Even five years ago, the idea of employing a personal chef seemed like something of an extravagent novelty. It was what wealthy people did; it was what Oprah did.

Recently, however, a national shift in attitudes is increasing the market for personal chefs. These days, more and more people see it as similar to hiring a cleaning person or sending Spot to doggy day care. And Milwaukee, it seems, is right on par with the trend.

"People are working more than they ever have -- 70- to 80-hour work weeks are not uncommon," says Karen Gill, a personal chef who started Karen Cooks It three and a half years ago in Milwaukee. "As a result, they're making more money, so people have to decide one of two things: Work all the time and make a lot of money but not have the time to cook or clean, or work less, make less, but do their own housework. Most people choose more money."

Gill says her clients fit a common profile: People who like food -- who like to cook, even -- but whose schedules prohibit them from cooking on a regular basis. Many of them own their own businesses and 80 percent have families.

"My single clients are mostly people working 60 to 70-hour work weeks and they've done the McDonald's thing and the grocery store rotisserie chicken thing and it's not what they want," she says. "Whether it's proper nutrition or more wholesome meals, they are looking for a personal chef to provide that."

Phillip Peppler, who has been a personal chef in Milwaukee since 2001 under the name Chef on the Run, agrees that the local trend is changing from novelty to necessity. His clientele runs the gamut, bringing him to kitchens in Prospect Avenue condos as well as small suburban ranches.

"I love it because I am cooking in a different kitchen every day of the week," he says. "(The trend) has really opened doors for people like me who want to provide a quality, nutritious, whole food menu to people in the comfort of their homes. I love cooking for individuals who care about what they put in their body. I totally agree that we are what we eat."

Convenience always comes with a price, but what's surprising about the growing industry is the cost, which isn't as obscene as some might think. Per person, per meal, it's about the same as dining at a mid-range restaurant -- it's not as cheap as fast food, but it's not Lake Park Bistro, either.

Gill's packages are divided up between "fresh," a premium service with Gill cooking for you twice a week, creating meals that do not need to be frozen, and "frozen," a more economical choice, with Gill coming based on your needs, creating meals you can store in your freezer for later. A fresh client pays about $18-24 per serving, and a frozen client pays about $14-19. Both Peppler and Gill also do one-time events, such as dinner parties, romantic dinners, cooking classes and gift certificates.

Personal chefs meet with their clients to learn about how and what they like to eat and plan meals accordingly, whether it's heavy on the seafood or predominantly organic. In Gill's case, the client then pays the exact price of the grocery bill and comes home to a clean kitchen and a home-cooked meal.

For some people, she says, her service might actually be a money-saver.

"There are people out there who are eating out four and five times a week or buying groceries with the intent of making a meal and maybe they do and maybe they don't and the food goes bad," she says. "But what matters so much more than cost is the service we personal chefs provide -- reduced stress, increased free time, gained health through better food."