Balance June 2018 - 53

y recip

es

e as

FUSS-FREE FODDER

WORDS: JAMES GILL PHOTOGRAPHY: DEBBIE BRAGG

Game
changer
HelloFresh's
Patrick Drake
on the
simplicity of
great food

W

ell, it doesn't take magic,'
beams Patrick Drake, the
charismatic head chef
and co-founder at recipe delivery
phenomenon HelloFresh. 'You just
need a plan.'
Patrick is talking passionately about
life and destiny (more on this later)
from his firm's impressive, rustic
Shoreditch offices. However, he could
just as easily be explaining the appeal
of HelloFresh, the Number 1 recipe
delivery service in the world.
HelloFresh's success is in its
simplicity: you order fresh, pre-

Store
cupboard
essentials
are key
to many
recipes.
Armed
with the
basics such
as olive
oil, flours,
herbs, and
spices,
you'll
always
be able
to create
something
tasty. All
you need
to add are
protein and
fresh veg.

BA LA N CE June 2018

portioned ingredients which the team
prepare and deliver to your door, and
you follow a simple recipe card in order
to cook a delicious meal. Easy.
"There's an authenticity to it; there's
an honesty and simplicity to the food,"
explains Patrick. "We're taking away all
the reasons people aren't cooking from
scratch (logistics and the supermarket).
When you leave in the fun bits - the
cooking and eating - it's all enjoyment.
"Cooking gives you a daily victory;
that sense of 'I did that'. A lot of people
also work in jobs where they never see
things go from start to finish. With
cooking a recipe, you go from nothing
to a beautiful plate of food in front of
you within 30 minutes."
When it comes to seeing things
to fruition, Patrick knows what he's
talking about. Now 39, Patrick started
out as a lawyer, even though his
secret dream was to work in food and
television. A ski holiday saw him bluff
his way as a chef in the Alps, before
pulling off the ultimate blag when aged
27: a TV chef on US TV. Yes, really.
The show never got beyond pilot
stage, but the seed was planted: Patrick
now had a firm grasp that he was the
architect of his own destiny. Soon
he was juggling kitchen work with a
law career until he eventually traded
contracts for cooking full-time.
Aged 31 and with the best part of one
month's rent remaining before calling
it quits, two emails changed his life:
one was the offer of a TV show (for
National Geographic), the other was
to help launch HelloFresh in the UK.
Six and a half years later, and the
success is evident. A new book, Recipes
That Work, has further elevated
both Patrick and HelloFresh's stock.
"We globally get 250,000 pieces of
feedback each month. To make the
book, we took the top 100 recipes and
techniques that customers love. These
genuinely are recipes that work."
He adds: "We get emails saying,
'HelloFresh saved my marriage'. People
switch off the TV and cook together."
You sense there'll be more Patrick on
TV soon, for couples to switch back on
before cooking in unison.

Recipes That Work is out now.
For more, visit hellofresh.co.uk,
@hellofreshuk on Twitter, or
@patrickdrakechef on Instagram
53



Table of Contents for the Digital Edition of Balance June 2018

Balance June 2018 - 1
Balance June 2018 - 2
Balance June 2018 - 3
Balance June 2018 - 4
Balance June 2018 - 5
Balance June 2018 - 6
Balance June 2018 - 7
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