Innovation

The innovation emerged out of the need for people to share their culture with others through their foods. Since the beginning, WhoozCooking's objective has been to create memorable experiences for consumers through meals while connecting and supporting the business growth of the company's network of chefs. All their chefs are ready to work hard and demonstrate the best of their abilities whenever they are needed. As of right now, they are primarily located in Boston, Massachusetts, they have been in business for less than a year but are expanding. Whoozcooking is open to anyone that wants to work in the kitchen and give a little taste of their culture to others in their community.

Whoozcooking is always looking to improve the world, whether you are a worker or a consumer. There is a need to maintain gender equality when dealing with employees, especially in the food industry. The company has created public awareness marketing campaigns on this topic and engaged community investments designed to contribute to this target. The policy is written to get rid of any discrimination and make sure that everyone feels safe. They specifically want more women to be independent and demonstrate that they can also be professional chefs. Therefore, SDG 5- gender equality is a great one to represent because equality is something that is important to this company. As their mission is always to have individual and food safety, they make sure their chefs undergo an extensive screening process and adhere to the highest industry safety standards. Whoozcooking also wants to make sure that no food goes to waste. Unlike restaurants, the cooks can make sure to make a specific amount of food that eliminates food waste. Therefore SDG 12- responsible consumption and production go hand in hand with the company's business model because they do many things to contribute to the environment. They use fewer toxic chemicals than market alternatives, maximize the lifetime of products in use and after use beyond industry norms, and provide solutions for sustainable materials and products and the delivery processes.

Inspiration

Manisha, the founder and CEO, is the child of immigrants and was raised watching the struggles and successes within the restaurant industry. While we spoke to her, she said, “I took inspiration from my mother and learned that to be successful, having a supportive community is important. I also struggled at the same time in my professional life to always have to be the decision-maker behind what to put on our dinner table.” She wanted options for takeout that were culturally appropriate and authentic, yet also applicable to her allergy-sensitive children. Manisha was able to pair her technology knowledge and her learnings from the food industry to conceive and launch WhoozCooking--a platform that hosts cooks and bakers who produce culturally authentic, dietary, and allergy-sensitive meals delivered to homes.

Overall, her family was a major inspiration for her to become the leader she is today. She had grown up in the restaurant industry and thought she could change the world by starting her own business. Nothing in life is simple; everything requires patience and commitment to succeed. Manisha has little trouble channeling the things that have truly inspired her; her childhood and her children have both been major sources of inspiration for her.

Overall impact

WhoozCooking helps to give consumers seeking home-cooked, authentic meals from local chefs. The service also comes with the convenience of house delivery. WhoozCooking at the same time helps to provide a meaningful income to the cooks and bakers seeking to enter the culinary industry without a large amount of capital investment. They also help individuals who want to express themselves through their food but cannot do that at a restaurant. The chefs prepare the meals and recipes; they have to first get approved before being published on the website, but there is a lot of room for creativity. The company is also a large advocate for gender equality. They support women chefs from all walks of life. There is no fee to join the platform for these chefs. WhoozCooking markets to local communities on behalf of the chefs to ensure their success.

Business benefit

The consumer profiles are mainly busy families, professional graduate students and Empty Nester/Cultural Explorers who now have access to an option that was not available previously in their community. Statistics have shown that 63% of customers prefer the convenience of delivery over dining out with their family. These customers who are using existing delivery services are seeking greater and more authentic options when ordering. WhoozCooking’s model makes it easy to try different chefs and cuisines. They use a unique combination of online and offline acquisition methods. Their referral link programs, influencer campaigns, community events, and partnerships with affinity groups within colleges and towns help them to acquire more customers. It is made easy for returning customers to subscribe to WhoozCooking’s chef base by automating weekly meals delivered to their doorstep. Direct mail, email, and social media campaigns are also used to market to customers.

Social and environmental benefit

Consumers constantly search for recipes, go out, or order takeout because they are too busy to make anything themselves. They want more options and having something local is beneficial for them because they will not have to wait so long for their meals. On the other side, many talented individuals desire to enter the culinary industry but are prevented due to barriers such as access to delivery, marketing, a stable technology platform, and support from the community.

WhoozCooking provides consumers with a marketplace of vetted, curated chefs within local regions. They are disrupting the current food industry by creating a market for artisanal home chefs to prepare delightful authentic cuisines. The industry is being reshaped by building a world where busy consumers connect conveniently with amazing local food creators and independent artisan chefs.

Interview

Manisha Sethi, CEO