HUGE THANKS to all our backers!
We may have reached our goal in less than two days (!!!) but we're not done yet. We've added amazing new perks and stretch goals down below -- check it out, keep spreading the word, and help us make the Food Lab bigger and better than even we ever imagined (and we imagined plenty big).
What if you could eat science?
Good news! You can eat science. Let us show you the menu!
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The Food Lab is a six-episode series based on the explosively popular column by J. Kenji López-Alt at Serious Eats, the internet home of all things delicious, founded by Ed Levine. Kenji is joined on the show by intrepid video journalist and food enthusiast Katie Quinn.
Together, Kenji and Katie explore and explain the sometimes complicated scientific principles behind everyday cooking—and how you can use science to cook better (and eat better). For example, why are there so many myths about properly cooking steak? How many emulsions did you eat this week? Is there anything more complicated than cookie chemistry? And just what the heck is the Maillard reaction?
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But this is more than just learning fun facts. Each episode of the Food Lab arms you with useful techniques and tips for improving your eating, your way. Once you get the science, cook up your own new ideas. And you can even eat the failed experiments! Well, most of the time ...
The Food Lab: 100% Guaranteed!
As a fully funded production of Serious Eats, the Food Lab is already underway with a committed budget and timetable. That means the Food Lab show will definitely go live as planned and on schedule. We're using the "Flexible Funding" option for this campaign, which means that even if we don't reach our goal, every backer will still get everything they pay for—no matter what.
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So why launch a crowdfunding campaign? In addition to defraying production costs at the outset—never a bad thing—running a campaign has other benefits, such as:
- Spinning up faster post-production with more elaborate effects, graphics, animation, and other fun stuff
- Adding more ambitious gimmicks, stunts, gadgets, and super-science
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Offering exclusive rewards to fans
- Posting production updates for backer feedback
- Getting early word out via channels new to the Food Lab
- Building excitement and buzz for the release of the Food Lab book
Wait, did we say a Food Lab ... BOOK? Yes we did! If you hadn't already heard, WW Norton will be releasing The Food Lab in book form, coming in September 2015, right when the final pair of episodes debut from this very Food Lab show. In fact, one of our perks is an early release copy of the book! What a coincidence!
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Speaking of dates, we'll be shooting principal photography in May 2015, in New York City. Episodes will be released in pairs, starting in July, then another pair in August, and that final pair in September.
Hot Perks!
Oh have we got some wondrous perks for our beloved backers. Check it out!
The First Episode!
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For a mere
$5, you get to watch
Episode 1 of The Food Lab before everyone else!
All the Episodes!
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For a slightly less mere
$25, you get
all six episodes of The Food Lab—as with Episode 1, delivered piping hot before main release!
All the Episodes + The Book!
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For a nice round
$100, you get
all six episodes of The Food Lab, PLUS your own copy of The Food Lab book (a $50 value). And of course, you get the book before official release!
All the Episodes + Signed Copy of the Book!
For $150, you get all six episodes of The Food Lab, PLUS a signed copy of The Food Lab book! This will take a little longer to arrive than unsigned books, but we'll do our best to get it to you before main release anyway.
All the Episodes + The Book + The Baking Steel Griddle!
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And for a princely yet thrifty
$400, you get
all six episodes of The Food Lab, PLUS your own copy of The Food Lab book, PLUS the famous Kenji-approved and Food Lab-tested reversible Baking Steel Griddle ($250 total value), customized with the Food Lab logo! And do we even need to mention that you'll get the Baking Steel Griddle early, before its official release?
All the Episodes + Signed Copy of the Book + The Baking Steel Griddle!
You knew this was coming. $450 gets you all the episodes PLUS a signed copy of The Food Lab book PLUS the reversible Baking Steel Griddle. Too real!
Here Comes a SLIDER PARTY!
Are you ready for this? $800 for all the episodes PLUS a signed copy of The Food Lab book PLUS the reversible Baking Steel Griddle AND our very own custom-designed Slider Party: 32 Pat La Frieda slider burgers and Kenji's favorite flat trowel for smashing them into succulent patties of meaty goodness. Personalized instructions included!
ULTIMATE BOSS LEVEL: Appear in an Episode!
Never better than this. $1500, limit of 6 available. All the episodes PLUS signed copy of The Food Lab book PLUS the reversible Baking Steel Griddle. AND, you get to appear in an episode of The Food Lab! Create your own 10-second clip, doing whatever you like -- make a speech, sing some Taylor Swift, show us your baby, cook a pie, tell everyone your amazing ideas. Within reasonable guidelines of propriety and quality, you can do anything you want (if we can't agree, we'll refund your dough, don't worry). Your clip will run at the end of a selected Food Lab episode, either along with or after the end credits. Like one of those special teasers at the end of a super hero movie!
Stretch Goals!
Due to the overwhelming success of this campaign, we've added special stretch goals for getting to certain totals. More on the way as we think 'em up.
$50k Campaign Total: BONUS EPISODE
If the campaign reaches this level of total contributions, we'll create an extra-special 7th episode of outtakes, deleted scenes, mistakes (there will be none), commentary, and anything else we sadly couldn't include in the main run. Could end up being the best one!
$100k Campaign Total: KENJI & KATIE KARAOKE PARTY
Not many know that Kenji has the voice of an angel straight from heaven, and Katie ain't no slouch either. If we break this goal, we'll throw a premiere party for all backers at a location to be determined, with karaoke and probably some food and beverages, just guessing. Certain to be epic in the parlance of Roman imperial times.
Your Hosts @The Food Lab
We're bringing aboard a wealth of expertise to make The Food Lab the best show about food, ever. EVER. ANYWHERE. Just look at us!
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J. Kenji López-Alt, co-host, is managing culinary director of Serious Eats, and author of the James Beard Award-nominated column The Food Lab and forthcoming eponymous book. A restaurant-trained chef and former editor at
Cook's Illustrated magazine, Kenji lives in San Francisco with his wife Adri and two dogs.
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Katie Quinn, co-host, is a video journalist and food enthusiast. She's been in the media industry for years as a digital shooter, producer, editor, and host. She loves a good story, a good laugh, and a good meal.
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Nick Perron-Siegel, director, is a Brooklyn-based cinematographer and director. His work alternates between fiction, nonfiction, and projects with aspects of both. He has a healthy love for analog film, and he eats ramen up to three times a week.
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Chris Mohney, producer, is chief content officer and general manager of Serious Eats. He has worked on video at Maker Studios, Tumblr, BlackBook, and Gawker, among other zones. He once lost a donut-eating contest, but he lost with honor.
Join us! And tell your friends!
We'd love for you to become a Food Lab backer at any level you choose, but of course spreading the word is just as important as donating cold hard cash.
Share the link far and wide on your Twitter, Facebook, Instagram, YouTube, Tinder, Craigslist, and MySpace. Send your grandma an email! She likes to eat, doesn't she?