Two Fake Chefs

The Digital Chef (Doug Maxon) & Chef Robbie Held

Two Fake Chefs Kitchen Dropouts. Industry Lifers. Two Fake Chefs is a hospitality podcast for private chefs, personal chefs, caterers, hospitality entrepreneurs, and service business operators who know the work behind the scenes is never as clean as it looks on Instagram. Hosted by Doug Maxon, known as The Digital Chef, and Chef Robbie Held, the #1 ranked personal chef in Arizona and founder of Health Held in Hand, this show blends real hospitality experience, operator insight, food culture, and behind-the-scenes business conversations from two people who built their knowledge in the field, not in a classroom. Doug’s background includes working as a head brewer and operating food trucks, restaurants, and catering businesses before moving into automation, reputation management, lead systems, and revenue infrastructure for service businesses. Robbie built a premium private chef brand serving the greater Phoenix area, creating luxury in-home dining experiences for affluent households, private events, athletes, and high-end clients who want restaurant-level hospitality without leaving home. Together, they bring two very different but highly complementary perspectives to the table. Doug looks at the systems, bottlenecks, client experience, follow-up, reputation, and operator decisions that shape a business. Robbie brings the real-world perspective of a working personal chef: private dinners, luxury events, kitchen pressure, client expectations, hospitality chaos, and the personality it takes to turn a meal into an experience. Each episode mixes entertaining conversation with real operator insight. Some episodes dive into the business of being a private chef, personal chef, caterer, or hospitality entrepreneur. Others unpack food culture, service standards, wild client stories, event chaos, industry trends, and what it really takes to build a premium hospitality business. And along the way, the show naturally explores the systems, reputation, referrals, follow-up, and backend infrastructure that separate stressed-out operators from sustainable ones. This is not a polished chef show. It is not culinary school theory. And it is not fake online business talk. It is two industry lifers having honest conversations about food, hospitality, service businesses, private chef life, catering, luxury in-home dining, and the realities of building something that actually works. If you are a private chef, personal chef, caterer, hospitality operator, or service-based business owner trying to grow without losing your mind, this show is for you. Two Fake Chefs is where hospitality stories, operator truth, and real business conversations meet.

  1. 23 FEB

    Ep 11: From 27th to Number One: Chef Robbie’s Rise

    Episode Title: From 27th to Number One: Chef Robbie’s Rise to the Top of Arizona’s Personal Chef Scene Episode DescriptionWhat does it take to go from 27th-ranked to the number one personal chef in Arizona — without opening a restaurant? In this episode of 86 Opinions, we sit down with Chef Robbie, founder of Health Held in Hand, to unpack how he built a thriving personal chef and in-home meal prep business in one of the most competitive culinary markets in the country. Chef Robbie shares the real story behind his culinary journey — from starting “sarcastically” to becoming a sought-after private chef for athletes, entrepreneurs, and exclusive private events. We dive into the business mechanics of being a food entrepreneur, the power of social media and branding, how media recognition accelerated his growth, and why authenticity in cooking matters more than trends. Whether you’re an agency owner, service-based business operator, or entrepreneur building a reputation-driven brand, this conversation is packed with practical insights on consistency, referrals, positioning, and scaling a personal service business the right way. Guest IntroductionChef Robbie is the founder of Health Held in Hand, a premier Arizona-based personal chef and catering company specializing in fresh, in-home meal prep and private events. Known for his tailored approach to clients — from high-performance athletes with strict dietary requirements to families seeking high-quality nutrition — Chef Robbie has built a reputation as Arizona’s top personal chef through authenticity, consistency, and smart brand positioning. What You’ll Learn in This EpisodeHow Chef Robbie went from 27th to #1 personal chef in ArizonaThe business model behind a successful private chef and meal prep companyWhy private events are a major growth driverThe role of social media and professional photography in a culinary brandCooking for athletes and handling strict dietary requirementsLeveraging media recognition for business growthHow referrals fuel long-term small business successAdvice for aspiring chefs and food entrepreneursNotable Sound Bites“Private events is where it’s at.”“I started this sarcastically.”“Get a good photographer.”Timestamps00:00 – Introduction to Chef Robbie and His Journey 03:13 – The Evolution of Health Held in Hand 05:48 – Building a Personal Chef Business 08:34 – The Daily Life of a Private Chef 11:21 – Why No Restaurant for Chef Robbie? 14:29 – The Concept of a Food Truck 16:51 – The Unique Selling Proposition of Health Held in Hand 19:09 – Cooking for Athletes and Special Dietary Needs 21:14 – Media Recognition and Its Impact 23:41 – Challenges in the Personal Chef Business 25:49 – Handling Difficult Kitchen Situations 28:29 – The Importance of Authenticity in Cooking 31:39 – Future Aspirations and Business Growth 34:25 – Advice for Aspiring Food Entrepreneurs 37:09 – Final Thoughts and Contact Information If you’re building a service-based business, refining your brand positioning, or looking to grow through reputation and referrals, this episode delivers practical insight straight from someone who’s done it — and done it well.

