The Rise of Food Content Creators in Madison’s Food Scene
In today’s food landscape, discovery doesn’t start with a newspaper review or a printed guide: it often begins through social media platforms. In Madison, a growing number of food content creators are shaping how people explore local restaurants, drinks, and new openings across the city.
Creators like Troy Munson and Maria Brunetta have become key voices in this space, helping connect residents to hidden gems, trending spots, and emerging concepts. Their content goes beyond simple promotion; it functions as a real-time guide to what’s new, what’s worth trying, and what fits different moods, budgets, and occasions.
Troy Munson: Exploring Wisconsin One Bite at a Time
@eatwithtroy
Troy Munson’s platform, “eatwithtroy,” focuses heavily on southeastern Wisconsin, with a strong emphasis on Madison-area food. He first gained my attention through his Culver’s content, where he tests different concrete mixer and sundae combinations suggested by followers to determine the best options. That interactive format helped establish his broader approach: community-driven, experimental, and highly engaging.
A defining feature of his content is his willingness to explore a wide range of food experiences, from well-known staples to lesser-known spots that might otherwise go unnoticed. Recent Madison-area features have included:
A-Mart, an Asian grocery store offering authentic prepared foods
Alimentari, an Italian deli-style shop specializing in sandwiches
The Baked Lab, a dessert-focused bakery with evening offerings
He has also highlighted a more niche option in Good AF Baking, located in Middleton- a bakery specializing in allergen-free options, including items like quarter-pound snickerdoodle sandwiches and apple cider donut cupcakes.
In addition to individual spotlights, Troy produces thematic content such as:
A video showing what can be purchased at the farmers market for $37
Ongoing searches for the best wings, burgers, and breakfast tacos in the region
Unique food finds, such as egg roll-stuffed chicken wings from Hmong Legacy Market
What distinguishes his content is not just variety, but intention. In one of his recent videos, he discussed his broader goals as a food content creator: helping small businesses grow, supporting restaurant expansion, and contributing to the success of local spots to the point where they can expand or open brick-and-mortar locations. He frames his work as part of a continuous cycle where exposure leads to discovery, which leads to business growth, ultimately strengthening the local food ecosystem.
He also expresses interest in deeper collaborations with restaurants, including a desire to co-create a signature dish where he can be a regular rather than simply featuring the restaurant. Alongside this, his content remains grounded in relatability, often incorporating Midwest-specific humor and everyday questions, such as the “correct” way to eat a cheese stick.
Importantly, his reviews tend to be candid while still supportive, aiming to inform rather than criticize harshly. His website and Instagram bio include a categorized list of places he has visited, offering a growing database of reviews and recommendations that followers can reference.
Maria Brunetta: Curating Madison’s Experiences
@bymariabrunetta
Maria Brunetta approaches content creation from a slightly different angle, focusing not only on food but also on atmosphere, nightlife, and overall experience. Her tagline- “I curate the moment so you don’t have to”- reflects her emphasis on helping viewers decide where to go based on vibe, occasion, and setting.
Her content often highlights:
New restaurant openings and updates
Nightlife and cocktail spots
Dining recommendations based on ambiance
Ongoing developments in Madison’s food scene
Maria frequently features newly opened or upcoming concepts, helping her audience stay informed about what’s changing in real time. For example, she has created content explaining the upcoming Tall Grass restaurant at MMCoA, as well as updates surrounding the Madison Public Market and other evolving spaces.
Recent videos include visits to Eloura, where she showcased items like a herb and cheese muffin and tahini date chai while describing the overall atmosphere of the café. Her reviews often combine visual impressions with descriptive commentary, giving viewers a sense of both the food and the environment.
She also provides curated suggestions for nights out, pairing dinner spots with nearby cocktail bars or lounges depending on the desired experience. Examples of her content include:
Reviews of Atico Lounge, highlighting rooftop views, margaritas, and shared plates such as chips and salsa, patatas bravas, and tacos al pastor
Updates on new openings like Alice Bernice Kitchen and Original Steak and Hoagies
Announcements and reminders about seasonal events like the return of outdoor farmers markets
Features on new dessert destinations like Eloura and The Baked Lab, including practical details such as hours and offerings
Coverage of new spaces like The Perch, the rooftop bar above Mint Mark, framed alongside her positive commentary on the host restaurant itself
Her Instagram highlight stories are organized into categories such as “eats” and “bars,” where she archives dishes, drinks, and ambiance from various locations. This makes her profile not just a feed, but a curated resource for planning outings based on mood and setting.
The Broader Impact of Food Content Creators
Together, creators like Troy and Maria represent a shift in how food communities function. Instead of relying solely on traditional media or word-of-mouth, audiences now turn to social platforms for immediate, visual, and personalized recommendations.
Their influence extends beyond individual views or likes. They contribute to increased visibility for small and emerging businesses, faster awareness of new openings and events, a sense of accessibility around exploring unfamiliar cuisines or neighborhoods, and community engagement through comments, suggestions, and follower-driven content. In many ways, these creators act as intermediaries between businesses and the public, helping to translate the experience of dining into something discoverable and approachable.
Final Thoughts
The rise of food content creators in Madison reflects a broader cultural shift toward shared, community-driven discovery. Through consistent posting, honest perspectives, and a focus on local businesses, creators like Troy Munson and Maria Brunetta help shape not just what people eat, but how they engage with the city itself.
Their work reinforces a central theme across Madison’s food scene: connection. Whether through a restaurant collaboration, a farmers market, or a short-form video on Instagram, food continues to serve as a bridge between people, places, and experiences.