(My heart is with our friends and partners in LA. We hope this happy piece of writing brings some momentary levity.)

You’re about to enter the world of Matty Matheson. It’s loud, messy, vulnerable, and a carnival of tattoos and grease-
stained t-shirts.

With vibrant backdrops and Matty’s sing-song cadence narrating it all, every frame of content is deliberate, every detail given import by his team, and every moment crowned with a playful name. Matty doesn’t just invite you in—he creates a world you never want to leave.

Born in 1982 in Canada, Matty Matheson has built an empire as sprawling and unpredictable as the man himself. He started as a chef, sweating over the stoves of Toronto’s top kitchens, but quickly transcended the confines of the culinary world. Today, he’s everywhere: FX’s The Bear, where he plays the endearing, scrappy Neil Fak; his three bestselling cookbooks (Matty Matheson: A Cookbook, Home Style Cookery, and Soups, Salads, Sandwiches); his chaotic YouTube channel; and his company, Matheson Food Co., where BBQ sauce and mac and cheese are transformed into artifacts of memory and love.

Matty Matheson and Ebon Moss-Bachrach in FX’s The Bear

But it doesn’t stop there. Matty has a farm, a workwear clothing line called Rosa Rugosa, a lifestyle brand, and a hospitality company, Our House, that stitches his culinary ventures into one big, chaotic quilt. From Caesar dressing ("so fire," as he puts it) to Chicken Cacciatore crafted as an ode to his mother-in-law, every piece of Matty’s world feels personal.

Matty Matheson’s Brand Architecture

What sets Matty apart is his unrelenting rejection of pretension.

There’s no artisanal nonsense, no food snobbery. His ethos is simple: full-fat, full-flavor cooking, brought to life with his in-your-face personality. A mac and cheese or a bacon cheeseburger isn’t just a meal—it’s a moment of joy, a reminder that good food doesn’t need a white tablecloth. Matty’s creations resonate because they’re accessible, familiar, and a celebration of basic.

Matheson Food Company

And yet, Matty isn’t just a personality—he’s a canvas.

Like a portobello mushroom, porous yet flavorful, he absorbs the world around him. His productions and imagery are rich because they don’t center solely on him—they reflect the environment, the people, and the chaos he thrives in. Matty gives space for other voices, whether it’s through partnerships with chefs for Soups, Salads, Sandwiches or the chaotic beauty of his kitchen collaborations on YouTube. It’s never just about him—it’s about the flavors of the world he brings to life.

Illustration by Daniela Jordan-Villaveces

Beneath the tattoos and booming laugh lies the heart of a man who understands people and himself.

His YouTube comments are a testament to the connection he’s built. “You helped me through my depression,” writes one fan. “Matty feels like a friend,” says another.

It’s not just the recipes or the humor—it’s the way Matty lets you in. He’s vulnerable and raw, talking about the struggles of fatherhood, the joys of a simple burger, or the heartbreak of losing a friend. He doesn’t perform for the camera; he exists. And in doing so, he gives his audience permission to feel, to laugh, to cry, and to find joy in the chaos of life.

Matty Matheson’s universe is a masterclass in obsessive joy.

Whether he’s cracking eggs, crafting Caesar dressing, or ranting about burgers, he creates a visceral experience that audiences can’t ignore. He doesn’t just make food—he makes moments, stories, and memories. That’s why Matty isn’t just worth seeing, he’s bingeable. Matty’s content isn’t content—it’s company. A warm, chaotic embrace when the world feels cold and detached.

Matty’s World Rules

Watchable Brand Score

1. Episodic and Serialized Content: 🎠🎠🎠🎠🎠

   In his viral Hard-Boiled Eggs video, Matty doesn’t just boil eggs—he transforms the process into a hysterical performance with rants and unfiltered humor.

   
   Instagram Posts: Each post is an event. For Soups, Salads, Sandwiches, Matty took fans behind the scenes of the making of the book. From photo shoots to a catchy jingle, he turned the cookbook launch into a multi-platform party.

   
   

2. Always-On Editorial Calendar": 🎠🎠🎠🎠🎠

   #TGISundays: Matty's collaborations with Pacific Foods tied to Sunday Scaries is his take on comforting soup recipes, tapping into moments when fans crave warm, hearty meals.
   
   Always-On: His Matheson Food Co. promotions on Instagram keep fans engaged. His BBQ sauce and Caesar dressing aren’t just products—they’re moments shared with his audience.
   
   Parody holiday roundups, like Matty World Wrapped, riff on Spotify Wrapped while entertaining fans.
   

    

3. Connected Customer Journeys: 🎠🎠🎠🎠🎠

   Alexa Integration: With Matty’s surreal collaboration with Alexa, fans can now interact with his voice, whether they need recipe tips or cooking guidance.
   
   Collaborations as Immersion: By inviting chefs to reinterpret his recipes for Soups, Salads, Sandwiches, Matty created an interactive journey for fans, blending professional inspiration with personal connection.
   
   

4. Emphasis on Storytelling: 🎠🎠🎠🎠🎠
   Product Stories: His Caesar dressing is the product of rigorous testing, while his Chicken Cacciatore honors his mother-in-law, Carol.
   
   Farm Life: His Blue Goose Farm is more than a farm—it’s a narrative about sustainability and finding simplicity in the chaos.
   
   

5. Leading Culture, Not Following It: 🎠🎠🎠🎠🎠
   Anti-Pretension in Food: By celebrating blue-collar classics like burgers and mac and cheese, Matty rejects culinary elitism.
   
   Collaborations: From Crocs partnerships to Shark Ninja Matty’s projects have not a hint of salesmanship, but imbued with pure celebration.

   
   Overall Watchable Brand Score: 🎠🎠🎠🎠🎠 5/5 Carousels

Read the primer on Watchable Brands or learn more about Watchable Brand Criteria.