This Is TASTE 687: Peak Private Label on Food Writers Talking About Food Writing with Maggie Hoffman
Nov 15, 2025
Maggie Hoffman, a cookbook author and founder of The Dinner Plan Substack, dives into her journey through food media. She shares her experiences at Serious Eats and Epicurious, contrasting their creative and data-driven environments. Topics include the art of fried chicken preparation, the rise of private label grocery brands, and her innovative approach to independent newsletter monetization. Maggie also envisions a rich audio project on regional food traditions, while emphasizing the importance of slower, more connected food conversations.
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Cookbook Towers Sparked A Career
- Maggie remembers walking into Condé Nast and seeing towers of cookbooks piled on desks, which made her feel she belonged.
- That early moment sparked her deep obsession with cookbooks and editing as a career path.
Blog Era Favored Instinct Over Data
- At Serious Eats the work felt scrappy and experimental, driven by instinct rather than heavy analytics.
- That era allowed rapid testing and creative freedom before SEO and deep data analytics dominated decisions.
From Freelance Books Back To Editing
- Maggie freelanced, wrote two books, then returned to editing at Condé Nast after meeting David Tamarkin at IACP.
- She built teams and products there, including an app and a drinks section earlier in her career.
