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How Sam the Cooking Guy Won the Internet | San Diego Magazine

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How Sam the Cooking Guy Won the Internet | San Diego Magazine


About seven to 10 years ago, Troy found himself on a flight from Chicago to San Diego, sitting next to none other than now-YouTube star and restaurateur, Sam the Cooking Guy. A bomb threat had diverted the plane to Phoenix instead. Amidst the chaos and fear, they found themselves calling and texting their loved ones back in San Diego, unsure of what was happening. 

Sam the Cooking Guy is our guest on this week’s Happy Half Hour. Spoiler: He and Troy survived that fateful flight and remain happily trauma-bonded to this day (we get into details of what happened and how it all ended in the episode). 

These days, Sam’s also sitting pretty at 3.7 million YouTube followers as of publish and just opened his latest restaurant, Basta, in Little Italy. The new concept joins his other restaurants including Not Not Tacos, Samburgers, Graze, and Coo Coo’s Nest. In classic Sam style, the food follows only a few rules, resulting in brain-bending, mouth-watering combos like deep-fried pate à choux gnocchi with cacio e pepe aioli. It’s one of the best things we’ve ever popped in our mouths.

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Sam shared insights into his journey from being miserable in a corporate biotech job to finding success, fame, and, most importantly, happiness from taking the leap into his cooking and media career. “I was miserable. I knew I needed to find a way to make me happy,” Sam remembers. 

Courtesy of Basta!

He took a bet on YouTube at the behest of his son who saw the platform’s promise and paired it with his dad’s love for cooking and irreverent personality. “He’s a really talented guy that learned how to cook live on TV and now is actually a great cook,” Troy says, describing Sam’s unique journey of becoming kitchen-fluent live and on-camera, while becoming famous at the same time.

Sam’s YouTube channel, which has now grown to nearly 4 million subscribers, is a testament to his perseverance, creativity, and adaptability. He recalled the grinding early days, which netted him only 30,000 subscribers after seven years. But a shift in approach—shorter, better-produced videos—catapulted his channel into the stratosphere. 

“We started to make things that we imagined our audience would want to see,” Sam explained. This includes making mistakes, which he doesn’t edit out, and evaluating his viewers and playing to what he thinks they’d like to eat and cook. “It’s all part of the process,” he says. 

The cover of Sam the Cooking Guy's new book
Courtesy of Amazon

Part of that now includes several restaurants, as well as a number of successful cookbooks. Sam continues to chug on–his latest cookbook, Sam the Cooking Guy: Between the Buns, showcases his love for comfort food with a twist, which reflects the kind of dishes you can find at his restaurants and in his videos.

We also dove into the local culinary news: A new Japanese fusion spot called Cherryfish is set to open in Pacific Beach this September. Owners Danielle and Carlos Marcos are eager to “contribute to the wave of culinary change in the area.” Meanwhile, chefs Nick Weber and Jacob Jordan are making waves in Oceanside with their Chinese cuisine pop-up, 24 Suns, which has been receiving rave reviews for its seasonal summer menu.

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Foodie forecast: A new cafe opens in La Jolla’s Arcade building

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Foodie forecast: A new cafe opens in La Jolla’s Arcade building


Here is some of the dining news from across San Diego County, as well as some upcoming events for foodies.

Cala café opens in La Jolla: From 6 to 9:30 p.m. Saturday,  Amy de Leon will host the grand opening of her new restaurant  Cala La Jolla Café in La Jolla’s historic Arcade building. Cala will offer what she calls an “omakase” coffee and matcha experience, breakfast and lunch menus and fresh-made pastries. De Leon, a real estate agent, also owns a coffee shop on the UC San Diego campus. 7 a.m. to 6 p.m. daily. 7910 Girard Ave., La Jolla. 858-333-8610, calalajolla.com.

Board & Brew opens in Midway District: This sandwich-and-draft beer quick-service restaurant chain has opened a new location near the USS Midway Museum. Founded in 1979, the company now dozens of locations in California, Arizona and Texas. Shop hours are 10 a.m. to 9 p.m. daily. 825 N. Harbor St., Suite 109, San Diego. boardandbrew.com.

Vincenzo Cucina & Lounge is now making its own pasta in-house with a special machine. (Arlene Ibarra)

Vincenzo debuts pasta program: Vicenzo Cucina & Lounge in Little Italy has introduced an in-house pasta program powered by its new artisan pasta-making machine that guests can see churning out different varieties of pasta in the restaurants’ front window. The handmade pasta wil be served with lunch and dinner entrées. 550 W. Date St., Suite A, San Diego. vincenzosd.com

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Urban Plates new summer menu: Urban Plates, with 22 locations statewide including Carlsbad, Del Mar and La Jolla, has unveiled new drinks and dishes this month for its summer menu. New dishes include a BBQ jalapeño cheesebuger, Southwest grilled chicken salad and a superfood grilled chicken salad. There’s also a new lineup of refreshing fruit-based “cooloer” drinks priced at $4.50. They include strawberry basil lemonade, pineapple coconut lime, organic lemonade and dragon fruit and strawberry. urbanplates.com

