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What in the Chef

This creator focuses on sharing recipes and cooking tips, particularly for South Asian cuisine and curries. They promote their own e-cookbook, 'The Curryculum,' which aims to simplify cooking and reduce the need for daily meal preparation. Content includes specific dishes like keema, peri peri chicken, and sticky soy salmon, as well as reviews of restaurants and budget-friendly meal ideas.

Where to find What in the Chef

TikTok ·whatinthechef
Followers1.2M
Avg views232K
Engagement12.0%
Sourced from public data
Instagram ·whatinthechef
Followers856K
Avg views133K
Engagement14.9%
Sourced from public data

Stats updated March 2026 · Stats don't look quite right?

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What kind of content does What in the Chef make?

What in the Chef brings vibrant South Asian flavors to life on TikTok and Instagram, sharing accessible recipes and practical cooking tips. Their content, featuring dishes like keema and peri peri chicken, is perfect for home cooks looking to master curries and simplify meal prep. Brands seeking to connect with an engaged audience passionate about delicious, everyday cooking will find a natural fit here.

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A shawarma flavoured style chicken with chickpea rice and salad. I used 1 cup of rice so 1.5 cups water. You can use half a can of chickpeas. For the seasoning: - 500g chicken - 1 tsp Garlic Powder - 1/2 tbsp Onion Powder - 1/2 tbsp Cumin Powder - 1/2 tbsp Coriander Powder - 1/4 tsp Cardamom Powder - 1/4 tsp Ground Cinnamon (optional)
The new update for The Curryculum is finally here man!! This ebook has already changed so many lives. And that was exactly the plan. To not be just a recipe book, but a staple in people’s home. The ONLY recipe book you’ll need to become a pro with curries, and other south asian cuisine. If you’ve purchased it in the past, you should already have the link to the newest version in your email inbox (the email you used when you purchased). PLEASE also check your junk folder as it can get throw in there as it’s a link. As I said, I’m still working on that physical copy, and know the demand is crazy. But it’s not easy!! Anyways, I can’t sing enough praises about The Curryculum. Go check out the reviews yourself. It’s up on my website.
The new update for The Curryculum is finally here man!! This ebook has already changed so many lives. And that was exactly the plan. To not be just a recipe book, but a staple in people’s home. The ONLY recipe book you’ll need to become a pro with curries, and other south asian cuisine. If you’ve purchased it in the past, you should already have the link to the newest version in your email inbox (the email you used when you purchased). PLEASE also check your junk folder as it can get throw in there as it’s a link. As I said, I’m still working on that physical copy, and know the demand is crazy. But it’s not easy!! Anyways, I can’t sing enough praises about The Curryculum. Go check out the reviews yourself. COMMENT “currybook” and I’ll send you the link to the ebook if you’re interested.
My intention with the reviews is one thing. Reviewing the real hidden gems. And I mean, restaurants you suggest because you absolutely love the food but think it doesn’t get enough attention. Let me know your thoughts.

Who is What in the Chef’s audience?

"What in the Chef" likely attracts an audience interested in exploring and mastering South Asian cuisine, particularly curries, with a practical focus on cooking tips and meal prep. Their exceptionally high engagement rates (TikTok 11.99% ER, Instagram 14.94%) significantly surpass industry benchmarks (TikTok ~3.0%, Instagram ~1.5%), indicating a highly dedicated and interactive community. This audience is actively seeking authentic recipes and actionable advice, demonstrating a strong intent to learn and replicate the creator's dishes, suggesting high-quality engagement and potential for conversion on relevant product or service offerings.

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