Bon Appetit’s Youtube channel has set the new standard for how media companies need to brand themselves.

Here, try it. I want you to know that I can accept zero criticism right now
– Claire Saffitz
If 10 years ago I asked you to name the first chefs you can think of, you’d probably have a very short list: Martha Stewart, Gordon Ramsay, Bobby Flay, maybe Paula Deen. Your list would be short and unchanging and probably consist of the names you saw on Food Network.
If I asked you or 5.95 million other subscribers that same question today, your answers may sound a little different: Claire Saffitz, Brad Leone, Carla Lalli-Music, or any of the other members of the Bon Appetit test kitchen.
Strangely enough, BA has become a Youtube phenomenon, blurring the line between magazine and television series with its assorted internet shows and a cast of familiar faces.
The history of what can best be described as a food/media empire started in 1956 when the magazine was founded. Eventually bought up by Conde Nast (who currently own publications such as Vogue, GQ, and The New Yorker), the magazine has continued to thrive under current Editor Adam Rappaport. Now the magazine has expanded to include the extremely popular Youtube account, various social media channels, and a podcast. They even have a merch store. Essentially it’s doing everything right as a modern media company.
BA started their Youtube channel almost 8 years ago in 2012 but didn’t see the rapid growth they do today until video editor Matt Hunziker (affectionately referred to as “Hunzie”) changed the channel’s video style with a 9 minute video of Test Kitchen Manager Brad Leone making Kombucha. Branded under the name “It’s Alive with Brad”, the video moved away from the polished look BA was used to and instead was, as Haley Nahman puts it, “full of spills and swearing and fast cuts with irreverent commentary added via text overlay”.
The video now has 3.3 million views since being published on October 21, 2016, and it started the new BA as we know it. Since then many of the editors-at-large and various other members of the magazine have started their own web series on the channel. Leone himself has continued “It’s Alive” as a show about fermentation, but series such as Carla Lalli-Music’s “Back to Back” feature celebrity guests trying to keep up with only verbal instructions of a professional chef, and Chris Morocco’s “Reverse Engineering” shows Morocco recreating recipes after only smelling or tasting them.
The arguably most famous of BA’s shows, though, is Claire Saffitz’s “Gourmet Makes”, where Saffitz is tasked with recreating junk foods from scratch (and hopefully making them more “gourmet” by using better ingredients). 5 episodes from the series alone make up half of the channel’s top ten most popular videos, and Saffitz now has 835 thousand followers on Instagram.
What makes Saffitz and every other member of the BA test kitchen so entertaining is how human they all seem. The members often interact with each other during episodes, and often they can be seen working in the background of every shot. Unlike most cooking shows that are designed to look effortless, BA’s videos often pull back the curtain on the reality of recipe design and kitchen work. Claire, for example, regularly gets frustrated and fails miserably as she tries to recreate snacks like Pop Rocks, but her perseverance through it all leaves viewers intensely satisfied.
The personality that gets to shine through BA’s videos is definitely the root of the company’s success on Youtube, and will definitely be a model for media companies for years to come.








