The Culinary Business Institute randomly selects cities to test the viability for a new Personal Chef Service.

The city we’ve selected is Santa Fe, NM

A personal chef business in Santa Fe, New Mexico has strong potential — possibly
very successful — especially with the right positioning, marketing, and service offerings
tailored to both locals and visitors. Here’s a deeper, more comprehensive look at why it
could thrive there, as well as challenges to consider:

Strong Culinary Identity and Local Culture
Santa Fe’s reputation as a culinary destination is nationally and internationally
recognized. The city has:
• A rich blend of Indigenous, Spanish, Mexican, and American Southwestern
cooking traditions that attracts food lovers.
• More than 400 restaurants and a vibrant food scene that includes fine dining,
casual spots, farmers markets, and cooking classes.
• A world-class farmers market and local producers, ensuring fresh regional
ingredients — something personal chefs can draw on to create unique, hyper-local
menus.

This culinary ecosystem means there’s already an audience who values good food and
is willing to pay for elevated experiences.

Proven Demand for Private Chef Services
Third-party platforms show a measurable and growing demand in Santa Fe:
• On Take a Chef, over 6,600 guest experiences have been booked with private
chefs in Santa Fe County since 2018, with high satisfaction (average ~4.75/5).
• Demand on that platform often increases seasonally around holidays and special
dates (e.g., Valentine’s Day, Mother’s Day).
• Booking prices on average run around $127–$176 per person, depending on group
size.
This suggests both:
• steady local demand (repeat clients and personal occasions), and
• sizable tourist demand (travelers who want a private or elevated dining experience
during their stay).

Target Markets in Santa Fe
Here are key customer segments that a personal chef service can target:

Affluent Residents & Second-Home Owners
Santa Fe has a significant number of affluent locals and part-time residents with
disposable income who enjoy quality food, private entertaining, and convenience.

Tourists & Visitors
Santa Fe is a year-round tourist destination — celebrated for cuisine, arts, outdoor
activity, and cultural events. Many travelers staying in vacation rentals or boutique
hotels seek at-home gourmet experiences. The fact that private chefs are booked year
after year on platforms shows this demand.

Special Occasions
Birthdays, anniversaries, intimate events, or vacation dinners are perfect occasions for
personal chef bookings, especially when restaurants are fully booked.

Health & Lifestyle Clients
Busy families, health-focused clients (including seniors and those with dietary needs),
and professionals can be drawn to weekly meal prep, nutrition-focused cooking, or
chef-designed meal plans.

Vacations and Retreats
Santa Fe’s scenic landscape and wellness retreats attract visitors who may want private
culinary experiences integrated into their stay.

Business Model Flexibility
A personal chef service can operate with multiple revenue streams:

Private Dinners & Events
Customized menus for in-home dinners, celebrations, and fine-dining experiences.

Weekly Meal Prep
Subscription-style meal prep for busy clients.

Cooking Classes
Hands-on classes (private or small group) — leveraging Santa Fe’s foodie culture.

Culinary Tourism Partnerships
Collaborations with vacation rentals, B&Bs, and hotels to offer exclusive dining
packages. This multi-channel approach diversifies income and reduces seasonality risks.

Competitive Landscape & Challenges
The market does have competitors — several personal chefs and catering services
already operate in Santa Fe, such as Juicy Foods private chef offerings and others you
can find through platforms like Take a Chef. Some small businesses also
pivoted or paused (e.g., Everything Edible Personal Chef recently closed temporarily).
Key challenges:
• Competition: You’ll likely need a clear differentiator (e.g., wellness-focused menus,
farm-to-table exclusives, chef’s table-style experiences, theme nights, etc.).
• Seasonality: Tourism spikes and lulls can impact bookings unless you diversify
local client base.
• Cost of Operations: Ingredient sourcing, transportation, certification/licensing, and
marketing can raise expenses.
• Local Workforce Issues: Some food industry workers report wage challenges and
cost of living pressures, which could affect recruitment if expanding staff.

Strategic Tips for Success in Santa Fe
Embrace Local Flavor
Incorporate New Mexican ingredients (e.g., red/green chile, local produce) and
collaborate with farmers for freshest menus.

Dual Marketing Approach
• For tourists: List on booking platforms (like Take a Chef, MiumMium, Cozymeal),
partner with Airbnb hosts and concierge services.
• For locals: Use social media, SEO, local events, and partnerships with farm markets
and wellness studios.

Seasonal Packages
Create holiday packages (e.g., Christmas cooking, summer outdoor dinner series) to
capitalize on busy times.

Focus on Experience
Beyond food, emphasize storytelling, presentation, and service — people pay for
unforgettable experiences.

Summary
A personal chef service in Santa Fe, NM could do very well, particularly because:
• The city is a renowned culinary destination with a passionate food culture.
• There is measurable demand for private chefs and customized dining experiences.
• You can serve both local residents and incoming visitors.
• There are multiple revenue streams available beyond just weekly meal prep.

Success depends on how well you differentiate your offerings, market strategically,
and align with Santa Fe’s food ethos and visitor patterns.