Television culinary programs, which used to be a mainstay of evening entertainment, are seeing a decline in viewership, and the cronut—an amalgamation of croissant and donut—provides an understanding of the reasons behind this trend.
In recent times, cooking programs on TV have experienced a drop in viewership and cultural importance. Shows that previously attracted millions with famous chefs and complex cooking competitions are now finding it difficult to retain interest. This change indicates broader shifts in the ways people consume media, alongside changing perspectives on cuisine, innovation, and ease. The cronut craze, which captured global attention a decade ago, highlights the impact of culinary fads and social networks on contemporary dietary patterns, surpassing what TV can solely achieve. Cronuts symbolize more than a dessert; they demonstrate how novelty, instant satisfaction, and shareable moments have transformed culinary culture, explaining the decline in appeal for traditional cooking shows.
The ascent and decline of television cooking shows
Culinary shows gained prominence as a popular genre during the 1990s and 2000s, merging entertainment with education and aspirational ways of living. Shows such as Iron Chef, Barefoot Contessa, and MasterChef captivated viewers with their thrilling competitions, intense challenges, and magnetic hosts. These programs not only inspired viewers but also provided guidance, motivating them to explore new cooking methods while enjoying the excitement of televised competitions.
Nevertheless, the style that previously assured audiences now seems old-fashioned. People now desire engagement, quickness, and connection—traits that conventional television finds difficult to offer. Lengthy episodes filled with scripted drama fail to captivate attention in a time where social media, bite-sized videos, and streaming services are prevailing. Today’s viewers favor outlets that let them interact with material at a pace they choose, comment, share, and even try out recipes instantly. The conventional, one-directional interaction of cooking shows on television can’t match the lively, interactive nature of digital media.
The television format often lacks the spontaneity and authenticity that contemporary audiences seek. Viewers are drawn to personalities and trends that feel approachable, interactive, and visually stimulating—qualities that social media influencers and viral culinary videos often provide more effectively than network television. As a result, cooking shows are increasingly seen as formulaic, predictable, and disconnected from the fast-evolving world of food culture.
Cronuts and the shift in culinary culture
The cronut’s rapid ascent highlights a crucial reason for the decreasing popularity of TV cooking programs: today’s culinary world is driven by novelty and the ability to quickly share experiences. Created by Dominique Ansel in New York City in 2013, the cronut merged the traits of a croissant with those of a donut, resulting in an eye-catching confection. Its popularity was propelled not only by flavor but also by its photogenic quality, scarce availability, and widespread social media attention. Queues at bakery doors and widely shared online images generated a sense of urgency and exclusivity that television programs, bound by scheduled airtimes and consistent formats, fail to emulate.
Cronuts represent a broader trend in how people experience food. Consumers increasingly value uniqueness, visual appeal, and the ability to share culinary experiences digitally. This focus on novelty has shifted attention away from traditional instructional cooking content, toward dynamic, bite-sized, and interactive forms of culinary entertainment. Instagram, TikTok, and YouTube provide platforms where viewers can engage directly with trends, try recipes at home, and participate in challenges—activities that traditional cooking shows cannot fully accommodate.
Moreover, the cronut phenomenon highlights a shift in food as a cultural experience rather than purely sustenance or technique. Audiences are drawn to foods that tell a story, evoke emotion, or spark conversation. Social media amplifies this effect, turning limited-edition pastries into cultural moments and influencing culinary trends on a global scale. In contrast, television shows, with rigid schedules and controlled production, struggle to create the immediacy and virality that modern audiences crave.
Social media and the democratization of food content
The drop in popularity of cooking programs on television is directly related to the growth of social media, which democratizes content and promotes active involvement. Sites such as TikTok and Instagram have revolutionized how individuals find, share, and interact with recipes. Concise, visually appealing clips deliver instant gratification and a level of accessibility that conventional cooking shows seldom offer. Viewers are no longer bound to a weekly schedule; instead, they can immerse themselves in an endless flow of trends, how-to guides, and new ideas at any moment.
This transformation has also changed the position of the chef in mainstream culture. Previously seen as authoritative experts on television, today, social media influencers and home cooks wield considerable influence by forming community-based networks for culinary innovation. Instead of television ratings, the level of engagement through metrics like likes, shares, and comments now dictates popularity. The cronut, a viral hit, showcases this trend: its popularity flourished due to user-generated content, online feedback, and social media sharing rather than through conventional media advertising.
Moreover, the advent of online platforms fosters innovation and encourages boldness. In contrast to TV broadcasters that must follow rigid programming standards, social networks enable culinary artists to explore freely, quickly try out concepts, and rapidly adjust based on viewer reactions. This dynamic, engaging method has transformed the public’s view on food and entertainment, making it challenging for conventional cooking programs to remain pertinent.
Reevaluating the future of gastronomic entertainment
The lesson of the cronut and similar viral food phenomena is clear: culinary entertainment must adapt to modern consumption habits. Audiences prioritize novelty, engagement, and interactivity over formulaic instruction. Cooking shows that fail to embrace social media, short-form content, and participatory experiences risk further decline. Networks must rethink formats, perhaps by integrating digital platforms, encouraging audience participation, or highlighting food as a visual and social experience rather than purely instructional content.
Several networks have tried hybrid methods, mixing traditional shows with interactive online features, live-streamed lessons, and social media engagement. These trials indicate that there continues to be room for TV-based cooking entertainment—but it must adapt to align with modern needs. The essential factor is to utilize the immediacy and interactivity audiences currently anticipate while preserving the narratives, excitement, and skill that render professional culinary content captivating.
The decline of TV cooking shows is less a failure of content than a reflection of changing audience behaviors and cultural trends. The cronut phenomenon illustrates how novelty, shareability, and digital engagement have reshaped food culture, emphasizing immediacy, aesthetics, and participation. Television networks and culinary content creators must recognize these shifts to remain relevant. By embracing new formats, interactive experiences, and the social dimensions of food, culinary entertainment can continue to thrive, even in an age dominated by short-form digital content and viral sensations.
