Culinary Connect

Issue 1

The latest updates, insights, and tips tailored for entrepreneurs like you who continue to deliver exceptional culinary experiences every day.
Whether you're guiding a tasting tour, leading a cooking class, or hosting a unique event, Culinary Connect is your source for staying informed and inspired.
We’ll dive into industry trends, and share practical advice to help you continue delivering exceptional food- and beverage-related experiences.
Plan for a bit of fun too because, hey, it's us!
Let's stay connected.

TREND REPORT

The Evolution of Cooking Class Demand

As the culinary world continues to evolve, so does the demand for cooking classes. Whether you’re a seasoned instructor or just starting, understanding the trends in this niche can help you tailor your offerings to meet the needs of your audience.

In this, our first Culinary Connect, we’ll explore the key trends in cooking class interest over the past five years, drawing on data from Google Trends to provide actionable insights.

A Rollercoaster Ride: The Impact of COVID-19 on Cooking Class Interest

The beginning COVID-19 pandemic in early 2020 brought unprecedented challenges to the world of cooking classes. From in-person workshops to online sessions, the industry saw a dramatic shift in demand.

Key Data Points:

Sharp Decline: In March 2020, interest in cooking classes plummeted by nearly 60%, reaching an all-time low in late March and April. This decline smashed head to head with with the global lockdowns, which led to the temporary closure of physical locations and a significant reduction in group activities. One restaurant owner client of ours wrote to say, “I’m week to week as it is. My business can’t take even a short closure. Unfortunately, we will have to close our doors.”

The Next Phase: Despite this downturn, the data shows a gradual recovery beginning in mid-2020. Cooking instructors who pivoted to online platforms or offered virtual classes were able to tap into a new, home-bound audience. Many of you made this shift yourselves and know what a struggle it was, but also, what a relief to be able to pivot to this new, albeit virtual, normal.

Takeaway for Instructors:

Flexibility was key. The rapid shift in consumer behavior during the pandemic highlights the importance of being adaptable. Instructors who could offer both in-person and online classes stood to capture a broader market.

Select the image to be directed to the source data in Google Sheets.

The Seasonal Peaks: The Power of the Holidays

One of the most noticeable patterns in the data is the recurring spikes in interest during the winter holiday season.

You will see the trend start to grow starting in October, and then from mid-November to the end of December, there’s a clear surge in the search for cooking classes, likely driven by people looking to enhance their skills for holiday get-togethers or searching for unique gift ideas.

This is also the time for corporate holiday parties as well.

Key Data Points:

December 2019 Surge: The data reveals a peak interest score of 100 in December 2019, just before the pandemic hit. This peak likely reflects the annual trend where people are eager to learn new recipes and cooking techniques for holiday celebrations.

Consistent Holiday Spikes: Even during the pandemic, holiday seasons in 2020 and 2021 saw notable increases in interest, albeit lower than pre-pandemic levels.

Takeaway for Instructors:

Seasonal Offerings: To maximize enrollment, consider offering specialized holiday-themed classes. These could include cookie-baking workshops, festive meal preparation, or even coupons or gift cards for cooking classes.

The New Normal: A Stabilizing Trend with a Positive Outlook

As the world gradually adapts to a post-pandemic environment, the demand for cooking classes has been stabilizing, showing a slow but steady upward trend from 2022 into 2024. You can see the yellow trend line on the graph showing a slow but steady upward climb.

The consistent interest levels, hovering around scores of 40 to 60, suggest a healthy market that is likely to continue growing which is good news for all of us.

Key Data Points:

Steady Growth: Starting in early 2023, the data indicates a subtle but consistent increase in interest. By mid-2024, scores are trending upwards, pointing to a renewed enthusiasm for culinary education. (Woo!)

Diversification: Instructors who have diversified their offerings—such as integrating online content, personalized tutorials, or themed classes—have likely contributed to this growth. More on trending content and diversified approaches in a future Culinary Connect article.

Takeaway for Instructors:

Build Resilience Into Your Classes: There’s no such thing as, “Future-Proof,” but building resilience and diversification into your business offerings will help you to stay ahead of the curve. Consider expanding beyond traditional formats. Whether it’s through hybrid classes that combine in-person and online learning or by tapping into niche markets like vegan, sustainable, low-packaging/low impact, there are numerous opportunities to cater to evolving consumer preferences.

Actionable Steps for Cooking Class Instructors

1. Embrace Online Platforms: The pandemic has underscored the importance of having a digital presence. With the changes in algorithms on social media platforms and how Google handles cookies, promoting our offerings on our socials, our websites and on marketplaces like Skillet will help scoop up potential students where they are. Also, consider offering virtual classes or creating pre-recorded content that students can access at their convenience. (And think about it, your pre-recorded classes could be sold as bundles or subscriptions for residual income! There’s no reason you can’t make money on the work you have already done! And, if you’re doing this already, write to let us know. We’re planning a podcast on the topic in early 2025.

2. Leverage Seasonal Trends: Plan your marketing campaigns around the holiday seasons when interest in cooking classes typically peaks. Offer early bird discounts or gift certificates to attract more students. You can see in the graph when demand begins to spike so you can plan accordingly.

3. Diversify Your Offerings: Stay relevant by continuously updating your curriculum. Incorporate trendy cuisines, dietary preferences, or even cooking classes that cater to families and kids.

4. Analyze Your Own Data: Monitor the popularity of your class topics. Pay attention to the timing that worked for, you, specific cuisines or cooking techniques and when times were busiest. This will help you stay ahead and adapt your classes to what people are searching for.

As we know from our collective experience, the cooking class industry is resilient and adaptable, and the data shows what looks to be a bright future ahead.

By paying attention to the trends, cooking class instructors and culinary experience providers can better position themselves as experts in the field, ensuring that our classes are not only in demand, but are also highly valued by our students.

Whether through adapting to new norms, leveraging seasonal spikes in interest, or diversifying not only our offerings, but how and where we promote them, there are numerous strategies that can help us as cooking class instructors thrive in this evolving environment.

What has your reality been? Reach out to either Keith or Jenn to share your story and be sure to take advantage of Skillet’s low rates on scheduled cooking classes or monthly ads, just in time for the holidays. Select Sign In at the top to register your business now.