We caught up with the brilliant and insightful Conan Townsend a few weeks ago and have shared our conversation below.
Conan, thanks for joining us, excited to have you contributing your stories and insights. Can you talk to us about a risk you’ve taken – walk us through the story?
Starting my business was one of the biggest risks I’ve ever taken.
I’ve always had a passion for food and serving people, but there was a big difference between enjoying cooking and building a business around it. Like many entrepreneurs, I had moments where I questioned whether I was making the right decision. There were no guarantees that clients would come, that the income would be consistent, or that the sacrifices would pay off.
What pushed me forward was the belief that food has the power to bring people together and make their lives easier. I started small, taking on clients one at a time and focusing on providing the best experience possible. I wasn’t backed by investors or a large team. It was just me, my skills, and a willingness to work hard.
One of the most challenging periods of my life was caring for my mother during her illness. That experience taught me the value of time, service, and showing up for people when they need you most. Those lessons carried directly into my business. I learned that success isn’t only measured by revenue—it’s measured by the impact you have on others.
Over time, that risk began to pay off. Clients referred me to friends and family. Some have been with me for years. I’ve had the privilege of cooking for busy professionals, families with young children, people with dietary restrictions, and clients going through major life transitions. Being trusted to nourish people in their homes is something I never take for granted.
Do I still face uncertainty? Absolutely. Entrepreneurship comes with challenges, and there are always new obstacles to navigate. But if I hadn’t taken that initial risk, I would have missed out on the opportunity to build meaningful relationships, create something of my own, and pursue a dream that continues to grow every year.
The biggest lesson I’ve learned is that growth rarely happens inside your comfort zone. Taking a risk doesn’t mean you’re fearless—it means you’re willing to move forward despite the fear. Looking back, choosing to bet on myself was one of the best decisions I’ve ever made.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
My name is Conan Townsend, and I am the owner and chef behind Ummmm Goods LLC, a personal chef and meal preparation business based in Chicago. I help busy professionals, families, and individuals enjoy fresh, flavorful meals without the stress of planning, shopping, and cooking for themselves.
Food has always been more than just nourishment to me. Growing up, I learned that some of life’s most meaningful moments happen around a table. A good meal has the ability to bring people together, create memories, and provide comfort during both celebrations and difficult times. That belief became the foundation of my business.
I officially started Ummmm Goods LLC in 2021, but my journey into food began long before that. I spent years developing my cooking skills, studying different cuisines, and learning how food can be adapted to fit people’s unique lifestyles and dietary needs. What began as a passion eventually grew into a profession when I realized there was a need for a more personal approach to meal preparation.
Today, I work with a wide variety of clients, including busy professionals, growing families, seniors, vegetarians, athletes, and individuals with specific dietary requirements. Every week I create customized menus based on each client’s preferences, health goals, and lifestyle. My services include meal preparation, menu planning, grocery shopping, private chef services, and small-scale catering.
One of the biggest problems I solve for my clients is time. Many people want to eat healthier and enjoy home-cooked meals, but they simply don’t have the hours necessary to plan, shop, cook, and clean. Others may be managing dietary restrictions, caring for family members, or balancing demanding careers. My goal is to remove that burden while still providing food that feels comforting, exciting, and tailored specifically to them.
What sets my business apart is the level of personalization and relationship-building involved. I don’t believe in a one-size-fits-all approach. I take the time to learn what my clients enjoy, what they want to avoid, and what their goals are. Some of my clients have been with me for many years, and I’ve had the privilege of cooking for them through career changes, growing families, health journeys, and major life milestones. That trust means everything to me.
The accomplishment I am most proud of is building a business based largely on relationships and referrals. Every client who invites me into their home places a tremendous amount of trust in me, and I never take that responsibility lightly. Knowing that my work helps families spend more time together, eat healthier, and reduce stress is incredibly rewarding.
For anyone considering working with me, I want them to know that my business is built on service, consistency, and genuine care. I’m not just preparing meals; I’m helping people reclaim time, reduce stress, and enjoy food that is thoughtfully prepared with their needs in mind.
As I continue to grow, my vision remains the same: to use food as a way to serve others, create meaningful connections, and build something that positively impacts the people and communities around me.
We’d love to hear the story of how you turned a side-hustle into a something much bigger.
Yes, and looking back, the path that led me here was anything but traditional.
Before becoming a personal chef and business owner, my original dream was actually to work in animation. I earned a degree in animation and hoped to build a career in that field. Unfortunately, I quickly realized that while I had the passion, I didn’t yet have the portfolio needed to break into the industry. Like many people, I found myself needing to pivot and figure out what came next.
Food had always been a constant in my life. Some of my earliest memories involve my mother, my father, and both of my grandmothers. They all had a genuine love for food, and even as a child I could sense how important meals were in bringing people together. Looking back, I realize they planted the seeds for what would eventually become my career.
I started working in food service in a variety of roles. I worked at Jamba Juice, as a concession attendant at Soldier Field, and later in banquet operations at the Radisson Blu in downtown Chicago. Every position taught me something different about hospitality, service, teamwork, and the importance of consistency.
One opportunity led to another. I eventually worked seasonally at a ski resort in Idaho, where I gained additional kitchen experience and exposure to a different side of the hospitality industry. After that, I accepted a position with Holland America Princess Alaska, working on a train that transported guests to their cruise ship destinations throughout Alaska.
That experience was one of the most memorable chapters of my career. Some shifts lasted close to 22 hours. I was responsible for preparing breakfast, lunch, and dinner for travelers making their way through some of the most beautiful landscapes in North America. The work was demanding, but I loved every minute of it. It reinforced something I had already begun to discover: serving people through food was more than just a job to me.
When I returned home, I began working with a company called A Friend That Cooks. That experience introduced me to in-home meal preparation and personal chef services. More importantly, it showed me how impactful this type of work could be for busy families and professionals. I learned how to plan menus, work directly with clients, accommodate dietary restrictions, and operate inside clients’ homes in a professional and efficient manner.
As I gained confidence and experience, I began building my own client base. What started as a side hustle slowly evolved into something much larger. Two of my earliest long-term clients became part of the foundation that helped me establish Ummmm Goods LLC and prove to myself that this business could succeed.
One of the biggest milestones was realizing that clients weren’t simply hiring me to cook. They were hiring me to solve a problem. I was helping families reclaim time, helping busy professionals eat healthier, and helping people enjoy restaurant-quality meals without the stress of shopping, planning, and cooking themselves.
Over the years, the business continued to grow primarily through referrals and relationships. Some clients have trusted me for many years, and that trust is something I value deeply. Every recommendation and every repeat client helped transform what began as a side hustle into a sustainable business.
Today, Ummmm Goods LLC provides customized meal preparation, menu planning, grocery shopping, private chef services, and small catering experiences throughout the Chicago area. The journey wasn’t direct, but every stop along the way—from animation school to Alaska trains to clients’ kitchens—helped shape the chef and entrepreneur I am today.
If there’s one lesson I’ve learned, it’s that your first plan doesn’t have to be your final destination. Sometimes the path that seems like a detour ends up leading you exactly where you’re meant to be.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
I’ve become part of my client’s lives.
Most businesses sell a product.
I sell reliability. I Show up every week regardless of how I feel.
No two clients get exactly the same service. People literally invite me into their homes and kitchens. I cook for:
Vegetarians; Athletes; Busy professionals; Families; Seniors and Special diets. I built my business primarily through relationships and referrals. My reputation wasn’t built through advertising. It was built through people telling other people that they trusted me.
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