chefsteps.com
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ChefSteps: The Anti-Instagram Food Empire
How 27 people built a $5M culinary education platform that actually teaches you to cook
ChefSteps isn't just another recipe site—it's a culinary school in your pocket, run by a team of 27 people who generate $5.1M annually by teaching the 'why' behind the 'how.' In an industry dominated by 30-second TikTok hacks, they're betting on deep understanding over viral moments.
"They're not selling recipes—they're selling culinary literacy. That's the moat."
The Quality-Over-Quantity Playbook
While most food sites chase traffic with endless SEO-optimized recipes, ChefSteps operates at a different altitude. Their 40% organic search traffic comes from high-intent keywords like 'equilibrium brining temperature'—not 'easy weeknight dinner.' This is a deliberate choice: they're building authority, not just pageviews. The 1.8 Trustpilot rating reveals a brutal truth: they're polarizing. Purists love them; casual cooks find them intimidating. In a world of vanilla content, that's a feature, not a bug.
The Breville Acquisition: A Strategic Endgame
ChefSteps' parent company is Breville—the premium appliance giant. This isn't a side project; it's a strategic content engine that drives hardware sales. When someone learns sous vide via ChefSteps, they're primed to buy a Breville Joule. The contact emails ([email protected], [email protected]) confirm this integration. They're not a standalone media company—they're the educational layer on top of a hardware ecosystem.
Their tech stack is telling: Tailwind CSS, Vite, PWA, Cloudflare. No bloated WordPress, no legacy frameworks. They move fast, ship lightweight experiences, and prioritize performance over fancy animations. The 47% direct traffic is the real story—people don't stumble on ChefSteps, they seek it out. This is brand equity, not SEO arbitrage.
- They own the 'why' behind techniques—sous vide, equilibrium brining, modernist baking
- Their content drives hardware sales for Breville's premium appliances
- They reject the 'viral recipe' model in favor of deep culinary education
- 27 people generate $5.1M—that's $189K revenue per employee
The Future of Food Media is Educational, Not Entertainment
ChefSteps proves that depth beats breadth. In a world drowning in content, the brands that teach will win—especially when they're attached to a $5B appliance empire.
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ChefSteps is here to make cooking more fun. Get recipes, tips, and videos that show the whys behind the hows for sous vide, grilling, baking, and more.
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Reviews (20)
By far the best content out there
By far the best content out there. So much love and dedication to the craft. An inspiration
I missed the free trial subscription…
I missed the free trial subscription deadline and they charged my card. I emailed them the next day saying, I did not want to continue and could they refund me. They were very helpful and refunded me straight away.
Emergency hot tub heater
It does everything I want and more. Yesterday our hot tub's heater died as the Christmas vacation started for most people, No way to get a replacement part, so Joule to the rescue - I put it in the hot tub, set it for 104F and in 2 hours it was up to temperature and now my baby's happy.
I have owned my Joule for over a year…
I have owned my Joule for over a year now, purchased directly from the site. I have a Chef background and it is clearly the best device in my kitchen. I use it 3 times a week or more, never any issues with the wifi or bluetooth connection, my Joule has been fantastic, I am thinking of purchasing another for myself and as a gift for friends this Christmas. Buy one.......
The best addition to my kitchen
The best addition to my kitchen! My Sous vide has changed how I cook and I’m loving it! Also, their customer service is quick and amazing! I would truly recommend this to everyone (and I have! 😊)
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About chefsteps.com
ChefSteps is here to make cooking more fun. Get recipes, tips, and videos that show the whys behind the hows for sous vide, grilling, baking, and more.
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chefsteps.com uses 18 technologies across their website including Font Awesome, Sentry, Amazon Web Services, AWS CloudFront, and more.
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chefsteps.com receives approximately 334.1K monthly visitors and ranks #129,025 globally. The website has a bounce rate of 45% with visitors viewing an average of 3.4 pages per visit. Users spend an average of 3:04 on the site.
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