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The Future. Gone are the days of relying exclusively on legacy food sites for recipes; consulting short, digestible videos on TikTok — where the conversation around food is shifting — is now the norm. Seeing everyday people cook in their homes with accessible ingredients could change how recipes are conceived, shared, and even used in the US.
Cultural power lies with the normie
Folks are responding to budget consciousness, economic transparency, and diversity on TikTok, where meals are created out of dollar store purchases, according to Vox.
- Justine Doiron @justine_snacks (2.3 million followers) studied hospitality at Cornell but never saw cooking as her calling until TikTok. Now, she’s putting the final touches on her first cookbook.
- Tini Younger @tinekeyounger (3.7 million followers) worked at McDonald’s before riding social media fame to Gordon Ramsay’s competition show Next Level Chef.
- Keith Lee @keith_lee125 (13.5 million followers), a Las Vegas resident, might very well be the country’s most famous restaurant critic right now — and he doesn’t work for any news publication.
By comparison, NYT Cooking has 312,300 TikTok followers, and Bon Appétit Magazine has just 303,500.
Connecting through food is powerful
While mainstream outlets have only slightly increased their money consciousness in recipe development, TikTok has become a space where people go for transparent Trader Joe’s hauls and dollar store meals. These grocery hauls haven’t just promoted an openness to vulnerability, but they’ve also been learning tools, since many people buy ingredients for recipes without knowing how to work from staples.
When folks cook now, they’re probably hearing the voices of their favorite TikTok chefs in their heads.
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