Meals by Cug opens his own restaurant after earning over 2 million followers as a chef

Meals by Cug, a content creator who’s been making his own sandwiches and pasta the Italian way for several years now, has decided to open his restaurant.

It’s not a new concept for people who are popular on YouTube, TikTok, and other social media platforms to release their own products to try and find different revenue streams and build up their business.

However, content creators are starting to think bigger, with a select few opening businesses that are meant to outlive their legacy as an online personality.

Enter Cugine, the TikTok sensation who’s trying to create something a little more tangible. Cug is backing an actual restaurant, and he’s playing an active role in running the place even if he isn’t in the kitchen.

Cugine opens a sandwich shop after viral internet success

Cugine is most certainly a character. He plays up the sterotypical New Jersey Italian, turning cooking videos into a comedy routine with some food that genuinely looks good.

Rather than banking off of his viral fame forever, he’s trying to switch things up and opening an actual restaurant that can stand on its own as a strong business.

Casa Cugine is a simple Italian sandwich shop and cafe serving up food that, much like the best Italian food in the world, relies on the quality of their ingredients. The menu is elegant in its simplicity, offering up sandwiches, a good cup of coffee, desert pastries and more.

“There’s only so much social media you can do. There’s no long term play for it. It’s very hard,” Cugine said in an interview with the New York Post. “When I’m 50 years old, what am I supposed to be doing? Still flipping pasta?”

And, rather than working in the kitchen, Cug has made himself the main attraction. He’ll literally sit outside the restaurant and usher customers in, all while eating the food from his own menu.

Meals by Cug

Inside, it has the decor you’d expect from an Italian cafe. Canned San Marzano tomatoes in the background, dry pasta on shelves, all sorts of Cug-branded seasonings patrons can pick up if they want to take a little Cug home with them.

While there is a huge focus on pushing his brand, serving up good food is also a priority, and he’s absolutely nailing the vibe of a classic Italian eatery.

Influence on YouTube and other social media platforms can do a lot for a business, even if a creator doesn’t own it. Earlier this year, YouTuber Lukefoods saved a restaurant from closing down by giving it a review and telling others to check it out.