Tagline ideas for chefs
A tagline earns its place by saying the one thing you want remembered. Ten angles here, not ten rewordings of one.
Ten of them follow, written for chefs rather than filled in from a template. Your customer is someone booking dinner for people they want to impress, in their own home, and what they are weighing up before they get in touch is paying a lot for dinner in their own home and having it feel like a catering job.
The service, plainly
Private dining in [your town].
Use this when people search for the service by name and you just need to confirm they are in the right place.
The promise
You get a sample menu before anything is agreed.
Use this when the commercial promise is the thing that wins the job.
Reliability
The chef who describes the food, not a philosophy about food.
Use this if doing the basic thing consistently is genuinely rare in your trade.
Credential
A trained chef. [Your town].
Use this where the licence or registration does the persuading.
Local
The chef [your town] keeps recommending.
Use this when you serve one area and intend to keep serving it.
The worry, named
I name the kitchens I trained and worked in — every time.
Use this when your whole market has the same fear and nobody says it out loud.
The differentiator
Describing the food instead of a philosophy about food.
Use this when you can name the standard you hold in a few words.
Specialist
Private dining. That is the whole list.
Use this if you have narrowed deliberately. It reads as confidence.
For the customer
For someone booking dinner for people they want to impress, in their own home.
Use this when naming who it is for does more work than naming what it is.
The invitation
Tell me the date, the number and any allergies, and I will send a sample menu.
Use this where the tagline sits directly above a button.
Writing for chefs: what actually matters
What should a chef’s website say that a generic one does not?
Three things, in this order. That you are trained and certified. That you understand the thing people are actually worried about, which for chefs is paying a lot for dinner in their own home and having it feel like a catering job. And what happens next: tell me the date, the number and any allergies, and I will send a sample menu. Everything else on the page is decoration by comparison.
What does someone booking dinner for people they want to impress, in their own home check first?
The credential, then the proof. For chefs it sounds like this. I name the kitchens I trained and worked in. I describe the actual food, not a philosophy. I hold current food-safety certification. Put at least one of those above the fold rather than on a separate page nobody opens.
What is the most common mistake on a chef’s website?
Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "Tell me the date, the number and any allergies, and I will send a sample menu" answers the one they are actually holding. If you only fix one thing, fix that.
How long should the copy be?
Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining paying a lot for dinner in their own home and having it feel like a catering job — there, specifics earn their length.
Everything else for chefs
Tagline for other trades
- Plumber
- Electrician
- HVAC Technician
- Roofer
- Carpenter
- Painter
- Landscaper
- Handyman
- Therapist
- Chiropractor
- Massage Therapist
- Personal Trainer