Business

Startup City: Mama's Apron

Mama's Apron helps promote & deliver good old-fashioned home-made meals by mothers. (Mama’s Apron Banner Photo)
Mama's Apron helps promote & deliver good old-fashioned home-made meals by mothers. (Mama’s Apron Banner Photo)
By Yehia El Amine    | Annahar | January 5, 2017 at 12:06

BEIRUT: Mama's Apron, a new website and soon-to-be mobile application, is a food delivery system which helps promote and deliver good old-fashioned homemade meals right from the caring hands of mothers around Lebanon.

"Mama's Apron puts a price on domestic work and opens a new line of employment for stay at home moms," says the company's CEO Adam Kanso.

Mama's Apron guarantees an ecosystem of home cooked meals to people who are tired of eating fast food and also face a lack of healthy eating choices, Kanso adds. "Nowadays, people have all kinds of access to fast food and restaurants due to their recent online presence, thus what we offer is something healthy from the arms of the people we cherish the most," he tells Annahar.

From a customer's perspective, the process is quite simple: an interested patron visits the website, creates an account and directly starts browsing through the weekly menu to check what the mothers will be cooking for the entire week. Once they stumble upon a desired dish the customer can reserve a portion of said dish before 10:30 a.m. – to grant the mothers some time to cook it – which will then be delivered to you in the lunch hours of your choice between 12 p.m. and 2 p.m.

After trying the meal, customers can head back to the website to rate or write review for their selected "mothers" or their meals, taking into consideration that the better rated the mother, the more traffic she'll get and the more she will eventually sell.

"Mama's Apron is the first and only platform designed to grant people a more homey and healthy perspective of eating out, while remaining cheap and offering household moms a chance to raise their own money by spreading their loving dishes to hungry patrons," Kanso adds.

For those wishing to become a cook, they click on a button at the top of the website that reads "Be a part of the family" which then leads them to an application form. After the mother is selected, she goes through a screening process with the four partners of the platform and then undergoes a number of hygiene training exercises.

"Most of the people that approach us are people wanting their mothers to become part of Mama's Apron to help them either fill their free time at home or make money out of their loved family meals," Kanso says.

The startup handles the delivery process from mother to customer, including the packaging of the meal, and takes care of branding and marketing. The business plan is for registered mothers to receive between 60 or 70 percent of the profit while Mama's Apron receives the rest.

Mama's Apron – which was officially registered in 2015 – received a markedly positive response at the Banque Du Liban Accelerate 2016, where "As soon as we finished our presentation ...a number of people wanted to know more about the platform, so BDL overall gave us amazing exposure," Kanso says.

The platform is still in its infancy and will be officially launched in January of 2017, but it looks to expand beyond the city of Beirut, and hopefully the entirety of Lebanon to deliver hungry patrons a motherly home cooked meal wherever they may be.

"Recently in the food and beverage industry across Lebanon, the trend of online delivery has struck most businesses, be them fast food chains, car washes and even transportation, but what we want to offer is different and new, something that will appeal to those who prefer a mother's homemade dish, over the array of other commercial options," Kanso says.

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As a result of the BDLA16 conference, and the intense interest exhibited in local startups, Annahar has launched "Startup City," a branded column featuring series of the hundreds of early stage businesses in Beirut, and what they represent as to the talent and optimistic business plans of local young tech workers. Send your nominations to series editor: Yehia.elamin@Annahar.com.lb



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