Beyond the bite: turning passion into NYC's favorite food tours.

In a city renowned for its culinary excellence, Scott Goodfriend is making sure visitors experience New York City’s vibrant culture bite by bite.

Founder of Ultimate Food Tours, Scott combines his passion for global cuisine, storytelling, and community building into one unforgettable experience.

A Subway Ride Around the World

Scott’s journey into food tourism began almost accidentally. Upon moving to New York City in 2021, he found himself captivated by the diversity accessible through a simple subway ride. “I was enthralled with the idea of seeing the world on a subway ride,” Scott reflects.

His exploration quickly turned into casual outings with friends eager to tag along. “My friends started asking, ‘Are you making food tours? We want to come too!’ It grew organically from there.”

Initially centered around Chinatown due to his personal love for Chinese food and culture, Scott officially launched his tours on Airbnb in 2019. The demand quickly escalated, prompting him to expand and officially establish Ultimate Food Tours in 2021, now boasting six distinct tours and three cooking classes.

Community Over Everything

For Scott, operating a food tour isn’t just about tasting delicious dishes. It’s about nurturing the local community. This commitment became profoundly significant during the COVID-19 pandemic when Chinatown businesses faced unjust blame and financial hardship.

“Supporting local businesses is incredibly rewarding,” Scott says. “During COVID, it felt good to bring people to restaurants that needed support. Now, seeing guests return on their own to these businesses makes it even better.”

The friendships formed with restaurant owners and workers are integral to Scott’s model. He describes these relationships warmly, noting, “I go into these restaurants, and it’s constant banter. These people have become my friends. That’s what makes this truly special.”

Innovation through Conversation

Innovation at Ultimate Food Tours doesn’t happen in isolation. It’s a dialogue with guests. Scott’s tours are an opportunity to listen deeply to his customers’ desires, translating their feedback directly into new offerings.

“My new ideas come directly from talking with customers,” he explains. “On tours, I get a few hours of total devotion from guests. I pull insights from these conversations, which helps me create new experiences tailored to their interests.”

Despite success, Scott faces the ongoing challenge of making tours accessible to everyone. “The hardest part is when people genuinely want to experience the tour but can’t afford it,” he says candidly. “We do our best, even at a loss sometimes, but there’s a practical limit. That part always breaks my heart.”

From Corporate Tech to Culinary Entrepreneurship

Scott’s eclectic career path has contributed significantly to his innovative approach. After 15 years in corporate America, including a role at Meta disrupted by layoffs, Scott saw entrepreneurship not as a risk but as a calling. “Getting laid off was tough, but every layoff I’ve experienced ended up making life better,” he shares. “It was the push I needed to pursue this full-time.”

His pride as a leader isn’t rooted in financial success alone but in meaningful impacts on his community. “I’m most proud of being able to financially support small, mom-and-pop businesses. And beyond business, it’s the genuine friendships formed along the way.”

Future Vision: Expanding Opportunities

Looking ahead, Scott plans continuous innovation to meet the evolving needs of his guests, especially in the corporate sphere. “Food tours naturally lend themselves to corporate team-building events,” he notes. “We’re experimenting to broaden accessibility, catering not only to tourists but to local businesses looking for unique ways to engage their teams.”

Scott’s advice to newcomers in the tourism industry is simple yet profound: “Do what you’re passionate about. You can’t teach passion. If you’re passionate, people will sense it. It becomes infectious.”

With passion as his compass and community at the heart of his mission, Scott Goodfriend is more than a tour operator. He’s an innovator reshaping how people connect with New York City, one unforgettable bite at a time.

Planning your next NYC adventure?

Whether you’re a local company looking for innovative team-building or a visitor eager to taste the city’s best, explore Ultimate Food Tours for an experience you’ll savor long after your trip ends.