“A hilarious and moving story of unconventional entrepreneurialism, passion, and guts.” (Danny Meyer, CEO of Union Square Hospitality Group; Founder of Shake Shack; Author of Setting the Table)
Original recipes by J. Kenji Lopez-Alt of The Food Lab and Stella Parks of BraveTart
James Beard Award-winning founder of Serious Eats Ed Levine finally tells the mouthwatering and heartstopping story of building – and almost losing – one of the most acclaimed and beloved food sites in the world.
In 2005, Ed Levine was a freelance food writer with an unlikely dream: to control his own fate and create a different kind of food publication. He wanted to unearth the world’s best bagels, the best burgers, the best hot dogs – the best of everything edible. To build something for people like him who took everything edible seriously, from the tasting menu at Per Se and omakase feasts at Nobu down to mass-market candy, fast food burgers, and instant ramen.
Against all sane advice, he created a blog for $100 and called it…Serious Eats. The site quickly became a home for obsessives who didn’t take themselves too seriously. Intrepid staffers feasted on every dumpling in Chinatown and sampled every item on In-N-Out’s secret menu. Talented recipe developers like The Food Lab’s J. Kenji Lopez-Alt and Stella Parks, aka BraveTart, attracted cult followings.
Even as Serious Eats became better-known – even beloved and respected – every day felt like it could be its last. Ed secured handshake deals from investors and would-be acquirers over lunch only to have them renege after dessert. He put his marriage, career, and relationships with friends and family at risk through his stubborn refusal to let his dream die. He prayed that the ride would never end. But if it did, that he would make it out alive.
This is the moving story of making a glorious, weird
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