One of the most pressing challenges in the hospitality industry of today is achieving good food at scale—delivering high-quality, responsibly sourced, and well-prepared food to a broad audience without sacrificing integrity.
Kristen Barnett, a serial entrepreneur and food tech expert, has dedicated much of her career to solving this puzzle. From working in restaurant operations at DIG to rethinking food distribution with Zuul and Hungry House and through her most recent company Culinary Creators Worldwide, she has consistently pushed the boundaries of how to bring high-quality, well-sourced food to more people.
But as she’s learned through experience, good food at scale isn’t just about supply chains and sourcing—it’s also about storytelling and honoring the voices shaping food culture today.
What is Good Food at Scale?
Scaling good food isn’t easy. As Kristen explains, it requires deep care for ingredients, sourcing from responsible farms, and ensuring that food preparation allows flavors to shine. But the real challenge comes when you try to do all of this while making it widely accessible.
The reality is that as businesses scale, there is often pressure to cut corners—whether in sourcing, preparation, or distribution. The goal is often efficiency at the cost of flavor and integrity.
Kristen’s approach, first honed at DIG, was to create a high-volume supply chain while maintaining a commitment to vegetable-forward, high-quality meals. At Zuul, she expanded her focus to delivery and customer engagement, recognizing that great food alone isn’t enough—it must also be accessible and convenient.
Kristen’s work has been about proving that scale and quality can coexist—if done thoughtfully.
It requires:
- Sourcing from quality suppliers who prioritize responsible farming practices.
- Preparing ingredients with care so that their natural qualities shine through.
- Building an efficient yet flexible supply chain that adapts to seasonality and agriculture trends.
- Leveraging technology to streamline distribution and customer access without compromising on food integrity.
- Being adaptable—working with seasonal ingredients and sustainable practices.
But even if you master all of this, it’s not enough. As Kristen has discovered, success also depends on how well you tell the story behind the food.
The Power of Storytelling in Food and Business
A significant evolution in Kristen’s career has been the realization that beyond sourcing and operations, storytelling is just as crucial to scaling good food. Without a compelling story, even the best food businesses can struggle to build an emotional connection with customers and drive loyalty.
A great culinary story isn't just about a dish but the reason behind it. Guests engage with the ingredients, techniques, and narratives woven into the meal. This means:
- Communicating sourcing and production practices
- Highlighting the real people behind the food
But today, social media offers an entirely new stage. Short-form videos, blogs, and viral food trends shape perceptions as much as (if not more than) a meal served in a restaurant. Food businesses and creators must think beyond the plate—leveraging digital platforms to tell resonating stories.
For brands and entrepreneurs, the key to effective storytelling lies in:
- Authenticity – Whether in a restaurant or on social media, audiences connect with genuine narratives. Why does this food exist? What inspired its creation?
- Visual Appeal – Food is a sensory experience. Strong visuals—whether in a dining room or on a screen—can make a lasting impression.
- Engagement – The best food stories invite participation. Social media users can recreate dishes, join conversations, and share their interpretations.
It’s why Kristen’s newest company, Culinary Creators Worldwide, is focused on helping food brands and creators tell their stories effectively. Great food businesses don’t just feed people—they inspire them. In a crowded industry, compelling storytelling helps differentiate brands and builds a dedicated customer base.
Honoring the Food Voices in Social Media
One of the most exciting shifts in the food industry has been the rise of food creators on social media. No longer are chefs and restaurateurs the sole gatekeepers of culinary innovation—today, social media platforms have given rise to a new generation of food influencers and entrepreneurs shaping food culture in real-time.
Kristen believes in honoring these voices, recognizing that social media is not just a marketing tool but a platform for meaningful culinary storytelling.
Platforms like TikTok, Instagram, and YouTube have given rise to food influencers who create dishes, share techniques, and shape food trends—sometimes more powerfully than traditional media. However many of these creators struggle to turn their passion into sustainable businesses.
“There are all these voices with amazing ideas about food, and there’s tons of potential to help them build businesses and bring those visions to life.”
As more people turn to their phones for food inspiration, social media has become an essential part of the culinary experience. These creators influence how people think about what they eat, why they eat it, and where they buy it. In Kristen’s view, this shift in consumer behavior isn’t something to fight against—it’s an opportunity to embrace.
Culinary Creators Worldwide: Bridging the Gap
The idea behind Culinary Creators Worldwide (CCW) was born during Kristen's time at Hungry House, where she saw firsthand how culinary creators could translate their online influence into real-world food experiences.
She realized that brands, especially in the consumer packaged goods (CPG) industry, wanted to tap into these creators' audiences in meaningful ways. However, these creators often had brilliant ideas but lacked the infrastructure and resources to scale them into successful food businesses.
Kristen recognized this gap and saw an opportunity to build a bridge between creators and brands through culinary content partnerships. Sitting at the intersection of food, media, and technology, CCW provides the structure, resources, and support necessary for food creators to build sustainable careers beyond social media.
At CCW, creators gain access to essential tools like:
- Recipe testing and development – Ensuring that digital food concepts translate into scalable, executable menus.
- Content production and branding – Helping creators refine their visual and narrative identity.
- Strategic partnerships – Connecting influencers with brands, turning social media engagement into business opportunities.
A New Frontier for Influencer Marketing
What sets CCW apart is its approach to influencer marketing—it’s not about a single viral video. Instead, Kristen believes in creating full-scale campaigns that bring food creators and brands together in an authentic, creative way.
These campaigns often include experiential events, brand partnerships, and deep engagement with audiences—far beyond the traditional influencer video post.
The goal is to create a lasting impact that goes beyond impressions.
“It’s about cutting through the noise. And that’s often through more creative, impactful campaigns rather than just another video.”
A viral video might attract millions of views, but if it doesn’t connect with the audience or inspire them to take action, it’s just another video in an overwhelming stream of content. This is where execution comes in. To turn a good idea into a great one, you need to ensure that the food you’re promoting can be consistently delivered at scale.
From food safety to operational efficiency, scaling a food business is no easy feat. This is where the restaurant industry’s expertise—executing food at scale—becomes invaluable for culinary creators who may be great at cooking but lack the infrastructure to handle the volume.
The collaboration between food creators and restaurants has the potential to bridge this gap, turning viral content into long-term success for both parties. Restaurants can offer the expertise and operational know-how, while creators can help amplify the message and connect with audiences in new, exciting ways.
Conclusion
The rise of digital food creators signals a fundamental shift in how we consume culinary content. Rather than viewing social media as a threat to traditional food businesses, it’s an opportunity—a new medium for storytelling, education, and engagement.
Restaurants, brands, and creators who embrace this shift will be the ones who thrive.
This requires focusing on:
- Thoughtful Execution – Achieving high-quality food at scale demands responsible sourcing, careful preparation, and adaptable supply chains. Cutting corners may create short-term efficiencies, but long-term success relies on maintaining integrity.
- Storytelling – In a crowded market, a compelling narrative can differentiate a brand, foster customer loyalty, and build meaningful connections. Transparency, authenticity, and engagement turn great food into a lasting experience.
- Food Creators: – Social media has changed how we discover and interact with food. Supporting culinary creators with the tools and infrastructure they need not only benefits them but also transforms the way brands and restaurants connect with audiences.
Kristen Barnett and CCW are leading the charge, ensuring that food creators are not just seen as viral sensations but as meaningful contributors to the food industry. By honoring their voices and leveraging their influence in a responsible and impactful way, we can redefine what it means to tell a good story with food.
Listen to our full conversation with Kristen Barnett on The meez Podcast
