On May 2016 we launched London Paella School, the first Paella School in UK. The idea of this business arises from observing and verifying, for a few years at our jobs as a chefs, the good positioning of the Paella as a brand in the British and international market.
We discoverd a niche market within the world of cooking schools fully focused on teaching the recipes of a dish (paella) and Spanish cuisine.
Through this first 15 months we also launched Paella & Fire, the monthly Paella lunch club, Paella catering, participation in food festivals and the Paella cooking holidays. During this year we have combined our chefs jobs with classes and other school activities.
We have some pretty big plans for expansion that is why we've turned into Kickstarter (and awesome people like you) for help.
London Paella School is a cooking school that offer all kind of culinary and gastronomic experiences.
Paella cooking classes
Cookery Private events: cookery hen paella parties, cookery birthday paella parties, cookery stag paella parties
Cookery Corporate events: Corporate paella cooking classes, Paella team building sessions, Fun Paella afterwork, Tapas challenge.
Paella catering: for privates, for corporates, for weddings, for fundraising events, for charity bashes, etc.
Paella cooking holidays and Paella short breaks in Valencia.
Javi Vicente, my business partner, is a real food crazy. He has a great chef background starting in Valencia in 2005 and continues in Switzerland and London. He worked as head chef behind the first success of The Little Taperia at Tooting and as sous chef at Rules restaurant in Covent Garden. Actually he manages the kitchens at Foc restaurant from the starred chef Nando Jubany, in Singapore, and he develops the menus at London Paella School, as executive chef.
My background (Xavi Meroño) includes the world of creativity and production at advertising and marketing sectors in Barcelona and more than 18 years as a chef, managing kitchens in Barcelona, Valencia (Spain) and London.
We met in London thanks to Wikipaella, a Spanish association that defends and put in value the original paella recipe. In fact, we are ambassadors of this organization in the UK.
In 2013 we started a food project called La Room, that was the seed of London Paella School.
We have scheduled Paella cooking classes twice a month all over this year. We have a deal to hire kitchen venues to London Cooking Project at Battersea-London and to Open Kitchen in Hoxton-London part of Hackney College.
In May 17 we started to offer Paella catering for privates and corporates and we began to participate in Food Festivals.
In Sept 17 we started the Paella cooking holidays project. Valencia is the first destination of this organized cooking experience. We work in partnership with Daria Gushchenkova, from Delicious Valencia Food Tours company.
...And waiting to expand the team, we also organize Paella team building sessions programs for corporates. On the other hand we would like to re-start the Sunday Paella lunch club, once a month.
In this phase of the project, we must dedicate all of our time to the company in order to move on from the test to the professionalized stage to continue growing. To do this and to compete in a market with big competitors like Jamie Oliver cookery school, we need to improve our brand image as soon as possible. We also need to build a team of professionals in the areas of sales, online marketing and public relations to meet and get new customers.
So far, we funded everything out of our own pockets and we put everything we have into this project. The business is still slowly and with small losses, but with a good positioning and a forecast to achieve good results in the short term if, we get the help to professionalize us, improve the brand image and expand the team.
Here's what we're hoping to accomplish:
BUILD A TEAM: We want to hire a sales manager, a marketing online manager and a PR to push up the business to the next level in about three months.
REBRANDING: We want to hire a Communication Agency to help us to improve our brand image with a new design and a new website .
DEVELOP NEW PRODUCTS: We have many great ideas in our minds: the Paella Store, online shop of ingredients and kitchenware to cook delicious paella, we would like also to open a Paella School in Singapore , etc.
To help spreading the word we've set up "The London Paella School Giveaway". Tell your friends about us and get a chance to win a stunning prize, a Paella cooking short break for two in Valencia, Spain.
You can get all the details here.
Thanks for checking out (and hopefully supporting) our project!
We're a small team with some pretty big plans, hopes and dreams. We'd love you to join us on this adventure!
Thanks and Much Salut i Paella !
Javi, Xavier and the rest of London Paella School collaborators and supporters
Trip Advisor https://goo.gl/Jkws8g
Risks and challenges
Running a food business is tough.
Margins are tight and we need to keep a careful eye on additional costs to ensure the business becomes (and stays) profitable.
The cooking schools market in London is very competitive and is constantly growing. But we have a competitive advantage, our specialization in Paella and Spanish cuisine.Learn about accountability on Kickstarter
- (27 days)