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A service connecting professional chefs and cuisine lovers forced at home.

Photo of Domenico Schillaci
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In Italy, one of the main consequences of the coronavirus emergency has been the disappearance from supermarkets of all types of yeast, flour or baked goods. This is because one of the main leisure activities of Italians forced at home has been to enjoy making homemade cakes, pizza and pasta. n recent weeks, social media has been literally invaded by photos and videos in which families, children and even people who hadn't even prepared a boiled egg until the day before were trying their hand at making the most varied recipes.

At the same time, many chefs (from Michelin-starred to lesser-known ones), being forced to keep their restaurants closed, took part in a spontaneous initiative by posting videos in which they explained how to make one of their most successful recipes. These tutorials began to become increasingly popular and ended up on the websites of major national newspapers.

That Italians love to eat and cook is certainly nothing new, but in light of the policies of social isolation implemented by various countries and the consequent closure of restaurants for who knows how many more months, the opportunity to leverage this passion and this social phenomenon to give professional chefs the opportunity to put their skills to good use and amateur chefs to share their creations with a network of enthusiasts and learn new techniques and recipes at the same time could be the right formula to revive the restaurant market and propose a new fashionability of entertainment for those who stay at home.

What is the need are you focusing on?

There are two main aspects on which we have decided to focus: on the one hand there is the need for chefs to find alternative models to valorise their skills in a period when restaurants are closed and therefore they cannot serve their dishes (and maybe to differentiate it in the future when, despite the reopening, many people will still avoid crowded places), on the other hand the opportunity to involve in a positive way all the people (from children to the elderly) who are forced to spend all their time inside their homes, offering them a new way of interaction and entertainment.

Which type of submission are you sharing?

  • Identifying a gap that needs to be addressed
  • Sharing a pivot idea your organization is considering or could consider

Describe the business pivot or adaptation in 3-4 sentences.

We conceived a digital platform to connect chefs and kitchen lovers, offering the former the opportunity to share their knowledge and creativity. The chefs of the restaurants will be selected and will have a certified profile from which they will be able to upload various content: video recipes, tutorials and even to organize remote cooking classes or cooking contests. The service has a Freemium model, so users will be able to choose between two plans: a free one that offers limited contents and a monthly subscription that gives access to all content, with the possibility to take part in live events and interact directly with the chefs. Chefs will receive royalties based on the fruition of the contents according to the model of the music platforms, in addition, they will be able to sell other services (live cooking classes, dedicated 1to1 courses, etc.) and earn directly from their sale.

Do you plan to implement this solution?

  • Maybe-with additional support

Describe the impact that this solution will create in the world.

People forced at home will be able to receive new culinary ideas and try their hand at making complex recipes following step by step the preparations of the experts, children can have fun and get closer to the kitchen through the contents dedicated to them. The categories that will have to stay at home for longer (such as the elderly, the sick or immunosuppressed) will be able to find a useful and engaging leisure activity to spend their time and stay in touch with others. On the other hand, chefs will be able to cope with the closure of their restaurants by telling their personal point of view about cooking and finding innovative ways to teach recipes, promote themselves to a wider audience and sell a range of value-added services.

What is the name of your business or organization?


What does your business/company do? Whose needs does your business/company address? Who do you serve?

It's an Italian non-for-profit design lab that works in the fields of environmental sustainability, digital technologies and social innovation. PUSH works together with communities, public bodies and private organizations to help them to innovate and have an impact in a sustainable way. Through a multidisciplinary approach based on service design, the lab conducts action research activities to address and solve complexity with simple ideas that are able to trigger new urban and social dynamics. For further information please check

What is your profession?

I'm co-founder and managing director of PUSH design lab.

Where are you located (country)?


Where are you located (region)?

  • Europe

What industry is your business/company in?

  • restaurants/cooking

How many people does your business/company employ?

  • 0-10

How old is your business/company?

  • 5-10 years old

Which classification describes your organization/business?

  • Nonprofit/NGO

What kind of stakeholders and partnerships are needed to pursue this solution?

  • Funding- Grants
  • Funding- Investment
  • Stakeholders/Partnerships- Private Sector

Do you need help building partnerships and finding partners?

  • Yes

If Yes to the above, please share 1-2 sentences describing the specific help you desire.

At the moment mine is just an idea, I would like to get in touch with people who want to take it forward and create a team to design and launch a Minimum Valuable Service.

What do you think are the main barriers to implementing this solution?

I think there are 2 main barriers: bringing the first chefs on board in order to have a high quality initial set of contents and designing an experience that is both simple and direct but also engaging and addictive.

Are you aware of any open source efforts, hackathons or other collaborative efforts related to your solution? Are you participating in these efforts?

No, I'm not. But I'd possibly be interested in taking part.


Join the conversation:

Photo of Isaac Jumba

Exciting reading through your idea Domenico Schillaci ! I'm curious what the progress of the idea has been so far - Are you thinking of a mobile application or a website application?

Photo of Domenico Schillaci

Hi @Isaac Jumba, thanks for the feedback. Actually this is just an idea, so there's just a little progress and it's all described here. I was thinking about a website since a bigger screen can help, but also going mobile would be an interesting option (a couple of days ago I cooked by following a video on Instagram...).