ROANOKE TIMES
Copyright (c) 1996, Roanoke Times
DATE: Thursday, April 11, 1996 TAG: 9604110078
SECTION: NEIGHBORS PAGE: S-6 EDITION: METRO
SOURCE: MARY JO SHANNON SPECIAL TO THE ROANOKE TIMES
Elizabeth Jones was living in Richmond when a television story about a personal chef business inspired her to start her own business.
"The concept seemed right for changing lifestyles: two-income families who find they are short on time, but want to avoid fast foods; elderly people who want to stay in their own homes, but can no longer cook meals; and others who do not have the time or energy to plan, shop and prepare meals, but prefer wholesome food and family time to eating out or taking home fast food."
But in January 1995, just six months after her fledgling business began, her husband was transferred to Roanoke. Although her husband, Richard, and two daughters were glad to return to Richard's hometown, "I was afraid the market would not be as good."
To her surprise, though, business was better - so much better that one year later, her husband left his job in food sales to join her. Your Style Personal Chef Service, which recently was incorporated bought out the competing Your Personal Chef - A Home Dinner Service, owned by Michael Morgan of Salem.
"In Roanoke, we have the convenience of a large city and the atmosphere of a small town," Jones said. "In Richmond, the need [for the service] is as great, but the city was so big that it was difficult for me to pinpoint a specific neighborhood suitable for a chef business. This community is so close-knit that word of mouth has been the only advertising we needed. We began with a customer in Hunting Hills, and the word spread.''
Jones has also had help from SCORE (Service Corps of Retired Executives), a division of the Small Business Administration.
"Retired business men and women hold workshops to help people who are going into business," she said. "I got a wealth of information from the seminar 'Starting Your Own Business,' and it was great to hear those in business say we have a viable idea."
Jones says there are 720 personal chef businesses nationwide, according to ChefNet, a network to which she belongs.
"ChefNet has about 25 members," she said. "We send tips, tidbits and recipes to a woman in Louisville, who publishes the monthly newsletter."
Customers also have shared their expertise with her, Jones said.
"One customer with multiple sclerosis is a gourmet cook but doesn't have the endurance to prepare her meals," Jones said. "I have learned a lot from her. And once when we catered for a turkey-hunting lodge in West Virginia and were snowed in for a weekend, our customer's banker son gave us a lot of financial advice."
Jones also has prepared food for many community events, such as the PBS picnic with Laban and Larry on "Cookin' Cheap," the unveiling of the Fralin bust by Betty Branch at the Jefferson Center, Zoo Do to benefit Mill Mountain Zoo, and Tastings and Toastings for Planned Parenthood.
The Joneses begin their personalized service by interviewing the family to determine allergies, specific food preferences and dislikes. Using this information, they prepare menus for 10 meals so the family can review them. On the appointed day, the Joneses shop for all the food and prepare 10 meals in the client's kitchen, storing them in the refrigerator and freezer. Simple instructions are left for reheating and last-minute touches. They also leave menus for the next 10 meals.
"We bring all the necessary equipment and utensils," Jones said. "Sometimes we make eight trips to the car!''
"We find that the average family will eat out - either at a restaurant, church or somewhere else - twice during a two-week period," Jones said, "or they may use leftovers occasionally. We try not to repeat an entree for six months, unless requested, and we'll use a favorite family recipe when asked."
Costs are a basic service charge of $125 per adult for 10 meals, "about the cost of a restaurant meal - with the added convenience of no lines or tips," Jones said. "The fee includes planning, shopping, cooking and packaging. We do constant research to find new recipes for tastes and dietary concerns."
Meals can be tailored to suit the family's needs. Families with young children often find one adult meal will serve several children, or they may serve one or two children from their own standard servings. Some families with growing teen-agers purchase an extra portion.
Jones was a teen-ager when she started working with food - in catering, hotel/motel management, and in food service for Richmond elementary and high schools. She has taken college classes in food service, sanitation and nutrition.
Her husband spent many years in food sales and has experience as a chef and restaurant manager.
"We have both worked with foods all our lives," Jones said. "We met in a hotel where we were both employed. But we have not worked together before. We're enjoying this opportunity to be with each other so much. Some people say it's risky - but so far, it's been great."
Your Style Personal
Chef Service
2127 Windsor Ave. S.W.
343-9468
LENGTH: Medium: 93 lines ILLUSTRATION: PHOTO: ROGER HART/Staff. Richard Jones cuts a biscotti whileby CNBhis wife, Elizabeth, prepares the ingredients for another biscotti
loaf for a client in Hunting Hills.