Swiss chef Daniel Humm, owner of Eleven Madison Park restaurant in New York, has launched his new project: "Eleven Madison Home". It offers a home-delivery subscription for 100% vegan Michelin-standard meals.
After being the first restauranteur in the world among the 132 three-star Michelin establishments to convert his entire menu to 100% vegan cuisine, this famous chef is once again breaking the mould. His ambition is to help consumers adopt a vegan diet more easily by offering an "haute cuisine" version of it, at least one day a week.
This new delivery service offers a "box" with a complete menu that changes every week. Each one will contain dishes for the whole day: breakfast, lunch and dinner, as well as snacks and desserts. All of which are of course prepared using fresh vegan produce that is varied and in-season.
Once subscribed, customers will be charged $150 per person per week and receive their meals delivered directly to their home. Customers also further have the option of choosing a premium, and therefore more personalised, offer. This will include the delivery of additional meals, kits and other sourced products.
Today we are witnessing a strong desire on the part of the new generation to "do better", for their health but also for the planet. Consumers are becoming more responsible as regards the environment, and this is leading them to adopt new eating habits.
As a result, more and more chefs are reinventing themselves and proposing an F&B offer adapted to more people’s personal choices and to new consumer habits. Since the health crisis, more and more high-end restaurants have integrated a vegan or vegetarian offer into their menu, both in France and in the United States.
Last year Alain Ducasse opened a new canteen, Sapid, where 95% of the dishes on offer are plant-based. He recently unveiled a vegan burger counter in a JCDecaux kiosk at Bastille in Paris. The "bun" contains no butter, milk or eggs. As for the "steak", the patty is in fact a vegetable and legume patty.
Chef Gordon Ramsay has also started offering vegan burgers in his very first restaurant in Chicago. Many other chefs are including at least one vegan speciality on their menus to attract and retain a new clientele who want to do their part by eating better.
In addition to this, offering a home delivery service makes Michelin-starred restaurants more accessible. Through home delivery, haute cuisine is opened up to more people. Customers are no longer obliged to comply with the codes of these restaurants in order to enjoy their fare.
In France, Thierry Marx, former Top Chef contestant and two-starred chef, recently partnered with Uber Eats. The aim of this short-term collaboration was to deliver the chef's dishes in a "Black Box", and thus target a wider customer base.
The subscription system is very much in vogue at the moment and is also gaining ground in the world of haute cuisine. This new formula allows restaurants to ensure a steady and recurring income.