- Unconventional Empires
- Posts
- The Cheese Grater Mafia 🧀
The Cheese Grater Mafia 🧀
Click the social icons to share with a buddy
Finlay Williams
August 06, 2024
2 minute wacky businesses, you can tell your buddies about 🧠
Ever wondered how a simple kitchen tool can become a favorite in the culinary world? Enter Microplane, the Dyson of graters and zesters. This isn’t just a tool—it’s a revolution in how we prepare food. With annual revenue exceeding $10 million, Microplane’s journey from a woodworking tool to a culinary must-have is a story worth digging into.
Wild consistency over 20 years
Woodworking tool to cheese grater 🧐
Microplane started in 1990 as a maker of woodworking tools. Founders Richard Grace and his wife, Marilyn, didn’t initially target the culinary world. But in 1994, a pivotal moment came when a Canadian homemaker used one of their rasps to zest an orange. Microplane uses photoetched cuts to give the blade extreme precision, making it one of the sharpest graters on the market (weird flex).
The Graces had no culinary background. They were woodworkers! Their innovation was backed by the accidental discovery of the tool's culinary potential. With the support of keen chefs and food enthusiasts, Microplane transitioned from wood to food.
What are the nuggets? 💎
🧀 Origin: The story begins in the early 90s. Grace Manufacturing, a small company based in Arkansas, specialized in photo-etched steel tools for woodworking. One fateful day in 1994, a Canadian homemaker tried one of their wood rasps on an orange, and the rest is history.
🥒 Pivotal Moment: Microplane's growth skyrocketed in the late '90s when TV chefs started using their graters on air. Microplane also had a huge boost when a pivotal article in the New York Times came out, the exposure led to widespread adoption, with the Microplane grater appearing on various cooking shows such as "MasterChef," "Chopped," and "Iron Chef".
🫚 Awesome Marketing Play: Microplane has a heavy word-of-mouth marketing strategy, relying on the culinary community to spread the word about their products. Their tools frequently appear on popular cooking shows and YouTube channels.
🍋 Funding: Microplane is privately held and has never needed external funding. This self-sufficiency has allowed them to innovate without external pressures. Financially, they’ve maintained a steady growth trajectory, with significant reinvestment into R&D to stay ahead of the curve.
🥕 MOAT: Microplane holds several patents for their photo-etching technology, giving them a significant edge (pun intended) over competitors.
Figures laid out 💵
🧀 Revenue: $10M+
🧀 Team Size: Around 50 employees
🧀 Customer Base: Millions of home cooks and professional chefs globally
🧀 Total Funding: Privately held, bootstrapped
What’s the cherry on top? 🍒
Microplane is continously investing in R&D and developing their product range. Their latest innovation? A line of ergonomic handles designed to reduce hand fatigue, making cooking a pleasure, not a chore. They’ve also developed a partnership with culinary schools to train the next generation of chefs using their tools.
Final thoughts 💭
Microplane is a lesson in the power of pivoting. Sometimes, the best opportunities come from unexpected places. Embrace spontaneity, be open to new markets, and always prioritise quality. Microplane’s journey from woodworking to gourmet cooking tools is a testament to innovation and adaptability.
I had no idea such a huge empire could be made from cheese graters, but there you go.
Stay quirky folks! 👋
Fin
What did you think of today's edition? |
P.S. If you're crushing it with your own unconventional empire, hit me up! I'm always looking for inspiring stories to share.
Reply