Stewed! has announced plans to launch the first of a planned national chain of stewed! kiosks in Reading train station on 1st March 2012, with the second planned in a London location within a month of that.
The move is a back-to-front business model which traditionally runs: celebrity chef – eatery – cook book – branded food range.
Chef-founder-author Alan Rosenthal has entirely reversed the process.
The stewed! kiosk is a first for focusing solely on one-pot meals – from cooked breakfasts through to suppers, with a mix and match menu of accompaniments to choose from, ranging from roasted tomatoes to mashed potatoes.
Alan Rosenthal first spotted a niche in the market between soup and ready meal on the Circle Line on his way to work; and came up with the idea of a range of one-pot meals there and then.
He promptly left his job, enrolled on a course at the Leiths cookery school and was shortly ladleing out his first pot of stewed! on a snowy Ally Pally farmers’ market.
Within a year he had been picked up by Budgens and then Waitrose and ocado and was outsourcing production and extending the range further.
His visionary idea had also caught the eye of some of the big name brands and the lunch-to-go market place has subsequently been transformed and swamped with similar concepts.
The range is now ten-strong and further stocked by Sainsbury’s, Booths, Superquinn and Wholefoods, amongst others.
All recipes are still created by Alan in his kitchen in Bounds Green.
I attach the press release and images, but please give me a shout if you would like any more information or would be interested in a quick chat with Alan.