The service where a professional chef cooks food ingredients purchased by customers on the spot is attracting attention as an alternative to solving the eating problem of busy modern people.
A busy day for chefs begins at 6:30 p.m. every evening at the Yung Tai Road Agricultural Market in Pudong, Shanghai. The food court in front of the cooking agency’s stand, which is about the size of a small studio apartment, is always crowded with customers.
A similar scene is also taking place in the Sinmaro neighborhood market in Yiwu City, Zhejiang Province. There is even a long queue every day at the “Acting Cooking” section, which started its trial operation in October this year.
Originating in traditional markets in Shanghai, the service is rapidly spreading to various regions such as Shenzhen, Hangzhou, Nanjing, and Yiu. Mainly served in traditional markets and small restaurants, the service is priced between 6 and 20 yuan, depending on the dish.
The cooking agency service is receiving favorable responses from various customers. A wide range of age groups, from young office workers who do not have enough time to cook because they get off work late, to elderly people who want a healthy diet, are using the service.
The reasons for the popularity of this service are freshness, economy, and convenience. Consumers rate it as more cost-effective than eating at a restaurant. Another advantage is that you can feel safe because you can see the cooking process in person in an open kitchen. In particular, the fact that the recipe and taste can be matched as desired is receiving favorable responses from many consumers. A service in which a professional chef cooks ingredients purchased by customers on the spot is attracting attention as an alternative to solving the eating problem of busy modern people.
An owner said, “Although business is doing well, the cost per case is around 6 yuan, so the profit is not large, so most of them only cover the labor costs of chefs.” He added that rather than expecting direct profits from the business, the purpose is to boost the sales of seafood, which is the main business, through cooking agency services. In fact, most cooking agency stores are found to provide this service as a side job while operating with restaurants and vegetable stores.
Concerns over hygiene management and safety are also being raised. Some point out that even if consumers prepare food ingredients themselves, condiments and cooking utensils are provided by the seller, so clear standards for hygiene management and classification of responsible materials in the event of a food safety accident are needed.
A Chinese food industry analyst said, “The proxy cooking service is a new change stemming from innovation and upgrades in traditional markets,” and predicted, “It is highly likely to be activated in more places in the future.” However, he added, “At the moment, it is necessary to establish a systematic system at an early stage,” and emphasized, “It seems necessary to prepare detailed rules on hygiene management, pricing, and compliance with certification.”
SOPHIA KIM
US ASIA JOURNAL
