Kitchenlab and Reem E. Azoury Join Forces

Kitchenlab and Reem E. Azoury Join Forces

Kit-Lab x KitchenLab & Reem Azoury

Youmna Ziadé Karam and Michelle Gebeily launched Kitchenlab (Lebanon) in 2013 as a place offering hands-on and virtual cooking classes. Recently, the duo has teamed up with talented developer and cooking instructor Reem E. Azoury, who brings a wealth of experience to the mix. Together, they are working on the launch of a new meal kit delivery concept called Kit-Lab. We speak to Lamia Maatouk, GM at KitchenLab, to learn more. 

Can you tell us about Kit-Lab by Kitchenlab?

It is a meal kit delivery service designed for home cooks. Each kit includes cut, seasoned, portioned fresh ingredients and a recipe with tips and secrets to cook a deliciously nourishing meal that’s quick and easy to prepare.

What has been the biggest challenge you’ve faced with the product?

Sourcing ingredients was a little difficult, but we were able to solve this issue by applying smart menu engineering. By supporting local producers as much as possible, we constantly fine-tune the menu to adapt to the economic challenges we are facing in Lebanon.

When do you expect to meet your targets?

In normal times, it would take between eight and 12 months to properly test and perfect such a concept. However, with people going out less and not spending as much, they are more inclined to cook and enjoy restaurant-quality food at home. We therefore plan to meet our expectations by spring 2021.

Any future plans for Kitchenlab?

We have been approached by local and foreign investors interested in acquiring a franchise or partnering up. We strongly believe in this cloud kitchen/delivery business model because of our unique offering, which has widespread appeal in several markets and countries.

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About author

Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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