The sixth annual Caterer Middle East Head Chef Survey was answered by 116 professional chefs based in the Middle East, and the questions dealt with some of the most pressing issues they face today, and the general state of the industry in the region.

The survey was conducted online and was designed to allow chefs to weigh in with their thoughts of the industry, discuss trends, and the opportunities and challenges they will face in the next year. We reveal the findings of the survey here, which has dished out insightful results, and exposed what chefs really think.

SOCIAL MEDIA

A new question for this year, in response to the growing use of social media in the F&B industry, was whether chefs used social media in the line of duty, and which platforms. The results showed that 78% swear by Facebook, 68% are on LinkedIn, while 58% use Instagram. Only 11% admitted to using Pinterest.

Be Supernatural and Bestro founder Hayley MacDonald says that Instagram is her social media platform of choice. She says: “I also find I sell more of a particular dish if I Instagram it. People can’t be bothered to read anymore, and food especially, they read with their eyes. If I want to sell more of a dish, I literally just post it on Instagram and later that day or the next day, people will be coming in for that particular dish.”

Not just selling food, but these platforms are also a tool for positive (or negative feedback). Naya head chef Pravish Shetty said: “Social media plays the role of newspapers or magazines. It provides information about current trends, people’s preferences, and what the future holds — at a click of a button.”

He continued: “I would cite a short example: the number of UAE nationals visiting Naya increased when a local blogger posted a good review and I reposted it on my restaurant’s Instagram page. Our popularity and business increased.”

Saying that chefs can also use the various websites to introduce new ventures and promotions, Shetty added: “In short, social media provides the platform which a chef can get the appreciation he deserves for the work he does.”

Sanjeev Kapoor Restaurants head chef Middle East, Asia and Africa Akshay Nayyar said: “Food today has evolved from just being something that you eat. Rather, it’s a state of emotion that you love to watch, read about and explore. Like any other emotion, it is very essential to evoke the senses, and this can be only done by sharing.

“It encourages chefs and foodies to experience and search for latest trends and then implement it. This is when you don’t want to copy, but want to innovate and make it your very own signature.”

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