In recent months it seems that dozens of places that market on social media are rediscovering the challenges of large quantities of food. An old trend in the world of catering which however works a lot with the logic of algorithms. Less with those to follow to have a correct diet.
A kilo of amatriciana. A whole pan of pizza by the slice. A maxi pizza in 30 minutes. A complete menu and if you can eat it all then we’ll offer you dessert. Food challenges with the aim of swallowing qinhuman quantities of food they always exist. He taught it Adam Richmanthe actor of the program Man vs Food who toured the United States participating in all types of challenges. Yet over the months these small competitions seem to have created a genre all of them on Italian social mediaTikTok and Instagram first of all.
The format actually goes well. There is food, in quantities outside the norm, there are the contestants’ storiesthere is the wait for the result and there is the money. Once you have entered the algorithm loop just keep scrolling to see any type of challenge. There are those who offer 100 euros to eat a 1.8 kilogram pan of pizza by the slice. Who puts it up for grabs 1,000 for three boxes full of Lebanese food. All without taking into account any principles related to correct nutrition. And there are also those who have now made a business out of it.
Chiara Mangiatutto: the marketing of binge eating
Not much is known about her. Sicilian origins, 28 years oldslim appearance. In just over a year Chiara Mangiatutto started popping up all over the Oltre social feeds 500,000 followers on TikTok and about 55,000 on Instagram. She specializes in food challenges and the videos are actually impressive. Kilos and kilos of food methodically gobbled up, one video after another.
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Certain. There were others before her creators who brought similar content. Perhaps one of the most historic is the YouTuber Thomas Hungry. Yet social media always needs new faces. So here she is Chiara who travels to clubs throughout Italy to take part in food challenges and sponsor clubs and companies. The latest challenge published? Eat three whole panettone with a cup of latte.
Dino’s words: “Food is a serious thing”
Dino is the face of one small pizzeria of the Roman province. The social profile has been open for a few weeks but its latest video has managed to break through the walls of the algorithm precisely by talking about food challenges: “If you manage to eat all these three slices of pizza you are a phenomenon, but if also a cog **ne. I don’t agree with these challenges they make now. You don’t play with food, you don’t bet. Food is serious business”.
