Jood's Kitchen is a new project that helps Moroccan homeless people get a paid job through working in canteens. The goal is to gain awareness for this project mostly from organizations and companies that could be interested in incorporating these canteens in their places of work as a form of CSR. Of course, providing jobs to the homeless while supplying companies with quality food is a win-win. However, Jood's project also needs to spark interest in the food it provides and convince businesses it's an excellent choice for their food supplier. Our objective was to do exactly that by creating a PR moment that catches the attention of the whole country and the great work Jood does.

We've decided to create a countrywide challenge to help Jood's Kitchen get not only the first Moroccan Michelin star, but also the first one for a non-profit or community kitchen in the world.

We believe it'll work because of:

Patriotism

Moroccan people are proud of their food and heritage. To be a part of the project that helps to make it world class while simultaneously helping people in their country is a two birds, one stone kind of situation.

Pride in participating

By joining us, every participant will be a part of history and can take pride in having a Jood kitchen in their office.

Surprising goal

The first star going to a humble kitchen, not to an exclusive restaurant is a moment that grabs attention. Additionally, we'll be the first in the world to do this.

...and CSR participation that's also delicious!

No Moroccan restaurant has ever received a Michelin star, even though Moroccan cuisine belongs to the most renowned in the world (especially the easy homemade comfort foods that even left Gordon Ramsay speechless). The Michelin guide is not reserved just for fancy, fine-dining spots, it specializes in food with a story. And who has a more inspiring story than our homeless cooks?

We called our idea The First Michelin Star: What if the first Michelin star in Moroccan history went to the homeless?

We'll start a movement that changes history and brings the attention to requalifying homeless people while also showing everyone Jood's food is really yummy!

STEP BY STEP WE'LL UNIFY THE WHOLE COUNTRY TO WORK ON ONE HISTORIC GOAL.

June-July 2024

STEP 1) We'll invite the most talented chefs in Morocco to help us craft meals so good you'd want to award them for our homeless employees to make. At the same time, they'll get the opportunity to receive a prestigious award for their work in their home country.

August-September 2024

STEP 2) Then, we'll offer these mouthwatering menus to corporations and organizations across the country. If they decide to choose us, they will also become a part of a historic movement. Who wouldn't want Michelin level food in their canteen?

September-October 2024

STEP 3) We'll send out a press release about our movement to the media.

September-October 2024

STEP 4) We'll amplify our mission on social media through Moroccan influencers and food channels to get the attention of the Michelin committee before submitting our work.