that had been learned during their seminar.  However, my phone didn’t ring off the wall as I had hoped.  This was probably due to the fact that I couldn’t quite let go of the steady paycheck, so was unable to devote all my time and attention to growing a new business.

Reality hit when I lost my paralegal job and was at a crossroads in my career.  I knew if I didn’t give it my all to pursue personal chef business, I would never do it.  I had to focus and concentrate all my attention and waking hours to culinary school and finding clients.  Now was the time to dip into that savings account.

Not ever known for being a “shrinking violet” I contacted two APPCA members in the Dallas area and we met and got to know each other.  I think this was the beginning of my trying to network with other personal chefs in the area and possibly get or give referrals of clients.  One became a good friend, with whom I have worked over the years.  If you are just starting your personal chef business, add to your marketing list of things to do a reminder to start contacting AND stay in touch with other personal chefs in your area.

Clients started slowly trickling in and I found that small dinner parties and catering jobs were more plentiful, so I took what I could get, still working for some of the large catering companies to make ends meet.  At one point I was attending culinary school, cleaning houses, doing odd catering jobs, and working for my fellow APPCA member on occasion while hoping for those clients to start calling.

Looking back at 2018, I know that I have finally achieved what I set out to do – my phone is ringing, I have a full roster of clients, and am actually having to turn business away.  Again, never one to be shy I started contacting fellow personal chefs in the area to see if they could take on any new clients.  In the e-mail exchanges to them I made the point that we are not just competitors for clients, but we are colleagues as well in the same profession.  Lately there seems to be plenty of business to go around, so my thought was “why not join forces and work together instead of constantly competing against each other??”  A novel concept to some, but when you can refer a potential client to a fellow personal chef whom you trust, that client will remember you and be grateful that you have helped them.

Recently I received an inquiry from a lady in North Carolina who wanted to hire a personal chef in Dallas to handle a dinner for her elderly parents.  I was unable to do so but referred her to a good friend of mine with whom I attended culinary school.  I knew his personality would be perfect for what she wanted.  What she wrote back to me after she hired him, is exactly why I am happy to make referrals to those I know:

“Hi Anne,

You really put the personal, into “personal chef.” 

Thank you for being so gracious and so helpful. Yes, we are working with Chef Thomas, and we think he’s a great fit for our parents’ needs.  What a nice and, obviously, talented person he is.

 It was great to have a referral as we were just wingin’ it, being from out of town.  You gave us peace of mind and we’ll always remember that. 

 Merry Christmas.  Best wishes with the holiday parties!

It is good business to know your competitors and what they have to offer so you can ensure you are at the “top of your game” with your own business. I feel strongly about not looking at the personal chefs in your area as just competitors, but as colleagues. When I finally got to meet with the personal chef in Dallas last month with whom I had corresponded, we both agreed that it made sense to be able to refer business to each other if we were overloaded and to keep each other in mind for parties and events if we were unable to do them.  We made “short work” of discussing our backgrounds, our businesses and how we could help each other.  It was an excellent meeting and since we run into each other while shopping many times, we can now say hello and briefly trade stories on our respective businesses and “the good, the bad & the ugly” about our clients.  Being on friendly terms with your colleagues who are also competitors just makes good business sense.

Do you know the personal chefs in your area? How have you helped one another?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

Be Sociable, Share!

As we look ahead to 2019, Candy and I hope you’re taking whatever downtime you may be enjoying right now to plan your business strategy. I thought it might be helpful to look back across our blog’s 2018 posts for the helpful words you and your personal chef colleagues offered us. Think of it as a friendly reminder of the wisdom you and your peers have and have enthusiastically shared. Perhaps they will spark some cool idea that you were just developing. Or perhaps they’re concepts you’re ready to hear and act on now that you weren’t months ago.

We also wrote several posts in 2018 with strategy in mind that we hope you will find worth revisiting. I’m going to start with this essential checklist I wrote this time last year:

General Review:

End of Year Checklist: Start here for the basics—from reviewing and updating your business plan to reviewing your equipment and organizing records for taxes.

Making Changes in 2017? Tell Your Clients Now!: Candy addresses how to talk to clients about issues like price increases or other changes in service.

