Business Spotlight: The Dish's Dish
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Growing up in Cincinnati, Ohio, Jill Donenfeld cherished the time spent with her family around the dinner table every night. Those times inspired her to launch The Dish's Dish--a customizable, health-conscious home chef service.
When Donenfeld moved to New York City to attend Barnard College she simultaneously immersed herself in the City's vibrant culinary scene. Just three days after graduation she began writing her business plan.
After garnering quite the following in NYC and the Hamptons, The Dish's Dish went bi-coastal in the fall of 2009--offering its services to Los Angeles residents too. Now only 25, Donenfeld's mission is to cultivate personal satisfaction and healthier living through home cooking.
Entrepreneur recently sat down with Donenfeld to chat about pursuing her passion, creating a brand and her decision to expand in the middle of a down economy.
You've created an entire lifestyle brand. Why do you think it's important to go beyond the in-home chef service?
This is a very 21st century business. Businesses, like people, need tooperate on many different platforms to stay relevant. From Twitter toweb videos to an e-mail newsletter, it's all about getting the messageacross in a way that will resonate with a wide variety of people. Theweekly home chef service isn't for everyone--after all, we are only inLA and NYC at the moment. However, maybe someone wants to learn ouronce a week cooking technique to cook for themselves. So, we made a DVDseries to sate that need.
Additionally, expanding the brand and myself-as-brand to encompass moreof a general food knowledge/food world/food fun scope is something thatfeels true to myself and natural. If I was only working on the weeklyhome chef aspect, I'd be bored.
How do you market your home chef service?
Word of mouth is best for this type of service. It's all about gettinga core group of happy people with big mouths. Satisfied clientele isalways the best way to get more satisfied clientele.
Beyond that, we put postcards at places where our clientele mightgo--children's stores, yoga studios, hair salons, etc. I've alsodeveloped a few partnerships that match our brand--Equinox, CitiBabes,Homegrown LA and Quintessentially are a few. They help to get the wordout to the right people and in return, their members get a littlebonus.
You're only 25 years old but have already accomplished so much. Did you always know you wanted to be your own boss?
I've never ruled out working for someone else--I just had my own ideas first and was driven to act on them.
When I was 14 years old, I figured out one pattern for a sort ofscarf-tank top on my grandmothers Singer sewing machine. I made about50 in my bedroom and sold them to a boutique. So I guess there issort of a precedent for working for myself. I've always liked to workand I've always liked to create. Sometimes working for someone elseinterferes with the creating part. So I guess it wouldn't be the mostnatural path for me.
What's the best part about owning your own business?
My business is my passion and that's essentially the best part. I trulybelieve that mindful eating will lead to a happier, healthier life. AndI believe that cooking your meals once a week will aid in thatconsciousness. The weekly home chef service, and the greater message ofthe other outlets, point to this concept. It's uplifting to spread amessage/system that is genuinely helping people lead more fulfillinglives.
What advice do you have for aspiring entrepreneurs who might be nervous to take the leap?
If you truly believe in your idea, you shouldn't be nervous. And if youare nervous, you're either not the right person to follow through oryou should rethink your idea. No one should become an entrepreneurbecause they want to own their own business. You should become anentrepreneur by fault--because you have an idea that drives you andthat needs to live. Then again, I'm only 25, so what do I know?
What does the future hold for The Dish's Dish?
The message is mindful eating for mindful living, so it's all aboutspreading that. The weekly home chef service will be available in manymore cities. The DVD series will become a TV show. I have a few moreshows in the works and some other tricks up my sleeve.
