We know that chefs are on social media, but times are changing fast. WIlliam Murray Communications talked to chefs across the industry to report back on the very latest news, views and habits...

1. CHEFS ARE
ON SOCIAL
MEDIA.
THE SOCIAL
SIDE OF FOOD
2016 INDUSTRY REPORT
We know that chefs are on social
media, but times are a-changin’
fast. We talked to chefs across the
industry to report back on the very
latest news, views and habits....

2. 2 © William Murray. The Social Side of Food Survey
GOOD REVIEWS
= MORE VISITS
= MORE SALES
THE GOOD
NEWS...WHAT’S
THE
#STORY?
WE WERE HUNGRY TO FIND OUT
JUST HOW MUCH TIMES HAVE
CHANGED WHEN IT COMES TO
CHEFS USING SOCIAL MEDIA...
So we decided to ask them. The
results are in, and we hope they’ll not
only inform your social media strategy
on the best ways to engage and
glimpse into what the future holds.
Hungry for more? Then read on…
1/3 ARE SEEKING
SUPPLIERS
ONLINE.
OVER HALF ARE
HUNGRY FOR
VIDEO CONTENT.
THEY’RE PAYING
ATTENTION TO PHOTOS,
HASHTAGS AND TO TRENDS.
WHO...
chefs aross a
range of sectors200+
media account77%
responsibilities86%
with responsibility for
social media1/3
look at pictures of the produce that I’m
looking to purchase and if their site is
really well put together it will draw me in
immediately.
Mark Sargeant
Chef proprietor of Rocksalt restaurant and
bar in Folkestone, which celebrates the
British Isles
“
“
CHEFS USE SOCIAL MEDIA
TO INCREASE...
46% 52% 86%
POSITIVE
REVIEWS
FOOTFALLSALES
98%OF CHEFS SEE
THE VALUE OF
SOCIAL MEDIA
© William Murray. The Social Side of Food Survey

4. 4 © William Murray. The Social Side of Food Survey
WHAT
IT ALL
MEANS...
WE’RE SEEING A
MAJOR SHIFT IN
CHEF ACCEPTANCE
OF SOCIAL MEDIA
CHANNEL USE IS
FRAGMENTED
and consumer sentiment. In fact, some 83% of chefs are now
the form of content. Content that informs
But if only harnessing social media was as simple as posting
an update and waiting for the phone to ring. As our research
shows…
So you need to really understand your chefs and where