BLOK: Peloton Of The Kitchen

25Aug 2021 by Sean 1 Comment

Peloton of the kitchen

We all love Peloton (or at least the idea of it), right? Now imagine having a Peloton in your kitchen. No, I’m not recommending you drag your $1,500 smart bike into your kitchen. I’m talking about a cutting board with a built-in display that shows live and on-demand cooking classes while connecting you with other people around the globe. I’m talking about BLOK, the “Peloton of the kitchen.”

The Frickin owners

The startup, based out of Malvern, PA is the product of Anthony and Alissa Frick. Anthony heads up GlobalFit, a health-tech company, and his wife Alissa is the vice president of creative services and new media at FOX 29 Philadelphia. The couple recently acquired 500K in seed funding and plan to launch another round of funding via kickstarter in the fall.

The chopping BLOK

According to Anthony, “BLOK comes with a docking station that has speakers to stream audio from live or on-demand cooking classes, as well as a microphone so users can communicate with participants they invite to join the class. The digital display can be used while cooking and removed for cleaning. BLOK will also have an application interface that lets users order groceries for their classes from delivery companies.” The smart-block technology will likely set you back about $400 with a subscription fee priced at $40 a month. With the prototype finalized and a patent pending, Anthony and Alissa plan to ramp up production in the near future with the first series of BLOK cutting boards set to be shipped in Q1 of 2022.

Just my two cents

The technology is certainly interesting and, like the fitness industry, cooking-from-home is super popular right now. Just look at companies like Blue Apron and Hello Fresh. BLOK from an idea standpoint is an excellent one. However, like most subscription-based companies (especially at a price point of $40 a month), success hinges on building up a strong following. BLOK is dependent on home cooks and the best way to attract home cooks is with well known and/or experienced instructors, in this case, top chefs.

Regarding the hardware, it’s great that the screen pops out, but the cutting board appears to be too small. In terms of the software, I’m interested in the feature of ordering groceries directly from BLOK’s interface. Again, it sounds fantastic on paper, but I’m curious to see how it plays out with real use.

If you build it, they will come

The potential is certainly there, but execution is key. I’d be interested in trying BLOK. $400 for the hardware is fine, but I think the subscription fee is a bit steep at $40 a month. Anthony and Alissa, should think about discounting that price a bit or maybe offer a tier-based plan. Either way, if they can deliver on BLOK as the Peloton of the kitchen, I’m sure buyers will line up. What are your thoughts? Would you buy one of these cutting boards?