How many times have you wished that you could eat that lovely foie gras and gingerbread without having to pay for the expensive menu at this soulless restaurant downtown? What if you could have the chef coming directly to your very own place? What if your dining room could turn into a 3-stars restaurant? Well, your dreams are about to turn into reality thanks to Miummium.com! Founded a little more than a year ago by a young Canadian chef, the website allows you to pick a date, choose a menu and… invite your friends while the chef takes care of the rest.
So, is this the “Uber of chef”?
We asked Chloe St Cyr, the 26 years old founder, this very “dans-l’air du temps” question and here is what she answered:
We want to democratize the culinary art, make it accessible to all, help professional chefs increase their income and reduce their financial dependence on restaurants. The time has come to take the chef out of the kitchen and into the customer’s home.
Miummium is truly about selling an innovative experience: an exciting and less expensive dinner with an average price of $55 per person and rates ranging from $16 per guest to +$100 per guest (in Montreal). It is about delighting the customer with all kinds of cooking styles (barbecue, vegan, Italian, Moroccan…) anywhere in the world.
A family business
It all started when Chef Chloë St-Cyr, who has become an internationally recognized culinary talent, started receiving requests from friends and family to cook for special diner parties. She sensed that there definitely was a need for alternative gourmet dining experiences. Although venture capital and other innovative sources of financing grow in popularity, it was a family matter to bring Miummium to life: everyone involved is either part of her family or a close friend of Chloe with her father acting as a mentor and her closest advisor.
My dad thought me that the best businesses are the one you can grow without having to continuously add people and infrastructure. Keep it lean and focus on the one thing that you can do better than anybody else.
A global innovative venture from the beginning
Although Chloe is originally from Montreal, she has lived all over the world and she is currently between the Maldives and Dubai. So just like her founder, Miummium was a global company from the beginning: it started operating in nine countries since day one, with people in Asia, Europe and North Africa and with the core of their operations currently originating from Spain. Success was instantaneous with more than 11,000 chefs registered in less than 12 months.
In Montreal, the Personal Chef culture is establishing itself rapidly but Chloe explains that it took longer for the rest of Canada and the US. Chefs have also evolved in their offerings and become more responsive. Behavioral trends are changing everyday with new services, over customized offers. Today, the core of operations actually originates from Spain.
Chloe has seen how new start-ups are disrupting the service industry and she believes that inviting a Personal Chef in your home is a trend that will explode in the coming years:
Wherever we go, we need transportation, a roof over our head and, of course, food in our belly.
A marketplace for chefs…
Consumers are clearly benefiting from this new tool, but so do chefs: they are classified either as professional or foodie depending on their experience and after careful consideration from the team, their profiles are published. Eventually, for the best chefs, MiumMium becomes the principal source of income. Private Chefs are not competitors but become partners with the possibility to monetize their free time just like drivers monetize their car on Uber.
… with ambitious expansion plans
When most new start-ups need an average of three years to start making profits, Miummium is expecting a small profit after a year of operation and has no debt. Despite this promising start, Chloe is definitely interested in seeking capital, through partnerships. It started with Homeaway.com so that clients renting a vacation home can be introduced to a MiumMium chef.
But what Chloe really wants Miummium to become goes beyond the marketplace and has to do with innovating the food services as a whole, partnering with other start-ups in the industry such as Alfredsommelier.com, a Quebec startup who delivers a sommelier in your pocket. Providing always more services and customizing the dining experience when booking a meal on MiumMium, you will have the opportunity to get the perfect wine pairing through the professional advice of a sommelier and even get the sommelier to come to make your dinner a perfect evening!
In a nutshell, when it comes to food, even the craziest dreams can become reality.