From Meta Layoff to Food Tour Empire: One Man’s Delicious Journey to Entrepreneurship
Scott Goodfriend, a 39-year-old Brooklyn resident, traded the corporate world for the world of wanderlust and culinary delights. After a layoff from Meta, he turned his passion for New York City’s diverse food scene into a thriving food tour business, "Ultimate Food Tours."
What began as free tours for friends and family, quickly transformed into a full-fledged business with six themed tours and three cooking classes, all offering a unique blend of culinary exploration and cultural immersion. Goodfriend emphasizes the historical context woven into each experience, inviting guests to “look through a slice of pizza” and trace its story across centuries of history, peace, war, and human connection.
"You’re really going to understand the cultures that you’re exploring and also get an appreciation for the food and its history," he explains, emphasizing the importance of showcasing New York’s rich tapestry of flavors.
Goodfriend’s dedication to quality and authenticity is evident in his meticulous approach to curating his tours. Each food stop is carefully selected, adhering to his strict criteria: delicious, perfectly timed for the tour’s flow, and conveniently located along the route. Building relationships with local vendors is a cornerstone of his business philosophy, leading to genuine connections that extend beyond mere transactions.
"I generally do just kind of keep showing up and ordering food at places and figuring out the Cadence on my own," he says, highlighting his dedication to earning respect through consistent engagement.
The success of "Ultimate Food Tours" has far surpassed Goodfriend’s initial expectations. Now operating full-time and with a team of experienced tour guides, the business generates a healthy $140,000 annually, catering to individual travelers and corporate events. Goodfriend’s unwavering commitment has allowed him to invest profits back into the business, ensuring it continues to grow and support local businesses.
“We pay all of our vendors very well, we tip very well, and I really hope that that continues,” he says, emphasizing the importance of supporting the very fabric of New York City’s culinary landscape.
Looking ahead, Goodfriend has ambitious plans to expand "Ultimate Food Tours" globally, bringing his unique blend of cultural immersion and gastronomic delights to a wider audience.
"My goal for Ultimate Food Tours is to expand around the world," he shares, expressing his vision for a global community of food enthusiasts united through shared experiences.
His journey demonstrates the transformative power of passion and perseverance, turning a personal love for food into a thriving business that fosters connection, supports local communities, and inspires adventurous spirits to explore the world one delicious bite at a time. As Goodfriend concludes, “The success of my business has changed my life in probably intangible ways… It’s always been my dream to be an entrepreneur.” His story proves that sometimes the most fulfilling journeys begin with a simple question: "Somebody has to eat all the food in New York City…"
From Meta Layoff to Food Tour Empire: One Man’s Journey to Eating His Way Through New York City
Scott Goodfriend, a 39-year-old Brooklyn resident, traded the corporate world for the bustling streets of New York City, turning his passion for food and exploration into a thriving food tour business. After being laid off from Meta, Scott decided to "cut the safety net" and dedicate himself fully to Ultimate Food Tours, a company he started with just two people and a dream to share the city’s diverse culinary landscape with the world.
Key Takeaways:
- From corporate life to entrepreneurial freedom: Scott’s story is a testament to chasing your passion and taking the leap. He embraced the opportunity presented by a layoff to dedicate himself to his food tour business, proving that sometimes the most unexpected events can lead to incredible outcomes.
- Building relationships, not just a business: Scott’s approach to building his food tour business focuses on genuine connections with vendors and restaurants. He emphasizes building strong relationships through consistent patronage and respect, rather than solely focusing on business deals.
- Investing in people, not just profits: Scott invests a significant portion of his company’s profits back into supporting his vendors, demonstrating a commitment to the local community and fostering a sustainable business model.
A Culinary Journey Through Time and Taste
Ultimate Food Tours offers a unique blend of history, culture, and gastronomy, guiding participants through an immersive experience that goes beyond simply tasting food. Each tour focuses on a specific theme, exploring the cultural evolution of various culinary traditions within New York City.
