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Fun and Flavor Drive Sales
Cooking classes help kitchenware retailers cultivate customers.
By Melissa Adams Published: September 15, 2005
On a balmy summer evening in Corona del Mar, celebrity chef Jamie Gwen is in her element, doing what she does best. With a sous chef by her side, in a state-of-the-art kitchen fragrant with the aroma of caramelized onions and rendered Andouille sausage, the Talk Radio 790 host is swirling oil, squeezing cherimoyas and shaking pans laden with roasting Marcona almonds and piquillo peppers. Most significantly, she’s bantering with some 50 guests about techniques for preparing the perfect paella the saffron-infused entrée from Spain that intimidates some chefs and challenges others to create its signature bottom crunch.
It could be a private revelry, and, in a way, it is. But rather than attend gratis, as invitees do at most parties, each of the gourmet cooks and wannabe chefs in attendance has plunked down $55 for the pleasure of spending a few hours with the animated sommelier and Culinary Institute of America graduate. The occasion is “Paella Made Easy,” a cooking demonstration held in the back-of-the-shop kitchen of Sur La Table.
Promotional tool for savvy retailers
In the food preparation center of this candy store for cooks, anyone with an interest in kitchen wizardry can participate in classes at one of Orange County’s most comprehensive non-academic culinary programs. With the growth of the Food Network and the popularity of such mag-azines as Gourmet and Bon Appetit, such programs have become hugely popular with local cooks and a promotional tool for savvy retailers.
Headed by Tim Frank, Sur La Table’s courses are part of a marketing mix that not only draws customers to the store but also raises their know-how in the kitchen and their awareness of top-of-the-line gadgets and hard-to-find delicacies on its shelves. By educating shoppers about paella pans, rice cookers, ice cream makers and other high-end appliances, the retailer has boosted sales and built customer loyalty. “Our classes provide great experiences for our customers while demonstrating how our products can help them in the kitchen,” Frank says. “People love to get out among others with mutual interests, in programs where they can make friends and network.”
Networking was the last thing on Janene Allen’s mind during a break in Chef Jamie’s demonstration. The soon-to-be-married Fullerton resident was eager to make a dent in the shopping list she’d brought with her. “I’m re-doing my kitchen and learning to cook so I can be the perfect wife,” she gushes. Using her 10% class discount, she sets out in search of a toaster, knife set and pricey saffron for home-cooked paella.
Sushi central
For cooks who’d rather do than watch, Sur La Table offers hands-on courses that focus on entertaining, ethnic cuisines and such techniques as knife skills, sauce making and cake decoration. The most popular include sushi classes taught by Philip Yi, former head of the California Sushi Academy.
“There’s great mysticism around sushi,” says Yi, who heads Sushi Central, a catering firm with a mobile sushi bar. “We’re helping people learn to make it properly, in entertaining classes.” On a recent Saturday, six aspiring chefs were on hand for “Advanced Sushi,” to learn the art of slicing rosy hunks of sashimi-grade tuna and salmon.
Some, like Carol Callahan, are more serious than others. “I make all my own pastas and breads from scratch,” says the Riverside resident, a graduate of Yi’s beginning sushi class. For Stephanie Stinson, who came to learn about healthful cuisine, the class was “just a fun way to spend a weekend afternoon.”
Sur La Table’s culinary program includes classes for the younger set. “Cooking is a great way for kids to improve math and reading skills,” says Frank. By special arrangement, the store hosts birthday parties, bridal showers and corporate team-building events that foster employee bonding and problem-solving skills.
Professional chefs in action
While not as wide-ranging as Sur La Table’s program, Williams-Sonoma in South Coast Plaza uses more intimate cooking demonstrations, limited to 11 onlookers, to inform customers and drive product sales. “Our classes get people talking about our merchandise and help them make satisfying buying decisions,” says culinary class coordinator Deb Mayne.
Taking notes at a recent class was newlywed Katie Corlin, who came with two girlfriends to watch Kevin Gilbert, executive chef at Maggiano’s, prepare goat cheese stuffed artichokes, pancetta-wrapped shrimp, port wine sauce for grilled fillets, and peach croustade. “Seeing a professional chef do it helps,” says Corlin, vowing to make the meal for her husband. For Gilbert, the occasion is a chance to connect with the culture he’s passionate about. “When you’re busy in the kitchen, you can’t touch the guests,” he says.
