Sir Michael Petrigno has built one of the most loyal followings in New England food content — nearly 100,000 people on Instagram and 98,000 on Facebook — but here’s the thing: he didn’t start doing videos until 2023. Before that? Just pictures and captions. When he finally hit record, everything changed. He went from 6,000 followers to nearly 200,000 combined.

In this episode, filmed LIVE at Red Arrow Diner in Concord, we talk about how he turned daily eating into a full-time operation while still working a full-time job, why he champions hole-in-the-wall spots over trendy restaurants (if a place already has a line out the door, they don’t need his help), and what it really takes to post every single day. We also get into the Big Frank partnership (his coworker-turned-video-sidekick), his brutally honest review philosophy, and why he’s most proud of changing how people see other cultures — turning “that food looks gross” into “wow, this culture is beautiful.”

Plus: the grind of making content (2 hours per video, voiceovers recorded in his car with a reflector), how he never watched Anthony Bourdain until last year, why 95% of Boston’s North End is overrated, his flexible pricing model ($300 for small businesses, $1000 for corporate), what makes a great diner, and his dream collaboration with Larry David. You’ll even catch two Red Arrow Virgin ceremonies.

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ABOUT BEYOND THE PLATE WITH CAROL

Carol Erickson, owner of Red Arrow Diner since 1987, sits down with the people behind New Hampshire’s food and hospitality scene. It’s not just about the food – it’s about the journeys, the community, and what drives people to go beyond.

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TIMESTAMPS

0:00 – Intro

0:12 – Red Arrow Virgin Ceremony #1

0:43 – Meet Sir Michael: 99.5K followers

1:29 – Where to find What Did You Eat Today, Sir?

1:41 – How it all started (January 15, 2019)

2:34 – Started posting EVERY DAY in 2025

2:47 – Not influenced by Bourdain or Guy Fieri

3:20 – Never watched Anthony Bourdain until last year

3:39 – When did it click? Mid-2023

4:04 – From pictures to videos: 6K to 200K followers

4:22 – Facebook explosion: Started September 9th

5:22 – The grind: 2 hours per video

6:30 – Three videos in a day / Felicia’s healthy cooking

7:27 – “I want to set the trend, not follow it”

8:40 – Championing small businesses

9:10 – Honest reviews philosophy

10:05 – Big Frank partnership origin story

11:36 – “I’m the low talker, Frank’s loud”

12:00 – Balancing entertainment and food focus

14:36 – Pricing model: $300 small biz, $1000 corporate

19:00 – Red Arrow Diner sponsorship

19:25 – What makes a great diner

20:20 – Unreasonable Hospitality book recommendation

21:26 – Lightning Round

22:12 – Gnocchi snob

23:22 – Most overrated: 95% of Boston’s North End

23:50 – Most underrated city: Beverly

24:10 – Go-to diner order: Corned beef hash

26:10 – Roast beef three-way (regional New England food)

27:18 – One restaurant for life? Carmelina’s

28:03 – Dream collaboration: Larry David

28:23 – Red Arrow Virgin Ceremony #2 (Brazil)

28:54 – 3 more years until he can leave full-time job

29:30 – Most proud: Changing how people see other cultures

30:02 – Championing restaurants outside Boston

31:51 – George Pazito: “Best guy in hospitality I know”

32:27 – Closing