Grub’s up: Cooking’s Gone Viral

February 20, 2011


Even though we’re well into 2011 now, I can’t help but think about what trends this year will bring. Something I keep on noticing is the rising commercial importance of cooking . The phenomenally successful ‘Jamie’s 30 Minute Meals’ has become the fastest-selling non-fiction book of all time. The bestselling app this week is Oliver’s ‘Jamie’s Recipes’.

It’s not just Jamie, though, who is turning cooking into big business. There are now a host of cooking apps available to download, and many other celebrity chefs have achieved success in the marketplace by publishing their culinary secrets.

YouTube demonstrations of how to knock up some decent grub, meanwhile, have only made it easier to get creative in the kitchen. You certainly can’t get away from the rising influence of cooking in the OMD office. Four budding exponents of the culinary arts  have set up what’s known as the Lunch Club, where a different member of the quartet cooks each day for the remaining three.

Those of us beyond that small group are understandably jealous when the scents of their homely delights waft across the office. And it’s had an affect: homecooking has gone viral. Recipes have replaced X-Factor contestants as the topic du jour, here at least.

Oliver on the job

So why, all of a sudden, is cooking so popular? Is it because we now access recipes and demonstrations easily online? Is it because dining out is no longer as popular? Maybe, but something else springs to mind.

We have already seen, in a previous post discussing the Ikea Effect , how people appreciate something more when they’ve been involved in its production. This could be a DIY wardrobe, but it also holds true for Moroccan-style lamb or Feta cheese salad.

With increasing numbers move from haute  to home cuisine, cooking means business

Bon Appetit!



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