Dom Cooks – Food Content, Recipe Development, Book Deal, Netflix Winner, Branding and Monetization | Martin Hyu Ep. 46
My guest today is Dom Cooks (Dominic Lamirande) — a Montreal-based private chef, cookbook author, and food content creator who won his episode on the Netflix show Cook at All Costs in 2022 and has since built a community of over 100,000 followers around his fresh, Mediterranean-inspired home cooking.
Dom's path is anything but traditional. He studied marketing at UQAM, spent seven years in e-commerce and digital marketing — including five at DAVIDsTEA — and only went full-time into food after losing his consulting job, right as his Netflix episode aired in 2022. What followed was a media run, a cookbook deal, a private chef gig, and a rapidly growing brand built on consistency, sharp instincts, and a marketing brain that knows how to turn content into a real business.
In this episode, we break down Dom's journey from food blogger posting photos nobody saw to landing a Netflix show and a book deal. We talk about recipe development, the real workload behind content creation, how his marketing background shapes everything he does, monetizing a personal brand through brand deals, and what Montreal's food scene — and Quebec's language debate — means for creators trying to grow.
In this episode, we discuss:
How Dom went from cooking for himself in a Montreal apartment to winning a Netflix cooking competition in 2022
The 7-year marketing career at DAVIDsTEA and in consulting that built the foundation for everything he does now
Why losing his job was the turning point that pushed Dom Cooks from side project to full-time brand
His four pillars for recipe development: simple, tasty, nutritious, and fresh
The reality of being a private chef for two years — meal planning, grocery runs, and cooking the same hits on repeat
Why flat leaf parsley and lemon are the most underrated ingredients in his kitchen
Going from 13,000 to 23,000 followers overnight
How he structures shoot days, editing, and content calendars
The biggest mistake food creators make when trying to monetize — and how brand deals actually work
Why Substack became his secret weapon for community building before anyone in Quebec was using it
His dream restaurant concept: a daytime café with aperitivo vibes next door to an Erewhon-style specialty grocery
The language debate in Quebec — and why being bilingual is an asset, not a betrayal
His go-to Montreal spots: Monarque, Pasta Pooks, Rôtisserie La Lune, Mon Lapin, Kif Kif, Fleurs & Cadeaux, and Olimpico
And much more.
Follow Dom Cooks here:
Instagram: https://www.instagram.com/domcooks
Substack: https://domcooks.substack.com
TikTok: https://www.tiktok.com/@domcooks
Website: https://domcooks.com
About Martin Hyu:
Martin Hyu is an entrepreneur, CEO, and founder of Mars Media, a marketing agency specializing in hospitality and helping clients grow through creative strategy, storytelling, and digital communication.
He is also the host of The Martin Hyu Experience, a podcast available in both video and audio formats. The show explores topics such as entrepreneurship, creativity, and the evolving intersection between art, culture, and technology.
Episodes drop weekly and feature guests from all walks of life — from local legends to global thinkers.
Follow Martin online here:
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Website: http://marsmtl.com
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Podcast: https://www.martinhyu.com