Baking For Business Podcast
The BFB podcast is a no fluff, no BS podcast dedicated to helping bakers, treat makers and cottage food entrepreneurs build and grow in business, life and everything in between. Chef Schonberg is devoted to sharing tips, resources and conversations tailored to those in the baking industry. With her tough love perspective and passion for marketing Chef Schonberg makes it her mission to uplift and educate those in the baking profession.
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Baking For Business Podcast
#Ep 92: Inspiring Taste With Top TikTok Influencer Owen Han
Sometimes, you are just one sandwich away from finding your destiny.Prepare to be inspired as we chat with Owen Han, the charismatic "king of sandwiches," which takes us on a flavorful journey through his culinary evolution and previews his irresistible new cookbook, "Stacked: The Art Of The Perfect Sandwich."
Owen does a little of everything, from making fresh breads and desserts to savory sandwiches.
Owen's story is of cultural fusion, with his culinary roots deeply intertwined with his Italian and Chinese heritage. Listen to how his summers in Tuscany and years in Florida shaped his passion, leading him to launch a pop-up supper club at university. Owen opens up about the initial fear of sharing his creations online and how he conquered it to connect with audiences worldwide.
In this episode, you will learn:
- How to overcome your fears of just getting started
- Why finding your niche with content is so important
- What advice does the famous TikTok star have for those getting started
- All about Owen's new book, "Stacked"
You can get all the details about Owen Han and his book here
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Hey, sweet friends, my name is Chef Seanburg. I started my baking business with a bottle of DeSorono and one Bundt cake pan. Fast forward to today, from news to magazines, speaking on national stages and more. I can truly say that baking has changed my life. So now, as a bakery business coach, I get to help others have the same success. I've helped hundreds of my students across the world in my global membership program create six-figure businesses, mainly from home.
Speaker 1:The Baking for Business podcast is an extension of that, from actionable tips to valuable tools and resources that can impact you as a business owner. I truly believe y'all. We would never have been given a gift if we couldn't profit and prosper from it. So come on, darling. What are you waiting for? Hey, what's going on, you guys, and welcome back to the Baking for Business podcast. Today we have an amazing creator in the house. I'm pretty sure so many of you guys are familiar with, owen. With over 7 million fans worldwide, owen is renowned as the king of sandwiches and he has a new cookbook which is coming out, called Stack, and here today to talk all about the new release how you can find more information about it is Owen himself. Hey, owen, and welcome to the podcast.
Speaker 2:Hi, thank you so much for having me.
Speaker 1:Absolutely. Thanks so much for being here. So, for those who are just new to you, will you briefly go ahead and share with us how did you start this journey? Because you have an amazing background and an approach to how you do your recipes. So how did you kick off your culinary journey?
Speaker 2:So I would say my culinary journey really started just from an early age. I was born in Italy, half Italian, half Chinese, so right off the bat got two of the best cuisines, in my opinion, in my background. And growing up I would spend my summers in Italy in my nonna's kitchen tiny village in Tuscany, just watching her cook for me and my relatives. So really there's where I fell in love with food, quality ingredients, just very much a big eater as a kid and she saw that and basically encouraged me to cook, set up a cooking class with one of the local restaurant owners. This was all when I was about like eight or 10 years old, so the first thing I learned to make was handmade pasta. Absolutely fell in love with the process. So while my summers were spent in Italy, I actually grew up in Florida where my dad, with a Chinese background, was the cook of our family. So a lot of Asian inspired meals, dumplings, fried rice, also a little more different dishes like pork, knuckle, shrimp, toast, stuff like that that you typically wouldn't see. And really there those two influences my nonna and my dad solidified my passion for cooking slowly dabbled, just like through food media with YouTube, tv, just all I watched, absolutely obsessed with it, and just would experiment and practice in the kitchen.
Speaker 2:And then flash forward to university. I come out here to LA going to USC with studying economics not really cooking besides in my dorm. And then all of a sudden, my senior year, I meet one of my really good friends. Together we founded and started a pop up supper club, which was absolutely like one of the best experiences ever Super fun, curating weekly menus, cooking for our friends. And then from there, covid happens. I end up getting a job at a hospital working in the dietary program, thinking I'm going to go back to school study dietetics. And then all of a sudden I discovered TikTok and that's really where my career takes off. I ended up posting a video of shrimp toast so something I grew up eating. It really resonated with people and from there kind of just went viral and decided to go full throttle and make that a career.
