Friday, September 4, 2009

Leveraging a Brand

Hats off to Maison Prive, the New York private-chef service that capitalizes on their experience at the restaurant Per Se. There are plenty of private-chef services out there but wouldn't you pay extra for that Thomas Keller perfection/brand?

From New York Magazine:
"The rich don't disappear during the recession; they simply cower and await the revolution. And while cowering, they still need to eat. Enter Maison Privé, a private-chef service founded by Jennifer Scibelli and James Vellano, two chefs who found love on the line at Per Se and now bring "Michelin quality dining into your home." They come into your kitchen, charge you money ($70 an hour), cook for you, and no one has to see you eat truffles. Also, it's a deal.

According to James, "Everything is completely custom, to make sure they get exactly what they want. We do our best to source organic, sustainable products, but some people don't care, so then it's much cheaper. It can be as low-end as you want — hamburgers and cheeseburgers — or high-end." Below is a fourteen-course meal the two prepared for a recent dinner party in Greenwich, Connecticut (obvi!). Cost per person: $260. Compare that to the Per Se tasting menu, and you get five more courses for fifteen fewer dollars. Most important, you don't have to expose yourself to the scorn of the masses!"

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