Food Jams

What Food Jams does

Food Jams is a Cape Town-based social cooking experience company founded in 2010 by Jade de Waal, a MasterChef SA Season 1 Top 10 contestant. The business hosts hands-on group cooking events across two purpose-built venues: Soute Studio in Salt River (210m2, up to 80 guests) and Soet Studio in Woodstock (160m2, up to 24 guests), with additional corporate event capacity in Johannesburg through a partnership with Feastivity. The core product portfolio includes the Signature Jam (relaxed hosted cooking), MasterChef Jam and Culinary Cook-Off (competitive formats), Bake-Off, Cake It Easy, Kids Food Jam, and premium add-ons such as a Foraging experience and corporate leadership programs (Leadership Reset, Strategy Jam, Team Playshop) developed in partnership with Contract SA.

The underlying technology stack is minimal: the company operates without a proprietary platform, relying on a Wix-based website, social media channels (Facebook, Instagram, LinkedIn), email newsletters, and the Quicket third-party ticketing marketplace for public class bookings. No AI, automation tooling, or digital product surface is described. The offering is entirely service-based and in-person, differentiated by themed cuisine formats (Mediterranean, Asian Fusion, Mexican, Japanese, French, South African Heritage), all-inclusive hosting (ingredients, equipment, welcome drinks, dietary accommodations), and venue flexibility.

Revenue is generated primarily through per-person fees for experiences (ranging from R450 for children's events to R2,500 for Foraging), supplemented by venue hire, gift voucher sales, and bespoke offerings including private chef services and experiential pop-ups. The customer base spans corporate teams, private celebrations, families, and public individuals, with distribution via direct website enquiry, Quicket, and venue hire channels. The company employs 13 people and operates as a privately held, founder-owned bootstrapped business with no disclosed external funding.

Name

Food Jams

Website

https://foodjams.co.za

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Food Jams is a Cape Town-based, founder-owned social cooking experience company operating two purpose-built studios (Soute in Salt River and Soet in Woodstock), hosting hands-on group cooking events for corporate teams, private celebrations, families, and public individuals. Revenue is generated via per-person fees, venue hire, gift vouchers, and partnered corporate leadership programs.

Ownership category

akta.pro rank

Product category

Culinary Experiences

NAICS

Caterers (722320), Food Service Contractors (72231), Special Food Services (7223)

akta.pro primary industry

Catering Coordination & Bar Service Management (Non-restaurant) (HSACAAAH)

akta.pro secondary industry

Event Catering (Weddings, Social, Private Parties) (THAFAIAB)

Keywords

• Social cooking experiences
• Team building events
• Culinary workshops
• Cooking classes
• Private dining events

Headquarters

HQ city

CAPE TOWN, Western Cape

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Social Cooking Experiences: Food Jams generates revenue through per-person fees for various cooking experiences and events. Customers pay per person (pp) for access to hosted cooking classes, team building events, and private celebrations. The business also offers venue hire, catering services, and gift vouchers as additional revenue streams.
2. Venue Hire and Additional Services: Soute Studio offers venue space for hire for workshops, cooking classes, weddings, corporate functions, food jams, parties, launches, luncheons, and film/photographic shoots. The venue is 210 square meters.
3. Gift Vouchers: Food Jams sells gift vouchers in denominations of R500, R600, R700, R800, R900, and R1000, allowing recipients to book experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Food Jams is a Cape Town-based experiential hospitality company that hosts fully catered, hands-on group cooking experiences at two purpose-built studios (Soute Studio in Salt River and Soet Studio in Woodstock). The company provides all ingredients, equipment, welcome drinks, and a long-table feast, and runs multiple formats including social cooking parties, competitive cooking challenges, baking experiences, kids' events, and corporate team-building workshops.

Product overview

Food Jams is a social cooking experience company operating primarily in Cape Town, South Africa, offering immersive group cooking activities. The core product portfolio centers on hosted cooking party formats: the Signature Jam (original social cooking experience), MasterChef Jam (competitive cooking with Mystery Box challenge), Culinary Cook-Off (chef-led team competition), Bake-Off (pizza and cake making), Cake It Easy (decorating-only experience), and Kids Food Jam (children's cooking adventures). These are complemented by premium add-on modules including foraging expeditions, corporate leadership programs (Leadership Reset, Strategy Jam, Team Playshop) developed with Contract SA, private chef services, bespoke picnics, and experiential pop-ups. The company operates two distinct studio venues: Soute Studio (Salt River, 210m2, up to 80 guests) and Soet Studio (Woodstock, 160m2, up to 24 guests). Public enrollment cooking classes covering various global cuisines are also offered. Gift vouchers provide flexible gifting options.