Time for Your Year-End Business Review: Candy’s advice for reviewing the past year and making plans for what you want to create in the new year—from how to enjoy your business more, evaluating your income streams, and marketing.

Is a Commercial Kitchen Right for You?: Most personal chefs travel to clients’ homes to prep meals, but some chefs are opting to rent commercial kitchen space. Here’s why and how.

Marketing:

Five Venues for Marketing Your Personal Chef Business: If you’re looking for marketing inspiration, check out these tips.

Can Public Speaking Help Your Business?: Members offer tips for getting started in public speaking

Are You YouTube Ready?: Here’s why you should start doing video to market your business—and how to do it, from fellow chefs.

Five Essential Marketing Tools for Personal Chefs: We get down to the basics, from photography and business cards to a Facebook page, good website, and chef’s coat.

Marketing Your Business Through Williams-Sonoma Chef Demos: Member Anne Blankenship explains how she got into doing demos at the retailer and how it works.

Specializing:

Serving Clients with Dementia: Christine Robinson and Dennis Nosko of A Fresh Endeavor Personal Chef Service talk about how they work with dementia clients and their family.

Cooking for Patients with Cancer: Member Gloria Bakst explains how she helps clients with cancer.

Cooking for Special Diets: Tom Herndon of Hipp Kitchen gives insights on cooking for clients with special needs.

How to Create a Vegan Menu for Clients: Here we learn from Jim Lowellbach of Custom Provisions about how he developed a vegan menu for clients.

Cooking for Seniors: Do seniors need personal chefs? Yes, and here’s why and how to best serve them.

Taking on Special Diets: A Personal Chef Challenge: Food sensitivities?: Yes, you can handle this. Learn how.

Additionally, check out these topics:

We’ll be back in 2019 with more ideas and suggestions to help you run your business effectively. And we hope you’ll contribute guest posts with your own successful strategies! In the meantime, we wish you a very happy and prosperous New Year!

What are your 2019 business strategy resolutions? What do you need help with?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

 

Be Sociable, Share!

APPCA member and personal chef Anne Blankenship has pretty much served as our reporter on the ground for personal chef transitions. The owner of Dallas’ Designed Cuisine a Personal Chef Service, Anne is working her way toward retirement and has written about that process for us. This week she outlines the process of hiring and working with an intern, the idea being that she could eventually refer incoming potential new clients. 

If you’re looking for help and a way to pay forward the help you received when you were just starting out–or if you’re a culinary school student searching for some practical internship experience–you’ll want to ready this guest post by Anne:

They say too much of anything is not a good thing. When you have more business than you can handle, what do you do? I have recently found myself in the position of turning away clients on a weekly basis for the first time since I started my personal chef business. While I am thrilled that potential clients are calling, it is also frustrating to be unable to accommodate potential new business.

When I sat down to ponder this issue, a light bulb went off in my head. Recalling my days in culinary school I knew that there were required internships of students. I so “fondly” recall working for $5.85/hour, scrubbing fish scales out of the sink around midnight, and then mopping the floor! However, it was a great experience and when you are the “low person on the totem pole” you never say “that’s not my job.”

I contacted my alma mater (a local community college with an outstanding and highly rated culinary program) and sent a message to the head of the Food and Hospitality Institute at the college. The school’s culinary program is accredited by the American Culinary Federation, and I of course knew that the “CPC” (“Certified Personal Chef”) designation was available through the organization. I told the chef that I wanted to hire a student for an internship as well as provide them with insight into a different area of the culinary world—that of a personal chef. I also reminded him that the “CPC” designation was a viable option, as many culinary instructors are unaware of this classification. He responded and said he would mention my internship to his classes and that the best option was for me to post it on the online job board for students, which I did at the end of August when school started. In addition, I contacted my clients to let them know I was considering hiring an intern. I wanted to check  whether or not it would be alright with them that this person would accompany me on future cook dates.

I received a response to my ad within a week from a promising young student. However, I had neglected to post the days/hours that I needed the applicant, and his school schedule was such that he would not be available. After I amended the posting to include the hours, I received a second response at the end of September. This time I knew I had potentially found the right candidate in Tina, who is in her first semester. Like me, she had been in the corporate world for 20 years and wanted to change careers, had always wanted to be a chef, loved to cook, and had planned and executed dinner parties for friends with various cuisines and interesting dishes. We exchanged e-mails and as she told me more about herself I became certain that if she was interested, I could help her pursue becoming a personal chef as well as have someone viable to whom to refer new business.

