Charlie Denk is a West Sider with a dream. After working for several years as an engineer, Denk knew corporate America wasn’t for him. Today, Denk operates three Stir Studio Kitchens, located in Ohio City, Hudson and Chagrin Falls, and envisions expanding. The Land recently caught up with Denk at his Ohio City studio, where he discussed his entrepreneurial journey, Cleveland’s food scene and becoming a first-time dad.
Can you describe your journey to opening Stir?
I grew up on Cleveland’s West Side and graduated from Penn State University with a degree in engineering. I worked in the field for several years before realizing that, in corporate America, you need to play by the rules, fall in line and wait your turn. For some people that’s fine, but that’s not my personality. I knew I wanted to start a business because I wanted the challenge, stimulation and excitement. I also knew it would be a fun way to spend my life. I remembered taking cooking classes in my teens and early 20s for date nights and other events. I thought the classes were great, but I could do them differently and more successfully. Initially it was just me, very lonely and not very good. Then we hired a string of great people, which sparked innovative thinking. It’s naturally progressed to opening three studios, one in Ohio City, Hudson and Chagrin Falls.
How did you get the name Stir?
I wasn’t focused on the name at the beginning, but instead on making the concept work. I wanted a clear, pronounceable English name and I wanted it to be a verb. I also wanted a simple, four-letter logo. I realized before launching, that a Boston-based Stir already existed and I needed to expand the name to secure the website, which then became Stir Studio Kitchen.
You’re quoted as saying, “We’re turning the idea of cooking classes upside down, building stunning studios, filling them with dynamic instructors, cooking interesting food and delivering a compelling guest experience.” How is Stir doing this?
Cooking classes abound and many focus more on education and less on entertainment. I wanted to take an underwhelming cooking class approach and make it more entertaining and a top-of-the-mind thing to do on a Friday night instead of going to your traditional bar or restaurant. Our studios aren’t a production kitchen, but instead warm and inviting. You walk in and hit the ground running. Our well-trained instructors greet you at the door. Music is playing and drinks are already being poured. Hors d’oeuvres are available, along with a beautifully displayed workstation, including utensils and cooking ingredients. Guests start cooking and throughout the two-hour event, we interject cooking tips, fun facts and a healthy dose of jokes. When it’s time, we plate and serve a photographable meal. The occasion transforms from a party-like, interactive cooking experience into a memorable dining experience.
How do you build community at Stir within a single class?
Some sessions are better than others. Some rooms are quiet and others, the community builds itself. People are having so much fun, they become instant friends. Most times, it’s somewhere in between. Put knives, cutting boards, a pot of food and some ingredients in front of people and community takes care of itself. There’s naturally something to talk about and do. Strangers can gravitate toward one another, especially amidst the smells and tastes.
Stir offers summer cooking camps for kids. Are they successful?
When we started Stir, we swore we wouldn’t do kids classes because we thought they would muddy the brand. Eventually, people started asking about kids classes and we re-considered offering them, but only if we did them well. I still wanted the lessons to be offered under a different brand and when we brainstormed the name “YoungStirs.” We knew then we had no choice but to offer kids classes, because it’s such a good name. After a slow start, they’re now gangbusters. The summer camps are fantastic. We take them seriously and put a lot of work into them. Some kids attend who are new to cooking. Others arrive with a notebook full of comments about their past cooking successes and failures. I see our kids classes continuing to grow in popularity.
How has Cleveland’s culture influenced Stir’s concept and success?
Cleveland is uniquely set up to succeed in an endeavor like this. It has open-minded people and when a new concept or idea appears, Clevelanders embrace it. In places like New York, Boston or Chicago, you’re lost in a sea of competition and other crazy concepts of things to do. Cleveland has a good food culture and everywhere I go these days, there’s great food.
How would you describe Cleveland’s food scene today?
Cleveland’s food scene is compelling – Ohio City, Tremont, Lakewood. I love going to the Parmas of the world where you can find some good European and ethnic cuisine. There’s a lot of younger people who are thinking of food concepts that aren’t earth-shattering by any means. They’ve taught themselves how to make a good sandwich or pizza, secured a little storefront space and invested in their social media presence. Before you know it, they’re one of the hottest places in town.
If you could have one guest chef prepare food at Stir, who would it be and why?
My first answer is my wife, Madison, because she is a very good chef and used to teach classes at Stir. I also like Ina Garten, Barefoot Contessa, one of the biggest names in food today. I admire her as a person because her journey is like mine. She worked in the White House on nuclear energy policy and quit around the same age as I did to pursue her interest in food. Despite her growth and mainstream success, she has a healthy work/life balance.
What role do you think cooking plays in people’s lives today?
In the seven years since I started this business, cooking at home has changed dramatically. I started this business right before COVID and most of the delivery apps available today. Restaurants weren’t doing carryout to the extent they are now. When I started, cooking at home was more prevalent and an intrinsic part of people’s lives. Today, restaurant food is accessible from delivery apps and phones in minutes. Groceries are expensive and cooking at home has become more of a novelty or nostalgia. The same people who cooked at home might now do it once a week instead of nightly. Bike riding can be considered part of our past. We don’t have to do it, but we still like to do it. At Stir, it’s the same concept. Coming into our space and doing a cooking class will become even more special because people will be cooking less. While some parts of this business will adopt AI, we’ll always need human instructors to present a captivating experience.
You and your wife, Madison are new parents to eight-month-old Frankie. How is fatherhood?
It’s awesome, obviously. We have a unique scenario in which we both have flexibility with our jobs, so I’m able to spend three or four hours a day with him. We go for walks every day-rain or shine. We’re off to a strong start and I’m having a blast. I thought having a child would make me want to slow down but it’s had the opposite effect. I’m more ambitious and focused, in a good way.
How has your approach to entrepreneurship changed since launching Stir?
It’s constantly evolving. Initially, I thought Stir was going to take over the country and have 500 studios in five years. It didn’t happen. Then I entered a period of contentment and wanted to enjoy my life. Now, I’m getting more ambitious again. That’s the beauty of entrepreneurship. There are different motivators for people, which is awesome.
What are your three main takeaways for readers?
First, people can do something like Stir and start their own business. I would have killed to have more confidence that something like Stir was possible in my early 20s. I want people to know that it’s not as impossible as it may seem. I’d love to see people have more confidence in themselves and try things, because it might work out well. Second, I don’t want to overshadow the talented people I work with. It’s an incredible feeling knowing these individuals could be doing anything else with their life and they choose to be a part of this journey. So, surround yourself with good people. Lastly, I’m a big proponent of having something in your life that you can do well and enjoy. Whatever it is, do it hard and deep. That’s a big part of being human and living a good life.
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