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Guest Speaker: Cooking on Your Terms—on the Side

09 December 2013

Why culinary teachers should consider operating a personal-chef business as an adjunct career. It’s not only for the additional income.

By Candy Wallace

These days in foodservice we hear a lot of talk about the future, because the industry is constantly changing. The personal-chef career path might have started out as a fad in the early 1990s, but with the hard work of a small group of committed individuals, it has grown into a legitimate culinary career acknowledged by the largest organization of professional cooks in the Western Hemisphere, the American Culinary Federation. Since 2002, when I signed a partnering agreement with the ACF on behalf of the American Personal & Private Chef Association (APPCA), the ACF has certified personal chefs.

I am the founder and executive director of the largest professional personal- and private-chef trade association in the United States—and a working personal chef. Twenty years ago, many of my colleagues went on record that personal chefs were merely a fad and would never last as a legitimate culinary-career choice. Some went so far as to say that personal chefs are not “real” chefs.

Today, however, successful personal chefs are making comfortable, satisfying livings, and the vocation continues to become more mainstream each year. Personal chefs are here to stay, and this career choice will continue to flourish as more culinary and hospitality students and career-changers choose to follow their dreams of entrepreneurship doing what they love most: cooking wholesome, palate-specific food for others.

Foodservice educators are some of the hardest-working and most talented and committed professionals in our industry. Yet for many, salaries fall short of accurately reflecting the passion and commitment they devote to their calling. I’ve worked with countless culinary instructors who have discovered enrichment, empowerment and joy by devoting some of their time when not teaching to cooking in clients’ homes, earning additional income in the process.

So, following are 10 reasons to start a personal-chef business as an additional career—and revenue stream:

1. More $$$. A salary is a salary. A gallon of gas, on the other hand, is a constantly changing commodity, as is the cost of food and housing. Many families are looking for ways to supplement their salaries to cover the changes in the cost of living. A second income for a culinary educator can be a financial boon—albeit a challenge to one’s schedule without control. Setting up a personal-chef business can provide not only the business structure necessary to operate legitimately in any municipality, but also offers the flexibility required in scheduling client cookdates that do not clash with scheduled classes.

2. Polish skills. What better way to hone both culinary and people skills than to own and operate a professional personal-chef business? Such an entrepreneurial endeavor reflects two things: the chef’s 1) level of expertise and 2) personal requirements regarding the level of service being offered and scheduling time constraints. Serving clients keeps skills sharp. Food trends that clients ask for and special challenges that personal chefs are asked to accommodate keep chef-owners on their toes.

3. Frontline credibility. Walk the talk. A successful business of one’s own is the goal of most culinary students. If the instructor is a living example of successful personal chef-business ownership, he or she becomes more credible and more valuable to the students and the institution. Inspiration is a powerful teaching tool.

4. Build a retirement career/project. Americans are living longer now. Most people approaching retirement are looking for ways to supplement their post-retirement income in a way that provides creative satisfaction as well as money, but does not diminish their enjoyment of being retired. Owning and operating a personal-chef business establishes an income-generating concern that is controlled by the owner. Cookdates are scheduled as frequently or as seldom as you, the chef-owner, elect. Clients are interviewed and confirmed by you, and you also determine the levels of service offered and appropriate pricing for services.

5. Reasonable start-up fees.There is no physical location to build out, no capital equipment to install and maintain and no staff to train and/or manage. A good professional program from an organization that also provides ongoing support, access to appropriate insurance coverage and resources and benefits such as software designed to assist in running the business is a good investment in terms of saving start-up capital and start-up time. Ongoing visibility and professional representation, as well as access to a professional network, is also a plus when operating a small business of your own, and can contribute to your success, as well as provide professional credibility for your new business. Check into sources online or at the library of your school.

6. Seasonal clients.A personal-chef business can be operated seasonally—during spring and summer breaks and winter holidays—to accommodate the owner’s schedule. Personal chefs frequently provide services specifically designed to accommodate clients seasonally in resort and vacation areas. Ski or beach service can be offered through high-end real-estate-management companies, and specific “vacation” service can be offered in advance of the season so the chef-owner is booking clients prior to their arrival.

7. Control your own destiny.No two personal-chef businesses are alike. They each reflect the goals and personal requirements of the owner. Scheduling and level of service offered are up to you, and can accommodate a range of clients looking for anything from simple family fare, medically specific support, fine-dining programs or service for professional athletes or high-profile celebrities. What works for you is the rule that rules.

8. Satisfaction.Delicious, well-prepared food is how we as chefs show up in the world. Personal service is the other equally valuable commodity. Not only are personal chefs offering their clients custom-designed, palate-specific meals prepared from fresh ingredients, but also peace of mind in knowing a professional is paying scrupulous attention to what the client wants and needs to be supported in a busy, stressful, not-always-healthy food world. Knowing that the food and service you provide contributes to the well-being and quality of life of the client is deeply satisfying on several levels.

9. Reflect who you are. Pride in the end product is satisfying for chefs. As personal chefs who custom-design programs specifically developed to support the well-being of clients, accommodating needs and wishes important to the reduction of stress and contributing to well-being satisfies another common trait of many personal chefs, who tend to be accommodators. To be appreciated for the contributions made to clients’ lives is a validation that resonates.

10. Get paid to shop, cook and nurture. I started this career path 20 years ago for myself when I closed a restaurant. It was intended to be a way for me to continue to cook professionally, on my own terms. No more worrying about whether or not the dishwasher would show up, whether the servers could be counted on, and if the line would function without drama that would affect service.

In a career that has spanned more than 40 years, I can honestly say the last 20 as a personal chef have been the happiest and most rewarding of my life. I intend to continue to operate my personal-chef business for many years to come—and always on my own terms.


Candy Wallace is founder and executive director of the American Personal & Private Chef Association based in San Diego and co-author of The Professional Personal Chef: The Business of Doing Business as a Personal Chef (Wiley, 2007). For more info, visit www.personalchef.com.

 
 

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