With chefs and other specialists seemingly becoming more prevalent across supermarkets, the Food Channel network declared the supermarket concierge to be one of the top food trends for the coming year.
In a statement, the Food Channel said of the potential trend, "Grocery stores have executive chefs, offer cooking classes, and have specialists who can direct you to the best cheese, best meats, and best baked goods. We began to see it a few years ago when we predicted the rise in butchers, and it's gone beyond. Cooking classes are everywhere — sponsored by grocery stores, private caterers and restaurants of all sorts. The supermarket concierge is the next logical step in the progression."
The prediction comes as professional chefs have increasingly been taking more jobs at supermarkets to support the burgeoning ready-to-go meals side but also to offer cooking advice to customers.
"How nice to have an approachable chef that can answer questions on everything from proper cooking temperatures, particular ingredients, what side goes best with the entree they might be serving, wine pairings and advice on catering at home," John Szymanski, chef for Kroger in Atlanta, told The Post & Courier.
"Customers love to ask for advice, but they also love to give advice," added John Keller, a leader in the prepared foods department at the Whole Foods store in Mount Pleasant, SC. "We like that. I like to help them open up their minds and use their imagination about food and what they can make."
Advice and encouragement from chefs reportedly emboldens shoppers to tackle new recipes, including more exotic ingredients as well as overall healthier offerings. Their presence also lifts the stature of their prepared foods sections.
"Food is very 'in' right now," Jessica Hersh, a private chef and caterer, told College Foundation of North Carolina. "And people love to see a chef in a white coat."