I have recently spent some timed perusing the Craigslist job listings, as two of my three children were unemployed. In addition to finding one of them I job, I ran across an interesting ad that mentioned a new start-up:
“Deeelish! is a new Menlo Park retail facility where customers prepare healthy, gourmet meals in our kitchen and cook them at home.”
This piqued my interest. So I dug a little deeper and found an article on a Stanford University bulletin board that provided a bit more information:
“Deeelish is a start-up business in the meal preparation and facilitation industry. The Meal Facilitation and Preparation business (MFP) is a young, rapidly expanding industry offering a service that enables customers to prepare a large number of meals more quickly and at a lower cost than they could achieve on their own. Deeelish offers a monthly menu of 14 ready-to-cook entrees, from which the customer chooses a subset (8 or 12 entrees) to prepare at a prescheduled session. At the facility customers will cycle through individual entrée prep stations, with each station fully equipped and stocked with pre-chopped, sautéed and otherwise prepared ingredients, so that the customer needs only to follow simple, step-by-step instructions to assemble the entrée. Completed entrees are taken home to be frozen for cooking and consumption at a later date.”
My initial response to all of this was: Do parents nowadays really need a communal kitchen, with pre-chopped and pre-cooked ingredients, recipes, and a helping hand to cook meals for their families. Is it really that hard? This boggles my mind. Now I know that I love food and that cooking is enjoyable to me, while it isn’t so for others, but still…it’s really not that hard. Even if your parent/grandparent/sibling didn’t teach you how to cook, at least minimally, you know your family has to eat. Planning a meal is no more difficult than planning a meeting. Following a recipe is just as easy as loading an Apple computer program. Shopping for food is like shopping for office supplies. Creating a meal is certainly simpler than creating an ad campaign. People, intelligent people, do really difficult things every day. Why can’t they cook? If my children’s health and welfare depended on me to write ad copy for Hummers, I would damn well figure out how to do it. Would I need a special office and 5 hand-holders to get me through it? Hell, no.
But after due consideration, and a good talking to by my daughter, I had a change of heart and came down off my high horse: We do want people to be more comfortable in the kitchen and we do want our children to grow up with sit-down healthy meals. These are important things., and if it takes a place like Deelish! To accomplish this, then maybe it isn’t such a bad thing. For some, it may kick-start a desire to learn more and do more in the kitchen, for others, it may become a regular gig. Either way, it can be considered a good thing: Fresh, great tasting food on the table for the family.