Home Service Gets Cooking

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Scoring that coveted dinner reservation is no longer necessary to enjoy your favorite local restaurant’s signature dishes.

Santa Monica’s SaltedEats, which launched earlier this month, labels itself a home-cooking experience that allows users to re-create meals from the best restaurants in town.

The on-demand cooking service delivers locally sourced ingredients along with a chef-led video recipe to doorsteps each Thursday. After its second sold-out week, SaltedEats is hoping to carve out a niche with a la carte orders, a feature that deviates from the popularity of subscription-based delivery services.

“The costs associated with shipping meals across the country are incredible, and the economics only make sense if you’re able to tie people to that reoccurring revenue,” said founder Jeff Appelbaum, 31.

This isn’t Appelbaum’s first venture; he’s the founder and chief executive of online cooking school Salted, which launched eight months ago. The average price for a dish ranges from $15 to $20, and customers can choose from individual portions or couple-size meals. SaltedEats has offered recipes from Jeff Mahin of Hollywood’s Stella Barra Pizzeria and Jared Levy of West Hollywood’s Eveleigh.

“Right now we’re just a weekly experience, but the plan is to evolve and eventually be a true on-demand cooking experience,” Appelbaum said.

– Jonathan Ponciano

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