Pastry chefs everywhere are using social media, particularly Instagram, to elevate their brands, connect with customers and showcase their creativity to a global audience. In Dubai, the platform has become an essential tool for building a strong presence in a fiercely competitive industry. Hospitality News Middle East spoke with four experts at The Talks, part of Salon du Chocolat et de la Pâtisserie Dubai, to learn more about the pros and cons of social media and why collaboration is important.
Being a visual-centric platform, Instagram has become a valuable tool for pastry chefs who are seeking to highlight their recipes. For pastry chefs in Dubai, a city known for its innovation, this platform allows them to share their work with both locals and international audiences.
According to Paul Hayward, consultant chef and owner of PH by Design, says posting regularly on Instagram helps to showcase creativity and engage with followers.
Building a brand and being seen online
Jihane Dagher Hayeck, a home baker who is known on social media as Maman Chocolat, believes that sharing behind-the-scenes content, tutorials and insights into the baking process is fundamental. This kind of transparency helps chefs build trust and establish themselves as experts in their field. “People want to see a face behind the reels and videos. This helps to gain a loyal following.”
Through consistent posting, pastry chefs can differentiate themselves from competitors and build a loyal following. Indeed, Instagram provides a direct communication channel between chefs and their customers.
Attracting business opportunities
In Dubai, social media presence can open doors to collaborations with hotels, restaurants and luxury brands. Co-founder of Group JKP and consultant James Knight-Pacheco admits that if used smartly, social media can be extremely lucrative.
Hayward says that while he has built a community of active followers on Instagram, LinkedIn has been an effective business tool. “LinkedIn is more of a professional platform, and I found that by sharing content, I was receiving business enquiries. I have actually worked on numerous projects as a result of LinkedIn.”
The importance of collaboration
Collaborating with other chefs and local brands, such as hotels or food product companies, can lead to creative partnerships and new business opportunities. Pastry chefs can co-create desserts, participate in pop-up events or contribute to menu items at renowned restaurants. In Dubai, where luxury and exclusivity drive the market, such partnerships can elevate a chef’s profile and position them as trendsetters in the industry.
Knight-Pacheco believes that values need to be aligned when selecting which brands to partner with. “Your followers expect authenticity, so it is imperative to collaborate with brands that are seen as ethical.”
Indeed, while collaborations can provide financial benefits and enhance the credibility of a pastry chef, it is important to select wisely. For Dagher Hayeck, Hamdan and Hayward, collaborations often mean long-term partnerships with quality brands that they use in the kitchen.
Challenges of using social media
Time and consistency
Running an active Instagram profile requires consistency in posting and engaging with followers. Pastry chefs, already balancing hectic schedules in the kitchen, may find it challenging to dedicate the necessary time to create quality content and manage their social media presence. Hayward says that although the process of posting a video can take hours, he does it himself because it would take longer to explain to a third party how to do it.
Indeed, posting three or four times a week is essential to keep up with others and ensure that content is seen, but it is often extremely time consuming.
Maintaining an engaging feed involves not only posting stunning images of desserts but also curating captions, hashtags and timely responses to comments and messages.
Staying relevant in a competitive market
Dubai’s pastry scene is competitive. On Instagram, trends evolve quickly and chefs need to stay updated on the latest food styling, content creation techniques and platform changes to remain relevant. It can be challenging to keep up with trends like viral recipes or new Instagram features. Dagher Hayeck says that the younger generation are often interested in viral food trends on TikTok that contain simple ingredients, while her and her peers spend hours creating recipes that involve several steps.
Handling negative feedback
While Instagram provides a platform for positive feedback, it also exposes chefs to negative comments or reviews. For a chef’s personal brand, online reputation is crucial. A few negative reviews or unhappy customers can affect public perception. Handling criticism gracefully and diplomatically is essential but can be emotionally draining.
According to Hayward, people often seek freebies. “They expect us to share the recipe in full, which we can’t always do. I have lost followers because I am not constantly sharing trade secrets.”
Hamdan states that she has also received negative comments from followers who question why she is not providing the full recipe details. “I explain that I am a professional and this is my work, so I can’t show everything online.”
Key takeaway
Ultimately, Instagram has transformed the way pastry chefs in Dubai engage with their customers and promote their craft. From showcasing creative desserts to collaborating with influencers and brands, the platform offers an invaluable space for chefs to grow their presence and business. While the challenges of time management, competition, and negative feedback are real, the opportunities Instagram provides outweigh the difficulties, making it a critical tool for success in the dynamic and luxurious culinary landscape of Dubai.
