Unlike other meal-assembly operations, Mr. Food no-fuss Meals benefits from having a familiar name.
Decades before the company launched the meal-assembly business in 2004, Americans got to know Mr. Food—a.k.a. Art Ginsburg—from his regular televised morning and evening appearances. Mr. Food’s chipper and encouraging approach to cooking and signature, “Ooh, it’s so good!†expression have made him popular. His television programs, which began airing 30 years ago, form the core of the business, but Ginsburg has also penned 48 Mr. Food cookbooks.
“We have a nice advantage in the marketplace,†says Howard Rosenthal, the company’s CEO. “We have a brand. Mr. Food is nationally recognized, locally embraced.â€