Houston, We Have Lift-Off! - Modernist Cuisine

Houston, We Have Lift-Off!

MCFebruary 25, 2011

Space Shuttle Discovery blasts offAfter yesterday’s successful launch of Space Shuttle Discovery’s final mission, comparisons to the pending launch of Modernist Cuisine are irresistible (to us anyway).

Discovery began its final mission having already achieved unprecedented success. According to NASA, over Discovery’s 38 spaceflights, it has carried 246 crew members around Earth 5,628 times over a period of 351 days spent in orbit. First launched in 1984, Discovery has a total of 142,917,535 miles on the odometer.

Similarly, Modernist Cuisine approaches its March 14th launch window having already achieved several milestones. Modernist Cuisine has already been widely lauded by reviewers and will enter the Cookbook Hall of Fame at the Gourmand World Cookbook Awards on March 3, 2011.

Pre-orders from all of the retailers who will carry the book have rocketed well past the 3,000 copy mark, more than half of the book’s total first print run. Last week, Modernist Cuisine entered the top 100-selling books on Amazon.com. [Update: On March 9, the book entered the ranks of the top 50.] As the following chart illustrates, the book’s pre-release sales pace has soared into the stratosphere.

Amazon Sales Rank Chart; vertical axis is in powers of 10
Amazon sales rank chart; vertical axis is in powers of 10

(Note that the vertical axis of this chart is logarithmic, so each division in the vertical scale corresponds to a ten-fold improvement in the Amazon.com sales rank.)

Like Discovery, just getting Modernist Cuisine to the launchpad has been a huge undertaking. The six-volume, 2,438-page set weighs 39 pounds, contains 3,126 photos, and took five years and a team of more than 50 to create. Granted, what we did isn’t rocket science. But we’re proud of it nonetheless.

The first copies of Modernist Cuisine have now landed safely on U.S. shores and are making their way to bookstores and customers. We wish the crews of Discovery and the ISS a similarly successful journey and safe return.