Delivery drivers arriving at Sunta Sem’s door are often a bit bewildered. They are used to picking up orders for Uber Eats or DoorDash from restaurants or industrial ghost kitchens – not a house on a quiet street.
Every chef has their story featured on Cookin, whether the Brazilian line cook who makes pasta from scratch or the queer Indonesian refugee whose delicacies include Jakarta street fare such as gado gado. Each meal arrives with a hand-written note from its creator.“When we share food it connects us,” Cookin chief executive officer Morley Ivers said. “Our vision is to unite people with food.”
But Cookin is trying to grow amid a sector slowdown: online food delivery players such as Instacart, DoorDash and SkiptheDishes have laid off thousands after big growth early in the pandemic tailed off. Others have shut down, as shaky economic conditions crimp demand for “Cookin is also navigating a tricky balance between supply and demand. Many of its chefs have capacity to make only one or two dozen meals a night; some sell out hours, even days in advance.
The pair sought advice from chef Patrick Kriss, founder of Toronto Michelin star restaurant Alo, and recruited Apple software engineer Natalie Zamani to build the platform. Carolyn Tanner Cohen, owner of Toronto cooking school Delicious Dish, joined as “chef success lead.” Her team liaises with chefs, helps to photograph their food, write bios, set menu prices and manage timing of orders.
The Cookin team isn’t waiting for permission, however, and hoping, like other disruptive technology platforms before, that regulators catch up to the innovation they bring.
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