After working as a financial controller for Nestl & #233; USA for a decade, Lisa Eidman took the unusual step of launching a hybrid business a cooking school/wine bistro. Just over a year after opening The Magical Kitchen, Eidman’s decision to leave behind a long-term career in finance has paid off. Her Simi Valley-based enterprise is thriving. In its first year of operation, the kitchen has grossed more than $400,000 in revenues, includes renowned chefs among its staff and has a selection of wine that has garnered a following among Simi’s young professional crowd. The idea to start such a business evolved from Eidman’s interest in culinary arts. “I’ve always loved food and entertaining,” she said. So, in 2000, when Eidman began to wonder about life after Nestl & #233;, she settled on establishing a cooking school and wine bistro. “I wanted to do something different,” she explained. Accordingly, Eidman pieced together a business plan over a five-year period. She also educated herself about professional cooking by doing research and participating in classes at local cooking schools. In addition, launching the business entailed finding the proper layout for the school, making contacts with chefs and identifying a customer base. In order to serve wine, Eidman also had to obtain a restaurant license. Chef Amanda Cushman, author of a new recipe compilation book, Simple Real Food, served as a consultant to Eidman. “She seemed like a really smart person,” Cushman said. “She had a good vision of what she wanted. She wasn’t some amateur. She’s definitely a businesswoman who knows what she’s doing.” Eidman doesn’t deny that her nearly 25-year finance career has been a benefit. Because of her background, she can tell when an aspect of the business is or isn’t working, she said. This stands in contrast to chefs who open a culinary establishment but have none of the business acumen needed to make an enterprise successful, believes Eidman, whose business know-how influenced Cushman to agree to help the entrepreneur set up the Magical Kitchen after the two met in a private cooking class. “She definitely knew about food. She definitely was not somebody who was just a business lady. She did all kinds of food conferences and fancy food shows,” said Cushman, who has written recipes for publications such as Food and Wine and Ladies Home Journal, not to mention working as a New York City caterer. “I came in and helped her set up the kitchen and get the right equipment. … I’ve been teaching for 20 years, so I know what’s it’s supposed to be like.” Working with chefs Cushman helped develop 100 recipes and menus for the kitchen’s introductory cooking course. The other chefs who work at the school each had to complete a demonstration for Eidman. She put the requirement in place not just to assess the chefs’ culinary skills but to test their ability to engage with an audience while preparing a meal. The requirement has been fruitful for the Magical Kitchen. Eidman estimates that 2,200 people have taken cooking classes there in the past year. She acknowledges, however, that this number might include some repeat customers. So loyal is the customer base that people have traveled as far away as Santa Barbara and Palmdale to attend functions at the kitchen, according to Eidman. The establishment’s location in a shopping center on Cochran Street in Simi Valley and its proximity to the 118 freeway has also helped to attract customers, Eidman believes. After working in Nestl & #233; in Glendale for 10 years, Eidman was eager to establish a business in Simi Valley. “I live here,” she said. “Looking at the Valley my heart was in the Valley.” The transformation of sorts Simi Valley has undergone over the years also factored into Eidman’s decision to open the kitchen there. “All of the new homes, the new theater cultural arts, the mall,” she said. Being active in Simi Valley organizations such as the Chamber of Commerce and the Women’s Information Network has aided her in spreading the word about her business, Eidman feels. Having a website, www.themagical kitchen.com, a MySpace.com page and distributing e-mail blasts have also been worthwhile marketing tools. Offline, Eidman has engaged in strategies such as mailing out 10,000 brochures about the business to community members and placed advertisements in newspapers and coupon magazines, though the kitchen rarely dispenses coupons, Eidman noted. Age range The menu of a class plays a part in determining its cost. On average, however, courses at the kitchen are $325 for a five-week series and between $70 to $100 for one session. Classes and wine tastings, alike, are held throughout the week and on weekends. They are mixed between men and women who range in age from their 20s to 65 and older. Skill level is geared for beginners, intermediate and advanced students. In a basic class, for example, a student would learn about cutlery and kitchen hygiene, in addition to preparing meals. A favorite course at the Magical Kitchen, according to Eidman, is “Under the Tuscan Sun,” which focuses on Italian cooking. When the kitchen isn’t offering courses or giving a tasting, it has played host to private cooking parties, children’s birthday parties and bridal showers. Companies have also held private cooking gatherings there to encourage teambuilding among employees. After visiting the kitchen for the first time last November, Ren & #233;e Field became such a fan that she not only told a half-dozen friends about it, she also asked Eidman if she could launch a MySpace page for the business. “Young people want to learn about wine and not find it intimidating. Introductory classes can take away that intimidation factor,” Field believes. Field might be on to something. According to Cushman, nearly every class she’s taught has sold out. Most classes have a maximum capacity of 16, and Cushman said that she usually has no fewer than 14 enrollees in her courses. “People are very, very happy to have the school here,” she said. Cushman credits Eidman’s novel business concept for drawing in people such as Field, who visit the school for one service but return for another. “I’ve never heard of anything like it,” said Cushman of a cooking school/wine bistro. “Having wine there brings a lot of people in for tastings that end up taking classes. It brings business to both ends of the school. I think it really works. Most people have wine with food. They like to learn about wine.” Eidman has remained undaunted by her decision to establish a business with a unique concept, despite knowing of no other such businesses in the state. She did manage to track down a business with a similar concept in Illinois, though. “There’s nothing like it anywhere around here, certainly,” she said of her business type. With more than $400,000 in revenues during its first year, taking an uncommon route has seemingly been a worthwhile risk for Eidman. “That’s a good showing out of the gate for a new business,” she said. For more information about the Magical Kitchen, visit: www.themagicalkitchen.com. For more information on Chef Amanda Cushman’s Simple Real Food, visit www.amandacooks.com. SPOTLIGHT: Year Established: 2007 Location: Simi Valley Revenues to Date: $425,000 Employees: 15
