Easiest Way to Learn How to Cook

Interested in starting your own entrepreneurial journey in food & beverage but unsure what to expect? Then read up on our interview with Graham Kirstein, Founder of Zest, located in Chicago, IL, USA.

What's your business, and who are your customers?

Our business is called Zest. It's a subscription-based mobile app that uses gamified lessons and educational recipes to teach people how to cook. Similar to Duolingo, but for cooking. Zest is for anyone and everyone who feels like they don't have enough confidence or knowledge to be comfortable in their kitchen, but our primary audience is younger Millennials and members of Gen Z who are looking to create beneficial habits as they start their "real life," so to speak.

Tell us about yourself

As a young adult, I discovered a real passion for all things food. From food media to exploring new cuisines to experimenting with cooking on my own, I would say I was slightly obsessed. When I graduated from college, I had a burning desire to become a better chef so that I could reap all the financial, mental, and social benefits that come with being a knowledgeable cook, but other than culinary school, there wasn't a convenient platform that offered that.

The content on YouTube and TikTok was definitely entertaining, but outside of one-off recipes or the occasional kitchen "hack," it's pretty difficult to gain a comprehensive understanding of a vast subject like cooking on those platforms alone. So we decided to build something that's solely dedicated to the journey of learning how to cook.

Easily the most motivating part of the job is speaking to Zest users who have experienced a massively positive change in their lives through learning to cook with Zest. Knowing the Zest has been the difference for so many people who were previously too nervous or afraid to step into the kitchen is my main motivator. We think everyone should be able to experience the joys of cooking for themselves.

What's your biggest accomplishment as a business owner?

We recently participated in a global accelerator called Techstars. We were a part of their Summer 2022 Chicago cohort. Being around so many other motivated and creative entrepreneurs and being able to speak to them as peers and work through problems together was one of the coolest parts of my entrepreneurial journey so far.

What's one of the hardest things that come with being a business owner?

The difference between working on such a small team and working in a larger company environment is that everyone's workflow directly affects the health of the company. Because of that relationship, the highs are incredibly high, and the lows are incredibly low, and it's easy to feel like there's no room to slow down or take breaks. But I'm so lucky to be a part of a team that's so wildly talented and committed to our cause.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Talk to as many of your customers as you can.
Do fewer things better (lean into what's working).
Find mentors and talk to them at least every two weeks. Ideally, they are someone who has highly relevant experience to you. If you're trying to market B2B SAAS, then someone who's had success in marketing CPG or retail might be a nice connection but probably won't have the most relevant advice.

Where can people find you and your business?

Website: https://www.zestapp.co/
Tiktok: https://www.tiktok.com/@zestapp
Instagram: https://www.instagram.com/zestappcooking/
LinkedIn: https://www.linkedin.com/company/zestapp/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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