Gastronomy is a wide subject, very common in France. Indeed, France in known abroad for its
excellence in cuisine and its gastronomic restaurants. Through the years, gastronomy has
evolved considerably in order to match new consumers’ behaviors and expectations. In
parallel, the figure of the Chef evolved as well. According to experts, from an executant in
restaurant kitchen, the Chef became a celebrity appreciated and well known by the general
public. Consequently, the majority of them create their personal brand in order to build brand
equity through different ways.
So, the aim of this study is to determine what is the impact of those brands on French
consumers in general.
To answer to this question, the researcher used secondary and primary researches composed
of questionnaires and interviews. The sample is based on French people interested in
gastronomy. These methods aimed to collect reliable data through questionnaires in order to
build trends and deeper understandings with interviews.
Results from the primary research, confronted to experts’ visions allowed to draw some
conclusions. Famous Chefs have positive and powerful impact on French consumers through
their brands. Indeed, they have a real influence through different aspects of their brand.
Nevertheless, this study has revealed different types of consumers and Chefs. Consequently,
French consumers are impacted by Chefs’ brands to whom they refer to. Strategies and
actions implemented are specific to the kind of Chef or consumer.