Flawless Food is a well-established recipe blog created by food lovers Luke and Kay, who live in Chelmsford, England. They have four children between them and spend a lot of time cooking up delicious meals in the kitchen. Before they started their blog, they would recreate recipes from their travels and now love sharing them with others. Flawless Food was created in 2019 and is steadily making its way up into the top food blog rankings.
What inspired you to start a food blog?
We have always had a passion for food, from eating in restaurants to being in the kitchen making delicious meals. We love to recreate recipes that we have had on our travels around the world.
In mid-2019, Kay’s employer – a food importing company – needed someone to make recipes using their products. At the same time, Luke was looking for a career change. So he took on the challenge of creating recipes, videos and dealing with social media for a food brand.
After a few months, seeing all the fantastic feedback, we also started our blog to share step-by-step recipes for all to enjoy. With Kay’s background in photography and graphic design and Luke’s knowledge of social media management, it was in late 2019 that Flawless Food was born!
What are your favourite ingredients to cook with (and why)?
Oh, this is a hard one! Being the least fussy people you could meet, we will pretty much cook with anything. It is often not one ingredient that is important in cooking; it’s the combination of what you add to it! For this reason, we always use herbs and spices in our cooking, packing recipes full of flavour. We are also not afraid of making things fragrant and spicy using garlic and chilli in our recipes.
Kay has a love affair with cheese-based dishes, whilst Luke is a sucker for anything containing meat. We have four kids between the two of us who all have their favourite ingredients: pastry, seafood, pasta and potato dishes. Of course, like most children, they especially love it when we make sweet things for them!
Our all-time favourite meat has got to be lamb, especially when slow-cooked like our roast lamb shoulder, which is so soft and juicy, it melts in the mouth!
What social media platforms do you use most/find most successful?
We use pretty much all social media platforms. Instagram was the fastest to grow; we love receiving comments from people on there or people sharing what they have cooked of ours. Twitter is probably the easiest to use and most consistent with retweets and likes.
Facebook is a bit hit and miss; some posts will do well, yet others don’t get a look in? Pinterest has got to be the BEST platform to use in terms of bringing traffic to our site. But they are constantly changing the rules on what to share and how to post it? We continually have to change our game on Pinterest to meet the demands. But with the number of click-throughs to our blog we get, we can’t complain?!
YouTube, we have only just started posting some of our slideshow videos on this platform. We plan to start doing videos of us cooking the recipe (will go into more detail further down!)
Can you share the three most popular posts on your blog?
They change depending on the season; at the moment, our top three are:
Roast Leg of Lamb – Easter gave this post a big boost, everyone who makes it loves it!
Italian Rice Salad – A great spring /summer dish, perfect for BBQ side dishes or a light dinner
Jamaican Beef Patties – A fantastic flavoursome pastry filled with Caribbean flavoured mince.
Can you share any tips for newer bloggers who would love to set up a food/recipe blog?
First of all, be prepared to dedicate a lot of time. From testing ideas, making recipes a few times until perfect, photo styling, research SEO, writing up the recipe, using social media to share, making videos, and responding to comments or questions.
When there are core updates, you have to prepare to go back through the old post to bring them back in line with best practices. It does take a lot of time. Just be aware it is not a case of posting and forgetting about that recipe. The more recipes we share, the more time it takes when changes come along. Don’t be afraid of change, and always look to others for guidance. We find the Food Blogger Central group on Facebook group very helpful, where all Food Bloggers help each other.
We have had to make a few changes in our journey; we started on the Wix platform because it’s easy to use. However, we soon learned that we would not grow due to limitations. So moved to WordPress to add recipe cards to our blog, which helped to get our recipes into Google’s carousel, later we learnt how to research keywords to help organic traffic grow.
Finally, be prepared for the highs and the lows! We have some months where we get so excited from the amount of traffic coming through to our site; then, before we find the time to celebrate, out of nowhere, it will just drop! You have to remember that just because your post is between 1-3 on Google it doesn’t mean it will stay there.
If you could go back in time to when you first set up your blog would you do anything differently?
We would start with the right hosting company and platform right from the start (as mentioned above). Learn keyword research from the start. We also learnt the hard way not to keyword stuff H2 headings after a drop in November 2020’s core algorithm change, where we lost a lot of our top blog posts spots because of this.
Which blogs do you love to read for inspiration?
We are massive fans of Nikki and Chris from Kitchen Sanctuary. Their recipes, photography and videos are amazing! Their other site Living the Blog is so informative, opened our eyes, and inspired us to start the food blogging journey. Being a couple, ‘with kids’ working together, we can relate to them and hope to be as successful as they are one day!?
What are your blogging plans for the next 12 months?
We hope to travel and discover more recipes for all our followers, looks like it will be in our motorhome across the UK for now.
We started blogging in late 2019, just before the pandemic. Because of that, we have not had any opportunities to network in real life. We can’t wait for things to open up to meet others who share our love of food at food bloggers networks, food shows, events, exhibitions etc.
We have created slideshow photo videos for our recipes, which do well. But we need to get out of our comfort zone and put ourselves in the videos. Being in front of the camera doesn’t come naturally to us, but we know it’s the next step needed to continue growing! We will be coming to your YouTube screen soon (We have said it publicly now, so we must follow through!)
What would be your perfect meal?
Luke – My perfect meal is pie mash and liquor, which brings back childhood memories of when I lived in East London, proper comfort food. Followed by a nice cuppa and a slice of manor house cake.
Kay – My perfect meal would be Salmon en Croute with a cheeky pink gin cocktail on the side.