Offline With Mads (@cripandip): On Dips, Carbs Before a Night Out and more

What's a food experience that genuinely changed the way you eat?

MADS: I think I have two. One was a couple of years ago when I went to San Sebastián. It's the first place I've been where the food culture was incredibly snacky. The Basque pintxos — think Gildas, standing bars where you just pop in and grab a few little things on bread. I'd never experienced snacks like that before, and I feel like they really influenced and inspired me.

The second is probably New York. I love New York. The pizza slices, the vodka marinara sauce, which inspired one of my dips, the bagels — the bagels kind of inspired Dirty Martini too. Everything about New York's food culture, the fact that you can just grab a slice, is so snacky and quick. It genuinely changed the way I eat. We're going next week and I'm really excited.

Is there a favourite food spot you have in New York?

MADS: I love all the bagels, but I think L'Industrie had the best pizza slice I've ever had — the vodka marinara pie. And Nowon, which is Korean-American fusion, did this crazy tteokbokki with bolognese that was so cheesy.

But genuinely, I get overwhelmed in New York. Even going back next week, I'm like, "I don't know what to do because I want to eat everything."

Do you have a spot you always go to when you step off the plane?

MADS: Well, we're actually going to the Hamptons because I want to eat as many lobster rolls as possible. Everywhere I travel, it's because I want to eat something specific. I'm like, "I want lobster rolls," because in the UK they just don't slap. I want to eat loads of seafood.

I'm obsessed with American food. Also, Happier Grocery. I will absolutely be returning there. It's a bit like what I imagine Erewhon is like, although I've never been. It's ridiculous. You go in, it breaks the bank, but you'll have a great time.

Are you spontaneous with food places when you're away?

MADS: No. We have an eating schedule. It's actually pretty regimented and a little bit stressful. If I'm on holiday somewhere else, I'm much more relaxed, but when it's somewhere like New York, I need to plan it all out. It's not hour by hour, but it's definitely specific.

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How did you go from eating good food to actually making content about it? Was there a moment when it clicked?

MADS: I've always loved cooking. My mum was really into it and taught us to cook from a young age. I also grew up in a huge Japanese community, so a lot of my best friends at school were Japanese. From a really young age, I was eating sushi and exploring all these gorgeous flavours.

As soon as I got to the age where I was properly cooking on my own, I was so excited about it.

As for content, at uni I actually had a food Instagram. I won't show you because iPhone cameras were terrible back then, but I used to post photos of my cooking. It definitely didn't take off.

Then, when I quit my job, I really got into creating content. TikTok had just started taking off, and at the time people weren't really doing face-to-camera videos. It was more about beautifully shot recipe content. I never thought it would take off the way it did. It genuinely surprised me. I was like, "Oh, people actually care about what I'm eating?"

'Carbs before a night out' took off in a big way. Did you know it would land, or did that surprise you?

MADS: I genuinely can't remember how I came up with it because people always ask if it was real — and it genuinely was. If you know me, I'm pure chaos and I'm always late, so I'd make myself a big, juicy meal before going out.

It was funny because that video took off, and then I actually went travelling. I'd quit my job and thought, "Oh, that's random." Then I disappeared and didn't post for a few months.

When I came back and posted another one, it went crazy again. Honestly, Carbs Before a Night Out really changed my life.

I love seeing people post their own versions now. Watching everyone share their pre-night-out meals makes me so happy.

Your London restaurant recommendations have a cult following. What makes you trust somewhere enough to put your name behind it?

MADS: I think there are two sides to it.

With takeaways, it's all about quality and consistency. If I'm ordering from somewhere again and again, it's because every single time it slaps. Like Saki in Crouch End — their sashimi is always thick and gorgeous, and they do the best hand rolls in London.

When it comes to restaurants, I love places where people genuinely care about what they're doing. Family-owned businesses, recipes that have been passed down through generations, people who are passionate about their food — that always creates the best meals.

Can you tell us a bit about your dips?

MADS: They're called Messy Dips. The whole ethos is really a dedication to my friends.

The reason I love crisps and dips so much is because they remind me of sitting around with my friends, yapping, gossiping and staying for "just one more". That's the heart of the brand.

I want these to be the dips you gather around with dirty martinis. The ones you come back to time and time again because they're just bloody delicious.

I'm chaos, and I think everyone has a little bit of chaos in them. I wanted the branding and the dips to reflect that. And honestly, I just really love dips. That's the main thing.

For someone who wants to start creating food content but thinks London is already too saturated, what would you say?

MADS: Honestly, I agree that it's harder than it used to be, but I still think there's always space for new creators.

The biggest things are authenticity, personality and consistency. Those are probably the three most important qualities.

Really being yourself, being passionate and genuinely loving what you're creating matters more than anything. I definitely think it's still possible.

Just do it.

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