Television cooking shows seem to have gone the way of sitcoms ” formulaic, predictable and carefully politically correct. San Diego resident Sam Zien, otherwise known as “Sam the Cooking Guy,” however, dares to buck the so-called “rules” by not walking on any industry eggshells. Instead, those eggshells are more than likely slam-dunked across the kitchen, most often missing the intended wastebasket.
Zien’s rebellion is not contrived, it’s simply Zien being Zien ” husband, father, neighbor, friend, cooking guy ” in his own kitchen, creating real food for real people, using regular ingredients readily available at the neighborhood grocery store.
He is quick to emphasize his status as a regular guy ” a regular guy with a popular cooking show that has exploded far beyond San Diego; a cookbook entitled “Just a Bunch of Recipes,” released in early April; intimate, always sold-out cooking classes at downtown’s San Diego Wine & Culinary Center; a more healthful version of his show called “Just Cook This,” airing on the Discovery Health Network; and a recent national appearance on NBC’s top-rated “Today.”
“Some people say, ‘Oh, he’s trying so hard to be cool,'” Zien observed wryly. “Well, I’m not trying to be cool, because I’m not. I’m a dork. My friends know that I’m exactly the same off TV as I am on.”
A biotech escapee who craved more spice in life, Zien possessed a passion to travel the world, and made the risky decision to quit the security of his job and chance the precarious television business to create a “regular guy shows you how to travel” show ” with no prior broadcasting background whatsoever.
Fortunately, he had full support from his wife Kelly, and his three boys, Max, 20, Jordan, 16, and Zach, 14. Unfortunately, the timing could not have been worse, and just as the creative wheels began rolling on his new career, the unthinkable happened: Sept. 11, 2001.
“I quit a real job to do this travel show,” Zien recalled. “I was suddenly here with nothing “” no foreseeable means of support.”
The cooking idea was a result of watching chefs on local TV news shows.
“They were trying to get people into their restaurants by making fancy stuff, hoping people would go, ‘Wow, let’s go there,'” Zien said. “I thought, what if somebody’s approach was making something that the audience could say, ‘I like the way that looks, and it’s easy. I think I could make that at home’?”
“Thank you for encouraging me to get in the kitchen,” shouted a 50ish man at a recent class, who added that he didn’t have the exact ingredients for a particular recipe and actually made successful substitutions.
“Go ahead,” said Zien, punctuating the idea with his signature hand motions. “Change an ingredient ” the cool thing is that you’re in the kitchen cooking.”
Downtown attorney Karen Crawford said this was her third class with Zien, this time accompanied by her 13-year-old son Ryan, also a big fan of “The Cooking Guy.”
“Ryan loves watching Sam,” she said with a smile. “He thinks he’s cool “¦ and funny. Because of that, he loves to cook and is now an aspiring chef.”
Susan Santilena of Point Loma attended a class at Zien’s house before he hooked up with the Wine & Culinary Center. “Sam is such a fabulous guy “” quirky, funny and a real comedian,” she said, adding, “My friends treated me to a cooking class for my birthday. It was a wonderful evening.”
The success of Zien’s show (eight Emmys adorn an office shelf) is most certainly the reality factor.
“If something happens off camera, if something drops, or somebody says something or laughs, or if a dog throws up in the corner, whatever it is “” why wouldn’t we reference that?” Zien asked. “What happens in my kitchen when I’m shooting the show “” and in my life “” I put on TV. It really is my life.”
On a recent episode, taped outside in his cul de sac while his kitchen is under construction, trash collectors, recycling guys, the mailman, neighbors heading to the store ” whoever happened by doing their normal things became a subject of the camera. And it’s funny.
His popularity became more evident at his first book signing last month at Barnes & Noble in Mira Mesa. According to store employees, not only did they have to scramble to get more books from other stores, they borrowed employees for crowd control.
Zien’s new book, published by John Wiley & Sons, is now in its second printing. Warwick’s in La Jolla hosts a signing today, May 8. Not only will Zien be signing books, but he has also teamed up with the store, KGB FM 101.5 radio and the Whisknladle restaurant on Wall Street to offer a “Culinary Dating Game.” Information on the event can be found at www.warwicks.com.
Zien said that his appearance on “Today” was the highlight of his television career, so far.
“I had two goals: I wanted the crew behind the cameras to laugh out loud, because I really like that,” Zien said.
He accomplished that goal by saying something in his inimitable way, causing crew, and even producers and directors in the booth, to laugh out loud.
As to his second goal, Zien is scheduled to appear on two segments of “Today” on Tuesday, June 24.
Could the Food Network be next? There were talks. According to Zien, they liked his personality and “feel,” but the people at the top of the food chain apparently had concerns about whether he possessed the “culinary chops.”
“I think they should branch out a little bit,” Zien shrugged. “I think they could use somebody like me. Not just because I’m not a chef, but because I’m so street-boy. I throw stuff, I’m not politically correct and my technique is not right ” and I think that worries them a little bit.”
His answer to Food Network execs is simple: “So just start my show with a disclaimer saying that they don’t condone my behavior,” he laughed.
After all, when it comes right down to it, Zien said, “TV is about entertainment.”
For more information visit www.thecookingguy.com