Today we’d like to introduce you to Alice (Ali) Payne.
Hi Alice (Ali), so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Just Table It grew out of both my personal life and my professional background.
I come from a long line of family cooks, so food was always a big part of my upbringing. Some of my earliest memories are tied to being in the kitchen and around the table.
After college, I spent about ten years working in sales and marketing, but eventually I started feeling burned out. Around that same time, the Food Network was becoming more popular, and it sparked my interest in cooking as a possible career. I enrolled in a small culinary school and it was love at first class! From there, I worked for a bed & breakfast, and a caterer…and then took a little break for 3 amazing reasons (let’s call them Larry, Curly and Moe!).
When my youngest was about one (2014), I made my way back into the food industry as a prep chef – turned kitchen manager at a gourmet food shop. This is where I learned a ton about cooking for families. Even in culinary school, while many of my classmates dreamed of restaurant kitchens, I always knew I wanted to cook for families.
In 2017 food became very personal for me. My son was diagnosed with food allergies, and I discovered I had some sensitivities of my own. Learning how to cook in a way that supported our health changed everything for our family and completely reshaped how I approached food.
All of these experiences came together in Just Table It. I started the business in 2018 to help busy families take the stress out of mealtime, especially those juggling packed schedules, dietary needs, and the mental load that comes with feeding a household. What began as a one-woman operation has since grown into a company with five chefs, serving families who want thoughtful, personalized meals without the overwhelm. Today, Just Table It is about making life easier, meals more enjoyable, and helping families actually look forward to gathering around the table again.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Things have not always been smooth and I have definitely had my share of challenges…but I LOVE being an entrepreneur.
The first year was one of the most challenging times of my business because it was all about figuring things out. To begin with, I was trying to figure out what my business even was. I experimented with freezer meal parties, then meal delivery, then finally landed on a more traditional personal chef model. During that time, I built my own website, did my own books and handled all of my own sales and marketing. My background in sales and marketing helped, but it was still a whole lot of learning by doing.
Like many small businesses, COVID brought a lot of uncertainty. I had no idea what was going to happen, but it turned out to be an unexpectedly busy time. People were tired of cooking for themselves and needed help more than ever. The real challenge came afterward, when things opened back up. Travel picked up, clients paused their service frequently, and I was holding their spots without income. That forced me to rethink policies, boundaries, and how to build a more sustainable business.
Another huge learning curve came with hiring and managing chefs. Shifting from doing everything myself to building and leading a team came with its own set of challenges, from systems and training to communication and trust.
Each phase has brought its own obstacles, but I genuinely love what I do. I love being an entrepreneur and solving problems, even if I don’t always love it “in the moment.” Every challenge has helped shape Just Table It into a stronger, more thoughtful business, and I am grateful for the lessons I have learned through the challenges.
Thanks – so what else should our readers know about Just Table It?
Just Table It gives people back their time, makes space for people to connect, and eases the mental load of those juggling “all the things.” At its core, what we do is help people breathe a little easier around mealtime.
We provide highly personalized personal chef services, preparing thoughtful, home-cooked meals that fit seamlessly into our clients’ lives. We handle the planning, shopping, cooking, and cleanup, so our clients can spend less time thinking about dinner and more time actually enjoying their evenings. While the food is important, the real value is the sense of relief and support our clients feel knowing it’s taken care of.
What sets Just Table It apart is how customized our service is. We specialize in cooking for real people with real lives, including busy families, professionals, and households with dietary needs or food allergies. There’s no one-size-fits-all menu. Every client’s meals are built around their preferences, routines, and health needs, and our chefs cook directly in their homes, creating food that feels personal, familiar, and nourishing.
Just Table It was built by a mom and entrepreneur. Someone who understands the desire to feed your people a nourishing meal while juggling everything else, and that perspective shapes everything we do. From how we communicate to how we train our chefs. We focus on kindness, trust, and care, not just efficiency.
Just Table It is all about support. It’s about helping people reclaim their time, enjoy good food, and create more moments around the table that actually feel (AND TASTE) good!
Is there something surprising that you feel even people who know you might not know about?
People are often surprised to learn that I don’t love cooking anymore. Don’t get me wrong, I used to love cooking. I mean, I LOVED it. I was obsessed. If I walked into a bookstore, I made a beeline for the cookbooks, and I could happily spend hours wandering grocery stores just exploring ingredients. These days, while I still love the idea of getting good, healthy food into my people, I don’t love the actual process quite as much.
I still cook several nights a week, but I definitely don’t take it on all by myself anymore. Even as a trained chef, I want help in the kitchen. Two nights a week are officially outsourced. My husband is fully in charge of one night, and on another, my kids, who are a little older now, plan the menu while I step into the role of sous chef.
It is okay to ask for help! And not everyone has a husband or kids who can step in…that’s why I started Just Table It! You don’t have to do everything yourself to be doing it “right,” and sharing the load can make everyday life feel a little lighter and more enjoyable.
Contact Info:
- Website: https://justtableit.com
- Instagram: https://www.instagram.com/justtableit/
- Facebook: https://www.facebook.com/justtableit/
- LinkedIn: https://www.linkedin.com/in/ali-payne-3563aa148/
