When Nigerian chef and food creator Tolani Tayo-Osikoya (Chef T) launched her cooking show Delicious or Disaster, on Wednesday, September 24, 2025, it wasn’t backed by any corporate sponsors, production studios, or major streaming platforms.
It was a bold move self-funding a high-quality cooking competition in a market where most creators rely heavily on brand sponsorships.
Yet, Chef T’s risk is beginning to look like a strategic investment with serious business potential.
1. Building Intellectual Property (IP) Value
By producing Delicious or Disaster independently, Chef T owns the full intellectual property rights from the show’s format to its name, visuals, and concept.
That means she controls how the show evolves, what platforms host it, and how future licensing or syndication deals are structured.
In an era where content IP is as valuable as real estate, Chef T is creating a scalable asset that can live beyond YouTube potentially on African streaming platforms like Showmax or international ones like Netflix.
2. Long-Term Monetization Opportunities
Even without sponsors, the show can generate revenue across multiple streams:
YouTube monetization: With consistent views and engagement, ad revenue can become a steady source of income.
Product placement: In future seasons, Chef T can integrate food brands, kitchen appliances, or cooking ingredients into the show’s narrative.
Franchise & licensing: The Delicious or Disaster format could be adapted for other African countries or turned into live events, pop-up competitions, or culinary bootcamps.
Merchandising: Aprons, recipe books, cookware, or branded utensils inspired by the show can generate additional income.
Online cooking courses: Using the show’s popularity, Chef T could create premium masterclasses or workshops for aspiring chefs and home cooks.
3. Brand Positioning and Influence
Chef T’s biggest asset isn’t just her cooking it’s her brand authority.
Producing Delicious or Disaster without external backing sends a message of creativity, resilience, and ownership.
This authenticity deepens audience trust and makes brands more eager to associate with her in the future.
Now that the first season has proven its impact, sponsors are likely to approach her not the other way around for Season 2.
And with stronger analytics, she’ll be in a position to negotiate better rates or exclusive partnerships.
4. Strategic Timing for Season Two
As Chef T prepares to shoot Delicious or Disaster: Season Two, the timing couldn’t be better.
The show already has a loyal audience, impressive production value, and viral social media traction.
The second season can capitalize on:
Brand collaborations with Nigerian and international food companies
Streaming distribution deals with digital platforms
Live audience tapings and event sponsorships
Digital content repurposing short clips, BTS videos, and chef interviews for TikTok, YouTube Shorts, and Instagram Reels
5. Turning Passion into a Media Empire
Chef T is doing what many African creators are just beginning to grasp: using creativity to build media ownership.
Her journey from Diary of a Kitchen Lover to Delicious or Disaster proves that you don’t need a TV network to make television you need vision, persistence, and digital strategy.
By combining culinary storytelling with strong business acumen, Chef T is setting the stage for one of Nigeria’s most promising homegrown media franchises.
Also read: The Business Of Being An Influencer In Nigeria
