McCormick

The Chef Underground concept was designed with the objective of providing Chefs and restaurateurs a platform to help promote and support the culinary community. It provides a digital and social outlet for Chefs so it was crucial that the content is relevant and useful.

One of the biggest features of the site is a national Top 100 Chef league based on a specific hashtag, which restaurant dinners will be encouraged to Tweet. The league uses a custom Twitter reporting platform, which enables the site to view historic data over several months. Chefs can view and compare their ranking against other chefs on the site, and use this as part of a marketing drive to push their restaurant’s popularity.