When a video game designer accidentally lands on MasterChef thanks to his partner’s prank, he doesn’t expect it to change his life. But that twist launched Joseph Szakács into founding Foodapest, one of Budapest’s most unique food experiences. In this episode, Joseph shares how he turned a surprise phone call into a purpose-driven business built around cooking, culture, and human connection.
The (Hungarian) meat of this conversation focuses on Emotion Design. Joseph reveals how his background in video game development taught him to craft emotional journeys, not just itineraries. We dive deep into his ideas on “vibe guiding,” emotional storytelling, and why frustration and delight both belong on a tour.
Top 10 Takeaways
- A prank can spark a purpose.
Joseph’s journey began when his partner secretly signed him up for MasterChef. That unexpected experience reawakened his love for Hungarian food and set him on the track to creating a business that celebrates culture through cuisine. Sometimes serendipity—and embracing it—can reimagine your career. - Burnout can be your creative breakthrough.
After 15 years of corporate video game business, Joseph felt the disconnect between purpose and productivity. Developing Foodapest was a way to refocus his skills on something more human, more creative, more fulfilling—a reminder that burnout is typically an indication that it’s time to reinvent yourself. - Your most important lessons are taught by early mistakes.
From opening in the midst of Hungarian winter to relying solely on Airbnb Experiences, Joseph’s rookie errors taught him the importance of seasonality, diversification, and visibility. The trick isn’t about not making mistakes—it’s about learning fast and adapting. - Make it simple for your customers to find you.
One of Joseph’s biggest learnings was wrapping his head around discovery. Being on all the platforms, social media, and content spaces isn’t about getting exposure—it’s about being where the travelers are already searching. - Hire heart, not just skill.
Foodapest made the risky move of hiring guides as full-time employees, instead of freelancers. That move generated loyalty, improved experience quality, and created a genuine “family” atmosphere where the values of the team are the same hospitality they offer to guests. - Use emotion as your design tool.
Joseph crafts tours like a video game designer—plotting how guests are feeling at every stage. His “emotion chart” ensures every minute on a tour is building toward an emotional arc, from anticipation to connection to delight. - Authenticity beats polish every time.
Instead of sleek, sterile kitchens, Foodapest cooking classes take place in warm, characterful apartments that embody the soul of Budapest. Guests remember warmth, smells, laughter, and imperfection far more than perfection. - Consistency comes from values, not scripts.
Foodapest guides don’t follow a rigid script; they follow a shared ethos. “Vibe guiding” enables them to tune into each group while maintaining the brand’s DNA—authentic connection through food and empathy. - The off-season is for creativity, not hibernation.
Joseph’s staff utilizes slow months to focus on ideation and product development. Utilizing downtime as a creative incubator, instead of dead time, keeps the business fresh and the staff busy year-round. - Scale with soul.
Joseph’s expansion dream is not a numbers game—it’s unlocking the Foodapest philosophy to new cities without compromising on quality and local engagement. His approach is a model for how small operators can grow without losing their soul.
