There’s a level of sheer human interest, too, in observing the day-to-day of a profession completely shielded from the public eye, adds Hayden. On top of displaying her cooking skills and versatility across cuisines, Moïse’s peppy catch phrase (“Chef Moïse here!”) and her elaborate charcuterie boards, she says, distinguish her in an increasingly saturated space. She says her candid personality propelled her account to success and now has over 700,000 followers. As the pandemic razed the private chef profession and nearly all others, “I figured the cheapest thing I could do was make myself available on social media,” Moïse told me, particularly compared to the steep costs of marketing on Google. This content can also be viewed on the site it originates from.Ĭhef Thara Moïse joined the platform in 2020 before the “day in the life of a private chef” trend barreled into the mainstream. When Ruben joined TikTok, she said to herself: “I’m just gonna post little clips of my day and see what happens, and not worry about making it look so beautiful,” she says. That’s helpful when many people hire private chefs based not just on their food but on how well they feel they’ll connect, before bringing them into their home. “TikTok puts people in front of you that you’re much more likely to connect with,” Ruben says.Īnd where Instagram is generally more curated, TikTok better lends itself to behind-the-scenes raw footage and personality-driven videos. But TikTok’s algorithm pushes content right to a user in their geographic vicinity. This may seem par for the course, since many private chefs have long been using social media as a promotional tool. Such partnerships supplement-if not equal or sometimes even surpass-their oft-inconsistent income streams. Some of these online private chefs are also leveraging their visibility to secure brand deals with food (and food-adjacent) companies like Acme, Ziploc, Sir Kensington’s, and Instacart. “If you leverage your personality and your talent and post that on the internet, that is the best résumé that you can have for yourself,” she says. Meredith Hayden, better known colloquially as the “Hamptons private chef” or agrees that TikTok erases traditional markers of success in the industry. An extensive résumé is “not necessarily as important because you can kind of see what you'll be getting…from that person just by watching their food videos,” Ruben says. Branding oneself on TikTok can be a more democratic, meritocratic process: A potential client can judge a chef based on how good the food looks and that alone, rather than on their credentials. TikTok cuts out the middleman from this process.Īgencies, for instance, often place disproportionate weight on if and where a chef went to culinary school, Ruben says. Securing clients has historically hinged largely on connections, mediated by agencies or word-of-mouth referrals, says Kelly Ruben, a private chef who posts under the handle To get paid, chefs invoice at set rates but don’t necessarily serve the same number of people week to week. But finding consistent work in the field comes with its own set of challenges.
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