Chef Sara Jenkins earned her reputation cooking in Florence, Tuscany and NYC. Her dedication to sourcing the best ingredients and turning them into simple, approachable dishes is the backbone of the "New Italian Pantry" concept. In short, if you stock your pantry with 16 favorite Italian staples, you can cook more than 75 delicious recipes - either straight from your pantry or with the addition of a few fresh ingredients. It's the reverse approach of most cook books out there, where you usually search by apps or entrees first, then the ingredients follow. It reinvents how home cooks approach the kitchen.

Launch the campaign
Published
April 2013
Topics

The Story

Chef Sara Jenkins earned her reputation cooking in Florence, Tuscany and NYC. Her dedication to sourcing the best ingredients and turning them into simple, approachable dishes is the backbone of the "New Italian Pantry" concept. In short, if you stock your pantry with 16 favorite Italian staples, you can cook more than 75 delicious recipes - either straight from your pantry or with the addition of a few fresh ingredients. It's the reverse approach of most cook books out there, where you usually search by apps or entrees first, then the ingredients follow. It reinvents how home cooks approach the kitchen.

We took full advantage of the iPad’s technology to help demystify cooking while staying true to the fundamentals of the craft – adding process shots in-recipe so everyone knows what "finely chop" and “cook until translucent” means. Cooking timers are in-app. Each ingredient has a video detailing why it should be in your pantry. Ingredients are emailable, recipes are searchable and can be shared on Facebook and Twitter. The fun porcine weathervane and Rome weather widget was a nod to Sara’s upbringing. Full-scale photos and HD video were optimized for the brilliance of retina display.

The Technology

  •  

    Mobile

    iPad

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    Social

    Facebook

    Twitter

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    Video

    YouTube

The Results

After only two months, the app has been featured in The Wall Street Journal, The NY Daily News, New York Times blog and every major food blog (Bon Appetit, Serious Eats, TheKitchn, etc). The app was selected by Apple as a Featured App in the Food & Drink category and reached No. 2 in Top Paid Apps. The best part? The app has brought more customers to Sara’s restaurants. We’ve been hosting a Supper Club inspired by the app’s recipes to promote New Italian Pantry. The first two installments have sold out in the first two days. Seems like people were ready for a new approach to cooking.

14

team members working on this project

9.3K

lines of code written

4.5

stars in the Apple App Store

Launch Date Dec. 12, 2012