ABSTRACT
This chapter aims to evaluate how the image and personal branding of a chef influences different aspects of hotel business strategy, with a focus on marketing and operational aspects. It utilizes a case study based on Alain Ducasse and Hotel Plaza Athenee to illustrate the complexity and dynamics of the relationship between celebrity chefs and luxury hotels. The chapter outlines the direct and indirect leverage of the personal branding of the chef for the hotel success. It provides an insight into how a particular celebrity chef influences both marketing and operational strategies at a luxury hotel. Food and beverages are a critical aspect of the hospitality product. Food and beverages have become an increasingly common way for luxury hotels to differentiate and position themselves in the accommodation and hospitality sectors. The luxury Mandarin Oriental Hotel in Paris chose the famous chef Thierry Marx for launching its restaurant.