We met for lunch a few days later and after three hours of discussion we made plans for her to accompany me on upcoming cook date at the beginning of October. Once at the client’s home I showed her the menu and recipes for that day and we divided up the tasks and who would make which menu item. Although I was watchful, I knew she was competent and I truly didn’t have to worry about the way she cooked the food. Everything she has done thus far has been excellent (and made me think I’ve been a little careless in the way I cooked some of my recipes!). Even better is that when we review the menu for the day and divide up tasks, she usually has a good idea of how to execute the recipes but always asks if she is not sure.  Truly, she is the best person I could have gotten for the job!

The “end game” is that if she decides to pursue being a personal chef, I would help her get started and hopefully be able to refer any incoming potential new clients to her as I am quite satisfied with the client base I now have. I told her that it wasn’t all “philanthropical” on my end—she would be helping me so that I wouldn’t have to turn away business and she would benefit by having her own clients. I have been very honest with her about how clients come and go in the personal chef business, that you have to be flexible, manage your finances well and be prepared for what could happen. However, I also told her that being your own boss, making your own schedule, and truly enjoying what you do for a living is beyond compare to working in the corporate world. I still love what I do every day and wouldn’t trade it for anything.

She will be with me until the middle of December but has until the end of December to decide whether or not to go back to the corporate world or pursue her dream of being a chef.

I did not change my liability insurance policy as I did not know how long Tina would be with me.  Since my insurance premium is due in December, I will take a look at everything at that time. When we talked she asked me what the “big picture” was and I said that I wanted to try and retire in 2020 and if the right person came along, I would consider turning my business over to them.  I was working out details about possibly taking a percentage of the client fees for awhile when I turned over the business.  I am still mulling over that idea. If Tina does not want to go forward with this then I will start over again next semester and possibly hire someone else.  If I cannot find the right person, I will just keep on doing as I am now and turn business away.

If you are in a position to hire an assistant for your personal chef business, consider your local community college, as many of them now have excellent culinary programs. You have the ability to mentor someone (probably younger) and show them that there is so much more to the food industry than working at a restaurant. I feel it is one way for me to “pay it forward” for someone who wants to be a personal chef. I have the Internet presence, the knowledge and 12 years of experience to assist her in getting started. I believe she feels as strongly as I do about the “personal” in being a personal chef and how we interact with our clients’ families, children and lives. As a result, my tagline has now become “Personal Chefs – We Make a Difference in Peoples’ Lives.”

Have you considered working with an intern? What are your concerns about the hiring and collaboration process?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

Be Sociable, Share!

I spend a lot of time on social media, much of it on behalf of APPCA. I started to notice a lot of interesting tweets coming from an APPCA member, Angela Capanna of Eat Your Heart Out Edibles. She serves South Jersey, Philadelphia and Pennsylvania, and Delaware. The tweets are engaging and fun. She clearly knows what she’s doing. So I asked her to share her strategy and approach. She generously has–and I hope she inspires you to do more and do it thoughtfully as part of your marketing strategy.

My website is the primary source of new leads for my business, Eat Your Heart Out, and social media has become a significant driver of traffic there – as well as direct inquiries, I might add. As a busy chef, I operate on the KISS principle (keep it short and simple!)…I use two main channels – Facebook and Instagram (eatyourheartoutedibles). I have Facebook set up to auto-post to Twitter (@EYHOEdibles) – two for the price of one! LOL).

I make sure to stay consistent with posting timing; I post by 10 a.m. and again between 5-7 p.m. daily. If I have time, I’ll do a third post in afternoon. That allows me to catch followers’ attention no matter what time of day they’re on social media. Another point of consistency is that I always use certain hashtags with every post. I do roughly the same posts on Facebook and Instagram, modifying if needed for format.

In terms of content, of course the majority of my posts have to do with meals that I am cooking, or recent catering events – always with at least one picture. (Here’s my Grilled Mediterranean Chicken and Quinoa Salad.)

