In June this year, we will host a live cooking competition to crown Australia’s Best Home Chef, the result of our newest brand and website.
BestHomeChef.com.au was launched quietly in October last year, with the aim of creating a consumer-led online hang out to swap recipes, cooking tips and culinary ideas. Five appliance brands partnered the website, with brand mentors Mark Best, Adam D’Sylva, Pete Evans, Massimo Mele, Tony Fishbeck and Luca Ciano representing each cooking partner and commenting on recipes, offering cooking advice and rating people’s recipes.
At the time of launch, we didn’t know whether Best Home Chef was going to produce 1580 different recipes for Spaghetti Bolognese or offer advice on cooking foie gras – but fast forward eight months and the standard of recipes – and accompanying photographs – is astounding. From Rabbit in Red Wine to Chinese Braised Pork Belly, the quality of recipes uploaded from the Best Home Chef community has far exceeded our expectations.
Best Home Chef now has more than 4000 users and 1300 consumer-led recipes uploaded at the time of writing. Each new recipe uploaded is quickly devoured by the community, with chefs commenting on new recipes. Our Facebook page has a community of over 8,400, who discuss the recipes and give the home chefs praise on their innovations.
And it’s only just starting out.
Web traffic and recipe uploads peak each weekend, with home chefs thinking about recipes to cook throughout the week and then spending time photographing and uploading unique creations when they have a bit more time.
Although the recipe website genre is highly competitive, external research we conducted with Galaxy found 51% of Australian families cooked at home almost every day; with people cooking as a form of both creativity and relaxation.
Just glancing at social media feeds it’s hard to ignore the ubiquitous food photo and anecdotally, I found conversations about what people did on the weekend centered around food. Australians love food, and what seemed to be missing from the highly-concentrated recipe landscape (mainly driven by food editors and celebrity chefs), was an outlet for home chefs to swap – and test – their personal recipes and creations at a grassroots level.
The kitchen has become the heart of the Australian home. It is now much more than a mere place for cooking – it has become a central hang-out, an entertainment destination and conversation starter. Best Home Chef was a brand we started on a whim, but it has proven to be just the recipe Australian home chefs have been looking for. We’re really excited to crown the inaugural Australia’s Best Home Chef in the next few weeks at our brand new Winning Appliances Redfern Showroom, and to continue to provide a platform for cooks to share what is a much-loved pastime.