01/10/2026
Why do chefs stay loyal to certain brands?
It’s not always about price.
Sometimes it’s because:
It works.
You’ve used it for years.
You know how it behaves.
You know it will survive a busy service.
You know how it feels in your hand.
You know how to clean it.
You know what happens when something goes wrong.
And importantly…
You trust it.
That applies to everything from knives and pans to ovens, small equipment, plates, glassware and even the products we use every day in the kitchen.
Once a chef finds something that works, changing it can feel like taking a risk.
But loyalty isn’t permanent.
A chef will change brands when something genuinely better comes along.
Better performance.
Better durability.
Better design.
Better ergonomics.
Better service.
Better value.
Or sometimes, simply because the new product solves a problem the old one didn’t.
This is something food and hospitality brands need to understand.
Chefs don’t just buy products.
They buy confidence.
They buy reliability.
They buy something they know won’t let them down when the pressure is on.
So if you’re developing equipment, cookware, tableware or products for the hospitality industry, don’t just ask:
“How do we make chefs want our product?”
Ask:
“What would make a chef change from the product they already trust?”
That’s a much harder question.
And probably a much more important one.
Having worked with chefs, restaurants, hotels and food brands around the world, I’ve seen how much the right equipment can influence performance, workflow and consistency.
If you’re developing a product for the hospitality industry and want a chef’s perspective on what actually matters…
Let’s talk.
www.milesalexanderwatson.com
&D
“Video Ai edited”
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Why do chefs stay loyal to certain brands? It’s not always about price. Sometimes it’s because: It works. You’ve used it for years. You know how it behaves. You know it will survive a busy service. You know how it feels in your hand. You know how to clean it. You know what happens when somethi...
