IBJ Podcast: Indy’s ‘A Couple Cooks’ on building their site, making and selling new cookbook

Sonja and Alex Overhiser are among the most influential chefs in Indiana, but you won’t find them working in any restaurant. From the kitchen in their home south of Broad Ripple, they have created, tested and posted more than 3,000 recipes to their 14-year-old food-influencer website, acouplecooks.com. It logs millions of pageviews per month, while the Overhisers also maintain a social media following that includes about 107,000 subscribers on Instagram and 96,000 followers on Pinterest.

For the last several years, they also have been working on a glossy cookbook for publisher Chronicle Books that leverages the punny hook in their brand: A Couple Cooks. Sonja and Alex are married, and the cookbook addresses the joys and challenges of people who work together to make the same dishes. Titled “A Couple Cooks: 100 Recipes to Cook Together,” it also includes step-by-step instructions for sharing the workload for each dish. It will be available online and on bookstore shelves on Oct. 15.

The “cook together” angle helped the Overhisers land their book deal with Chronicle, which has given the $40 final product a hard-cover heft and high-end sheen suitable for a holiday or newlywed gift. As the guests for this week’s IBJ Podcast, the Overhisers pull the curtain back on the process for finding a literary agent and getting a deal with a publisher, as well as the process for marketing a cookbook. They also take us back to the early days of establishing acouplecooks.com. They worked for seven years to develop a fan base and learn the ins-and-outs of internet creator commerce before quitting their day jobs and going all-in on their food-blogger platform.

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Looking for another podcast to try? Check out IBJ’s The Freedom Forum with Angela B. Freeman, a monthly discussion about diversity and inclusion in central Indiana’s business community.