Wood Spoon helps the Indian community share their food with global ethnicities, says brand strategy manager, Nikhil Mohan
By Rupali Dean
Itâ€™s the most natural human instinct â€“ to crave homely, comfort food, every once in-a-while. But often, life as an immigrant comes with its share of compromises including not being able to have â€˜ghar ka khana,â€™ when you want to.
To tackle one of these most primal needs, a new food App is now connecting city folks with home chefs from across ethnicities and cultures to order their food, prepared in homey kitchens, that reminds them of food â€“ as their mums would make for them.
Wood Spoon, is a community-based marketplace that connects local chefs with customers craving high-quality homemade food.
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The platform works with over 100 chefs who can prepare their own unique cuisine.
Wood Spoonâ€™s brand strategy manager, Nikhil Mohan talks to the American Bazaar about the brand philosophy and how Indian food continues to grow in popularity across America.
“As we were growing we wanted to bring Indian chefs in New Jersey onto the platform and bring a lot of the Indian community to share their food with the city,â€ says Mohan. â€œOur advertisement focused on how ‘everyone loves ghar ka khana’ and how their food could bring joy to anyone who was missing home.”
Mohan who has also worked in hospitality marketing with brands like Jumeirah, Six Senses, and Conrad in the Maldives and Oman also says thatÂ connecting people with each chef’s unique story is essential in shaking up the industry. He believes in making a mark in a relatively saturated market with campaigns that would speak to diners.
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Michelin star chefs
Talking about Wood Spoon, Mohan says, â€œIt is a community-based platform thatâ€™s changing how people get food delivered by allowing chefs to sell directly online.â€
â€œCurrently based in New York with plans to expand to other cities and countries soon, WoodSpoon has more than 300 talented chefs on the platform from over 50 different nationalities and cultures. The app offers on-demand food delivery for homemade meals by these chefs, some of whom have worked in Michelin-star restaurants in the past.â€
What inspired it?
â€œThe founders, Oren, Merav, and Lee, craved some truly homemade Israeli food, but it would take forever to make or was almost impossible to find,â€ Mohan said.
â€œThey realized how immigrants and families across the city would benefit from access to homemade meals made with the flavors that would take them back home. Especially when living abroad, getting that taste of home just feels special. Weâ€™re growing more aware of where our food is coming from and increasingly conscious about who is making it.”
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A Taste of home
The new foodscape demands that people find the authentic taste of their homes easily, says Mohan. “As we’ve grown, it now connects people directly with the person making the food and delivers a meal made just for them.”
â€œFood and stories both connect people in a meaningful way. When we began to attract diners to order from these chefs, we wanted the chefs and their stories to stand out,â€ he says. â€œGiving a better sense of how you were getting a homemade meal and that each meal was made thoughtfully.â€
â€œWe created mini-biographies for some of our chefs to share online, and the subway ads spoke about how it was almost like your grandmother made the food. You weren’t just getting a warm meal, but it was made with warmth.â€
â€œWe call the ethos â€˜The WoodSpoon Wayâ€™. Simply, itâ€™s thoughtful food by local home chefs, made with a purpose,â€ says Mohan. â€œEach meal is cooked individually and with care, pushing food delivery towards making warm, fresh slow food more accessible.â€
â€œAnd that’s what we wanted the world to know. I wanted to avoid being gimmicky or superfluous with how we created the messaging,â€ he says. â€œWeâ€™re representing the chefs and the authentic flavors of their homes. Being genuine and honest with each ad was imperative to break away and forge that connection.â€
Read: New York chef opens a farmersâ€™ restaurant and lassi bar in IndiaÂ (October 6, 2022)
How does it benefit chefs?
The home chefs on WoodSpoon are all talented cooks that make some of the amazing food in the city. By selling it on the platform, many fulfill their dreams of being a thriving independent business. It’s like running their own restaurant because they get to choose their own menu when they’re available to order from and their pricing. But as with most chefs, they love to feed people.
This provides them a space to share their culture and cooking passion with others while giving them complete flexibility to do it on their terms. It is also the first platform to let customers order homemade food on demand. Itâ€™s the convenience of any other food delivery app but with a homemade meal that’s made just for you. Itâ€™s almost like having a private chef deliver it to you.
“To really connect diners with the chefs and get a better sense of who made their food, each order is sent out with a handwritten thank you note by the chefs. Food connects people, and we want to ensure that each meal helps that along,” says Mohan.
Read: Women chefs from US, Canada, India to create Indian heritage cuisineÂ (October 1, 2022)
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