Expanding your food business: lessons from Dishin' by Danny's meal prep venture

What does it take to scale a food business in a competitive city like New York? For Danny, founder of Dishin’, it meant merging a passion for quality ingredients with a strategic growth approach. Dishin’ started as a small meal prep service for New Yorkers craving healthy, chef-inspired meals during busy work weeks. With a strong commitment to sourcing local, organic ingredients and a seasonal menu, Danny quickly gained loyal customers. This would not have been possible without moving from his home kitchen to Nimbus, a shared commercial kitchen. Starting with hourly shifts and transitioning to a private kitchen, Danny grew Dishin’ into a thriving operation producing hundreds of meals every week.

Starting small

Private cheffing in NYC

While working at a hospitality start-up in 2021, Danny pursued culinary school and soon began hosting private dining events for friends. As word of his culinary talents spread, he expanded these events to New Jersey and the Hamptons during the summer. His experience in private cheffing not only refined his culinary skills but also helped him build a network of clients. He quickly realized that his clients desired more than just the occasional catered meal—they wanted convenient, healthy, and exciting food options consistently throughout their week.

Meeting this demand, Danny started preparing meals tailored to individual preferences using seasonal, organic ingredients, laying the groundwork for Dishin’, his premium meal prep service.

Recognizing the demand for thoughtful meal prep

Danny quickly identified a significant demand for thoughtful meal prep services among New York City's busy professionals. His unique approach—offering a seasonal menu with local, organic ingredients—set Dishin’ apart.

Understanding the need for high-quality, ready-to-eat meals, Danny focused on delivering dishes that retain freshness and flavor for several days. By offering a rotating menu of five to six items, along with seasonal specials, Dishin’ catered to varied tastes while ensuring a dynamic dining experience. This focus on thoughtful meal prep won over a loyal customer base, establishing Dishin’ as a preferred choice for gourmet meals without the hassle of cooking.

Scaling incrementally

Transition to a commercial kitchen

As Dishin’ grew, Danny realized his home kitchen's limitations and moved to Nimbus. Operating from Nimbus’s shared kitchen allowed him to refine processes and scale effectively. Beginning with hourly shifts, Danny maximized efficiency, expanding his customer base without high overhead costs.

Nimbus offered essential facilities like storage and delivery receiving, accommodating increased production demands. Starting small and gradually investing in more kitchen time proved successful. Each week, Danny was able to refine his operations resulting in a consistent product, and effective use of time. After seven months, his increase in customers and refined operations enabled a move to a private kitchen. This incremental scaling was crucial in expanding Dishin’ sustainably while maintaining quality.

Expanding from shared kitchens to private

Danny transitioned to a private kitchen, marking a pivotal scaling moment. This move allowed round-the-clock operations, menu expansion, and increased production capacity.

The private setting enabled experimentation with new offerings, like breakfast items and snacks, adding value to the meal prep service. With 24/7 access, Danny streamlined operations, accommodating growing client demand. Hiring additional staff enhanced efficiency and creative freedom. Strategically expanding to a private kitchen allowed Dishin’ to maintain quality while meeting increasing demand.

Lessons for any food business

Streamlining operations in a shared kitchen

Operating in a shared kitchen like Nimbus offers lessons in efficiency and resource management. Shared kitchens provide access to professional-grade equipment without the heavy financial burden of owning a space. This environment encourages optimizing operations and maximizing productivity within limited time slots. Additionally, unlike many commercial kitchen spaces, Nimbus also encompasses a range of comprehensive services, including pest control, hood cleanings, equipment maintenance, and more. With this backend operational support, members like Danny are able to concentrate on what they do best—creating exceptional meals that resonate with their customers.

Nimbus's hourly shared kitchen model also eliminated the need for hefty upfront costs associated with owning and managing a dedicated space, giving Danny the flexibility to grow at his own pace. Danny's experience with Dishin’ highlights meticulous planning and organization. By scheduling precise shifts, he streamlined prep processes, ensuring quality consistency and effective cost management.

Build relationships with local suppliers

A key strategy behind Dishin’s success has been strong relationships with local suppliers. Partnering with nearby farms ensures fresh, organic ingredients and supports the local economy. Sourcing from suppliers within 200 miles of New York City enabled Danny to offer a seasonal, sustainable menu.

These partnerships provide a competitive edge, offering unique, high-quality products that stand out. Open communication with suppliers fosters trust and reliability, ensuring a consistent ingredient supply and maintaining service quality. Local ingredients add to a business narrative, appealing to consumers valuing sustainability and community support. Building these relationships enhances product quality and market position.

Leverage flexible kitchen options

Flexible kitchen options, like those offered by Nimbus, are instrumental for scaling efficiently. These adaptable environments allow startups to grow without long-term lease constraints. For Dishin’, starting with hourly rentals enabled process refinement and cost management.

Choosing different kitchen setups empowers businesses to align operations with growth stages. Starting with an on-demand setup and transitioning to a dedicated space as production scales helps manage risk and allow strategic scaling.

Flexible rentals often include essential service access, like equipment maintenance, relieving operational burdens. Leveraging these options allows entrepreneurs to focus on crafting quality products, creating a smoother growth path.