    50 min
  2. 16 FEB

    Ep 10: From Viral to Full Tables: What Actually Moves People Into Restaurants w/Cory Pringle

    What actually fills tables — going viral… or building systems? In Episode 10 of 86 Opinions, Doug Maxon (The Digital Chef) sits down with food reviewer and local restaurant advocate Corey Pringle of Eat Good Local to break down what really moves people from scrolling to sitting down at a table. This isn’t influencer hype. It’s restaurant marketing reality. Corey shares how food reviews can genuinely support local restaurants, including a powerful story where a single review helped turn around a struggling business. The conversation dives deep into the evolution of social media, the TikTok era of food content, and why viral marketing without operational consistency can actually hurt a restaurant long-term. They cover: How restaurant marketing has changed in the age of social mediaWhy food reviews matter more than most owners realizeThe truth about “going viral” for restaurantsWhy maintaining quality after exposure is everythingThe importance of food cost awareness and operational systemsHow AI in restaurants can support small budgetsWhy restaurant owners must own their customer databaseEmail marketing as a long-term revenue driverCommunity support and local engagement strategies that actually workCorey emphasizes one key idea: visibility without systems is noise. Restaurants that win are the ones that combine strong food, strong service, and strong follow-up marketing. If you're a restaurant owner, food truck operator, hospitality entrepreneur, or marketer working in the restaurant industry, this episode delivers practical insight on: Restaurant operationsCustomer engagementEmail marketing for restaurantsBuilding a loyal customer baseSocial media strategy for local businessesAI tools for restaurant marketingTurning viral moments into sustainable growthThis conversation is a grounded look at how local restaurants can use social media, food reviews, and smart marketing systems to build real momentum — not just temporary buzz. Because going viral is exciting. Full tables are sustainable. Notable Quotes:“You have to own your database.” “Let’s see the food, not the dogs.” “You’re one of my favorite influencers.”

    58 min
  3. 10 FEB

    Ep 9: Adapt or Die: What Restaurant Suppliers See That Owners Miss w/Jason Davis

    Summary In this episode of 86 Opinions, host The Digital Chef engages with Jason Davis from Plate It Up, who shares his extensive experience in the restaurant industry. Starting as a chef, Jason discusses his journey through various roles, including food service distribution, and highlights the importance of passion in the culinary world. He emphasizes the elegance of Hispanic cuisine, the significance of adapting to industry trends, and the necessity for restaurant owners to leverage social media for visibility and customer engagement. Jason also shares insights on menu management, the impact of delivery services, and the importance of creating a unique dining experience that resonates with customers. Throughout the conversation, Jason provides valuable advice for restaurant owners, stressing the need to focus on quality food and exceptional service. He discusses the challenges of maintaining a successful restaurant in today's fast-paced environment and encourages owners to embrace change and innovation. The episode concludes with Jason's philosophy of asking "Why not?" as a way to inspire creativity and growth in the culinary field, reminding listeners that adapting to new trends and technologies is essential for success in the restaurant industry. Takeaways "The passion I have for food... translated me into getting to go work in food service distribution." "If you try it that way, you're gonna fail." "You have to adapt to what's in front of you or the times are gonna pass you by." "Why not?" is a question that can push you to try new things. "Food and people are the two pillars that define a good restaurant." Titles Why Not? Embracing Change in the Restaurant Industry From Chef to Distributor: Jason Davis on Culinary Passion Sound bites "The passion I have for food... translated me into getting to go work in food service distribution." "If you try it that way, you're gonna fail." "You have to adapt to what's in front of you or the times are gonna pass you by." Chapters 00:00 Introduction to Jason Davis and His Journey 02:04 Passion for Hispanic Cuisine 03:33 Transitioning from Chef to Supply Chain 06:48 Mindset Shift in the Restaurant Industry 07:55 Current Trends in the Restaurant World 10:52 The Importance of Menu Management 12:46 The Role of Food and People in Restaurant Success 14:57 Understanding Market Preferences 20:29 Leveraging Social Media for Success 25:19 Consistency and Overcoming Insecurities 28:34 The Importance of Ambiance and Food Quality 29:31 Systems in Successful Restaurants 32:17 The Impact of Third-Party Delivery Services 35:12 Adapting to the New Dining Landscape 39:52 The Future of Restaurant Delivery 42:55 Creating Unique Menu Items 46:46 The Philosophy of 'Why Not?' Keywords restaurant industry, food service, culinary trends, social media marketing, Hispanic cuisine, restaurant management, delivery services, customer experience, menu optimization, food distribution

