Instagram, an essentially visual social network, has become a showcase for know-how and culinary art. Chefs now imagine their dishes with the objective of making each creation « Instagrammable ».

They have therefore created their own accounts on social networks, in parallel with their restaurant’s account. They become creators of their digital communication. They are then in direct contact with their customers and have a community of fans who follow their demonstrations closely. Sincere interactions (likes, comments, private messages) are established between the professional and his fans. The experts of the trade and the customers of these personalities of the gastronomy appreciate particularly this virtual proximity.

Chefs confide their cooking secrets and the difficulties of their profession on their social networks (COVID context) and share their news like fashion or travel influencers. This new communication tool, in the hands of chefs, is extremely effective, if it is well done. Good influencer marketing is, in fact, an easy and inexpensive promotion.

« Devouring with the eyes » is not new. What is, however, is the photos taken by customers to showcase their culinary experience and choices.

Every person today owns a smartphone and uses it to share their life scenes with friends and community via social media. It is estimated that 69% of Millenials take a picture before they start tasting their food.Chefs cannot ignore these ambassadors of their brand or their creations.

This new parameter forces them to rethink the dishes and their presentation. Every smartphone flash has to provide an experience for an aesthetic, epicurean and connected generation.

The chef of the restaurant Le George in Paris, Simone Zanoni, in an interview on Europe 1 testifies,

« Incredibly, Instagram is the most effective communication tool, today, that exists on the planet. »

To finish, I invite you to follow the Instagram accounts of these chefs that I am passionate about. For inspiration or future tasting! See you soon for a new article from de Blossom Projects!

Alain Passard – Restaurant 3* l’Arpège à Paris – 513’000 followers

Mauro Colagreco – Restaurant 3* Mirazur à Menton – 240’000 followers

Simone Zanoni – Restaurant 1* Le George au Four Seasons Hôtel George V Paris – 222’000 followers

Nandu Jubany – Restaurant 1* Can Jubany en Catalogne – 263’000 followers

Dabiz Munoz – Restaurant 3* Diverxo à Madrid – 1’100’000 followers

Julien Alvarez – Chef pâtissier Hôtel Le Bristol Paris – 165’000 followers

About Blossom Projects:
Blossom Projects is an auditing and consulting firm specialized in the luxury industry. Through the various articles of Blossom Projects, we bring you a new point of view on the luxury industry in all its diversity and from all its angles.

The founder of Blossom Projects, Guillemette Notarangelo Dormans, is a specialist in customer experience and brand image management who, thanks to her experience in renowned brands and her mastery of luxury codes, accompanies luxury brands in their development. The team adapts to their needs and challenges by bringing an innovative vision and expertise of the business.