Nick DiGiovanni has already become one of the most prominent video creators in the internet’s cooking community, but he’s not stopping there. The 29-year-old former MasterChef contestant, who has attracted more than 26 million subscribers on his namesake YouTube channel, is stepping into the world of written recipes. On a new website called Nick’s Kitchen, DiGiovanni blends text, images, and video to appeal to both novice chefs and adept gourmands.
At launch, Nick’s Kitchen offers more than 30 recipes, ranging from kitchen basics (hard-boiled eggs) to comfort foods (lasagna) to takeout classics (orange chicken). The header on the Nick’s Kitchen website quotes Ratatouille‘s Chef Gusteau by reminding culinary amateurs that “anyone can cook.” As long as no rats are hiding in DiGiovanni’s toque, the reference is a welcome reminder of the creator’s inclusive approach to food content.
Each Nick’s Kitchen recipe is accompanied by a video tutorial. Rather than uploading those clips to his main YouTube channel, DiGiovanni has launched a secondary hub to support his new venture.
Subscribe to get the latest creator news
DiGiovanni’s ability to share his gastronomic skills in a welcoming tone has keyed his growth on platforms like YouTube. His star status among internet foodies has led to celebrity collabs, agency representation, and brand deals with partners like Dunkin’. When you look up food-related terms in Google’s video search tab, DiGiovanni’s recent Nick’s Kitchen uploads often rise to the top.
Nick DiGiovanni’s tutorial is the first result when searching for steak videos on YouTube.
In an email to Tubefilter, Nick’s brother Peter DiGiovanni said that the Nick’s Kitchen website aims to promote the chef’s recipes on standard search pages. For many food-related terms, Google’s results are dominated by recipe websites that use a familiar, frustrating formula: They preempt the recipes with pages and pages of context, where readers will find specific terms that boost the host site’s search ranking.
With Nick’s Kitchen, the DiGiovannis are trying to move up in the search rankings without relying on tiresome SEO growth hacks. Most of Nick’s recipes feature a few lines of context before getting straight to the point.
The result, if all goes according to plan, is to build a trove of simple, fundamental recipes that can easily be searched up through engines like Google. And if you’re a visual learned who would prefer to skip the written recipes, the Nick’s Kitchen channel has you covered.