If your pockets aren’t deep enough for cooking classes with a fee, head for Bloomingdale’s Home Store in Fashion Island, where culinary director Wende Gavin draws up to 75 foodies at free demos on Wednesday and Saturday afternoons. “My passion is getting people inspired about cooking, to give their spouses a reason to come home earlier,” says the former employee of numerous 5-star restaurants. “I teach simple gourmet dinners that educate people about items we sell.”
Dining demos
Upscale kitchenware outlets aren’t the only venues that have capitalized on OC’s love affair with food. At Yves’ Bistro in Anaheim Hills, demo dinners kick business up a notch on slow Monday nights while giving customers an opportunity to enjoy a four-course meal with wine pairings. Presented by owner Yves Masquefa and chef Donald da Silva, the casual affairs are interactive occasions limited to 48 guests. At the final event of 2005, diners will feast on seafood risotto, persimmon salad, beef bourguignon and apple pound cake.
If you can make friends with Franco Vessia, owner of Vessia’s in Irvine, you might be able to talk him into scheduling a private cooking class for your group of eight- to 10 at his recently remodeled country home in Temecula. The all-day soirees begin with welcoming mimosas and include a visit to Vessia’s three-acre vineyard and organic garden. Guests can participate in chopping and cooking or choose to sit back and watch others prepare the four-course meal they’ll savor with wine.
Spectacular views are served alongside demonstrations staged by executive chef Azmin Ghahreman at the five-diamond St. Regis Resort in Monarch Beach. Presented on the hotel’s lavish Sunset Terrace overlooking the Grand Lawn, golf course and the ocean beyond, or in its whimsical botanical garden, the events attract locals as well as hotel guests.
“Many people are intimidated by our resort and think it’s only for guests,” says public relations manager Kristi Plasso. “Our cooking classes keep it friendly to the community by giving us an opportunity to draw in nearby residents and establish a relationship with them.”
Ghahreman is known for his winning personality, and his cooking style is more creative than exacting. After watching the head of award-winning restaurants Motif and Aqua create his masterpieces, guests write down the recipes in their own way, in a St. Regis Resort notebook. The best part follows: relishing the creations with specially paired wines. “I hear a lot of ‘oohs’ and ‘wows,’” says Ghahreman, who’s been presenting his demonstrations monthly for the past three years.
If all this immersion in food preparation has you running in search of a contractor to create a dream kitchen, be sure to visit the Purcell Murray Culinary Lifestyle Center in Huntington Beach before embarking on the project. At this 10,000-square-foot showroom for fine residential kitchen appliances, cooking classes help students understand how preparation tools can make life easier in the kitchen. OCM
Melissa Adams heads WordGeisha, Ink. She welcomes your feedback and ideas for covering the OC retail beat at melissa@wordgeisha.com.
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It could be a private revelry, and, in a way, it is. But rather than attend gratis, as invitees do at most parties, each of the gourmet cooks and wannabe chefs in attendance has plunked down $55 for the pleasure of spending a few hours with the animated sommelier and Culinary Institute of America graduate. The occasion is “Paella Made Easy,” a cooking demonstration held in the back-of-the-shop kitchen of Sur La Table. Promotional tool for savvy retailers In the food preparation center of this candy store for cooks, anyone with an interest in kitchen wizardry can participate in classes at one of Orange County’s most comprehensive non-academic culinary programs. With the growth of the Food Network and the popularity of such mag-azines as Gourmet and Bon Appetit, such programs have become hugely popular with local cooks and a promotional tool for savvy retailers. Headed by Tim Frank, Sur La Table’s courses are part of a marketing mix that not only draws customers to the store but also raises their know-how in the kitchen and their awareness of top-of-the-line gadgets and hard-to-find delicacies on its shelves. By educating shoppers about paella pans, rice cookers, ice cream makers and other high-end appliances, the retailer has boosted sales and built customer loyalty. “Our classes provide great experiences for our customers while demonstrating how our products can help them in the kitchen,” Frank says. “People love to get out among others with mutual interests, in programs where they can make friends and network.” Networking was the last thing on Janene Allen’s mind during a break in Chef Jamie’s demonstration. The soon-to-be-married Fullerton resident was eager to make a dent in the shopping list she’d brought with her. “I’m re-doing my kitchen and learning to cook so I can be the perfect wife,” she gushes. Using her 10% class discount, she sets out in search of a toaster, knife set and pricey saffron for home-cooked paella. Sushi central For cooks who’d rather do than watch, Sur La Table offers hands-on courses that focus on