How do I make money?
Hustling! A peek into my ever-changing business plan as FooDiva turns 15. With a one-off celebratory 15% discount on subscriptions. And for a giggle, the caricature trend.
Happy Lunar New Year and Shrove Tuesday if you’re celebrating. Peking duck and pancakes perhaps for dinner tonight? 😜 And Ramadan Kareem to those observing for later this week.
I sometimes get asked in person, how I make money. As much as I would love to just eat and write, like any business, I need to generate revenue.
So, for the first time, I’m sharing my response publicly by penning an insight into my commercial strategy for FooDiva. Rather timely, because I officially launched my company 15 years ago this month!
On that note, to celebrate the 15th anniversary of FooDiva, I’m offering a one-off 15% discount on monthly and annual subscriptions including gift subscriptions - redeemable until end of this week, midnight on Sunday 22nd February. For less than US$6 per month you get to join my foodie tribe where I share impartial writing and invitations to FooDiva-curated dinners, whilst also giving you direct message access to my restaurant expertise, and a new Whatsapp group. This much-appreciated support allows me to show up here with my best work, just for you.
If you’re on a monthly subscription plan, and keen to upgrade to annual with this special offer, here’s how.
I owe my brand name and moniker - FooDiva - to a shower moment, where all my good ideas come from. For new subscribers, here’s a bit of background on yours truly.
It’s a full-time role and a constant hustle, juggling a number of hats with, like many entrepreneurial journeys, an ever-changing business plan - and in my case, one that evolves along with the fluctuating media landscape. So, as of now, I earn my keep through the following seven revenue streams:
Writing: I prioritise writing here on Substack and my website over the odd freelance commission. There’s a mix of free-to-read content and paywalled posts. As you, my heart-warming tribe know, I do earn a little revenue from paying subscribers, and whilst the growth is steady with Substack regularly ranking this newsletter in the global Rising Food & Drink category, it’s not yet a lucrative income source. I value each new subscriber as much as the first - with more always welcome 🙏🏼
Partnerships: I am not a fan of sponsored posts and giveaways on Instagram, turning much of this kind of business down as it doesn’t align with my integrity values. I wish I hadn’t because I’d be a multi-millionaire by now! However, if a company that I believe in is keen to support this newsletter, which is where the bulk of my editorial sits (thanks to spending more time here than on Instagram), I welcome placement opportunities that bring added value to subscribers.
Dining experiences: Like this ticketed event here - or invitation-only dinners for paying Substack subscribers. These are the shop window for bespoke events where I work with restaurateurs, as well as private and corporate clients to organise dining experiences – anything from conceptualisation to curation and on-ground management.
Speaking opportunities: Moderating and chairing external and internal industry roundtables, panel sessions and conferences on my favourite subjects – homegrown restaurants, food, hospitality and communications.
Fam trips: Organisation of press and industry fam trips to showcase a country’s food culture and dining scene, a hospitality brand, or an F&B product.
Dubai restaurant itineraries: A personalised foodie itinerary based on preferences and length of stay - with everything in one document. Perfect for visitors who can follow the itinerary to the letter, or pick and choose from the recommendations.
Strategic advisory: High-level, opinion-led F&B and brand consultancy, along with copywriting. No conflict of interest is a key proviso, in line with my number one priority of impartiality. More information here.
If you, or someone you know would like to discuss any of the above opportunities, please feel free to drop me an email on samantha@foodiva.net or direct message me here.
* Before I sign off, I held off jumping on the ChatGPT caricature trend, but in the end, I was so intrigued to see the outcome, I caved. Initially, it couldn’t come up with anything that resembled me and my life, so I was forced to upload a photo with a prompt, sadly. Others haven’t had to apparently? Proof that I rarely use ChatGPT 😂 A little late to the party, but voilà. At least my three Cs are acknowledged - Champagne, caviar and cheese. Oh and my other favourite tipple, a dirty (vodka) martini 😜
FooDiva. x
Resources and links…
If you’re looking for a gift for a foodie friend, you may like to consider an annual subscription to this newsletter with restaurant reviews, breaking news, advance notice of my dining experiences, invitations to special events, direct message access to moi, and a Whatsapp group. You’ll have my forever love.
The home page shows tabs for Restaurant Reviews; Where Restaurateurs Eat Columns; Culinary Travel Guides; News Bites; and FooDiva-curated events.
My 2026 Dubai restaurant guide on where I dine out celebrating 40 homegrown concepts. Paying subscribers also receive a PDF of this online guide - as well as a Google maps link with all restaurants mapped out, plus new discoveries added throughout the year.
I update My Little Pink Lifestyle Book with new finds regularly.
With my event hat, I organise and curate bespoke dinners, lunches, pop-ups, events and activations - as well as chairing and moderating F&B sessions.
A private one-hour online call to pick my brains. More info here for F&B industry enquiries - and here for foodie/ diner queries.
If you’d like to connect on other social channels, you’ll find me on Instagram, Threads, Facebook, X and LinkedIn.
Well done!!!💐🍾🌺