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- 52 percent are attempting to cook more regularly, due to current stay home directives
- Genius Kitchen – the world’s first fully Arabic cooking course app – launches today to inspire and educate amateur and experienced cooks
- Powered by Fatafeat, the app contains more than 9,000 recipes and features fan-favourite chefs, including Manal and Orfali
Dubai, UAE: Research by the leading Arabic cooking channel – Fatafeat – has found that more than half of UAE residents lack confidence in the kitchen, with 31 percent stating they don’t have enough knowledge of recipes to be able to cook regularly, and 23 percent claiming they lack the skills to be able to cook good meals. 29 percent claim to have little to no skills whatsoever in order to prepare meals and an additional 47 percent state they only know enough to get by, leading to an overall lack of confidence in the kitchen.
In response to the findings, a brand-new app has been launched to aid in inspiring meal preparation and cooking, as well as promoting confidence to experiment and create in the kitchen. Dubbed Genius Kitchen, the app, which is powered by Fatafeat, is the first fully Arabic cooking course app in the world.
Now available on respective iOS and Android app stores, Genius Kitchen features more than 120 exclusive cooking classes from the Arab world’s most popular cooks and chefs, which aren’t available on any other platform. It is also home to more than 9,000 recipes, 60 quick-view ‘How To’ videos and 140 episodes in its library of TV shows, with more content being added every week.
Celebrity chef, ‘Queen of the Arabian Kitchen’ and Genius Kitchen’s Brand Ambassador, Chef Manal Alalem commented on the findings: “Cooking is such a beautiful way to create memories as a family. So much of Arab culture is centred around food, so I was saddened to learn so many people don’t feel confident enough to cook with, or for, their families. It’s such a privilege to be part of the launch of Genius Kitchen so that we can help change that, especially as we all stay home and stay safe with our families.”
The research also revealed that key areas respondents would like to improve in the kitchen include: learning quick recipes for easier meals (40 percent); knowing how to prepare more complex meals (38 percent); being able to successfully make baked goods (37 percent); preparing meals for large groups (28 percent) and preparing meat and vegetables (26 percent). Respondents also expressed the desire to improve cutting techniques and knowing how to use kitchen appliances, such as blenders and food processors.
The app, now available in UAE, Oman and Egypt, and soon to be launched in KSA, Bahrain and Kuwait, includes Fatafeat favourites and household names in never-before-seen cooking courses to inspire new and seasoned cooks. Multiple lessons within each course have been designed to aid budding chefs in perfecting their skills, including the craft of cookies with Chef Souha Abdallah, mezzah with Chef Daad Abu Jaber, and vegan meals with Chef Safaa Alabed. There are also inspiring and indulgent TV shows within the app – such as Salma fl Bait with Chef Salma Suliman, and Hakawi with Chefs Mohammad Orfali and Tariq Ibrahim – as well as recipes and skills episodes to aid in improving kitchen skills, making Genius Kitchen the ultimate kitchen assistant.
The research also highlighted that 52 percent of UAE residents are attempting to cook more regularly now that various levels of lockdowns are being enforced around the world.
“Given the state of play around the world, it’s increasingly important that people are able to prepare and create nutritious and delicious meals at home, which is why the launch of Genius Kitchen is so pertinent. More than just a digital cookbook, Genius Kitchen is the secret ingredient to transforming skills and ingredients into beautiful meals, with something for every taste, craving and skillset,” continued Manal.
Following a one-month free trial period, for only AED14.99 per month, or AED99.99 annually, the app gives unlimited access to a full catalogue of TV shows, cooking courses, tutorials and recipes. Genius Kitchen, powered by Fatafeat, is available now from iOS and Android app stores. Etisalat and Du customers can also have the subscription rate added to their existing account.
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© Press Release 2020
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