I also try to post something “personal” a few times a week, as that really engages followers. (I have read studies on this, and I find this to be true with people I follow). Overall, with everything I post I try to represent my brand image. What I mean by “brand image” is that I like to keep my posts mostly about food/cooking/personal cheffing/catering, with a few personal posts about me – but never about politics, current events, etc. I always try to keep anything too personal off my EYHOE social media so that whatever I post ultimately points back to my business – food and cooking. I guess you could say that my brand image is one of a creative, somewhat adventurous, chef who takes food, but not herself, seriously.

One approach that I have found to generate a lot of “engagement” is my “Name that Food” game, where I post an unusual picture of a food, and ask my followers to identify it. I also suggest that they like and share the post to get their friends in on the fun – which can result in more followers for me! Then I post the answer, usually the next day, with a “normal” picture of the food, replying to/tagging the commenters to keep them involved. Here’s a close-up of a “Rambutan”, the edible fruit of a tree from Southeast Asia.

Once the prickly skin is peeled away, the fruit reveals a sweet and juicy flesh, with bitter seeds found in the center. The second picture is “the big reveal.”

I also use social media to promote my blog, “Annie’s Anecdotes.” Whenever I have a new blog post, I will post a lead-in and link to the blog on Facebook and Instagram, to generate blog readership.

While making these posts does take a certain amount of my time, I def think it is worth that investment. I love engaging/getting personal with my followers on social media. The best part of social media is the engagement with followers! After all, I am a “personal chef”! love going back and forth with them; their comments are often insightful.

Chefs, are you active on social media? What is your strategy? How’s it working?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

Be Sociable, Share!

Chefs, you probably have a personal Facebook page but perhaps you haven’t gotten around to setting up a business page. Or you have a business page but haven’t put much effort into populating it or promoting it.

Time to get off the dime.

I promote my writing business on Facebook with three pages: my personal page (hey, it’s my personal business), my Goldenwriting page, and my blog San Diego Foodstuff’s page. Plus, I have Twitter, Pinterest, Linkedin, and Instagram accounts. Am I on and posting all the time? Of course not. I work for a living. But I make sure that I have a regular presence on each. I’m probably most active on Facebook and Instagram. And on Facebook, I’m most active on my personal page and San Diego Foodstuff (not to mention APPCA’s business and group pages).

The point is that social media–and Facebook in particular–hones community and community is what I need to further my business. As personal chefs, you need community, too. You need people to be aware of you and what you do and offer. You need to whet their appetites for your offerings. You need to help them think about their culinary needs or health needs or lifestyle needs.

Despite its flaws, Facebook remains a great option for this.

Now perhaps you’re on Facebook and haven’t gotten much traction from your efforts. Have you considered how you’re approaching it? Have you asked for feedback from fellow personal chefs or friends you trust? Are you trying to engage people or just posting (mediocre) photos of food you’ve made? Are you offering them anything useful? Are you demonstrating to potential customers or partners who you are and what you’re interested in?

Now your Facebook business page isn’t going to save your business. But its got the potential to be a tremendous marketing tool. And, I’m hoping, the tips that follow can help it become just that for you.

