Is there a something like Foreman[1] for Chef ? Something able to create and spin up new VM and execute receipts after install ( by using just a "web browser" ).
[1]: http://theforeman.org/projects/foreman/wiki/Screencasts
[1]: http://theforeman.org/projects/foreman/wiki/Screencasts
I don't know what you mean by "execute receipts" however in the video they kick off a puppet run, which makes me think you could similarly kick off a chef run instead.