Step One: Come up with specific descriptions for each type of chili (or whatever), allowing the players to then apply personal preference as to which they favor.Step Two: Allow specific roles to gain insight into more than just the obvious - heal checks to know that one chili is healthy as well as flavorful, endurance checks to withstand the burning enough to notice more subtle tastes, nature checks to identify specific ingredients (some of which might be more impressive, and some of which might seem 'cheap'), insight checks to note how confident the cooks are in their food, history checks to know who is using an original recipe and who is ripping off someone else's recipe, perception checks to learn anything else, etc.
Each PC can roll all the checks, and be provided what they learn on their own. Then, with all the information at hand, each PC can independantly decide what factors are most important to them, and thus rate each contestant as they feel appropriate.
This will prevent there from being any single 'right' answer that a single roll would determine, and allow PCs to both apply knowledge from their rolls, as well as their own personal preferences, in determining who should be the winner.
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