Wendys and The Coffee Club put us in the executive chef’s shoes
Executive chefs are in no way confined to the kitchen; QSR Media explores their role in the marketing side of QSRs.
Mark Baylis, Executive Chef of Unilever Food Solutions, notes, “I believe that Executive chefs play a crucial role in the areas of new product development, line extensions, reformulation of existing products, and development of market strategies.”
Indeed, product development is key. “The QSR industry is highly competitive. An innovative and compelling product offering is therefore a must – and this can only be achieved with a significant focus on product development,” emphasizes Wendys National Product Development Manager Carole Holroyd.
Meeting development criteria and offering a product that can be executed correctly -- both operationally and commercially -- is an integral role in the business’s success, according to Crust Head Chef Peter Augoustis. “A Head Chef champions product development and this plays a vital role in maintaining, promoting and defining a brand,” he says.
Executive chefs, however, are not alone in their pursuit of product offerings for their respective QSRs. Adam Moore, Corporate Executive Chef for Campbell Arnott's Asia Pacific, points out, “An Executive chef with a manufacturer is an important role for the QSR chains as we need to maintain the relationship with the chefs and product developers.”
In the case of The Coffee Club, the executive chef works not only with his team but with all departments. “The Executive Chef role at The Coffee Club is a very diverse role, working closely with all Departments to ensure all new and existing products match a criteria before we execute at store level,” explains Dan Forrest, Executive Chef at The Coffee Club.
This, according to Forrest, is a gate system that incorporates concept, development, and execution. He continues, “Each month, we hold innovation meetings where members from the Executive Team taste, look, feel, touch, and learn about all new products before it is trialled in-store.” For Moore of Campbell Arnott's Asia Pacific, cooking or technology platforms also need to be understood in order to design products that suit restraints.
Meanwhile Holroyd further enlightens and says, “At Wendys my role is very much aimed at ensuring our offering remains relevant and appealing and, as with any QSR executive chef, it also encompasses the need for skills in many other areas including product reformulation – to meet new, healthier guidelines; advice on food labelling and menu legislation; product presentation and food styling; and much more.”
According to the Wendys National Product Development Manager, all of this needs to be considered and implemented while meeting many other targets such as cost, efficiency of service, freight or delivery impacts, and more. “Chefs can also contribute to the different business functions within a QSR team by drawing on experience to provide market insights and provide culinary direction in line with consumer tastes and demand,” adds Baylis of Unilever Food Solutions.