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Jam A 3.5-hour fully hosted social cooking party where guests cook in teams from a curated recipe pack, followed by a long-table feast and plated dessert. Priced at R800 per person (ex VAT) for 6-80 guests. Available at Soute or Soet Studios. Suitable for corporate team building, birthdays, and private celebrations.
• MasterChef Jam A 3-hour competitive cooking experience with 90 minutes of timed cooking, a Mystery Box challenge, judging, and prizes. Priced at R1,000 per person (ex VAT) for 6-60 guests. Features themes including Mediterranean, Asian Fusion, Fiesta Latina, Global Tour, and Heritage cuisines.
• Culinary Cook-Off A 3-hour chef-led team competition with hands-on expert guidance throughout the cooking process. Priced at R600 per person (ex VAT) for 6-60 guests. Features themes including Viva Mexico, Journey to Japan, La Dolce Vita, French Elegance, and Local is Lekker. Developed in collaboration with Culinary Academy South Africa.
• Bake-Off A 3.5-hour two-act baking experience where guests craft artisan pizza from scratch followed by designing and decorating a show-stopping cake. Priced at R750 per person for 6-60 guests. Available at Soute or Soet Studios.
• Cake It Easy A 3-hour decorating-only experience focused on bento box cakes. Priced at R550 per person (ex VAT) for 6-16 guests. Exclusively available at Soet Studio in Woodstock.
• Kids Food Jam A 2.5-hour hands-on cooking adventure for children aged 6-13. Includes options like Nailed It (R450pp), Culinary Cook-Off (R650pp), and MasterChef (R750pp). Features kid-friendly tools, music, games, and team challenges for groups of 6-40 kids.
• Foraging - The Wild Flavour Feast A 4.5-hour culinary adventure combining guided foraging along coastal fynbos or forest trails with cooking a harvest-style meal. Available in Cape Town for 6-30 guests at R2,500 per person.
• Leadership Reset A one-day programme combining a Leading Through Chaos workshop with an evening Food Jam. Developed in partnership with Contract SA. Price on request. Available at Feastivity in Johannesburg and Soute or Soet in Cape Town.
• Strategy Jam A 1.5-day workshop combining strategic planning sessions with an evening Food Jam experience. Designed for leaders to craft innovative strategies and align visions. Price on request.
• Team Playshop A full-day team development workshop combined with an evening Food Jam. Focuses on building collaboration, communication, and trust through interactive activities. Price on request.
• Private Chef Professional chefs cook at the client's home kitchen for intimate dinners or parties.
• Bespoke Picnics Customized picnic experiences ranging from romantic sundowners to large garden parties.
• Experiential Pop-ups Customized culinary experiences created for specific events or brand activations.
• Gift Vouchers Prepaid vouchers available in denominations from R500 to R1,000, with custom amount options, allowing recipients to book Food Jams experiences.
• Public Cooking Classes Open enrollment 2.5-hour cooking classes including Italian Feast, Mexican Fiesta, Indian Spice, Mediterranean Escape, Journey to Japan, South African Heritage, French Elegance, and Hibachi Griller. Priced at R550 per person and includes a welcome drink.
• Soute Studio Venue Hire A full-scale 210m2 cooking venue in Salt River, Cape Town, designed for high-energy groups up to 80 guests cooking or 120 cocktail guests. Available for hire for workshops, weddings, corporate functions, product launches, luncheons, and film/photographic shoots.
• Soet Studio Venue Hire A 160m2 intimate loft studio in Woodstock, Cape Town, with lounge and bar. Best for smaller gatherings up to 24 guests cooking, 14 seated, or 30 cocktail guests. Exclusively hosts Cake It Easy experiences.

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Contract SAcoreStrategic or Co-development PartnerPartnership with Contract SA for corporate team building programs including Leadership Reset, Strategy Jam, and Team Playshop. These combine leadership workshops with Food Jams cooking experiences for organizations in Johannesburg and Cape Town.
• Culinary Academy South AfricaminorStrategic or Co-development PartnerCreated in collaboration with Culinary Academy South Africa for the Cook-Off experience. The partnership enhances the competitive cooking experience with professional culinary expertise and doubles as social impact initiative while building cooking skills.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• EatWith: Global platform connecting hosts offering in-person dining and culinary experiences (cooking classes, supper clubs, tastings) with consumers and corporate bookers. Closest global analog to Food Jams' Signature Jam and Culinary Cook-Off formats.
• Cozymeal: Global marketplace and booking platform for in-person cooking classes, chef-led experiences, and team-building events. Directly comparable to Food Jams in product (hosted cooking experiences) and customer mix (corporate team building + consumer celebrations), though larger and tech-platform enabled.
• ClassBento: Marketplace for bookable in-person workshops and experience classes including cooking, baking, and food experiences. Comparable on consumer experience-discovery model and per-person pricing.
• The League of Kitchens: NYC-based network offering intimate home cooking classes led by immigrant instructors; comparable on hosted culinary experience product, though US-focused.

Broad incumbents

• Airbnb Experiences: Airbnb's hosted-experiences marketplace including cooking classes and food tours. Comparable on hosted culinary experience format and consumer/corporate bookings; a much larger distribution platform rather than a specialist operator.

Regional players

• Capsicum Culinary Studio: South African recreational and professional cooking school offering hands-on cooking classes, team-building, and kids' programs. Closest South African direct competitor on cooking-class product and corporate team-building delivery.
• Chef & the Cook: South Africa-based culinary experience and catering operator offering cooking events and private chef services. Comparable to Food Jams on Cape Town-centric food events and corporate/private bookings.
• Silwood Kitchen: Cape Town-based cooking school and event kitchen offering hands-on cooking classes and team-building experiences. Directly comparable to Food Jams on Cape Town cooking-class format and corporate team-building use case.

Emerging players

• MasterClass: Premium online cooking and culinary education platform. Adjacent substitute that competes for consumer 'learning to cook' demand but lacks the in-person experiential anchor Food Jams offers.

Others

• Eventbrite: Ticketing and event-discovery platform used by experience operators (Food Jams uses Quicket, a regional analog). Adjacent enabling infrastructure, not a competitor, but relevant to Food Jams' online discovery and public-class distribution.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookweb.facebook.com/FoodJams
• LinkedInlinkedin.com/company/food-jams
• Instagraminstagram.com/foodjamsofficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Food Jams