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  • What is it that makes ‘Bon Appétit Test Kitchen’ so watchable?
  • What is it that makes ‘Bon Appétit Test Kitchen’ so watchable?
    Bon Appetit (2020) ©
CASE STUDY

BA Test Kitchen: relatable cooks for netizens

The Bon Appétit Test Kitchen YouTube channel has gained a cult following thanks to its subversion of conventional food TV. Its combination of unpretentious approach, relatable hosts, conversational style, and long-form video has proven to be the perfect recipe for entertainment and escapism.

Location United States

Scope
At this very moment, somebody, somewhere, is watching pastry chef Claire Saffitz poke holes in eggshells. She’s recreating a Cadbury Creme Egg, as part of a series in which she creates popular treats – such as Starburst and Doritos – from scratch, with a healthy dose of ingenuity. But this is no instructional video; this is Everest, and her audience is invested. In the world of the Bon Appétit Test Kitchen, this is a totally normal way to spend 32 minutes.

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