Crowded Kitchen
About the Company
Crowded Kitchen began as a plant-based recipe blog and evolved into a professional photography and creative content agency. The business publishes three plant-based recipes weekly, attracting an audience of food enthusiasts and those seeking vegan or gluten-free options. Its collaborations include global brands such as Nespresso and Le Creuset. The company is a three-person team based in Michigan, led by Lexi, her mother, and her husband, each contributing unique expertise in recipe development, content creation, and website management.
Crowded Kitchen’s growth strategy hinges on quality and authenticity, distinguishing it in the competitive food blogging and social media landscape. It provides services such as stop-motion videography, recipe videos, and product photography, allowing food brands to elevate their marketing.
Idea Behind Company
The concept of Crowded Kitchen emerged from Lexi’s college experience, where she navigated food sensitivities and limited dining options. She started an Instagram account to document her dietary journey, gaining a small following. Her mother, with a background in nutrition and photography, joined the effort, further expanding their reach.
After graduating, Lexi’s professional experience at a food media startup provided insights into content creation and influencer marketing. These skills inspired her to transition Crowded Kitchen into a full-time endeavor. The name reflects the family’s close bond and shared passion for cooking, symbolized by their bustling kitchen.
Creating the Company
Starting the business required minimal investment in tools like a camera and website domain. Initially, revenue came from low-paying sponsored posts on Instagram. Recognizing the need for diversification, Lexi and her mom invested months in mastering photography, videography, and recipe development. Their focus on creativity and skill refinement helped establish credibility, enabling them to secure long-term contracts with major brands.
Crowded Kitchen’s expertise spans various photography styles, which enhances its versatility. These efforts allowed the company to grow steadily, developing a comprehensive portfolio of services tailored to client needs. This diversification strategy ensures resilience and adaptability in a competitive market.
Launching the Business
The launch process was simple but strategic. In 2019, the team invested in an expensive domain and prioritized SEO and website optimization, despite early challenges. These efforts paid off as the blog attracted 200K monthly visitors and generated ad revenue, complementing income from brand collaborations.
Consistency in posting, combined with a commitment to authenticity and innovation, drove growth. The business avoided relying on viral moments, instead building an organic, engaged audience over time. Partnering with CookIt Media improved brand partnerships and rates for sponsored content, boosting revenue.
Earnings
Crowded Kitchen currently earns $17K/month, with half of its revenue derived from content creation services for brands and the rest from blog ad revenue. Despite social media algorithm challenges, the business grows by 50% annually. Lexi’s husband joined the team in 2020, enabling the company to streamline operations.
Future goals include writing a cookbook and scaling website traffic to increase ad revenue further. By focusing on SEO, diversifying offerings, and maintaining quality, Crowded Kitchen continues to strengthen its position as a leader in the plant-based recipe space.