    54 min
  4. 12 JAN

    Ep 8: Building Brand Identity - Why Being “Good” Isn’t Enough Anymore

    Summary In this episode, The Digital Chef discusses the critical importance of brand identity for restaurants and food trucks as they head into 2026. He emphasizes that simply being good is no longer sufficient; businesses must build a strong brand that resonates with customers. The conversation covers the significance of storytelling, social media presence, and the core pillars of brand identity, including brand voice and visual consistency. The Digital Chef also highlights common branding mistakes and offers actionable strategies for building a memorable brand that stands out in a saturated market. Takeaways Just being good isn't enough anymore; brands need to resonate. Brand identity goes beyond logos; it's about reputation. Storytelling is crucial for building brand loyalty. Customers need to see your brand multiple times before visiting. Organic social media is a powerful tool for visibility. Consistency in brand voice builds trust with customers. Visual consistency is key to a strong brand identity. Avoid chaos in branding; it does not convert. Brands should control their narrative to avoid negative perceptions. Customers will defend brands they trust and resonate with. Titles Building a Brand That Resonates in 2026 The Power of Storytelling in Restaurant Branding Sound bites "Customers have too many options." "Organic social media is free." "Chaos does not convert." Chapters 00:00 The Importance of Brand Identity in 2026 02:53 Building Brand Loyalty and Trust 05:43 The Role of Social Media in Brand Awareness 09:04 Core Pillars of Restaurant Brand Identity 14:52 Avoiding Common Branding Mistakes 18:32 Taking Control of Your Brand Narrative 22:21 Practical Steps to Build Your Brand Identity 26:06 The Future of Branding in the Restaurant Industry Keywords restaurant branding, brand identity, social media marketing, customer loyalty, storytelling, brand voice, visual consistency, marketing strategy, food industry, digital marketing

    30 min
  5. 16/12/2025

    Ep 7: Acquiring Social Trust

    Summary In this episode of 86 Opinions, The Digital Chef discusses the critical importance of acquiring social trust for restaurants as we approach 2026. He emphasizes that social trust is the new currency for brands, particularly in the food industry, where online presence and reputation can make or break customer acquisition. The conversation covers strategies for building social trust through online reviews, enhancing review velocity, leveraging user-generated content, and understanding the role of AI in shaping customer perceptions. The episode concludes with a call to action for restaurant owners to prioritize their digital reputation to survive in a competitive market. Takeaways Acquiring social trust is essential for restaurant success. Social trust is the modern equivalent of word of mouth. Online reviews significantly impact customer decisions. High review velocity boosts visibility in search results. Engaging with customers post-visit can enhance review rates. User-generated content amplifies brand trust. Creating photogenic moments encourages social sharing. Consistency in online presence is crucial for credibility. AI plays a key role in determining brand visibility. Social trust is vital for survival in the competitive food industry. Titles Building Social Trust: The Key to Restaurant Success Navigating the Digital Landscape: Trust in 2026 Sound bites "Social trust is the modern day word of mouth." "User-generated content is trust on steroids." "Clean branding builds trust." Chapters 00:00 The Importance of Social Trust in Restaurants 02:55 Building Trust Through Online Reviews 09:57 Enhancing Review Velocity and Customer Engagement 16:28 User-Generated Content: The New Word of Mouth 23:02 The Role of AI in Establishing Trust 29:13 Social Trust: The New Table Stakes for Survival Keywords social trust, restaurant marketing, customer acquisition, online reviews, user-generated content, AI in marketing, brand identity, customer retention, digital reputation, food industry

