Flip on any number of cable channels and chances are you'll see a chef hosting his or her own show. Now you're seeing them more in commercials -- for fast-food companies.
To cater to consumers increasingly interested in higher-quality and fresher food, fast feeders and pizza chains have been using their chefs in various ways to tout their products as such. "Everyone is looking for a way to stand out because it's a battle for share, since the industry isn't growing much," said Bonnie Riggs, restaurant industry analyst at NPD, noting that the battleground is more often becoming about quality and freshness. Enter the chef: "You're going to be seeing quite a lot of [them]," she said.