Gastronomy has always been far more than a simple sensory experience for me; it is an art, a science and a way of telling stories through flavour. From my position as a hotel director, I have been fortunate enough to work side by side with outstanding culinary professionals—true artists who devote their lives to perfecting every detail, from selecting the finest produce to creating dishes that move people. For this reason, I have profound respect for this profession and for those who practise it with dedication, talent and humility. However, I cannot help but feel indignant when I see how, in recent years, the role of the chef has been trivialised by media culture and social media. The image of the committed professional who leads teams and understands cooking as an extension of their soul seems to be being eclipsed by a wave of pseudo-chefs seeking more likes than genuine applause. What was once a craft built on discipline and love for the product now risks becoming a superficial spectacle. My respect for great chefs does not allow me to remain silent in the face of these situations. It pains me to see young people with no real experience proclaiming themselves chefs, inflated by the glare of the spotlight while ignoring the fundamental pillars of this profession: leadership, respect for the product and the constant pursuit of excellence. Because, ultimately, gastronomy is not merely a show; it is culture, commitment and, above all, a legacy that deserves to be protected from frivolity.

Lately, the chef profession seems to have become a red-carpet spectacle. Television programmes such as MasterChef have led people to believe that charisma and a few vaguely eye-catching recipes are all it takes to proclaim oneself the next culinary genius. It does not matter if your risotto looks more like baby food; if you know how to sell it, there are your fifteen minutes of fame. Yet in the real world, running a professional kitchen is not as glamorous as the editing of a TV show or the perfect Instagram filter. Today, we see a generation of aspiring chefs whose main tool appears to be their mobile phone rather than their knife. Between “creative” cooking tutorials that border on culinary crime and an obsession with collecting "likes", professional kitchens are being invaded by a worrying phenomenon: cooks more concerned with their personal brand than with the flavour of their dish. And, to top it all off, many of them arrive with financial and recognition expectations worthy of Hollywood stars, even though their experience extends no further than reheating a couple of sauces.

The Professional Kitchen: Beyond Instagram Filters

Let us be clear: a true chef is not defined by how many followers they have on TikTok or by how many times they have appeared on television. Professionalism in this field is measured by factors far more substantial than media glamour:

1. Strategy before spectacle

A chef is not just a cook. They are a strategist who understands the business, manages costs and makes decisions aligned with profitability. Does the dish of the day cost more to prepare than the guest pays for it? Then it is not creativity; it is poor management. Of course, that does not attract as many "likes" as a dish with edible flowers and nitrogen smoke.

2. Leadership, not tyranny or egotism

Leading a kitchen involves far more than shouting “Yes, chef!” or posing in an immaculate white uniform. True leadership lies in knowing how to manage teams, motivate people under intense pressure and set the standard for professionalism. Yet many of these “new chefs” seem to believe that leadership means having the final word, even if they do not know how to organise the pass during a busy service.

3. The product is king

Rather than inventing dishes that seem to have emerged from a failed chemistry experiment, a chef should begin by respecting the product. How many times have we seen “creations” in which the main ingredient is disguised beneath a mountain of unnecessary foam or sauce? It is like dressing fine ham in sequins: it does not improve it; it makes it ridiculous.

4. Innovate, but with purpose

Innovation has its place, but it must have meaning. If your dish does not offer something relevant to the guest or to the restaurant concept, then it is not innovation: it is performative posturing. And yes, I am referring to those recipes that seem designed more for the camera than for the palate. Avocado tartare in a cocktail glass with dry ice? No, thank you.

5. Humility: the forgotten virtue

Talent without humility is like a good recipe without salt: it lacks the essential element. Many young cooks believe that a couple of courses and some well-edited photographs are enough to proclaim themselves chefs. But the truth is that the title is earned through years of learning, mistakes and, above all, respect for the craft.

And this is where a greater problem emerges: when the lack of professionalism, fuelled by the superficial shine of social media, translates into disproportionate demands that distort the true value of the profession and jeopardise the sustainability of businesses striving for excellence.

When Expectations Outstrip Talent

Let us now address the elephant in the kitchen: outrageous expectations. It is not unusual to encounter young cooks who, with experience in barely two or three restaurants, demand salaries and conditions more fitting for a Michelin-starred chef. The kitchen is not a place for unchecked ego. It is a space where every decision affects the business, from the cost of a menu to the guest experience. Yet this wave of “media chefs” appears more interested in building an image than in understanding how a restaurant actually works. For those who genuinely aspire to become professional chefs, there are a few points they should not forget, even if they do not generate many "likes":

Experience cannot be rushed: A career cannot be bought or disguised. It is built with patience, effort and a willingness to learn, not with filters and motivational quotes on social media.
The guest is the judge, not your followers: At the end of the day, it does not matter how many views your latest video has; what matters is whether the guest returns because they loved what they ate.
Respect for the craft is non-negotiable: Being a chef is not just about cooking. It is about leading, innovating and adding value to the restaurant. If you are looking for easy applause, perhaps you should consider another profession.

Fleeting fame may inflate egos, but it does not fill tables. Being a chef is far more than shining on social media: it is about leaving an authentic mark on every dish and, hopefully, on the hearts of those who taste it. Let us not forget that. The kitchen is, without question, one of the fundamental pillars of any hotel’s success. It is not simply about offering well-executed dishes, but about creating a dining experience that complements and elevates the guest stay. From the breakfast that begins the day to the dinner that brings a perfect day to a close, the kitchen is an essential part of the memory a guest takes away with them. Great gastronomy can turn a satisfied guest into a loyal customer, and that is a force that should never be underestimated. Working with locally sourced produce not only enriches the culinary offering, but also strengthens the bond between the hotel and its surroundings. Incorporating local ingredients makes it possible to tell a story, convey the essence of the region and connect the guest with the destination in a unique way. In addition, this philosophy encourages sustainability and respect for local producers—something that is not only necessary, but also deeply rewarding for those of us who love this profession. The magic lies in finding a balance between the traditional and the contemporary, in paying tribute to one’s roots while continuing to innovate. A dish can tell the story of an ancestral recipe, reinterpreted through modern techniques to surprise the diner. This combination of respect for the past and a vision for the future is what gives meaning to the daily work in a hotel kitchen and what, ultimately, leaves an indelible impression on the guest. But for all this to work, respect must be earned from within, beginning with the team. Leading a kitchen is a challenge that demands patience, empathy and a constant commitment to excellence. Others can only be inspired when you lead by example, and that means not only demanding quality but also valuing the effort and contributions of every team member. A motivated, united team is the foundation for success, and that is never achieved through ego, but through humility and collaborative work. At the end of the day, what truly matters is doing things properly, from the simplest dish to the most elaborate. Because respect and recognition are not requested; they are earned through consistency, passion and a deep love for what we do. In gastronomy, as in life, there are no shortcuts to success. But when you see a guest smile after the first bite, you know that all the effort has been worthwhile. That is the true reward of working in this beautiful world.

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