The eye eats with
Learning from the best is the motto of a successful culinary start-up from Linz. Together with Crested chef Georg Essig was produced by the team of 7hoods Online cooking courses that teach step by step the secret of fine cuisine. From the selection of ingredients to the presentation on the plate. Read here the success story of one of the best entries to our Creative Industries Competition 2019.
They are experts in nutrition. Not only because the founders of 7Hauben like to eat well, but also because the aesthetics and content of their food films make you want more. "With our range of products we originally wanted to give the gastronomy a wider reach," says Johannes Sailer, co-founder of 7Hauben. Marketing, sales and finances are his responsibility. Wolfgang Strimmer is responsible for photography and design and the third partner, Markus Auzinger, is an expert in film and animation. Two programmers and one employee for content management complete the team.
Christmas Stollen and Funky Burrata
The range of products on offer met with interest from both the catering trade and hobby chefs. The film team set up its cameras around 300 times in the country's most popular restaurants to focus on the secret of successful dishes. The short recipe documentaries, which can still be viewed free of charge on 7Hauben.com, make gusto on Christmas stollen, funky burrata or vergane brownies and at the same time reflect the versatility of local culinary art.
"More than 100,000 views per video were not uncommon," the team recalls. "Until Facebook changed its algorithm once again. Viral social media campaigns were suddenly impossible. Instead of giving up, Sailer & Co. reinvented itself and positioned itself as a production company and sales platform for premium online cooking courses.
Professionals in front and behind the camera
"We combined our expertise in film production with the knowledge of bonnet chefs," says Sailer. The team oriented itself towards international role models in design and staging. "But we were less concerned with portraits of celebrities than with imparting knowledge of the best," adds Sailer. From luminaries like the Linz chef Georg Essig.
The passionate cook (teacher) gladly accepted the invitation of the 7Hauben to cooperate with profit sharing. "I come from the service and I am able to talk to people, even in front of the camera." A stroke of luck for the film crew.
Greetings from the kitchen
The first pasta course was produced in spring 2018, followed by two courses on fish and beef fillet in autumn. Vinegar's recipe for success in analogue cooking courses - "Making life easier for people" - was also taken into account in the translation into digital format. "Basically, it's all about finding out what is important in every single step so that dishes succeed. In other words, also what you should consider when choosing food and how to serve 12 guests at the same time," says Essig, describing the benefit of the courses. This message is wonderfully and aesthetically implemented. After all, the eye eats along with the meal. "The film team has carefully considered my work and worked in a highly professional manner," he sends the 7Hauben a greeting from the kitchen.
Digital kitchen helpers
One year later it is clear that the online courses are worthwhile for both companies. Financially and in terms of reputation. Regular guests of Essig's cooking courses use the new offer because they can consult the digital kitchen helpers again and again. At the same time, the online courses have raised Essig's profile in the German-speaking world and brought even more people interested in the courses in the kitchen of his Linz restaurant.
For the team of 7Hauben the cooperation brought valuable experience in production, marketing and workflow. Meanwhile, the online shop also offers films with confectionery world champion Eveline Wild, baking professional Lutz Geißler, vegan kitchen expert Stephan Schnedlitz, further shoots with top chefs are fixed and next year 7Hauben wants to start in the subscription model.