"It may sound utterly insane and feel beyond reach, but if you can turn it into reality, you can bet that people will be eager to see it."
That’s how Nick DiGiovanni said he approaches his YouTube channel, which recently surpassed Gordon Ramsay as one of the most followed food channels with over 22 million subscribers. For DiGiovanni, very few ideas are crazy nor impossible whether that means dining on a $30,000 plane ticket or cooking for the world’s heaviest sumo wrestler. It’s safe to say this Harvard graduate and MasterChef finalist has developed a unique recipe for content that mixes his knack for storytelling with his love of food.
I sat down with DiGiovanni to discuss his early days, creative process, and why he’s now launching another channel called Nick’s Kitchen that promises to provide another take on food videos and recipes.
The Initial Period
DiGiovanni first got his taste of the limelight in 2019 when he appeared on MasterChef and finished third under the mentorship of Gordon Ramsay. He admits Ramsay was not just a mentor but an inspiration for his style of cooking and presenting food.
"I hold Gordon in the highest regard," he remembers. "Few can claim that he has been a guiding figure in their lives."
Despite his impressive finish on MasterChef, DiGiovanni faced the challenge of maintaining momentum after the show.
"You can really only ride on someone else's success for so long. So, I could only take the burst of fame from MasterChef and Gordon Ramsay, the same one that all the other contestants might have gotten, and ride that wave for a limited time."
The shift to YouTube was far from simple for DiGiovanni. He mentioned that he had to learn the ins and outs of the platform on his own, mastering the art of filming and editing, frequently trying out different types of content recorded right from his bedroom.
"I remember filming videos in my bedroom, right beside my bed, in my very first apartment after college. Cooking a steak would turn everything into a mess. There was grease and oil on the sheets and all sorts of other remnants. It was pretty gross," he recalled, reflecting on the chaotic reality of those initial efforts.
Despite facing numerous challenges, he gradually discovered his groove, ultimately creating a distinctive approach that fused culinary art with entertainment.
The Expansion of DiGiovanni’s Channel
DiGiovanni's path to becoming one of the most prominent food creators on YouTube was characterized by numerous trials, both culinary and on-screen.
"We’ve got different formats like ‘world's best,’ ‘tasting every food from every decade,’ or ‘rating and testing things,’ and that’s always fun,” Nick explained. "Then we have cooking challenges with people like MrBeast, Uncle Roger, and Shaq.”
One of his most popular videos featured a rat he trained to prepare ratatouille, drawing inspiration from the beloved Pixar film.
"I immediately felt a spark of interest when we first discussed the idea," DiGiovanni reminisced.
His enthusiasm for merging culinary delights with grand ideas has not only propelled him to viral fame but also enabled him to set his content apart from the rest.
“We’ve got every food from SpongeBob, food hacks...and then we have, you know, the big money ones where it's a little more luxurious and gets a little bit crazy on the amount of money that I spend."
This combination of styles has drawn in millions of viewers and played a significant role in his rapid ascent.
The collaborations with creators and celebrities have also played a huge role in his growth. From Paris Hilton to Matthew McConaughey, DiGiovanni has worked with some of the biggest names in entertainment.
He elaborated, “One key insight we gained from engaging with various individuals is that it’s essential to present a proposition that offers them value, regardless of who you’re collaborating with.”
"I’ve observed that many individuals typically reach out with simple requests like, ‘Hey, can you help me with this?’ or ‘Would you like to collaborate on this?’ However, we prefer to take a more initiative-driven approach. For instance, we might say, ‘We noticed you recently launched this product’ or ‘You’ve just accomplished this, and we’re eager to showcase it in this manner.’ We usually come prepared with three specific ideas, and this strategy tends to yield excellent results."
His collaborative approach has led to some of his most memorable videos, including the ones where he set Guinness World Records such as the world’s largest chicken nugget.
The Industry Driving Food Media
Overseeing a large media brand is quite a challenge, and DiGiovanni attributes a significant portion of his achievements to his team, particularly his brother, Peter DiGiovanni. Collaboratively, they have optimized their production workflow, allowing them to reliably produce top-notch content.
From custom sets to extensive travel, DiGiovanni spares no expense when it comes to making his ideas come to life. His most expensive video to date? The one where he trained a rat to make ratatouille.
"Preparing ratatouille turned out to be quite costly because we hired a trainer to work with the rats around the clock, as I didn't take on that task myself," DiGiovanni chuckles. "And let's be real, how many experts are there who focus on training particular animals? So, it ended up being rather expensive, but it was an absolute blast as well."
Launching New Businesses: Salt, Merchandise, and Beyond
Beyond YouTube, DiGiovanni has expanded his brand with a range of successful ventures. One of his most notable products is Osmo, his premium salt brand.
"I believe that taste is the most essential aspect, which is why I aimed to create something that a few people could enjoy, even if it’s just a seasoned salt, and that I had a hand in. It's truly an amazing product."
Osmo has become a hit with home cooks and professionals alike, and Nick plans to grow the brand into a broader pantry staples company.
“Sales have been fantastic at Walmart, which is thrilling to see. Additionally, the online performance for Walmart is outstanding as well, and they are focusing on enhancing that aspect. Overall, the results have been impressive, but in the future, I aim to expand Osmo into a comprehensive brand of pantry essentials, including sauces, savory snacks, and a variety of other products.”
DiGiovanni’s commitment to quality extends to his merchandise line, Happy Potato, which donates proceeds to charity.
In his own words, “My mission is quite straightforward: to improve the world by means of food.”
He is a six-time bestselling author on the New York Times list, which further establishes him as a versatile creator dedicated to making food more accessible and enjoyable for all.
Nick’s Kitchen & The Next Chapter
Nick’s main channel has largely shifted toward food entertainment, but his love for serious cooking hasn’t faded. That’s why he has launched a second channel called Nick’s Kitchen, which focuses exclusively on serious, straightforward cooking content.
"When I first launched my YouTube channel, my focus was on creating more serious cooking tutorials. They were quite straightforward, featuring just me cooking alone in the kitchen. That was the entire setup. I would prepare a dish from scratch, often beginning with a whole fish and finishing with a beautifully presented plate of cooked fish."
While his main channel is full of stunts and viral moments, Nick’s Kitchen strips away the entertainment aspects to focus purely on the food while still keeping it high production value with elegant editing.
His first video on this channel is about Macaroni and Cheese, and in only three days, it has amassed over 400,000 views.
"It's merely a kitchen, myself, and a few uncomplicated yet delightful recipes."
Nick’s excitement for the new project is palpable. He’s committed to making Nick’s Kitchen a platform where viewers can learn cooking techniques in a visually stunning format.
"I prefer to keep the focus away from myself. My goal is to capture as many angles of the food and our activities as possible. I want plenty of B-roll footage. I’m not interested in just having dull shots of my face while I stand in the kitchen and chat. That’s the direction I’m dedicated to for this channel."
With Nick’s Kitchen just launched and several ventures already thriving, DiGiovanni is only just getting started. As he continues to evolve food content on YouTube, his focus stays on making cooking fun, accessible, and inspiring.
"Food transcends mere appearance; it’s a full sensory experience."
It’s evident that DiGiovanni transcends the role of a mere chef; he is a genuine pioneer in the realm of gastronomy. From creating viral food content to introducing exciting new products, his authentic enthusiasm for cooking and his ability to engage with his audience are what distinctly elevate him above the rest.
With his subscriber count now exceeding that of Gordon Ramsay, it’s evident that DiGiovanni is carving out his own legacy, creating one delectable dish after another.
