In 2012, Doron Petersan won the Food Network’s “Cupcake Wars” for the second time. People lined up for his vegan cupcakes at Sticky Fingers bakery in Washington, D.C. The show was a big hit, and many were eager to try treats without eggs, butter, or milk.
“That was the peak for Food Network,” Petersan said. “Everyone was tuning in.”
Today, many in the dining industry believe that TV shows don’t bring the same publicity they once did. Instead, people are increasingly looking to social media and local food experts for dining suggestions.
Kevin Hsieh, who owns Bao Bei, a Taiwanese street food restaurant in Rockville, appeared on “The Great Food Truck Race.” Despite being a contender, he didn’t notice a surge in customers afterward.
“I wish I could say it changed everything,” he admitted. “But it really didn’t for us.”
The Shift from TV to Social Media
Food television used to be a powerful tool for chefs. Gordon Ramsay’s many shows made him a household name, but the landscape has changed. Now, consumers prefer direct recommendations from trusted voices online. Chefs can build their own brands without waiting for TV exposure.
Tineke “Tini” Younger, a chef from Frederick County, gained fame on TikTok before appearing on Ramsay’s show in 2023. Her viral mac and cheese video has over 116 million views.
“Everyone gets their info from their phones,” Petersan said. “You can see the media shift happening in real time. There are no set rules.”
Hsieh appreciates this new freedom. On TikTok, he shares his genuine personality, which resonates more than scripted drama from a reality show. His lighthearted approach has earned him over 50,000 followers and millions of views.
“Something always has to go wrong on those shows,” he explained. “That’s not how I operate day-to-day.”
Local Experts Are Regaining Power
While food TV still entertains, many diners are leaning toward local recommendations. For example, Locals Restaurant in Poolesville saw a significant uptick in customers after being featured on PBS’s “Signature Dish.”
Co-owner Sandy Wright was amazed by the show’s impact. “The fans of ‘Signature Dish’ are loyal,” she noted. “They feel like they know the host, Seth, even if they’ve never met him.”
In the late 1990s and early 2000s, local spots often thrived after national TV exposure. But now, personal connections through social media often garner better results.
Food Network’s Ongoing Influence
Even if TV appearances don’t guarantee immediate success, chefs still value their connections to shows like Food Network.
“It adds credibility to my bakery,” Petersan said. People who hesitate to try vegan food might be more inclined if they know it has won awards.
Hsieh echoed this sentiment. “Being on the Food Network is cool; it puts my restaurant on a different level. But I’m really focused on building my brand.”
Dining Like a Celebrity Chef
If you want to try food from chefs who have made it onto TV, here are some local spots to check out:
- Silver Diner: Gaithersburg, competed on “Chopped”
- Z & Z Manoushe Bakery: Rockville, featured on “Signature Dish”
- Full On Craft Eats & Drinks: Rockville, chef appeared on “Hell’s Kitchen”
- Sticky Fingers: Washington, D.C., two-time winner on “Cupcake Wars”
The Bottom Line
The world of food media has evolved. Chefs now must adapt to thrive in a landscape where social media reigns. Local recommendations and genuine connections often hold more power than national TV spots. It’s an exciting time for food lovers as they explore and discover new flavors and experiences.
