We’re excited to introduce you to the always interesting and insightful Chef Dorian Southall. We hope you’ll enjoy our conversation with Chef Dorian below.

Chef Dorian, appreciate you joining us today. Taking care of customers isn’t just good business – it is often one of the main reasons folks went into business in the first place. So, we’d love to get a conversation going around how to best help clients feel appreciated – maybe you can share something you’ve done or seen someone do that’s been really effective at helping a customer feel valued?

I once did a private dinner in the Hollywood Hills for a client who had just sold their first company. On paper, it was a six-course tasting. But I found out through their assistant that this moment meant more than business. It was personal. So instead of just cooking the menu, I designed an experience that told their story.

Halfway through dinner, I brought out an unlisted course I called “The Climb.” It was built around the idea of transformation. Smoked beet puree for the roots. Seared scallop for clarity. A shard of sea salt glass on top to represent the breakthrough. Every element had meaning.

When I set it down, I said,

“This dish is your story on a plate. Every challenge, every risk, every decision that got you to this table is right here.”

You could see it hit them. The food wasn’t just flavor. It was reflection. That’s when I realized real hospitality isn’t about a thank-you card or a free dessert. It’s about making someone feel seen through your craft.

That night, the client told me it was the first time a chef had ever made their story edible. That stayed with me. Because appreciation, at its best, isn’t just a gesture. It’s a mirror. You take their story, translate it through your art, and give it back with intention.

That’s how gratitude becomes unforgettable.

Chef Dorian, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Chef Dorian Southall, founder of Scratch Test Kitchen. I’m a private chef, consultant, and culinary storyteller based in Los Angeles. My path into food wasn’t traditional. I didn’t come from culinary school or a big restaurant kitchen. I came from curiosity, discipline, and a deep respect for flavor. I’m a Marine Corps veteran who found his creative voice in the kitchen. What started as cooking for family and friends turned into a purpose: building connection through food.

My mother was my first teacher. She cooked with joy and freedom. She never measured, but everything was balanced. She showed me that food isn’t just about feeding people, it’s about creating moments. That lesson became the foundation for everything I do.

Scratch Test Kitchen was born from that philosophy. It’s about experimentation with intention. I create private dining experiences, event menus, and culinary concepts that go beyond the plate. Every menu starts with a story — the season, the client’s milestone, or a cultural idea — and from there I build a journey through flavor, texture, and emotion. My approach blends technical precision with creativity, structure with play.

What sets me apart is how personal my process is. I don’t just cook for clients; I translate their story into an experience. I want people to feel something when they eat — nostalgia, pride, excitement, curiosity. Whether it’s a six-course tasting or a large-scale event, the goal is the same: to make it unforgettable.

For my consulting and creative projects, I help brands and hospitality teams find their voice through food. That could mean menu development, brand storytelling, or creating new guest experiences that actually connect. I believe food should have a point of view. It should say something about who you are and why you do what you do.

I’m proud of the fact that I built this from scratch, literally. No investors, no shortcuts, just vision, discipline, and a refusal to settle. I’ve had the honor of competing on Food Network and collaborating with incredible creatives across industries, but what matters most is the impact. The mentorship, the inspiration, the chance to shift how people experience dining and creativity.

If there’s one thing I want people to know about Scratch Test Kitchen, it’s that this isn’t just food. It’s storytelling in motion. Every dish, every collaboration, every client interaction is part of a bigger conversation about culture, craft, and connection.

That’s the legacy I’m building — one story at a time, served from scratch.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

One of the books that really shaped the way I think about business and leadership is The Tipping Point by Malcolm Gladwell. That book helped me understand how big change often starts with small, intentional moves. It’s not always about doing everything at once. It’s about building momentum, finding the right combination of people, ideas, and timing that makes things catch fire.

As a chef and entrepreneur, that mindset changed how I approach growth. Scratch Test Kitchen didn’t blow up overnight. It was built one client, one dinner, one creative risk at a time. But each of those moments mattered. Every connection, every dish, every story added up until the energy tipped — and suddenly people started paying attention.

The Tipping Point also reminded me that influence doesn’t just live in the loudest places. It lives in trust, consistency, and authenticity. In this industry, it’s easy to chase trends, but I learned that what really moves people is meaning. You build that through intention and relationship.

That’s how I lead my team and run my business today. I don’t focus on being everywhere. I focus on being effective, impactful, and true to what Scratch stands for. If you do that long enough, your own tipping point finds you.

How do you keep in touch with clients and foster brand loyalty?

I keep in touch with clients the same way I build every experience — with intention and consistency. Most of my clients come through relationships, not transactions. So staying connected isn’t about marketing blasts or generic emails. It’s about real follow-up, genuine conversation, and remembering the details that matter to them.

After every event or dinner, I take time to check in. Not just to say thank you, but to ask how the experience felt and what moments stood out. That feedback isn’t just data; it’s connection. It lets people know I care beyond the booking.

I also make sure my brand stays personal. Whether it’s sharing behind-the-scenes content, seasonal menu drops, or storytelling around ingredients, I keep people involved in the journey. When they see the creative process, they feel part of it.

For long-term relationships, I create what I call “return moments.” That might be a surprise invitation to a private tasting, a handwritten note on a special occasion, or a personalized dish inspired by something we shared in conversation. It’s those small, human touches that make people feel remembered.

Loyalty isn’t bought with perks. It’s built through trust, experience, and emotion. When clients feel seen, valued, and inspired every time they interact with you, they don’t just come back — they advocate for you. That’s the kind of connection I want every part of Scratch Test Kitchen to represent.

Contact Info:

• Website: https://www.scratchtestkitchen.com
• Instagram: https://www.instagram.com/scratchtestkitchen