Joshua Weissman

'But Better' is one of Joshua Weissman's signature YouTube formats where he recreates popular fast food and chain restaurant dishes at home, arguing that his homemade versions beat the originals in flavor and quality. The series became central to his brand and helped him grow into one of the most-watched food creators on YouTube, with over 10 million subscribers on the platform.

Yes, Joshua Weissman published An Unapologetic Cookbook in 2021, which became a bestseller and brought his bold, indulgent cooking philosophy off-screen. The book mirrors the same unapologetic approach to butter, bread, and big flavors that drives his video content.

Yes, Joshua Weissman has a formal culinary school background, which sets him apart from most self-taught food YouTubers. He regularly applies professional techniques in his videos while keeping them approachable and entertaining for home cooks at every skill level.

Joshua Weissman has spoken publicly about struggling with his weight as a teenager, and that experience was a major catalyst for his deep obsession with food and cooking. The personal transformation story gives his enthusiasm for the craft an authenticity that resonates strongly with his audience.

Bread is Joshua Weissman's self-described obsession — he calls it out by name in his own YouTube bio and returns to bread-making more than almost any other subject in his content. His passion comes from the craft and science of dough, fermentation, and baking, topics he covers in dedicated videos that consistently rank among his most-watched.

Joshua Weissman has partnered with Vital Farms on their 'BS Free' campaign, which promotes the brand's commitment to transparently sourced, ethically raised eggs and butter. The partnership is a natural fit given his content emphasis on quality ingredients, and it appears consistently across his social media hashtags and sponsored posts.

Joshua Weissman partnered with Hyundai to promote the Palisade SUV, working the integration into his food-first identity — one post literally compared driving the Palisade to the bold experience of Korean BBQ. It reflects how his Mega-tier status lets him attract major non-food brand deals alongside his core culinary partnerships.

Yes, travel-and-food content has become a major pillar of Joshua Weissman's YouTube channel, with dedicated videos on street food in China, India, and other countries, plus challenge-style videos on the world's spiciest snacks. His global travel series lines up with his audience makeup — significant portions of his viewership come from India, the United Kingdom, and Brazil.

Alongside food-focused partners like Vital Farms, Knorr, and Amazon Fresh, Joshua Weissman has taken on sponsored deals with Spotify, State Farm, and Hyundai. The breadth of those partnerships reflects his reach well beyond dedicated food fans into a broad 18-to-45-plus demographic across the US, India, and the UK.

Joshua Weissman is based in Austin, Texas, where he films the bulk of his cooking and recipe content. Despite being US-based, his channel has strong international reach, with viewers in India and the United Kingdom each making up a substantial share of his total audience.