The History on Your Plate
As Scott explains, "If you look at a slice of pizza and you’re able to look through it, you would literally span hundreds of years of History around the world." He believes that each dish holds within it a complex history, woven with stories of peace and war, travel, happiness, and sadness.
Connecting Cultures Through Food
Scott’s tours are designed to deepen participants’ understanding of the diverse cultural influences that have shaped New York City’s culinary landscape. By visiting various ethnic enclaves and exploring their unique food traditions, he aims to foster appreciation for the city’s rich tapestry of flavors.
The Art of Curating the Perfect Food Tour
Creating a memorable food tour involves far more than simply selecting delicious restaurants. Scott meticulously curates each itinerary, taking into account a multitude of factors:
1. Deliciousness is Paramount
Each stop on Ultimate Food Tours must be genuinely delicious. Scott meticulously vets each restaurant, ensuring that the food meets his high standards for quality and taste.
2. Strategic Cadence and Timing
The flow of the tour is carefully orchestrated, taking into account the time required to prepare and serve each dish. This strategic timing allows for a smooth and enjoyable experience for all participants.
3. Location Matters
Restaurants on Ultimate Food Tours must be strategically located along the tour route, ensuring efficient transportation and a cohesive narrative flow for the culinary journey.
Building Relationships, One Dish at a Time
Scott’s approach to building his business is rooted in genuine relationships with vendors and restaurants:
1. The Power of Persistence
Rather than focusing on business deals, Scott chooses to earn respect through consistent patronage and a genuine appreciation for the food and the people behind it. He simply shows up, orders food, and learns the rhythm of each establishment, building trust over time.
2. Respect Above All
Scott values the vendors he collaborates with, paying them a fair wage and actively supporting their businesses. This mutual respect forms the foundation of his business model, creating a win-win situation for both Ultimate Food Tours and the local culinary community.
3. Beyond Business: A Personal Connection
The focus on relationships goes beyond the professional realm. Scott fosters genuine connections with the people he works with, creating a strong foundation of mutual respect and understanding.
Scaling a Food Tour Empire: From One Booking to Global Expansion
From humble beginnings with just one booking, Ultimate Food Tours has grown into a thriving business, expanding its reach through a strategic combination of online marketing, employee collaboration, and a commitment to consistent quality:
1. An Unexpected Opportunity: Airbnb Experiences
A suggestion from a friend led Scott to list his food tours on Airbnb Experiences, which proved to be a significant turning point. The platform propelled his business forward, generating bookings and opening doors to a wider audience.
2. From Solo to Team: Building a Dedicated Team
As bookings increased, Scott recognized the need for additional support. He hired a team of tour guides, sharing his passion for food and city exploration with a wider group of dedicated individuals.
3. Investing in Growth: A Multi-faceted Approach
Scott prioritizes investing profits back into the business to ensure its continued success. This includes marketing expenses, website maintenance, and continuous improvement of the tour experience.
4. Expanding Horizons: A Global Culinary Journey
His ultimate goal is to expand Ultimate Food Tours worldwide, bringing the same immersive experience to food enthusiasts in cities around the globe.
The "Intangible" Reward of Following Your Passion
Scott’s journey from corporate employee to food tour entrepreneur has not only yielded financial success but also transformed his life in profound and immeasurable ways:
1. Confidence and Risk-Taking
Building his business from the ground up instilled in Scott a newfound confidence to take risks and pursue his passions without fear.
2. Fulfillment Over Fortune
While financial success is a welcome perk, Scott finds his greatest reward in the passion he brings to his work. He loves sharing his love for food, history, and exploration with others, creating a truly fulfilling and enriching experience.
3. Living the Dream
Scott’s entrepreneurial journey has allowed him to live his dream of being an entrepreneur, combining his love for cities, history, and food into a successful and fulfilling career.
Scott’s story embodies the spirit of entrepreneurship, reminding us that sometimes the most unexpected opportunities can lead to extraordinary outcomes. It’s a testament to the power of following your passion, building strong relationships, and investing in your dreams. As he says, "Somebody has to eat all the food in New York City, and I think that person should be me."
