The Dawn of Celebrity Chefs
Restaurant consultant Clark Wolf remembers the pivotal moment when chefs were first transformed into celebrities in the San Francisco Bay Area. It was in the 1980s, when the visage of larger-than-life Chef Jeremiah Tower, of fabled Stars restaurant, graced a billboard advertisement for Dewar’s Scotch.
“That’s what started it in the Bay Area,” Wolf recalled. “Everyone thought, ‘How will Tower ever be taken seriously again?’ ”
He was. And the fame he garnered became the touchstone for stardom that legions of chefs after him coveted mercilessly. Nowadays, chefs are the new rock stars, the new reality TV idols, the ones groupies snap photos of, and seek autographs from. What has this era of celebrity chefs really resulted in? That was the intriguing topic earlier this week at a San Francisco Professional Food Society panel discussion at the new Miss Pearl’s Jam House in Oakland.






