Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: THURSDAY, April 13, 1995 TAG: 9504200010
SECTION: NEIGHBORS PAGE: S-16 EDITION: METRO
SOURCE: BETSY BIESENBACH STAFF WRITER
DATELINE: LENGTH: Medium
Is your mouth watering yet? It should be.
The number of families in which both spouses work outside the home keeps growing. No one seems to have time to cook elaborate meals anymore, so dinner often consists of take-out or prepared foods. Fresh home-made food has become a luxury, rather than the norm, unless a family has its own personal chef.
Michael Morgan of Salem is just that, but with a twist. Instead of working for just one client, as with a traditional cook or chef, Morgan works for several families at once. He prepares two weeks' worth of meals at a time in his clients' own kitchens and pops them into the refrigerator or freezer for later use. He also does the shopping, cleans up after himself, and can tailor meals to meet special dietary needs. He even uses his own utensils and often leaves a small gift behind.
Morgan said he developed a "passion for cooking and for food" while in his teens. His father enjoyed cooking, too, he said.
Morgan's father was in the Army, and although Morgan moved often while he was growing up, he calls Wytheville home. After high school, he attended Wytheville Community College, where he majored in nursing and met his wife, Katherine, who also is a registered nurse.
After graduation, they both landed jobs in Roanoke and moved here. Although he had a full-time nursing job, Morgan began cooking professionally in 1988. Besides working in other people's homes, he has cooked for Stephen's restaurant in Roanoke and at Mountain Lake resort.
When he was laid off in 1994, his hobby became something to fall back on. He attended several cooking schools and joined the United States Personal Chef Association, a 5-year-old organization with 550 members.
He often has considered opening a restaurant, but the investment of time and money just seemed too formidable, he said. Working in other people's homes, on the other hand, has required very little capital.
Morgan didn't officially start his business until early March, when he began advertising and distributing brochures and press releases. In the past, he relied on word-of-mouth to generate business. At that time, he had four regular clients, but he believes he can handle up to 10. He calls his business "Your Personal Chef."
Morgan keeps his records on computer and, when he's not busy cooking, he updates information, shops, and experiments with new recipes. Brenda Amos, a longtime friend, often serves as one of his "guinea pigs."
She and her family are big fans of Morgan's cooking. Her husband, Michael, likes it so much, "it makes me look bad," she laughed. Even the two children like it, and the portions are so big, there are always plenty of leftovers.
Although some of his meals are "things I would make myself if I had the time," Amos said, most of the food is "restaurant quality."
In addition to professional couples, Morgan also hopes to appeal to new parents, the elderly and retired, or anyone else who needs help with cooking. He will prepare meals on a monthly, weekly or even one-time basis, and he offers gift certificates.
Before he begins cooking, Morgan asks prospective clients to fill out a questionnaire indicating their likes and dislikes.
"No two clients have the same menu," he said.
He provides menus a week in advance, and clients are encouraged to make changes or suggestions. He will prepare the client's own recipes if they wish, and will even cook extra portions for guests. He has access to so many recipes, he said, that no menu is repeated within a six-month period.
Most of Morgan's meals can be reheated and served within 20 minutes, and Morgan is careful to prepare dishes that will not lose flavor or quality in storage. Each meal is labeled with the name of the food and complete heating instructions.
The cost "varies with the type of service," Morgan said, but his average fee for two weeks' worth of meals, which includes entrees for two and some side dishes, is $140 to $195, including groceries. This is comparable to similar meals at a mid-price restaurant, he said.
For some, the cost may seem high, but Morgan believes that for people who value their time and the health benefits of a well-balanced diet, it's worth it. Many baby boomers who grew up on fast food are realizing "it's not very good for you," he said. "They're becoming more health-conscious."
Your Personal Chef can be reached at 387-9082.
by CNB