Del Mar festival lineup announced: This year’s Del Mar Wine & Food Festival, returning with seven events Sept. 30 through Oct. 3, has unveiled some of the culinary headliners who will be cooking at the event. They are Michelin-starred chef Drew Deckman; cookbook author and TV food show judge Aarti Sequeira; Camelback Mountain executive chef Beau MacMillan; “Top Chef” victor and now chef/co-owner of Huson in Manhattan’s Tribeca neighborhood, Buddha Lo; cookbook author and Weelicious.com media platform founder Catherine McCord; L.A.-based chef Jackson Kalb; Pei Wei culinary executive, Food Network host and contestant and cookbook author Jet Tila; Clutch Chicken restaurang group founder and TV cooking show contestant Kelsey Murphy; chef, author TV personality and Morph Hospitality Group co-founder Maneet Chauhan; and James Beard-nominated chef of the Colorado restaurant Mawa’s Kitchen, Mawa McQueen. Tickets are now on sale at delmar.wine

Lion’s Share + Animae family-style collab: On July 9, two downtown restaurants will collaborate on ANIMAENIACS, a family-style dinner for parties of six. The Lion’s Share chef Dante Romero and Animae chef Tara Monsod will create a multicourse meal that draws on Romero’s Mexican heritage and Monsod’s Filipino heritage. The all-inclusive meal will include three beverages per person including cocktails, beer or non-alcoholic, and an after-party. Seatings are available at 5 p.m. and 8:30 p.m. July 9. $1,080 for a party of six. The Lion’s Share, 629 Kettner Blvd., San Diego. Reservations  at exploretock.com/the-lions-share-san-diego.

Tiki Oasis returns: The annual Tiki Oasis convention, which takes place each summer at the Town & Country Resort in Mission Valley, has announced its 2026 dates and theme. This year’s 26th convention, titled “Psychadelic Tiki,” will run Aug. 5-9. This year’s convention will include an art exhibition, more than 40 seminars, a 150-vendor marketplace, live entertainment and more. There will also be a sunset luau dinner at The Catamaran Resort. Details at tikioasis.com.

Pam Kragen, Union-Tribune

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What Travon Garrison brings to San Diego State’s 2027 recruiting class

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What Travon Garrison brings to San Diego State’s 2027 recruiting class


The San Diego State Aztecs are exuding a vibe that is catching recruits’ attention both on and off the field.

The latest is Travon Garrison, a 1,000-yard receiver at Damien High in La Verne, who announced his commitment to the Aztecs on Tuesday afternoon. 

“I thank God for this opportunity. Grateful to all the coaches who helped me through this process. I’m excited to announce my commitment to San Diego State University!” he posted on X.

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On3.com posted a picture of Garrison, some family members and SDSU coach Sean Lewis at Snapdragon Stadium. Garrison is wearing sunglasses and a sign in the picture reads, “Speed Limit None,” with the interlocking SD logo forming the “S” in Speed.

Why Travon Garrison committed to SDSU

“I’ve been on campus at San Diego State a lot,” Garrison said in an interview with on3.com. “Every time I go, I feel more comfortable, more at home. The city of San Diego is great, there’s a lot to do, the weather is nice and it feels like a place I can see myself living and growing in for the next few years.”

He added that he “really clicked well” with wideouts coach Matthew Middleton, and that he thinks he will “fit in really well with the offense. It’s very similar to what we run at Damien, so I feel comfortable with it and believe it will allow me to play fast and showcase my strengths.”

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The 6-foot, 185-pound Garrison told the recruiting website that it was a tough decision after making official visits to SDSU and Washington State, which is part of the reconfigured Pac-12 that the Aztecs will officially join on July 1.

“I had to think about what was best for me, but in the end San Diego State felt like home,” Garrison told on3.com. “Everything about the program, the coaches, and the environment made it the right place for me.”

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The three-star had an impressive list of offers that, besides SDSU and WSU, included bids from Kansas, UCLA, Washington, Utah, West Virginia and Colorado State.

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As a junior, he had 46 passes for 978 yards and 13 touchdowns. He had four 100-yard games and one three-touchdown game. 

How Garrison could fit in at SDSU

Garrison is at least the fifth wideout from the class of 2027 to commit to the Aztecs, which should make for some lively competition a year from now. 

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The Aztecs currently have an intriguing wide receiver room. Although the group was hit by injuries last year, when the Aztecs had an impressive turnaround season that ended with a 9-4 record, they do return all three starters and their top four pass catchers.

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The most eye-catching development in spring was when Bert Emanuel Jr. switched from backup quarterback to wide receiver. That will allow him to showcase his big-play skills while sharing the field with returning starting quarterback Jayden Denegal. They are both seniors. 

The wideout corps is senior-heavy. 

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Con Rangers San Diego Comic-Con 2026 Exclusives

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Con Rangers San Diego Comic-Con 2026 Exclusives


San Diego Comic-Con is full of challenges: Surviving Hall H lines, navigating the Exhibit Hall, collecting exclusives, and somehow getting more than four hours of sleep a night. The Con Rangers are here to make sure those accomplishments don’t go unnoticed, and they’ve been doing it for ten years (!). For 2026, they’re returning to […]



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