Speaker 1:That is such a beautiful journey and I love just the mesh of both cultures. You're right, that's literally like two of the best worlds when it comes to food so many people, so the passion was there from the start. That's literally like two of the best worlds when it comes to food so many people, so the passion was there from the start. So many people like you have that passion, but they're actually afraid to start out and to put their loves and the things that they try out on social media. So you remembered your very first video. Was there any fear in talking or showing yourself, or were you just like I'm going to go for it?
Speaker 2:To be honest, I was definitely a little hesitant. There is that slight fear, especially when first trying something out, like how people will react. What they'll think maybe slight embarrassment almost will react, what they'll think maybe slight embarrassment almost Truthfully. I was living with my roommate who I founded the supper club with and I saw that he started posting TikToks as well cooking. So he did it prior and he kind of encouraged me so he helped me kind of like break through that initial barrier and once I did it it was great, like I basically like seeing the feedback. Even if it didn't perform well, I was just I thoroughly enjoyed the process of making it. So it's kind of just stepping out of your comfort zone and kind of just doing what makes you happy. I love sharing recipes and so, yeah, there was definitely an initial fear but once I did the first one it kind of immediately went away and just started posting more.
Speaker 1:And so how did you find your niche? Because you said you started off with toast and I've been down your page. It is so delicious. I've seen things from cinnamon rolls to, I know, the ice cream sandwiches which will be in the book. So how exactly did you find your your niche in regards to making this book?
Speaker 2:So, as I mentioned, the first one being shrimp toast, in my book that's a, that's an open face sandwich and that recipe is also in the book. I also talk about kind of how this all kickstarted and how I become known as the sandwich king. But started off with that shrimp toast recipe and then I did a few actual like normal dishes. I think I did like a salmon dish, a pasta, and then one day I was going to film a cioppino, which is like a fish stew, didn't have any of the ingredients. Truthfully, I was feeling a bit lazy as well. I was like you know what? I'm just going to film my lunch and I'm an avid sandwich lover. It is always my go-to for lunch. My school, my high school, growing up, would do sandwich of the day and whatever was on the menu, I don't care, I would just go for the sandwich every time. And so what I planned out for that day was a chicken, bacon, avocado sandwich with a Chipotle aioli and some fresh bread also in the book and that was my first video to really blow up and, I think, accumulate over a million views. So once I saw that, I was like wow, like this was cool. And then so the next day or a couple of days later, when I was making coming up with another idea, I was like you know what? Let me make another sandwich that I really like, which is actually on the cover.
Speaker 2:So the the I call it the OG steak sandwich, cause that was the one that kind of really went viral. I think that was over 10 million views. That's steak, garlic aioli, caramelized onions, gruyere cheese. It's one of my all-time favorites, and so after that I already started seeing comments of the sandwich guy. I was like whoa, I only did two sandwiches, but then I posted a breakfast bagel after also tons of views, and then from there I was like you know what? This is going to be my bread and butter. Let's go.
Speaker 1:Tony Robbins has a saying that says repetition reaps rewards. So for you to take what performed well for you and you really just turn it into so many different amazing things. What did the writing process for Stack because now we're here, you have a debut book that's coming out what did that writing process look like for you?
Speaker 2:The writing process to me was it was definitely very new and I had no idea what timelines would look like. So it was actually a two-year process, which is crazy. I thought cookbooks it was like, okay, get your cookbook, your idea, and then within the year it's out. So once I was hearing it's a two-year process, it was like, oh my God was hearing it's a two-year process? It was like, oh my God. So the process really was, it came down to pre-planning and having such a big timeline honestly was super helpful because I just broke it down to where every week I would sit down and try to just write and flush out three new recipes. And since I had so much time, that wasn't enough, that wasn't overbearing. I was still able to make videos and content, but still focus and set time aside for the book. So you just kind of map out certain due dates and then from there just get creative.
Speaker 1:Amazing. And aside from the book, which seems awesome, what are some other fun opportunities that you have enjoyed since your TikTok fame? And just sharing your love for sandwiches and food?
