Bobby Flay isn't the only celebrity chef to expand his brand in tough times. UK celebrity chef Jamie Oliver is launching a new chain of food stores that allow customers to create their own dishes under the guidance of professionals.
Chefs at the aptly-titled Recipease will teach eager home cooks how to prepare and assemble set dishes. Customers will also be able to purchase ready-made meals. The first outpost of the chain will open at the end of February in South London.
Oliver, who is also launching Jamie's Italian restaurant this year, has long wanted to develop this restaurant store, as he thinks it will inspire others to take an interest in cooking.
He believes the concept offers "solutions in the neighborhood that people need these days, as so many people were never taught to cook at home or in school." The food personality added, "By having trained chefs helping the customers I think we can really get people excited about food. . . . I really believe that if the produce and product is exceptional and good value, then people will find this service dead handy."
Do you think the young chef's new store concept will take off? Would you be drawn to a do-it-yourself restaurant if it offered expert guidance?
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Very interesting concept, I wonder if it'll come to the States too.
1Oh, and I would certainly give it a try.
2It sounds like the same thing as those dinner factory and other meal prep franchises.
3We have a restaurant like that in Wisconsin. It's called Prime Quarter and basically you go into the kitchen and you pick out a raw steak and the chefs tell you how to grill it and season it, so you get it exactly how you like it. It's sort of a neat idea, but if I'm going to a restaurant and am paying at least twice as much per pound for the meat, I ain't cooking it myself.
4Yeah I kind of agree with Spectra. If I'm going to be paying a lot of money, I'd rather just go to the store and do it myself or have them cook it for me.
5Hmmm He usually looks much cuter than this.
6It looks like it follows his Ministry of Food project, when he was trying to teach people how to cook and show you can make a nice dish without being a chef.
Depending on the price, that's something I'd be interested in!
7i actually really like this idea - for a DIY type thing where you're really taught how to do things. granted i don't know if it's a place that i would go 'often' but i think that it's fun to go every now and then to get some tips etc. on the best way to prepare meals.
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