  1. Strategize: Consider what you want to get from the time you expend on Facebook. More clients? Of course–but how? Who are your target clients? Families? People with special health needs? Those who want to get fit? Caregiving children of parents who need assistance to stay home? Men or women? Knowing who your audience is will help you better craft your messaging and engagement. It may also help you determine what time to post and how often. Working people probably log on early in the morning or in the evening, for example. One way to learn about who is visiting your page and when is to check your page’s analytics that are in the “Insights” section of the page.
  2. Offer something of value for free: These could range from cooking tips, health news, and food recall updates to recipes. Try subscribing to food site email newsletters and post intriguing news and ideas you get from them to your page. Great resources include Cooking Light, Time Health, Well Done, the Kitchn, Epicurious, and Health.com. But explore the web for others you’re interested in.
  3. Hold a quiz: Not only are they fun, but done the right way they can give you consumer information. Ask people what they’d like to see on a weekly menu, their favorite Italian-style dishes, how they use their slow cooker, their kids’ favorite meals… Maybe quiz them on safe cooking practices. You get the idea.
  4. Post beautiful food photos: We write about this here all the time, but some of you aren’t paying attention. Here’s just one of our posts, written by APPCA member and superb photographer Carol Borchardt. If you do nothing else, make sure your photos are in focus and are well lit. If they look lousy, admit it and don’t use them. Then work on ways to improve them–and you can do this even with a cell phone. Take a look at this piece and think about how you can use these tips for improving your photos. They’re your business cards.
  5. Engage in Facebook groups: One way to bring people to your business page is to participate in relevant Facebook groups so people can get to know you and want to hear from you. They could be food or chef groups (be sure to join and contribute to our APPCA group and Carol Borchardt’s new group Taste Matters). But consider other options, such as a local community group, a group dedicated to discussing health care issues you specialize in, and even totally unrelated groups that engage in topics you’re passionate about–politics, gardening, pet care. The point is you’re meeting people and they’re meeting you. Offer useful information to demonstrate your expertise, ask great questions, let them know what you do. They’ll surely subscribe to your business page–and perhaps generate referrals.
  6. Make sure all critical business info is on your business page: Is your name and geographical location listed? Your services? Your areas of specialization? Do you list your website and contact information? Don’t make people have to labor to find you. It may not be a client. It may be a newspaper reporter who wants to interview you.

Facebook business pages will only be as useful as the time you put into them–and the quality of your content. You can’t stay off for weeks or months at a time. You can’t post lousy photos. And you can’t try to promote your business with it if you don’t engage with others and draw them to it. A Facebook business page has the potential to be a great marketing tool, but only if you master best practices in running it.

Do you have a Facebook business page? What are your best practices and how useful has it been?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

Be Sociable, Share!

We’re in the thick of hot and lazy summer days. Okay, hot but probably not so lazy. Or are they? Have clients gone out of town on vacation? Has business slowed down for other reasons? If so, this is the perfect time to look inward and consider how you can ramp things up for the fall as well as protect the business you already have.

I was poking around the Internet and came across some must-read small business tips for food entrepreneurs. They come from a Sidney Morning Herald interview with Sarah Hancox, a woman in Australia, who provides outside catering and offers consultancy services to small hospitality businesses. The story is five years old, but Hancox’s tips are evergreen. Here they are:

1. Know your trade. These days you need to know your strengths, whether it is cooking or in other parts of the business. If it’s not cooking, take a back seat and let your chef do it but be able to fill in for them if for any reason they can’t.

2. Understand your target market. Know who they are, how to reach them and what they want.

3. Know your key performance indicators. You need to understand your KPIs very well, especially your food and labour costs. This will help you understand your cash flow and what’s happening in your business, including whether someone is stealing from you.

4. Quality products almost always produce a quality dish. People are very educated about food these days – many through watching cooking reality shows – so don’t scrimp on quality.

5. Focus on customer service. Too many in this industry forget about the customer and instead think they are the stars of the show. If no one is buying your product because they are not getting the right service then the venture is pointless.

6. Value your staff. Not only should you reward good work but you should not be afraid to get rid of poorly performing staff. By looking after staff you get low turnover and consistency of product.

7. Plan your menu well. Stick to your skill set and remember who is going to be eating your food as well as where and how.

8. Be organised. There’s a lot that goes into cooking including organising storage and understanding products throughout. When you run a food business you have to wear many hats.

9. Get a good accountant. You need someone who is proactive; they don’t have to understand your industry but they need to be able to make suggestions. You should also outsource anything that you don’t have skills in, especially marketing.

10. Use social media. How successful you are with social media will often depend on the customers you are marketing to. Find out where you are getting responses and capitalise on them through targeted marketing.

Many of our personal chef members are great business people. You understand the value of what Hancox advocates here and have already been implementing these concepts. You also get that having a passion for cooking and feeding people isn’t enough. If you’re going to turn that passion into a business you need to treat it like a business. If you find that your talents are not in keeping books or tracking costs, find someone trustworthy who can do that for you.

And, remember that Candy and Dennis are here to help, with advice and resources that will help you overcome any walls you think you’re facing.

Here’s to a happy August. Refresh, review, and ramp up for a busy fall!

What are your tips for running a small food business well? What are your challenges? 

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

Be Sociable, Share!

Last updated by at .

Older Posts »