Speaker 2:It's been crazy, honestly, some of the stuff that I've been super fortunate to be a part of I've guest judge on a Gordon Ramsay show, I've directed a commercial, working with Devin Booker and Naomi Osaka and really just collaborating with other creators and meeting these TV and like celebrity chefs that I grew up admiring and watching, and being able to just talk with them, even cook and collaborate with some, has just been I honestly never could have imagined.
Speaker 1:That definitely sounds like a blessing in your opinion. So what makes since you are the king a good sandwich? I know you've even made some breads from scratch and you've done some awesome things. What makes a good sandwich? What sets it off?
Speaker 2:What makes a good sandwich? I think the key ingredient for me that I really harp on is the bread. That is the foundation. You can have the best ingredients, but if you're left with just like soggy or just stale old bread, it really will ruin it all. So that's the foundation and I think that is what separates a good from a great sandwich. So I always go to local bakeries. I'm in LA and there's tons around me. It's funny. I have like a certain bakery for my ciabatta. I'll go to another one for the sourdough loaf. I get my baguette at a different place. So once you just find the local spots, that's a great way to start. And then, yeah, honestly, what makes a great sandwich? It's really subjective, it's whatever. Whatever you're feeling it's. There's some days where I'll eat a plain like bread and Nutella. I'm like that. That just hit the spot. There was nothing better than it. So I can go as simple as that to making crazy steak and a bunch of toppings. It's really whatever you're in the mood for.
Speaker 1:And see, that's me. I know Whole Foods lets you churn the peanut butter from scratch, so, like when I have fresh peanut butter and wheat bread, I'm just in heaven. But aside from sandwiches and stack, you also have some amazing desserts, so tell us about those as well, or one if you like.
Speaker 2:Yeah, so are you referring to the dessert chapter in the book or just in general?
Speaker 1:Yeah, in the book I saw you posted it on social.
Speaker 2:So to be honest, I'm not a big sweets guy. But what's crazy? One of my favorite chapters in the book is literally the dessert chapter because the creations in there. I was like, how do I transform like a non-sweets person, or even myself, into something that would excite me? And so that's where a lot of those recipes stem from. One of my favorites has to be the obviously play on the sandwich theme.
Speaker 2:I did an ice cream cookie sandwich where you make the oatmeal cookies and then you dip them in warm chocolate and then it sets and it just one. It looks so cool but it also tastes so great and the recipe itself too makes about 15 ice cream sandwiches. So I have a freezer just full of them, and whenever I'm craving something sweet usually it's just chocolate I always go in and grab some, so that one also the cereal sherbet ice cream bars. Those are great too. Basically you're making like rice crispy shell and then ice cream in the middle and that's super fun because it's very customizable. So I'm just crazy about chocolate, so I'll usually default to Cocoa Puffs. I know the recipe in the book does Froot Loops because one visually it's awesome and just so I can't have everything be chocolate, but those are just fun to make too.
Speaker 1:I saw you sprinkle the salt on the chocolate. I'm like that's the only.
Speaker 2:That is a pro move. The salt and in any dessert dessert really, I'm a sucker for.
Speaker 1:Absolutely, absolutely. And so, with the book, will you have a book tour or what are you doing to celebrate the launch?
Speaker 2:Yeah, definitely planning to do a book tour. Don't have the official dates or anything set, but obviously, being out in LA, we'll do something in LA. Dates or anything set, but obviously, being out in LA, we'll do something in LA. Going out to New York, jersey, milwaukee is scheduled as well. I've never been there but excited to check it out and I'm sure there's a few spots as well that I'm missing. But Florida, where I grew up, go see some friends and family as well.
Speaker 1:I love that for anyone else who's listening, who is inspired by you and your style of content and maybe they want to put themselves out there. What advice would you have to someone to just get started putting themselves on social media?
Speaker 2:It's pretty cliche because I hear from a lot of creators, but really it's just go for it, don't have any fears or worry about. Don't worry about failing, essentially, because to me, if you're having fun in the process, there's no real loss to it. I love cooking and then what I've noticed as well with other people that have found success if they're just doing what they love and putting that out there, it resonates a lot with the viewer. So just go and try it and then basically you'll find your own. It'll shape its own um certain style the more you do it.
