From being laid off to leading culinary explorations, Scott Goodfriend’s remarkable story is both inspiring and delicious. After serving as part of Meta's augmented reality team, he transitioned from corporate life to becoming the owner and operator of Ultimate Food Tours. This venture has flourished, pulling in over $145,000 between May 2023 and May 2024.
On a warm Tuesday afternoon, Goodfriend prepares to lead his Iconic Foods of the Lower East Side tour, showcasing New York City’s rich immigrant food culture. With five eager participants, he stands outside a famed food market, unraveling the flavorful history of the area. “This was the immigrant center of New York,” he informs his group, pointing to the diverse eateries where culinary traditions collide.
The first stop is the Doughnut Plant, which has been serving up sweet treats for three decades. Here, the hum of conversation blends with the smell of fresh pastries. Goodfriend introduces the group to three different doughnuts: the decadent Tres Leches, the fittingly named Brooklyn Blackout, and the fruity blueberry. One young participant exclaims, “Oh, yeah, these are good!” It’s clear—Goodfriend’s passion is infectious.
Goodfriend initiated this adventure back in 2019, combining his love for food with his background in communications. Originally, he had only offered tours to friends, who encouraged him to explore the vibrant culinary scenes he had stumbled upon during his own explorations of the city. With the aid of Airbnb Experiences, he posted his first Chinatown Food Tour, sparking a new professional path.
Bringing food tours to life isn’t just about tasty bites; it’s woven with Goodfriend’s personal tale. Raised as the eldest child of two in Calabasas, Los Angeles, he was immersed in diverse culinary experiences from the get-go. His parents, with their love for various cuisines—from Persian to sushi—shaped his palate and ignited his curiosity. Goodfriend’s early life also favored learning, thanks to countless evenings spent with his father watching documentaries on the History Channel.
His academic path led him to the University of Colorado Boulder, where he graduated with a degree in journalism. Afterward, he took the leap to work in reality television, thriving on the fast-paced project changes. A career shift led him to Edelman, where he spent six years specializing in PR and marketing, getting deeply involved with Web3 and VR projects. The pinnacle of his corporate career came with his role at Meta, where he earned around $200,000 annually.
Despite this success, Goodfriend continued to nurture his food tour business on weekends, clocking around 10 hours each week. By 2022, he had generated over $30,000 on the side, showcasing the viability of his culinary tours. Yet, when he was laid off just eight months after starting at Meta, the situation turned dramatic. Instead of searching for another corporate job, he embraced his entrepreneurial spirit, choosing to commit to Ultimate Food Tours full-time.
“I made the decision to cut the safety net,” Goodfriend reflects. He faced the tension of leaving behind the perceived security of traditional employment, but his instincts told him to pursue this passion. With six distinct tours—including Broadway Bites and Famous Jewish Foods—his schedule has been brimming with enthusiastic food explorers.
These tours, priced at $90 per person, average between six to eight participants each time. Goodfriend crafts each tour experience, taking pride not only in storytelling but also the partnerships he has formed with local eateries who provide delicious bites along the way. His teamwork with restaurants has also birthed unique private cooking classes, mainly catering to corporate clients eager for distinctive team-building experiences.
It's not just about local tours anymore; Goodfriend’s aspirations are global. He seeks to help aspiring guides create similar culinary experiences outside New York, with locations planned for San Diego and Japan. With each city, he will receive a small percentage of the revenue. His ambition is paired with creativity as he also works on developing content for social media, including a video series called Origin Stories, showcasing the history behind iconic New York foods. This series is currently under development for a long-form streaming show, much to his excitement.
Though being his own boss means 80-hour work weeks, Goodfriend feels fulfilled. He admits he’s earning significantly less than he did at Meta, but the freedom and passion he channels through his venture make it all worthwhile. “This is absolutely my dream job,” he declares, with the pride of someone who’s transformed his life and work through dedication and culinary curiosity.
Hidden gems of New York pour from the flavors catered by diverse ethnic backgrounds, and with Goodfriend at the helm of Ultimate Food Tours, it seems like there’s no end to the exploration. With every bite shared and every story told, Goodfriend manages to keep the essence of New York City's rich history alive and well on each tour. His venture not only serves as nourishment for the body but also showcases the beautiful traditions and stories of those who have added to the fabric of New York, ensuring everyone leaves with full bellies and everlasting impressions.
The culinary world is vast, with each flavor representing not just food but the history of its people. It’s not just about bites and sips; it’s about the experiences, the backgrounds, and the stories intertwined within each dish. And as Goodfriend continues to whisk guests through the diverse culinary landscapes of his beloved city, one thing is for certain—Ultimate Food Tours isn't just feeding people; it’s bringing community, culture, and cuisine to life.