Over the past 10 years the role of chef as a celebrity has been growing. Many top chefs seem to be a cross between a rock star and a corporate executive, making time to looking over the P&L of their 10 restaurants between a photo shoot and a book signing. I am not critical of chefs that have sought and found fame and leveraged that fame into a successful brand. In fact, I applaud chefs that build organizations that produce excellent food, offer good service and pleasant surroundings in multiple locations around the globe. There are however, a number of organizations that start out as a great restaurant, yet fail to deliver in their other locations. So I put it to you, what is role of celebrity for the modern chef and how is it shaping the direction of culinary arts.