3 Key Branding Lessons From My Shift at Chez Panisse

Few restaurants have had as profound of an impact on our food system as Chez Panisse. Living in Berkeley, California, they were simply my neighbors around the block. 

I tried to never take this for granted. Every time I walked down Shattuck Avenue, particularly at night, I’d pause to watch the restaurant’s twinkle of lights and feel grateful that each diner was experiencing the awe-inspiring beauty of local food.

Chez Panisse is world-renowned as the creator of the farm-to-table movement. Alice Waters opened the restaurant with a commitment to putting ingredients first. Sourcing food that is fresh, seasonal, organic, and sustainable, directly from the farmers, creates flavors that shine as bright as those twinkly restaurant windows.  

In 2023 this seems pretty obvious, but in 1971 it was revolutionary. This philosophy shifted the entire way the American food system sources ingredients and creates menus.  

So when a sous chef at the restaurant invited me to prep with her in the Chez Panisse kitchen, I knew I had to experience this iconic place up close. I’d visited the cafe several times as a diner but to put on a chef coat and stand in the kitchen prep space? Unreal. 

That’s exactly what I did one sunny fall day. And I’m happy to say that the experience was just as magical as you might imagine. 

After hours of unglamorously chopping fresh herbs, pitting olives, and roasting Early Girl tomatoes, I came home with that classic bone aching tired after a long restaurant shift. But my heart couldn’t be happier. There was so much to learn from this once-in-a-lifetime experience and, as a food copywriter and marketer, I couldn’t help but see it all through a branding lens. 

So here it is – 3 takeaways from my shift at Chez Panisse that, I believe, are the cornerstones of the restaurant’s iconic brand. 

Lesson 1: Welcome People In 

Let’s be clear – I’ve worked in hospitality for many years, but I am by no means a classically trained chef. And yet… after meeting a Chez Panisse sous chef once, I was invited to work in one of the most revered kitchens in the restaurant world. 

This inclusive nature is clearly a part of who Chez Panisse is. I was not the only first-timer during my shift. A few others were visiting for the day while in town or breezing through to collect a few new skills. Everyone was welcome. 

I was told this is part of the restaurant’s mission to spread awareness of its philosophy and values. The team understands that shifting our food system requires a collective effort. They don’t need to fight for the cause on their own, even with the influence they have. Including others in the experience helps the message spread far and wide, in a more organic fashion. 

Being kind, welcoming, and friendly when tackling big issues is a beautiful thing. It makes it all feel approachable and it celebrates the power of community. 

If your food brand has the opportunity to welcome others in on your mission and values, you should do so. The experience is powerful. 

Lesson 2: Tiny Details Matter

There is no fancy molecular gastronomy or culinary experimentation happening in the Chez Panisse kitchen. But everything it produces is outstanding. 

That comes down to the celebration of the details. 

Tiny ingredients like fresh herbs dominate prep stations and tables (I’ve never chopped so much rosemary in my life). A single drizzle of olive oil is the ideal finish for a dish. Beautifully ripe produce like delicata squash, eggplant, and plums sit front and center and are given most of the attention by the staff. Protein comes second to what grows in the garden – an inversion compared to most kitchens.

In short: even the humblest ingredients are honored and respected. 

This includes utilizing every component. Scraps and leftovers that could be re-purposed are left in the walk-in to be transformed into another dish. Menu planning considers what ingredients are waiting in the wings, begging to make any meal that much better. During my shift, leftover clam juice was infused into the tomato sauce to round out the flavors of the steamed clam pizza.

When service opens, the plate is the star. But there are so many small details and easily forgotten processes that helped create each dish. You can’t take these for granted. 

These small moments are the foundation of your offer. Treat them with respect.

Lesson 3: Own Who You Are 

One of the best ways to describe the Chez Panisse restaurant is “like home.” Somehow, it has a warm and welcoming atmosphere that makes even a first-time diner feel like this is a familiar place to relax, restore, and unwind. 

There’s nothing too stuffy about the restaurant. Its soft carpet, brass lighting, and French-themed cartoon paintings create a cozy vibe for diners that's unapologetically unique.

The back of the house felt exactly the same. Quirky broom closets, secret stairways, and Spanish-style tiles make it all feel like a fun place to be. 

The open-style kitchen, commonplace these days, also welcomes everyone in on the cooking experience. You can see the hot coals in the fireplace and the pastry team delicately plating desserts. Even though no one was seated while I stood in the kitchen, I felt like I was on a stage that I needed to treat with honor. 

But my favorite part of the day was the family meal lunch. In the backyard of the restaurant, under a pergola with creeping vines, the team ate a simple feast prepared by our peers that was just as restaurant-worthy as any ticket that night. Even in the off hours, there’s such a strong sense of who Chez Panisse is. 

If you are able to build this strong sense of identity and purpose, it will translate into every message and marketing strategy you create. It’s your backbone. People can see through it when it’s weak or inconsistent. When your identity is strong, it attracts like-minded folks who want to celebrate who you are. 

Months later, when I returned to Chez Panisse as a guest, enjoying a farewell dinner before we moved away from our beloved Berkeley, I felt so much gratitude for this experience. The team wished us farewell and I smiled, having felt like I was a part of them even if just one day. It is an experience I’ll always cherish. 

Want to talk about brand messaging for your restaurant or food brand? I’m here for you. 

Aside from my one-time chef gig, I’m also a full-time freelance food copywriter who can help you craft the messaging that connects with your diners. Reach out and I’ll get in touch!