Alright – so today we’ve got the honor of introducing you to Nicole Lee. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Nicole, thanks for joining us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

When I first started my journey as a private chef, my sole goal was simple: to earn enough as an entrepreneur to pay my bills without relying on anyone else. I wanted to be my own boss, but I also understood that achieving that level of independence required laying a solid foundation. The first step was gaining the experience and education I needed to confidently stand on my own.

I immersed myself in the culinary field by working for private chef companies and large catering firms. These opportunities gave me invaluable insight into the industry from the inside out—how to run events, manage client expectations, and navigate the business side of things. This phase wasn’t just about cooking; it was about learning the ins and outs of what it takes to operate a successful private chef service.

Once I felt secure in my abilities and ready to take on clients independently, I sought mentorship. I strongly believe that the best way to grow is to learn from someone who’s already where you want to be. Finding a mentor was a game-changer. She taught me how to organize my business, refine my processes, and, most importantly, how to scale by bringing other chefs onto my team.

Scaling was a challenge. Transitioning from being a one-woman show to managing a team required a shift in mindset. I had to learn how to delegate, maintain quality control, and trust others to deliver the same level of service I had built my reputation on. There were growing pains—mistakes in communication, struggles with delegation, and lessons in leadership. But every misstep taught me something valuable.

A key strategy in scaling was creating clear systems and processes for everything from client onboarding to menu planning and chef scheduling. These systems not only helped me streamline operations but also ensured consistency across my team. Another major step was diversifying my services. By offering options like meal prep and dinner parties, I tapped into new revenue streams, which supported further growth.

There were meaningful moments along the way, like landing my first large-scale event or receiving referrals from satisfied clients. But there were also twists and turns, such as managing unexpected client demands or handling the occasional misstep by a team member. Each challenge pushed me to refine my approach and strengthen my business model.

Scaling up wasn’t a straight path, but it’s been incredibly rewarding. Today, my business is significantly larger than when I started, and I owe that growth to a combination of hard work, mentorship, strategic thinking, and learning from every obstacle. For anyone looking to scale, my advice is to be patient, invest in your education, and never stop learning. Every step, whether a win or a setback, is part of the process.

Nicole, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I grew up with a deep love for food, always drawn to the uncommon. While most kids wanted the children’s menu, I was fascinated by bold flavors and unique dishes. My mom, the centerpiece of our family gatherings, would effortlessly craft meals for holidays and celebrations, bringing everyone together around the table. That sense of connection and togetherness through food is something that has always stayed with me. Food isn’t just nourishment—it’s an experience, a way to bring people closer.

Initially, I pursued a more traditional career in architecture, but during the pandemic in 2020, I gained the courage to follow my true passion: cooking. I started working part-time in a restaurant while still holding down my full-time architecture job, eventually transitioning to full-time as a prep cook and then moving up to a line cook. This experience ignited a deeper love for the craft and led me to enroll in culinary school to gain formal training.

During culinary school, I worked with Wolfgang Puck Catering, where I was introduced to the fast-paced, large-scale world of events like the Grammys and ESPYs. After graduating, I worked for two personal chef companies, refining my skills in meal prep and client care, which eventually inspired me to take the leap and build my own business. Along the way, I had the opportunity to compete on a Food Network show—and won. That experience gave me the confidence to further expand and scale my business.

Today, I run a personal chef business that offers custom meal prep and dinner party services. My focus is on seasonal, healthier cooking that caters to my clients’ needs, dietary restrictions, and health goals. What sets us apart is the highly curated experience we provide. Everything we do is tailored to each client, from crafting custom menus to creating memorable dining experiences.

For my clients, we solve the problem of time. Many people want to focus on health and nutrition but simply don’t have the bandwidth to prepare meals or plan menus. That’s where we step in. We make it easy for our clients to enjoy better, healthier, and tastier food without the stress of doing it themselves.

What I want potential clients and followers to know is that my brand is rooted in connection and care. Every meal we create is a reflection of my passion for bringing people together through food. Whether it’s a dinner party where every bite tells a story or meal prep designed to help someone achieve their health goals, my work is about more than just cooking—it’s about enriching lives.

I’m most proud of the relationships I’ve built with my clients, the trust they’ve placed in me, and the team I’ve cultivated to help scale this vision. At its core, my business is about creating moments of joy, convenience, and togetherness through food, one meal at a time.

How did you build your audience on social media?

When I first started building my audience on social media, I simply began posting. I didn’t overthink it; I just shared my culinary school journey, which resonated with a lot of people. There’s something about watching someone go through the process of learning and growing that’s relatable and inspiring. I also noticed that people were particularly interested in the behind-the-scenes side of being a private chef—things like what really goes into orchestrating a 15-person dinner party or prepping for a meal prep client. Sharing those moments gave people a glimpse into a world they wouldn’t normally see, and that transparency helped me connect with my audience on a deeper level.

For anyone starting out with building their social media presence, my biggest piece of advice is to just start. Whatever your niche or passion may be, start posting content around it. You never know who will connect with what you’re sharing. Don’t wait until you feel like everything is perfect because the process of sharing and learning as you go is part of the journey.

Most importantly, be consistent. Consistency is key to growth. Whether it’s posting three times a week or every day, stick to a schedule that works for you. The more you show up, the more your audience will start to expect and look forward to your content. And as you grow, listen to your audience—they’ll often guide you toward what they find most valuable or interesting. Above all, stay authentic and true to your voice because that’s what will make your content unique.

Where do you think you get most of your clients from?

When I first started, I used platforms like Thumbtack to get my name out there and offered my services to friends and family to build up a client base and gain some experience. It was a great way to get started and spread the word. Over time, as my social media following grew, so did my inquiries. People began reaching out after seeing my posts about the private chef experience, behind-the-scenes content, and meal prep services.

One of the most significant game changers for me has been building my website and optimizing it properly for SEO. Now, a majority of my new clients come from Google searches. Having a well-structured website that highlights my services, showcases testimonials, and is easy to navigate has made a huge difference.

That said, referrals and word-of-mouth remain the best sources of new clients. Happy clients naturally recommend my services to their friends, family, or colleagues, and those recommendations often lead to long-term relationships. There’s no substitute for the trust and credibility that come with a personal referral. Together, social media, a strong online presence, and referrals have created a well-rounded pipeline for attracting new clients.

Contact Info:

• Website: https://www.eatsbynicole.com
• Instagram: https://www.instagram.com/eats.bynicole/
• Linkedin: https://www.linkedin.com/company/eatsbynicole/