    29 min
  6. 08/12/2025

    Ep 6: Fire & Smoke BBQ w/Mikey Kay

    In this engaging conversation, Mikey Kay, founder of Fire and Smoke Barbecue, shares his journey from starting as a pop-up in Chicago to establishing a successful food truck in St. Augustine, Florida. He discusses the challenges of pricing, branding, and the importance of community collaborations, particularly with local breweries. Mikey emphasizes the significance of creating unique flavors through his own rubs and sauces, and how technology, including AI, plays a role in optimizing his business. He offers valuable insights for aspiring food truck owners, highlighting the need for passion and the lessons learned from failures in the food industry. Takeaways Fire and Smoke started as a pop-up in 2017. Pricing and perceived value are crucial for success. Collaborating with local breweries can enhance brand visibility. Creating unique flavors through house-made seasonings is essential. Navigating food truck regulations can be challenging. The move to St. Augustine was strategic for family and business. AI can optimize menu and marketing strategies. Passion for feeding others is key to success in the food industry. Learning from failures is more valuable than successes. Catering can be a lucrative aspect of a food truck business. Titles From Pop-Ups to Food Truck Success: The Fire and Smoke Journey Building a Barbecue Brand: Lessons from Mikey Kay Sound bites "Barbecue's a hell of a drug." "Pricing was a big thing." "We're not for everybody's budget." Chapters 00:00 The Birth of Fire and Smoke Barbecue 04:50 From Pop-Ups to Brand Recognition 09:52 Pricing Strategies and Value Perception 14:52 Collaborations and Community Engagement 19:45 Transitioning to St. Augustine 24:25 Marketing and Technology in the Food Industry 36:02 The Role of AI in Menu Optimization 38:13 Customer Engagement and Nurturing Strategies 41:13 The Impact of SMS Marketing 42:06 AI in Food Photography: A Double-Edged Sword 47:11 Embracing AI for Business Efficiency 50:24 The Reality of Starting a Food Truck Business 53:23 Learning from Mistakes in Business 56:43 Branding and Catering in the Food Truck Industry Keywords barbecue, food truck, entrepreneurship, branding, marketing, collaboration, AI, catering, pricing, community

    59 min

About

Two Fake Chefs Kitchen Dropouts. Industry Lifers. Two Fake Chefs is a hospitality podcast for private chefs, personal chefs, caterers, hospitality entrepreneurs, and service business operators who know the work behind the scenes is never as clean as it looks on Instagram. Hosted by Doug Maxon, known as The Digital Chef, and Chef Robbie Held, the #1 ranked personal chef in Arizona and founder of Health Held in Hand, this show blends real hospitality experience, operator insight, food culture, and behind-the-scenes business conversations from two people who built their knowledge in the field, not in a classroom. Doug’s background includes working as a head brewer and operating food trucks, restaurants, and catering businesses before moving into automation, reputation management, lead systems, and revenue infrastructure for service businesses. Robbie built a premium private chef brand serving the greater Phoenix area, creating luxury in-home dining experiences for affluent households, private events, athletes, and high-end clients who want restaurant-level hospitality without leaving home. Together, they bring two very different but highly complementary perspectives to the table. Doug looks at the systems, bottlenecks, client experience, follow-up, reputation, and operator decisions that shape a business. Robbie brings the real-world perspective of a working personal chef: private dinners, luxury events, kitchen pressure, client expectations, hospitality chaos, and the personality it takes to turn a meal into an experience. Each episode mixes entertaining conversation with real operator insight. Some episodes dive into the business of being a private chef, personal chef, caterer, or hospitality entrepreneur. Others unpack food culture, service standards, wild client stories, event chaos, industry trends, and what it really takes to build a premium hospitality business. And along the way, the show naturally explores the systems, reputation, referrals, follow-up, and backend infrastructure that separate stressed-out operators from sustainable ones. This is not a polished chef show. It is not culinary school theory. And it is not fake online business talk. It is two industry lifers having honest conversations about food, hospitality, service businesses, private chef life, catering, luxury in-home dining, and the realities of building something that actually works. If you are a private chef, personal chef, caterer, hospitality operator, or service-based business owner trying to grow without losing your mind, this show is for you. Two Fake Chefs is where hospitality stories, operator truth, and real business conversations meet.