Tyler Butt

Tyler Butt is everyone's favourite cook next door. Captivating audiences with his no-nonsense approach to family cooking, he’s rocketed to large followings across multiple platforms, with 1.5m followers (May 2025) on TikTok and over 1m followers (May 2025) on Instagram. He’s a smart businessman too, recently turning that audience into a rapidly growing paid community of over 5,400 members in just 8 weeks. Do the math and that's over $250,000 in recurring annual revenue, still growing on a daily basis. The beauty is this business simply slots into what he already does - creating cooking videos. By simply pairing that with a great platform and a community, he's turned it into a monetisation engine. No slogging over SEO content and less dependence on meeting brands' various demands.

So let's remind ourselves of the key stats:

• Launch costs: $0
• Launch date: March 2025
• Paid subscribers after 8 weeks: 5,400 & growing daily
• Recurring annual subscription value after 8 weeks: ~$250,000+

Tyler has a clear mission with his food - he feels he grew up eating quick, basic and not necessarily healthy food - simply because his mum wasn’t educated on how she could do it differently. Tyler’s spent 15 years figuring out how to create healthy meals with fresh produce without faffing for hours in the kitchen. Easy meals for any day, any time.

Tyler's community, Salty Flavours Club provides all of these simple recipes, with features tailored to make them even easier to use. Change serving sizes, add items to shopping lists or create a meal plan for the week and let the smart shopping list populate itself.

Couple that with an active community, and you’ve got an unstoppable business.

Talking to your customers

Tyler understands just what busy people want. His approach to food is relatable. Just see the comments on his posts and you’ll see what we mean. Busy people, wanting great healthy food for them and their family. It’s a great, British, bish bash bosh approach to cooking. Half the time you’ll find him cooking with one hand and holding one of his kids in the other arm.

He also has a great way of communicating the problem people face (and the solution) to customers with his regular video edits promoting his community.

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It resonates too:

Tyler’s a busy man - building a family, renovating a home, working on partnerships. He needed a business model that fit in with what he was currently doing. Not a huge extra workload. Even better, something that was quick to set up, without huge costs (who wants to pay $150,000 for a custom app?).

The Solution: A Platform Built for Food Creators – Clubb

Tyler didn’t need a complicated, custom-built app that would drain time and money. What he needed was a platform that felt made for creators like him - simple, intuitive, and designed to let him focus on what he does best: cooking great food for busy families.

That’s exactly what he found with Clubb.

Clubb takes the heavy lifting out of launching a subscription-based community. With a few simple steps, Tyler was able to upload his recipes, organise them into collections, and build a seamless experience for his fans. No technical headaches, no months-long development cycles, no five-figure invoices.

Clubb gave Tyler:

• A custom-branded app and web platform: His name, his brand, his style - without needing a developer or designer.
• A ready-made subscription model: Payouts handled, payments processed, recurring billing taken care of.
• Tools to engage his audience: Email newsletters, push notifications, and blog posts to keep fans in the loop.
• A global platform: Mobile app & Web - everywhere his audience is, they can access Salty Flavours Club.
• A home for his recipes: Upload once, instantly accessible, easy to update.
• Community features baked in: Tyler can interact directly with his audience, get feedback, and create a true sense of belonging.

Tyler wasn’t building a whole new business - he was simply turning what he already does into a business. Clubb gave him the tools to do that without friction, stress, or the risk of sinking so much money in that it takes forever just to recoup the startup cost.

Giving Your Audience What They Actually Want

Monetising food content isn’t about slapping a paywall on your recipes and hoping for the best. That’s the mistake too many creators make—and it’s why so many paid content platforms fizzle out or don't reach their lofty goals

The magic happens when you deeply understand what your audience really needs. Tyler nailed it because he listens to his community.

What do his followers want?

They’re not just after a recipe—they want a system that makes their lives easier. They want to stop feeling overwhelmed when dinnertime hits. They want practical solutions they can use. And they want it from someone they trust.

So Tyler built exactly that. His Salty Flavours Club gives his audience:

• A distraction-free space to cook—no ads, no clutter, no SEO fluff to scroll through.
• The ability to adjust recipes: serving sizes, metric/imperial conversions, and dietary swaps that make sense.
• Experiences they love, like Tyler's recipe videos
• Shopping lists that work for their lives: Add recipes in one tap, auto-build a shopping list—no more guesswork.
• Meal plans they can actually stick to: Weekly plans that remove the mental load of “what’s for dinner?”
• A direct connection to Tyler: They can ask questions, get support, and feel part of something bigger.
• A community that understands: Other busy parents, home cooks, and food lovers who want quick, healthy, delicious meals that actually fit into their lives.

This isn’t just about recipes - it’s about creating a membership that solves real problems. That’s why Tyler’s platform isn’t just growing - it’s thriving.

Launching and growing

Tyler’s regular pushes in all of his content to get people into his community has mean he’s continued to grow steadily every week. His focus on community has also meant the larger his community gets, the better the social proof and the more people want to be a part of it. Shouting out the number of people in his community has given a level of FOMO that people don’t want to miss out on. “Join the 2,000 people” “3,000 people” over “5,000” people. We can’t wait to see where Tyler gets to.

Ready to do the same?

If you've got an audience and would like to be able to do the same thing, simply start a free trial or get in touch!