Jamie Oliver De-innovation: Cook out of home.

[mark stone]

The back to basics approach is sometimes a good thing. Celeb chef Jamie's empire covers lots of areas, chef wear, kitchen wear, fancy pants restaurants. However, this one seems to be a loss leading almost charitable offering within the expensive cookery school sector.

Jamie Oliver has success again. “Recipease” (that's recipe's with ease) in Clapham Junction is London's outpost to the Brighton original and is winning praise already.

The basic concept is that you can do what Jamie does on the telly, in the actual shop. 'Friendly staff' will help you whip up a curry, pork en croute, pizzas, fish pies and more in less than 15 minutes! What a great idea. All the ingredients are prepped ahead of time so making your meal is really simple.

Recipease is also stocked with your usual Jamie Oliver swag - Books, cookware, jams, olives, cheeses, breads etc. What's loss-leading about it is the fact that you don't pay to be there, you're paying reasonable prices for the ingredients and the 'masterclasses' such as knife skills and pasta making cost reasonable amounts.

The prices seem similar to what you'd pay for the pre-made version at Marks and Sparks or Waitrose but you don't have to do the washing up or buy high-end cookware. The revolution of 'work from home' now has it's reverse counterpart 'cook out of home'. But then you still have to go home and eat it.

The idea is innovative and also de-innovative. It's back to basics but also a brand expension of physicality and experience. It recognises the brands and human relationship need that one needs to be put into a physical situation to truly experience a brand, in this case brand 'Jamie Oliver'.

You can check it our here.
And if you're too short of time to learn or cook in ten minutes you can also pick up a pre-made meal that day to slam in the oven when you get home. That covers all scenarios like any good salesman.
Pukka.