Ultimate Food Tours

What Ultimate Food Tours does

Ultimate Food Tours is a New York City-based culinary tourism operator founded in 2019 by Scott Goodfriend, a former Meta employee. The company runs guided walking food tours across NYC neighborhoods, including Chinatown & Little Italy, Greenwich Village, Lower East Side, Midtown/Broadway, SoHo Dessert, Jewish Food, and Koreatown, alongside hands-on cooking classes in tea making, noodle making, pasta/cannoli/pizza making, and dumpling making. It serves two primary customer segments: individual tourists and visitors seeking curated, locally-anchored food experiences, and corporate groups (including Google, Meta, Stripe, and Spotify) using tours and in-office cooking classes for team-building events. Secondary segments include bachelorette groups, schools and universities, law firms, property managers, Broadway visitors, and influencers/bloggers.

The revenue model is built on one-time ticket sales for tours and classes, gift card purchases, and custom corporate packages, with no subscription or recurring pricing. Distribution is direct-to-consumer through the company's own website using a self-service booking calendar, with email-based handling for corporate and custom bookings; an affiliate program and gift card storefront supplement acquisition. The company operates without proprietary technology, relying on standard website infrastructure and a content-led marketing stack anchored by an SEO-oriented blog on NYC food history, Instagram, YouTube ("Origin Stories" video series), and earned media coverage in CNBC, Entrepreneur Magazine, NBC News, Business Insider, and the US Chamber of Commerce. No AI/ML capabilities, APIs, integrations, or app products are disclosed.

In March 2026, Ultimate Food Tours was acquired by Secret Food Tours, joining a global culinary tourism network of more than 100 destinations. At the time of acquisition the operator ran five food tours and four cooking classes with a 1–10 employee headcount, having grown from a single Chinatown tour at founding. Per CNBC, the business had grossed more than $145,000 in revenue, while Entrepreneur Magazine referenced a $200,000-per-year run rate.

Name

Ultimate Food Tours

Legal name

Ultimate Food Tours

Website

https://ultimatefoodtours.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Ultimate Food Tours is a New York City-based culinary tourism operator offering guided neighborhood walking food tours and hands-on cooking classes to tourists, visitors, and corporate clients (including Google, Meta, Stripe, and Spotify), acquired by Secret Food Tours in March 2026.

Ownership category

akta.pro rank

Product category

Food Tour Services

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Culinary Walking & Market Tours (THAJAGAA)

akta.pro secondary industries

Restaurant Progressive Dining Tours (THAJAGAB), Food, Market & Culinary Culture Tours (THAJAAAG)

Keywords

• Food tours
• Culinary tourism
• Walking tours
• Cooking classes
• Corporate team building

Headquarters

HQ city

Nyack

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Food Tour Tickets: One-time ticket sales for guided walking food tours across NYC neighborhoods including Chinatown, Greenwich Village, Lower East Side, Midtown/Broadway, SoHo Dessert, and Jewish Food Tours. Tours include multiple food stops at locally-owned establishments.
2. Cooking Classes: Revenue from cooking classes including tea making, noodle making, pasta/cannoli/pizza making, and dumpling making classes offered in NYC.
3. Gift Cards: Sale of gift cards for tours and experiences, providing another revenue stream and customer acquisition vehicle.
4. Corporate Team Building Events: Customized corporate food tours and team building activities for business clients including Google, Meta, Stripe, and Spotify. Private and custom tour packages for corporate groups.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Ultimate Food Tours sells guided walking food tours across multiple New York City neighborhoods, with each tour featuring 4-5 curated food stops at locally-owned restaurants. The company also offers hands-on cooking classes (tea, noodle, pasta/cannoli/pizza, and dumpling making), customized corporate team building events, and gift cards, all delivered in-person in NYC.

Product overview

Ultimate Food Tours is a NYC-based food tourism company offering walking food tours, cooking classes, and corporate team building experiences. The company operates multiple distinct food tours including Chinatown & Little Italy, Greenwich Village, Lower East Side, Midtown/Broadway, SoHo Dessert, Jewish Food, and Koreatown tours. Additionally, they offer four cooking classes (Tea Making, Noodle Making, Pasta/Cannoli/Pizza Making, and Dumpling Making), corporate team building packages, and gift cards. The company was founded in 2019 by Scott Goodfriend and was acquired by Secret Food Tours in March 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Chinatown & Little Italy Food Tour Guided walking food tour through Chinatown and Little Italy with five food stops including dumplings, noodles, pasta, and cannolis, designed for visitors who want a local's-eye view of these neighborhoods.
• Greenwich Village Food Tour
• Lower East Side Food Tour Guided walking food tour of the Lower East Side with five stops including pizza, bagels, dumplings, and cheesecake, focused on how immigrants shaped NYC cuisine.
• Midtown Food Tour (Broadway Bites and Famous Sites) Guided walking tour of Midtown sights including Times Square, Rockefeller Center, Fifth Avenue, and the Diamond District, paired with four food stops such as pizza, BEC sandwich, hot dogs, and rugelach.
• SoHo Dessert Tour Guided dessert-focused walking tour through SoHo with five stops including cheesecake, cronuts, chocolate, and cookies, tracing the evolution of NYC dessert culture.
• Jewish Food Tour Guided walking food tour exploring contemporary Jewish food in NYC with four stops including bagels, hot dogs, pastrami, and cookies.
• Koreatown Food Tour Guided walking food tour exploring Korean cuisine and culture in NYC's Koreatown neighborhood.
• Tea Making Class Hands-on tea making class designed for in-office team building and corporate events in NYC.
• Noodle Making Class Hands-on noodle making class taught by expert instructors in NYC.
• Pasta, Cannoli, and Pizza Making Class Italian cooking class covering pasta, cannoli, and pizza making in NYC's Little Italy neighborhood.
• Dumpling Making Class NYC Hands-on dumpling making class teaching participants to make authentic dumplings in NYC.
• Corporate Team Building Customized private food tours and in-office cooking class experiences for corporate clients, used for team building, group outings, and employee appreciation events. Customers include Google, Meta, Stripe, and Spotify.
• Gift Cards Gift cards redeemable for Ultimate Food Tours tours and cooking class experiences, available for purchase on the company website.

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Secret Food TourscoreOthers · 30 March 2026Secret Food Tours acquired Ultimate Food Tours in March 2026, bringing the smaller operator into its global portfolio of food tourism experiences. The acquisition combined two leading culinary tourism brands in New York City, with Ultimate Food Tours' established reputation and local restaurant partnerships joining Secret Food Tours' global network of over 100 destinations.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat2 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC8dkKfI9PQqFCJX53D1fdaQ
• Instagraminstagram.com/ultimatefoodtours
• LinkedInlinkedin.com/company/ultimatefoodtours

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ultimate Food Tours