the pitch..

chefs -

the pitch..

looking at this site, particularly some of the products, you may be thinking to yourself, "why the hell are they even trying to do this?"

well, let me tell you.

I was on my way to work one morning, walking to a particularly popular restaurant in SoHo, where I have to cover shifts for other Sous Chefs on vacation.  On broadway I saw a bumper sticker on a pick up truck that said, "local so and so does it in the elevator."

It was a suggestive sticker made for the elevator workers union in Manhattan.  I wasn't impressed - but thought to myself, why couldn't I make shit like that for Chefs.

Chefs can be some of the most vulgar professionals outside of the Adult Film industry.  Why can't I make a provocative sticker and sell it?

The thought stuck in my mind and grew.  The wild vernacular that is used pretty much industry-wide, but might as well be audible hieroglyphics to the rest of the world, became sellable items for the very specific those who know.  

Ideas kept coming and the thought of an actual business started to emerge.  Something that a service industry professionals could all relate to and wear.  A lifetime of actively trying not to say "BEHIND YOU" to a stranger in a grocery store could be the thing i should probably build into something.

A brand.

Which brings me to where I am today.  With this brand, this webpage, my first foray into e-commerce, this blog..

Just a massive attempt at something I've probably been preparing for my entire life.  Making lists of small, achievable goals just like the prep list I write at the end of every night for the next days prep cooks.  Double checking that links on the site are working just like I put a cake tester into a prime rib on the rotisserie to temp it.

The question remains - will the customer enjoy it or send it back to the kitchen.


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