Speaker 1:Absolutely, and so when we get the book for all those who want to support you and who are listening? I know this may be hard, but what is the first recipe that you recommend people try?
Speaker 2:Oh, first recipe Um, honestly, I'd probably say the one on the cover. Unless you don't eat red meat, definitely don't do that one, but it's on the cover for a reason. It's that OG steak sandwich I was talking about, with the skirt steak, the garlic aioli. Really the only cooking involved. It's caramelizing onions and then cooking steak and there's basically technique guides throughout the book as to like how to properly cook steak, how to caramelize the onions, but really there's recipes for all, whether you're vegetarian, just to have a big sweet tooth cold cut section. So different levels. Personally I love them all, but if I had to pick one to start, probably the one on the cover.
Speaker 1:But if I had to pick one to start, probably the one on the cover Awesome, and I love a book that always breaks things down by the techniques, because it's like you're learning not just the recipe but also the proper form, so that's always really good. Owen, thank you so much for joining us today. We will have all of your contact information in the show notes, as well as how everyone can get their hands on your new book stacked. But before we let you go, we're going to play a quick game of a lightning round. Are you ready?
Speaker 2:Let's do it.
Speaker 1:Let's do it. Oh, and what is your favorite color?
Speaker 2:Favorite color green.
Speaker 1:Oh, I think that's a first green. Oh yeah, what is the kitchen utensil you cannot live without?
Speaker 2:My commercial grade meat slicer.
Speaker 1:Makes sense. That makes sense. Who is your celebrity crush?
Speaker 2:Dua Lipa.
Speaker 1:Okay, awesome. And what is one dessert that you cannot live without?
Speaker 2:Tiramisu Absolutely, I get on the menu. I'm getting it every time.
Speaker 1:Absolutely. And then the last one we will skip, which is what is one book you would recommend, because we would recommend for all of our listeners to go and get your book stacked. So, from the bottom of my heart, oh and thank you so much for joining us today on the podcast. It was such a pleasure to hear your journey and continued blessings and success with all the things you make Thank you so much, really appreciate it.
Speaker 1:Absolutely. I want to thank Owen again for taking his time to swing by the Bacon for Business podcast and to really just share his journey with us. You know he has now over 4 million followers on TikTok and just tons all over on his other platforms. But a couple of lessons that I received from Owen that I think will be extremely applicable if you go check out his profile as well is just it really all boils down to his content. He stated it earlier. One of the first things, but just finding what really hit with him, which helped him to zone down on his niche, and I think that is so helpful for a lot of people, because a lot of times we find something that hits, then we get shiny object syndrome, we veer off the path, we look at other things in business and so sometimes, like the old saying goes, if it ain't broke, don't fix it, and so he just really created this niche in this lane with sandwiches and he stays in it. Sometimes he'll make his bread from scratch, other times he'll go to the store, other times he might switch it up and make a dessert to go with the sandwich, but he really does stay on brand for the most part. That's the first thing. The second thing is when you pay attention to his content it really becomes recognizable. Because when you look at all of his thumbnails, they all have that same look like the same wooden chopping board, the same just thumbnail. You know there is a consistency about his brand that is really amazing and really beautiful and it's really reflected very nicely in his content. And so that in itself level of not just consistency as showing up in business but a consistency in the visuals that you put out with your branding, is such an amazing lesson in itself. And then, lastly, when you pay attention to his content, it is extremely engaging.
Speaker 1:Three ways that he really infuses that engagement. Number one is with movement. Number two is with ASMR you know he's always doing the sounds, all the things. And then number three is really just the pacing of the videos and so meaning how quick the frames change before going to something else. But not just the frames, also the angles. It feels like he brings the viewer into the kitchen and so all of those things are wonderful takeaways If you pay attention to his content that you can really look and use.
Speaker 1:But overall his story in general, hearing him share it today is so amazing because it really does allow us to see behind the scenes of how he's grown during his career, from where he started to now putting out his book, and so I hope you really enjoyed getting to know Owen a little bit more. His book, stacked, is now out. Be sure to check it out. Thanks so much for listening to the Baking for Business podcast. Another big, huge thanks to Owen. I really appreciate him taking his time to swing by. I hope you guys enjoyed hearing his story and enjoy these lessons that you can apply to your business. Take care and bye for now.