NJCS 02: Foodie Phenoms: How Two Chomp Grew on YouTube, Instagram, and TikTok by Keeping It Real [Part 2 with Mike DesMarets]

When Snuff walked into NJ Content Studio, the first thing we noticed wasn’t his energy, although he clearly has a ton. It was his clarity. So many creators roll in juggling five ideas, three aesthetics, and a running list of “maybe I should try this next.” Snuff showed up already anchored. He knew who he was talking to, what story he was telling, and what he wasn’t interested in chasing. And honestly, that’s becoming rare. This episode reminded us of something we see across the board. Whether it’s founders, creators, or the folks who come in here to shoot their first real content: you don’t need ten narratives. You need one strong one people can instantly connect to. That’s where the momentum comes from. The Single-Minded Idea: Consistency > Complexity Snuff isn’t trying to reinvent himself every week. He’s not jumping from one shiny tactic to the next. He’s not bending himself into whatever shape the algorithm demands today. He’s doing one thing. And he’s doing it really well. In branding, that’s narrative ownership . Stick with a story long enough, and deliver it with conviction, and people start attaching that story to your name. Most creators don’t struggle because their content is bad. They struggle because the audience can’t quite figure out what to believe about them. Snuff makes that belief easy. What Snuff Does Differently 1. He stays in his lane, by choice. We talk to creators all the time who believe widening their niche will unlock growth. Snuff does the opposite. He narrows. He focuses. And that’s exactly why he becomes more memorable. 2. He treats content like a craft. You can feel it in how he talks about his process. He’s not chasing quick hits. He’s building something that compounds over time. That mindset is what separates people who last from people who burn out. 3. He builds for community, not applause. Reach is easy to obsess over (we do it all the time). Community is harder, and far more valuable. That’s why he and Joey Merlino extended The Skinny Podcast beyond the podcast and opened Skinny Joey’s Cheesesteaks , a spot that’s become a real-world extension of their universe. It’s a place where fans can step inside the world they’ve created, talk shop, meet the guys, and eat one of the best cheesesteaks in the city. We love this kind of ecosystem thinking. It’s not content → life. It’s content × life → brand. This is the type of creator energy we’re trying to cultivate at NJCS . A mix of intention, identity, and real connection. Why This Matters for Your Brand (and ours, too) Every week, we see creators trying to solve the same tension: “How do I grow without losing myself in the process?” Snuff reminded us of something simple. Maybe even refreshing. It’s not about doing more. It’s about choosing what matters and repeating it with purpose, like our friends Lenny the Boss and P Michael. Brands grow the same way. Not through volume or noise, but through meaning people can actually hold onto. It’s basically the foundation of every strong brand we’ve ever worked on. A Few Moves We See Working Right Now (Not a reset. Not a manifesto. Just patterns we’re noticing in the studio.) Define the story you want to own. If you can’t say it in one clean sentence, it’s not ready. Check your recent content against that story. Most creators drift without realizing it. Choose two or three formats you can actually repeat. Repetition builds identity and makes creating easier. Need proof? Mike D from Two Chomp is a prime example. Talk to a specific someone. not “everyone.” Narrow the audience. Sharpen the voice. These aren’t rules. They’re signals . Things we see working across creators and founders who are building something with staying power. Why This Episode Stuck With Us Snuff operates with a level of clarity that cuts through the noise. It’s the same clarity we try to help creators find when they walk into NJ Content Studio for the first time: a story they believe in, a voice that feels true, and a process that doesn’t burn them out. If you’re building a brand in 2025. Creator or founder. This episode is worth a watch . Not for tactics. For the mindset. Clarity compounds. Snuff is proof. Watch the episode . You’ll see exactly what we mean. ✌️🍕