Cooking up family time at Main Dish Kitchen

Dec. 21, 2005

“Living Simple… Cooking Smart” is the slogan at Main Dish Kitchen which just opened its doors in early December at the Cherryland Center in Traverse City. The new enterprise brings one of the state’s fastest growing franchises to Northern Michigan. Co-owners Gene and Joyce VanKoevering are joining forces with son- and daughter-in-law Greg and Lori VanKoevering to spearhead the operation.
Acknowledging that they were ‘happy empty nesters’ living in southwest Michigan, Gene and Joyce were initially customers of the original Main Dish Kitchen in Holland, then fell in love with the food and the concept, and jumped at the chance to bring a franchise to Traverse City where Greg and Lori lived.
“The principles are family, friends and community,” Gene said, “the bonus is that the food is unbelievable!”

COOK 12 MEALS
Main Dish Kitchen offers the kitchen stations, menus, ingredients and food prep and clean-up for patrons to cook 12 different, freezer-ready, homemade meals each month.
In an era when family meal time is often rushed or forgotten between soccer games, ballet lessons and evening meetings, the franchise has found a niche in helping customers prepare fresh, home cooked meals in a fraction of the time and with little fuss and mess.
Here’s how it works. Each month, Main Dish Kitchens posts its menu selections – at least 12 different meals – on its website and at stores. Customers choose which entrees they would like to prepare, place their order, and schedule a session. The store stocks the ingredients, does the initial food prep and has everything waiting at a food station during your scheduled time. Customers move from station to station preparing their various dinners. Two hours later, you leave with six to 12 meals ready for the freezer along with instructions for reheating when needed and recommended accompaniments.
Customers also leave in great spirits, having spent two hours in the camaraderie of sharing the cooking experience with at least another dozen chefs. Participants can range from a preplanned large group, two friends planning to split meals or individuals seeking to meet new people or simply stock their freezer. Skill levels range from the newest beginner to seasoned home chefs.

SOCIAL ASPECT
“We love the social aspect… bringing together family and friends to cook together, and bringing families together to share a meal,” Gene said, also noting the added benefit of time saved that can be used for family time. “We know that, at least 12 times each month, we can help families sit around a table together.”
“We say that if you give us two hours of your time, we’ll save you 31,” he added.
The menus and recipes are created and tested by corporate chef Pete Webster in Holland, then instituted throughout the franchises. Three months worth of menus are posted on the website. In December, the Traverse City menu included such entrees as Cherry Pine Nut Pork, Salsa Salmon, Bacon Feta Chicken and Garden Penne. The January menu includes Aloha Pork Shops and Sausage Cappelini while February promises Brook’s Trout and Garlic Dijon Chicken. According to Gene VanKoevering, many of the selections can be adapted for vegetarians.
Originating in Holland, MI, the company was founded in September 2004 by six couples who came together with three goals in mind: to create a make-and-take business with an attractive, modern facility, a high level of customer service and a commitment to the community. The concept was so successful that franchise opportunities became available in March 2005, with 15 new franchises slated to open in Michigan, Ohio, Wisconsin and Pennsylvania slated to open by year end. The Traverse City location is the ninth franchise to open.

MEALS WITH A MISSION
Giving back to community is an essential element of the local store as well as the entire organization. Meals with a Mission is its signature contribution to all communities where Main Dish Kitchen franchises are located. Each cooking session includes the ingredients for one more meal for each of its recipes. Participants are asked to assemble an extra meal after their own are completed, which is then donated to the day’s featured non-profit or a family in need that’s been recommended by a session participant. This practice has been followed since the first Main Dish Kitchen opened, with close to 9,000 meals donated so far to local communities. In Traverse City, the Meals with a Mission non-profit partners include the Women’s Resource Center, Michael’s Place, Goodwill Inn, House of Hope and Community Meals.
“The founders feel strongly about giving back… as do we,” Joyce said.”

Main Dish Kitchen is located at Cherryland Center in Traverse City, 1780 S. Garfield. Office hours are 9 am – 5 pm, Monday through Friday and Saturday 9 am – noon. Cooking sessions are held afternoons and evenings. Check the monthly schedule for specific dates and times. For more information, call (231) 935-4635 or visit www.maindishkitchen.com