Meet The Mad Geniuses Bringing ‘Food Porn’ To The Masses With Creations Like Nutella French Toast Waffles

by 4 years ago

Food Steez Crew

Food is suddenly cool. Not just the ingesting of it, but the chronicling of the cooking process, the baking of things and even dissecting of food. There isn’t a week that goes by that this website doesn’t publish some type of video with a focus on grub.

And it’s not just the heavy hitters like Food Network or LifeHacker grinding out videos dedicated to all things edible. In 2014, Boston University alums Sean Thomas and Mike Irving tossed around the idea of starting a food blog. They both enjoyed cooking and Thomas had a background in hospitality while Irving majored in film production. To test the waters, the duo started an Instagram account in December 2014.

After almost instant success, the pair realized a website was the next logical step, and baked up FoodSteez in early 2015.

“Since I have a background in video,” explained Irving, “we thought ‘fuck it, let’s make a food video.’ Mind you, even just a year ago, food videos weren’t half as popular as they are today. Right now it seems like every Facebook video that pops up is a recipe video.”

The former roommates were on to something without really even knowing it. Another former BU alum, Alex Jazz, hopped on board and started assisting with the cooking and the videos.

By the third video, Taco Tuesday, the threesome had a semi-viral hit which made it to the top of Reddit videos pulling in over 70k views in one day.

“At that point,” Irving recalls, “the food blog for friends and family and just for fun felt like it could become something bigger.

The group put more work into the production and recipes and created a YouTube channel with Tastemade (they also added another member, Andrew Collins, to help run video production). By September things really started to take off and they’re now creating content weekly.

The videos released on their Facebook have amassed 7.4 million views in the last month alone. Even with this success it’s not a full time job for any of the friends yet, but they’ve made enough capital to be able to invest in their own production equipment. They all kept side gigs to pay the bills but every day they work, and sometimes all night, to put videos together.

“I think what really separates us from most food blogs is the quality of our work. Our clips are pretty much food porn. And just like a man could look at a naked woman and never get sick of it, everyone can look at a juicy burger and get that same pleasure. A sense of I need that right now. People love to indulge. And that’s where we come in.”


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