From Meta Layoffs to Food Tour Empire: Scott Goodfriend Eats His Way to Success in NYC
Scott Goodfriend, a 39-year-old Brooklyn resident, traded the corporate grind at Meta for the delicious world of food tours – and in doing so, he’s found his true calling. After being laid off from his tech job in 2023, Goodfriend took a leap of faith and committed fully to "Ultimate Food Tours," a venture that began as a passion project and has now blossomed into a thriving business.
Goodfriend’s tours offer a unique blend of history, culture, and, most importantly, incredible food. "When you take one of our tours," he explains, "you’re really going to understand the cultures that you’re exploring and also get an appreciation for the food and its history. If you look at a slice of pizza, you would literally span hundreds of years of History around the world – of peace and War, travel and happiness and sadness – it all kind of comes together in this very simple dish on your plate."
Goodfriend’s commitment to authenticity is evident in every aspect of Ultimate Food Tours. He meticulously handpicks each vendor, ensuring the food is delicious and the experience is well-timed. His dedication to building strong relationships with local businesses is also a key ingredient in his success. "I just kind of keep showing up and ordering food at places and figuring out the Cadence on my own," he explains. "And now people kind of know what I’m doing, so I can show up to restaurants and people recognize me a bit more."
While his days now consist of a whirlwind of tastings, tour guiding, and vendor relationships, Goodfriend wouldn’t have it any other way. "I probably work 80 hours a week," he admits, "but it’s a different type of work than in the corporate world. When it’s yours, you want to do it, and you’re really motivated to do it because you see the benefits."
Goodfriend’s journey to success wasn’t without its challenges. Leaving the comfort of a steady income to build his own business was a significant risk, but he credits his family’s support for pushing him to pursue his dream. "They said to me, ‘Go for it. It’s your time. Do it,’" he recalls. "And I’m so glad I did."
With his eyes set on expanding Ultimate Food Tours globally, Goodfriend wants to share his passion for food and exploration with the world. "My goal," he says, "is to have people know that they can go to Ultimate Food Tours and book a food experience and you’re going to have a consistently amazing time."
From his humble beginnings offering free tours to friends and family, Goodfriend’s dedication and infectious enthusiasm have propelled him to success. He serves as a testament to the power of passion, perseverance, and, of course, a love for good food.
From Meta Layoff to Food Tour Empire: One Man’s Quest to Eat His Way Through NYC
Scott Goodfriend, a 39-year-old Brooklyn resident, traded the corporate world for a life devoted to exploring New York City’s diverse culinary scene. After a layoff from Meta, Goodfriend took a leap of faith, transforming his passion for food and history into Ultimate Food Tours, a thriving business that boasts six themed food tours and three cooking classes, all designed to immerse participants in the city’s vibrant culinary tapestry.
Key Takeaways:
- Turning Adversity into Opportunity: Goodfriend’s layoff from Meta sparked a pivotal moment, leading him to pursue his passion for food tours full-time.
- Building Relationships Over Business: Goodfriend’s focus on fostering genuine connections with restaurants and vendors is a key ingredient in his success.
- From Passion Project to Sustainable Business: Ultimate Food Tours has grown from a passion project into a sustainable business, generating $140,000 annually through tours, cooking classes, and a unique merchandise line.
- A Global Vision: Goodfriend’s ambition extends beyond New York City, aiming to expand Ultimate Food Tours worldwide and provide authentic, unforgettable culinary experiences for travelers.
Embracing the Bite: From Free Tours to Full-Time Food Explorer
Goodfriend’s journey began with a simple desire to share his love of New York City’s food. He started by offering free tours to friends and family, eventually listing his experiences on Airbnb Experiences. His initial booking, a solo traveler from Florida, marked the turning point. The demand for his tours grew rapidly, leading him to build a website and hire additional tour guides.
The Challenge of Balancing Corporate Life and Passion
Juggling a full-time job at Meta, while simultaneously scaling Ultimate Food Tours, proved to be incredibly demanding. Goodfriend pushed himself to the limit, often working over 80 hours a week. It wasn’t until a layoff from Meta in early 2023 that he had the opportunity to fully commit to his food tour business.
Embracing the Leap: Leaving Corporate for Culinary Freedom
The decision to leave the corporate world and fully dedicate himself to Ultimate Food Tours was a calculated risk, but one that Goodfriend wholeheartedly embraced. His parents, initially apprehensive, eventually supported his decision, recognizing his passion and entrepreneurial spirit.
The Art of the Food Tour: Balancing Culinary Delights with History
Goodfriend’s tours are meticulously curated, focusing on a three-pronged approach:
- Deliciousness: Every stop on the tour must offer exceptional food, reflecting the unique flavors of New York City’s diverse culinary scene.
- Cadence: The food choices are strategically selected to ensure a smooth flow throughout the tour, timed to maximize the enjoyment of each experience.
- Location: All stops are carefully chosen to be in close proximity to the tour route, creating an efficient and immersive experience for participants.
Relationship Building: The Secret Sauce of Success
Goodfriend’s success is built upon strong relationships with the vendors and restaurants participating in his tours. He believes in the power of genuine connections, demonstrating respect by consistently showing up, ordering food, and building rapport over time. This approach has cultivated strong business partnerships and personal connections, adding an authentic dimension to the tour experience.
A Sustainable Business Model
Ultimate Food Tours operates on a sustainable business model, relying on cash flow and strategic investments. While the overhead is minimal, Goodfriend prioritizes the quality of the food, ensuring that vendors and servers are well compensated. This commitment reflects Goodfriend’s dedication to supporting small businesses and sharing the authentic flavors of New York City with the world.
Beyond the Bite: A Global Culinary Journey
Goodfriend’s vision for Ultimate Food Tours extends beyond the borders of New York City. He aims to create a global network of food tours, offering authentic culinary experiences in destinations worldwide. The success of his business has already impacted his life, instilled confidence, and fueled a lifelong dream of entrepreneurship.
"My doctor did my blood work one year and she said hey Scott eating all the food on your food tour 5 days a week is not fine," Goodfriend shares, with a laugh, highlighting the undeniable impact of his passion on his well-being. This, however, does not deter him from his mission to explore the world, one delicious bite at a time.
