Full name: Rahul Perekh
Role: Founder
Twitter: @EatFirstHQ
Website: www.eatfirst.com
DOB: 23/06/86
Place of Birth: Manchester, UK
Fun Fact: “I can still play various Elton John songs on piano”
You were born in Manchester, and your family’s roots are in Gujarat, right? What was the food of your youth like? Did this background have much of an effect on the ‘Online Restaurant’ you have created now? Are you a foodie running a business, or a businessman running a food business?
That’s right, I was born into a Gujarati family in Manchester. Gujarati’s are naturally foodie people mainly because Gujarati food is so good. It’s much healthier than other regional indian food but still extremely rich in flavour. My family have never cut corners when it comes to food. Growing up I was surrounded by home-cooked meals and I rarely ate fast food.
I’ve always been a healthy eater and quite health conscious in other ways too. Whilst working at Goldman I felt as though I lacked nutritious food as I didn’t have time to cook and I missed home-cooked meals, which is when the EatFirst concept was born. I would say I’m a foodie running a food business!
So there’s three of you guys who started this thing, right – you, Humberto & Torben? What do you all bring to the business and how did you first get to know them? Could you give us a little backstory around the company’s roots?
I was introduced to Humberto and Torben through our seed investor and incubator, Rocket Internet. They’re amazing business people and have really successful backgrounds so I was excited to work with them. Humberto is the techy of the team and Torben is a major foodie who loves to cook as well as delve deep into operations. We tend to cross cover many areas but I spend most of my time on logistics and finance.
You put in your time (and your hours!) working at Goldman Sachs, right? Why did you decide to quit, and has anything carried over from there into what you do now? What do you learn from derivatives trading and e-commerce?
Yes, I worked at Goldman for over 7 years. I took a risk by leaving but I had this idea for EatFirst and I believed strongly in it and its future. Running a business is completely different to what I used to do but I learnt a lot during my role at Goldman, particularly around how to be structured and organised as well as learning how to work in a diverse and dynamic environment.
How did you end up getting your exec chef, Jane Tran aboard? I hear good things about her.
All our chefs joined our team because they wanted a new challenge, this is why Jane joined also. Jane has an impressive CV and has a lot of experience.
Our most recently joined chef, Benn Hodges also has a stunning CV. He came to us, because he wanted to try something new and that’s what EatFirst is. We give them the ability to literally run the kitchen and everything around it, from running the team, designing the recipes, cooking the food, creating the meal content and being involved in the photography.
How are you guys differentiating yourself in this wonderful (yet, I would imagine extremely competitive…) foodie metropolis of London. You started out delivering in The City Of London first, right?
Yep, started in the City but once we realised that business model could be improved, we adapted. But we didn’t just adapt, we focussed on the customer experience and the food. EatFirst is different to the other models in London (and in Europe) because we deliver our own food, which was cooked in our own kitchen, by our own drivers.
We use the ‘Cook and Chill’ method, which means the meals arrive chilled and the customer can heat it in their microwave or oven, this method preserves the freshness and nutrients of the dish like no other. Customers can order by 1pm for same day delivery of lunch, 7.30pm for dinner or anytime for the rest of the week. This offers Londoners a very convenient service.
When you’re not extremely busy with EatFirst (though I’d imagine you’re almost always extremely busy with EatFirst) what might we find you doing? I hear you have some mean piano chops…
Ha! I don’t know where you heard that…I haven’t played the piano in years! I like spending time with my friends and my family. I’m also a keen tennis and squash player.
What’s a ‘day in your life’ like? Could you give us an insight into the world of EatFirst?
It’s busy! My main area is in logistics but it’s broadened over the past few months, so I’m now involved a bit with marketing and food. I have investor meetings, various Skype calls with the other founders, the logistics team in London and Berlin, marketing meetings with the London team, we have a London team meeting every Monday with everyone, inc chefs.
I also oversee a lot of other things as I’m the only co-founder based in London, for example, I keep an eye on PR as I’m involved in interviews. I also go over the customer/team feedback with customer service to see what’s going right and where we can improve. I love an opportunity to actually speak to our customers to hear first hand about their experience with our service
What’s your greatest/most memorable professional moment been, so far?
There are a lot of memories that stand out for me, as you can imagine. It was pretty special when we got our first ever sale, but then it was also special when we hit the 100,000 sale mark. The first was a bit of a rush, people actually wanted what we were selling, and after an intense three months for myself and the team, it was gratifying to see that.
The second was just a milestone – it meant that people liked what we were doing and encouraging that we could grow as a brand.
Where do you get your ideas?
Everyday life inspires me. From the team that I work with, to living in London.
What’s your philosophy, summed up in a sentence?
Listening to and learning from others is the most important leadership skill
What’s the biggest challenge you’ve had, how did you overcome it, and what did you learn from it?
Last summer we decided to re-brand EatFirst as a clearer restaurant experience delivered by top chefs. It required a lot of hard work from everyone in the team, in London and Berlin. We obviously had a deadline as well, so we took a short break over the Summer to rebrand, create new recipes, create a brand new app and website, expand our delivery area and market the change.
It was challenging because there was so much to do but it proved that you should never underestimate a team that you trust, and that hard work really does pay off.
Who’s the person who’s most inspired you in your work – food industry or otherwise? Is there anyone that you draw inspiration or strength from? Do you have any specific culinary influences?
Jamie Oliver has always been one of my favourite chefs, it’s such an inspiration how he’s changed the country’s outlook on food and cooking and made a real difference to communities. From school dinners to cooking at home and how to experience food from around the world.
What do you enjoy most and least about what you do?
I think this is all about the customers. It makes me feel very happy to hear when someone has enjoyed the entire EatFirst service, it’s rewarding and at the end of the day, your business has just made someone happy by delivering them a really good lunch or dinner. It sounds cringeworthy but I love everything about my job, I don’t dislike anything.
What advice would you give to aspiring food entrepreneurs who’d want the kind of results that you’ve had?
Hard work and perseverance are vital, build a strong, reliable team around you and believe in what you’re doing. If you don’t believe that what you’re creating will work then it won’t. You’ve also got to create something you’re passionate about, if you don’t like your business then how do you expect anyone else to?
If you weren’t doing what you do now, what would you be doing instead?
I’d like to think that I’d be something crazy, like a super spy or an astronaut. Just kidding, of course..
If you could cook anything for anyone, anywhere you chose – who would you pick, where would you do it and what would you cook for them?
I’d cook a classic curry for my wife at the top of the Eiffel Tower
If you could get anyone to try EatFirst (fictional or real, living or dead) who would you pick and which of the meals would you like them to try? Assume that they go on to be your brand ambassador…
Jamie Oliver, just because he’s a personal foodie inspiration of mine.
What’s your ultimate aim and goal for EatFirst? If you could achieve anything with it, what would you pick? Money and reality are no obstacle, so shoot for the moon…
We aim for EatFirst to be the biggest online restaurant in the world, within the next few years
Where next for you and EatFirst?
We’re always growing and developing. We’re creating new and exciting recipes and looking forward to growing the business in the UK
And we always ask three customary ridiculous questions…
At what point do hand grenades become a necessity?
Hopefully never.
If you had to have any character from Greek mythology come and work with you at EatFirst, who would you employ?
Ambrosia, the God of Food, for obvious reasons.
If you were given an infinite budget but had to spend it all on entirely frivolous stuff, what are the first 3 things you’d buy, and why?
The longest slip n’ slide known to man, one of those epic paella pans and the best coffee ever made.