Binging With Babish is partnering with CookUnity to launch four chef-prepared meals based on recipes from his content.

The meals were first developed by Babish in his own kitchen before being translated into CookUnity’s New York production facility, where kitchen teams were trained to reproduce them at scale.

The lineup includes dishes such as The Great American Pot Roast Experience, General Tso’s Chicken with Lap-Zuong Fried Rice, Fried Chicken with Collard Green Mac & Cheese, and Spicy Chilli-Garlic Noodles.

After building an audience of more than 10 million subscribers around showing people how to make meals, he’s now selling the meals themselves.

Most food creators monetize in one of two ways. They either teach audiences how to cook, or they sell products that help audiences cook.

Cookbooks, knives, cookware, spice blends, ingredients.

Both models assume the audience wants to participate. Babish is monetizing the audience that doesn’t.

The person who watched his Pot Roast video and thought “this looks incredible” with no intention of spending six hours braising beef and cooking one. The person who enjoys the story behind making the meal more than the process of making it.

For years that audience could consume the content but never consume the outcome. Babish finally made it so they can.

The internet spent the last decade rewarding creators who could teach.

The next decade may reward creators who can curate.

Travel creators don’t recommend destinations anymore. They sell the trip.

Wellness creators don’t publish frameworks. They host retreats.

Food creators have historically stopped short at the recipe, asking audiences to recreate the experience for themselves.

That’s why companies like CookUnity are emerging. They sit in the middle of influence and execution by turning a creator’s taste into something that anyone can consume directly.

Are you still providing instructions, or are you curating an experience only your taste can create?