Club chefs like us primarily rely on our hands to convey our message and vision to our members. This tactile skill set is exactly why many of us, myself included, ventured into this business: to express our love and creativity and, ultimately, make people happy through our culinary creations.
Our connection through food is often the basis of our members’ appreciation or lack thereof. Our culinary vision either aligns with theirs or it doesn’t. When there is alignment, members cherish and appreciate what we achieve with our food. However, is that recognition alone sufficient?
Receiving accolades for our food is rewarding, yet it only represents a fraction of our roles. Behind the scenes, we handle finances, scheduling, and the daily grind inherent in the club chef’s life. Unfortunately, these aspects are usually unseen or unconsidered by most members, leaving appreciation for a well-run operation scarce. So, how can we bridge this gap? How do we show ourselves to be more than mere creators of great food?
The answer is simple: correspondence. Amid the hustle and bustle of a successful operation, prioritizing communication with members is essential. These opportunities are usually found beyond the kitchen in club-wide newsletters and articles as well as by walking the floor. These platforms allow us to showcase our culinary skills and our personalities, presenting ourselves to the members as more than chefs. They offer a chance to highlight our complete identities, professionalism, and experience.
Recognizing the value of effective correspondence is the first step; making time for it is the next. Commit to beating deadlines and integrating this important task into your monthly schedule. Last-minute compositions rarely turn out well, and we become frustrated when our thoughts don’t translate or we are being pulled in multiple directions. Let it simmer in your subconscious, keeping it in mind while performing daily tasks, whether cleaning fish or driving home. This way, it remains a constant thought, preparing you to articulate your ideas when it’s time to write.
Be passionate and authentic in your communications. Whether discussing operational details, showcasing a beloved dish, or extolling the virtues of carrots, it’s crucial to convey significance. I once devoted an entire newsletter to parsnips, exploring their history, applications, and recipes. The members loved it so much that the VP referenced it at the annual meeting. Anything written should be followed or prefaced by reasons WHY you found it important to bring to the members’ attention.
Personal touches also resonate deeply. Sharing insights into your life, be it family, hobbies, or lessons learned, can foster a closer connection. Many members are keen to learn about the people behind their club’s success. This is your opportunity to put it out there for them. Take full advantage. As my mentor wisely said, “They can’t hate you if they know you.”
Keep your recipes simple. While that gnocchi recipe may be close to your heart, many more members will likely attempt the lemon vinaigrette that is fundamental to so much of what you do. Simple recipes not only translate better to home cooking but also offer versatile applications. Be sure to detail every use for a given recipe, along with straightforward variations. Remember, each time members recreate your dish, they forge a deeper connection with both you and the club.
When in doubt or uninspired, focus on products, purveyors, or the season. Write about ingredients, where they come from, or what excites you about a particular season. Share your love for what we do from top to bottom in hopes of spreading that passion. I once wrote an entire article about strawberries when put them on the menu. The response was overwhelmingly enthusiastic. Members will get excited about what you love. Use your communications to unite.
Use AI sparingly. Anyone can go into ChatGPT and type, “Write 500 words about…,” but I would caution against relying on AI to do too much, or any, of the writing for you. When I’ve tried this, it produced something void of the human element. We want our communications to be an extension of ourselves. AI can’t do this for us. We must show our members that we are professionals, chosen for this job for more than just our cooking ability but also for our ability to be human. Make the connection.
Regularly making time to interact with members in person is just as important. Walk the floor at least four times each week. Be present for your members. Many of us shy away from this because we fear garnering uncomfortable criticism, but I say let the criticism come. We are strong, resilient, and professional. We can respond in an eloquent and concerned fashion. Let your members know you care. Being present for a member with concerns carries much more weight than being present for accolades.
Our roles are undoubtedly challenging and filled with countless tasks that can easily take a back seat. Yet, I encourage all to approach every task with the significance it deserves. Be present and take the time to show your members who you really are.