Fran Peacock, head of international growth at Yuppiechef says, "We looked at what we were doing in South Africa and tried to take that experience as far and wide as we could. The response has been encouraging and we are excited to take our products and services even further afield."
An important aspect of international expansion is the Yuppiechef Online Cooking School. The first in a line of digital products, the content-rich, video-led cooking courses are designed to inspire, educate and entertain customers no matter where they are in the world. Partnerships with leading chefs and food personalities are the basis for a wide range of course material, with new courses added to the line-up every month. Current courses cover subjects such as classic French food, prepping and cooking meat and quick weeknight dinners. There is also a free beginners baking course.
Tim Price, head of marketing says, "We are delighted that people in over 90 different countries have signed up for the first course we released, 'The Art of Baking'. In developing these courses, we have also had the pleasure of working with some of South Africa's top foodie personalities such as Peter Goffe-Wood and Sarah Graham. Since the content is compatible with smartphone and tablet devices, users feel as if Peter or Sarah is right there in the kitchen with them as they go through the learning process."
The company has also refreshed its logo. Jon Edwards, the head designer, says, "We love our brand and it has served us well over the past eight years. As we travel into new areas, both on a company scale and geographically, we thought a slightly updated look would suit our slightly more grown up business."
A change in typeface and the inclusion of .com to the name cements it firmly in the international online space it has always embraced. More subtle changes include a change in the architecture of the Y and the cookie cutter emblem, including more rounded shapes and fewer squares. "Philosophically, we see ourselves as a little more rounded than we are square, anyway," concludes Edwards.
