In a nondescript section of Hunts Point in the Bronx, where one weathered brick building blurs with the next, behind a huge steel door at 751 Drake St. individual gourmet meals are being cooked for up to 500 people mindful of their health.
Zone Manhattan, the brainchild of head chef Steve Linder, serves clients in New York City, Westchester, southern Connecticut, Long Island and northern New Jersey. “Last year alone we packed approximately 120,000 bags,” Linder, a Hastings-on-Hudson native, said.
Its 10 a.m. on a typical day in the vast kitchen and prep area, and Linder has already been on the job some six hours.
“We usually start with an idea or concept the day before. We head to the Hunts Point food market at 4 a.m. to select fresh fruits, vegetables, meats and fish of the highest quality,” said Linder, who trained at the Culinary Institute of America in Hyde Park.
“We purchase fish, meat and other proteins first, then vegetables and bring the items back to our kitchen around 6 a.m. At that point we are met by our cooking staff in the kitchen who will begin to prep and refine the menu based on what”™s available. They may also put together a short list of additional items needed in order to complete the meals,” Linder said.
“Once all the ingredients are in place, proteins are typically cooked and cooled by 10 a.m., while the vegetables and sauces are prepped and cooled no later than 4 p.m.”
Then the packing staff takes over and based on each customer”™s preferences ”” including any allergies ”” the packages are put together, ready for 6 a.m. delivery the next day. Meal plans start at about $38 per day.
In order to get a complete read on their clients”™ dietary needs, potential customers must complete an online questionnaire that in turn is reviewed by a nutritionist who creates a profile with menu preferences. The meals follow the Zone Diet, which consists of 40 percent carbohydrates, 30 percent good fat and 30 percent protein. A daily menu includes three meals and two seasonal snacks.
One satisfied client, according to the Zone Manhattan website, is actress Mary-Louise Parker, who is quoted: “(It) is the best delivery service I have ever had. It”™s as good as eating at a restaurant.”
The concept for Zone Manhattan, which now has a staff of 40, came about when Linder owned a restaurant in New York City.
“We wanted to offer delivery to our customers while keeping the food hot and the quality as high as if it came directly from the kitchen. Once microwaving food became more acceptable for customers and in the culinary world, we saw an opportunity,” he said.
But in a crowded and competitive industry, how did Linder stand out from the pack?
“I had a good understanding of pay-per-click advertising from day one. But a good portion of our customers come from referrals and articles, which helps to boost SEO (search engine optimization). By 2005, we became a top search for diet and healthy services in the tristate area and we have continued to grow further with the help of Facebook and social media.”
Linder is also helping the business to grow by changing with the times and keeping current with culinary trends and people”™s eating habits.
“We are constantly challenging ourselves. Changing menu directions from the time we purchase the food in the market to the time we get to the kitchen requires flexibility, creativity and quick thinking. Our chefs have been cooking and training at some of the top restaurants in New York City and abroad. The creativity is endless and this keeps things interesting. We also always have our eyes on the horizon for upcoming trends or new ideas that will delight and inspire our clients.”
As far as adding locations, “Los Angeles, Washington, D.C., and Miami are on our radar for expansion in the coming years.”