entertaining, ethnic cuisines and such techniques as knife skills, sauce making and cake decoration. The most popular include sushi classes taught by Philip Yi, former head of the California Sushi Academy. “There’s great mysticism around sushi,” says Yi, who heads Sushi Central, a catering firm with a mobile sushi bar. “We’re helping people learn to make it properly, in entertaining classes.” On a recent Saturday, six aspiring chefs were on hand for “Advanced Sushi,” to learn the art of slicing rosy hunks of sashimi-grade tuna and salmon. Some, like Carol Callahan, are more serious than others. “I make all my own pastas and breads from scratch,” says the Riverside resident, a graduate of Yi’s beginning sushi class. For Stephanie Stinson, who came to learn about healthful cuisine, the class was “just a fun way to spend a weekend afternoon.” Sur La Table’s culinary program includes classes for the younger set. “Cooking is a great way for kids to improve math and reading skills,” says Frank. By special arrangement, the store hosts birthday parties, bridal showers and corporate team-building events that foster employee bonding and problem-solving skills. Professional chefs in action While not as wide-ranging as Sur La Table’s program, Williams-Sonoma in South Coast Plaza uses more intimate cooking demonstrations, limited to 11 onlookers, to inform customers and drive product sales. “Our classes get people talking about our merchandise and help them make satisfying buying decisions,” says culinary class coordinator Deb Mayne. Taking notes at a recent class was newlywed Katie Corlin, who came with two girlfriends to watch Kevin Gilbert, executive chef at Maggiano’s, prepare goat cheese stuffed artichokes, pancetta-wrapped shrimp, port wine sauce for grilled fillets, and peach croustade. “Seeing a professional chef do it helps,” says Corlin, vowing to make the meal for her husband. For Gilbert, the occasion is a chance to connect with the culture he’s passionate about. “When you’re busy in the kitchen, you can’t touch the guests,” he says. If your pockets aren’t deep enough for cooking classes with a fee, head for Bloomingdale’s Home Store in Fashion Island, where culinary director Wende Gavin draws up to 75 foodies at free demos on Wednesday and Saturday afternoons. “My passion is getting people inspired about cooking, to give their spouses a reason to come home earlier,” says the former employee of numerous 5-star restaurants. “I teach simple gourmet dinners that educate people about items we sell.” Dining demos Upscale kitchenware outlets aren’t the only venues that have capitalized on OC’s love affair with food. At Yves’ Bistro in Anaheim Hills, demo dinners kick business up a notch on slow Monday nights while giving customers an opportunity to enjoy a four-course meal with wine pairings. Presented by owner Yves Masquefa and chef Donald da Silva, the casual affairs are interactive occasions limited to 48 guests. At the final event of 2005, diners will feast on seafood risotto, persimmon salad, beef bourguignon and apple pound cake. If you can make friends with Franco Vessia, owner of Vessia’s in Irvine, you might be able to talk him into scheduling a private cooking class for your group of eight- to 10 at his recently remodeled country home in Temecula. The all-day soirees begin with welcoming mimosas and include a visit to Vessia’s three-acre vineyard and organic garden. Guests can participate in chopping and cooking or choose to sit back and watch others prepare the four-course meal they’ll savor with wine. Spectacular views are served alongside demonstrations staged by executive chef Azmin Ghahreman at the five-diamond St. Regis Resort in Monarch Beach. Presented on the hotel’s lavish Sunset Terrace overlooking the Grand Lawn, golf course and the ocean beyond, or in its whimsical botanical garden, the events attract locals as well as hotel guests. “Many people are intimidated by our resort and think it’s only for guests,” says public relations manager Kristi Plasso. “Our cooking classes keep it friendly to the community by giving us an opportunity to draw in nearby residents and establish a relationship with them.” Ghahreman is known for his winning personality, and his cooking style is more creative than exacting. After watching the head of award-winning restaurants Motif and Aqua create his masterpieces, guests write down the recipes in their own way, in a St. Regis Resort notebook. The best part follows: relishing the creations with specially paired wines. “I hear a lot of ‘oohs’ and ‘wows,’” says Ghahreman, who’s been presenting his demonstrations monthly for the past three years. If all this immersion in food preparation has you running in search of a contractor to create a dream kitchen, be sure to visit the Purcell Murray Culinary Lifestyle Center in Huntington Beach before embarking on the project. At this 10,000-square-foot showroom for fine residential kitchen appliances, cooking classes help students understand how preparation tools can make life easier in the kitchen. OCM Melissa Adams heads WordGeisha, Ink. She welcomes your feedback and ideas for covering the OC retail beat at melissa@wordgeisha.com. |
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