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Published in BRW - September 2008

Lifecycle

Most people would be hard pressed to see the connection between strategic marketing, leadership and shopping veges in the kitchen. But Leona Watson has given her cookery class business, Cheeky Food Group, a new twist; from teaching people how to make dinner, to teaching them how to work together at the same time.

“Initially it was really a cooking class, and the focus was more on the chef and food,” Watson says. “But we realised that you can actually use the cooking exercise to organise the group into a team, you can hit a lot of business objectives and communicate a lot of corporate messages in a really fun, interactive way.”
Watson was eventually able to drop her part time marketing consultancy practice to concentrate on the cooking venture, which she started at home in 2002 with two chefs as partners and just $7500 between them.
The business really took off when it was restructured to focus on corporate team building.
“We ‘s tapped into a really important need for team building exercises that everyone can enjoy and learn from and participate in on an equal level,” Watson says.
“For the first two years it was really about seeing whether or not we had a business, then we started getting so busy that I was getting buried in the operational side of things, and just lost sight of actually running and marketing the company.”
After working in the big end of town, Watson was particularly keen to ensure her small business operated like a big business when it came to strategy and marketing. Rather than sink under operational demands and stymie growth, she hired a business coach and concentrated on marketing and strategy.,
“I applied the same principals of marketing, brand and product development I would in a large company.” Watson says. “Just because there are less zeros in small business doesn’t mean you have to be less professional or less strategic.”
As a result, Cheeky Food Group grew into a company with 40 staff, with it’s own premises in the inner-city suburb of Surry Hills. Watson also bought out her partner, and took full control of the business. “Last year was slow because of all the changes , but in the last three months, we doubled the business we did all of last year, and it doesn’t look like slowing down,” Watson says.

 

Find out more about cheeky Food group and their team building and team cooking services

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“Great experience – Thank you! Food was beautiful! Time flew!”  

Shelly Booker

“Was a great way to meet new people. Food was so simple to cook. Time actually flew by, but more than ample for the course. Beautiful wine.”  

Steven Orcowski

“Was a resounding success! Thank you so much!”  

Alex Carey

“Lovely atmosphere & great food. Thanks very much.”  

Eva Katalinic

“Learnt a lot. Worth every cent!”  

Gwyn Cleeves

“Was a great experience, will definitely do again.”  

Darylaine Diones

“Cheeky Food Group achieved the right balance between having fun in the kitchen and learning practical and impressive recipes.”  

Louisa Blachwood

“Excellent idea. Thoroughly enjoyed the experience.”  

Esther Nitchelson

“Daniel, our chef, was fun, informative and a good teacher! I thoroughly enjoyed myself and learned quite a few things.”  

Carol Weiss

“Our chef/instructor Danny was excellent! Explained everything well and patient as well.”  

Alicia Bartone

“Great experience, want to cook these dishes for friends and family. Will definitely be back some time.”  

Alexander McGhee

“Had a great time, chefs were fun, food fantastic!”  

Donna Matten

“A great social activity, no pressure. Fun and entertaining.”  

Claudia

“Well organised event and met lots of people! Lots of fun!”  

Helen

“Chef was really good, always tried to get everyone involved and I was always kept entertained!”  

Emma

“An absolutely fantastic experience with brilliant chefs!”  

Steven Buack

“Loved it, loved it, loved it!!”  

Anna Bruce

“Thank you! My first cooking class and I really enjoyed it and pick up some great tips.”  

Gabriella Alberia

“Really enjoyed it and will definitely be coming back in the future. Thanks David and Richard.”  

Luke Fuda

“ A sensational day – a great experience for people of all walks of life.”  

Soraiya Gharakhani

“ Great class. Lots of handy tips. Fun!!! Can’t wait to try it at home.”  

Natalie

“ What a fabulous birthday gift – delicious and fun.”  

Brad

“ I just loved every tasty bit of it.”  

Lee

“ I had a fabulous time! The class had a great set up. Chefs (Daniel and Hamish) were lovely and patient and took good care of the class and our safety. Thank you!!”  

Sulieta Lopez
Commercial in Confidence. © Cheeky Food Group (Aust) Pty Ltd ACN 128 554 030 – January 2009