When the Camera Takes a Seat at the Table: A Digital Gastro Revolution

The YouTube channel “ŠtaDaJedem?” was launched in March 2016, at a time when similar content was virtually absent from regional media — one of their main motivations.

“There were some TV shows, but none focused exclusively on food. Most programs centered on restaurant interiors and conversations with owners, while the food itself remained secondary. For us, that felt like a dry and uninteresting concept. The lack of content we actually wanted to watch only strengthened our desire to start ‘ŠtaDaJedem?’. Looking back, we believe it was the right decision during what turned out to be a crucial period for the rise of the regional YouTube scene,” Milan and Tomo told HEDONIST.

Editorial note: This article is part of the HEDONIST archive and was originally published in 2021 in the fourth print edition of the magazine.

Today, their videos regularly reach tens of thousands of views, presenting both the restaurants they visit and the food they test in great detail. They often take on playful challenges as well — such as attempting to eat enormous quantities of burgers within a limited time. The content is dynamic and engaging, and audience reactions are largely positive, as reflected in the comments beneath their videos. Many viewers emphasize that they discovered some of their favorite restaurants through the “ŠtaDaJedem?” channel, which may be the project’s greatest value.

Quality Comes First

The young Belgrade YouTubers emphasize that their restaurant selections are guided exclusively by food and service quality, and that their goal is never to present anyone in a negative light.

“If something isn’t right — whether food or service — we simply turn off the camera and move on to a place worth mentioning. Restaurants should always be given a chance to improve. A negative review, in the eyes of today’s internet audience, remains negative forever.”

They add that anonymous visits — once a standard part of their process — are now rare, as their growing popularity makes them easily recognizable.

“There’s no strict rule when choosing locations. Sometimes we reach out ourselves, sometimes we follow audience recommendations, and sometimes restaurants contact us directly. We try to maintain balance. Every restaurant receives clear collaboration conditions that must be met if they want us to film there,” Tomo explains.

Alongside field filming, the team also built the “ŠtaDaJedem?” studio — a dedicated production space where part of their content is now created.

“Having a studio gave us flexibility, improved production quality, and allowed experimentation with new formats. It helped especially during 2020, when movement and on-location filming were limited. Restaurant visits remain central to our work, and we try to publish them as regularly as possible.”

Belgrade’s Burger Scene

Through their videos, Milan and Tomo frequently explore burgers and were among the few creators given behind-the-scenes access to McDonald’s kitchens, witnessing firsthand how burgers are prepared.

Given the divided public opinion about large fast-food brands, they stress that quality control is paramount in the food industry.

“McDonald’s has perfected both service and production processes. Customers choose a Big Mac because they know it will taste exactly the same anywhere in the world. When we travel abroad, fast-food chains are often our first stop — precisely because we know what quality to expect. The crowds speak for themselves. Instead of criticizing, some restaurants could learn a thing or two from McDonald’s, especially regarding speed and efficiency,” Tomo says with a smile.

Asked to name the three best burger spots in Belgrade, the brothers admit the choice is difficult, as burgers have become a defining feature of the city’s gastro scene.

“For us, the obvious answers are still Submarine and Burgos Bar. They represent the spearhead of Belgrade’s burger scene, while other big names fall slightly behind. Still, the ‘burger game’ changes constantly, and competition is extremely active.”

They emphasize that meat quality is the key to a great burger.

“If the first bite doesn’t deliver the intense flavor of medium-cooked beef that melts in your mouth, the burger immediately loses appeal. Today, many burgers are turned into cheeseburgers mainly to mask poor meat quality. The bun is equally important — it must be properly toasted. Everything else depends on personal taste.”

A Job Like Any Other

One of the biggest misconceptions about YouTube creators is that it isn’t a “real job” or that money comes easily. According to Milan and Tomo, reality looks quite different.

“We work every day, all day. There are no days off. If you’re not filming or editing, you’re planning the next video. The audience expects consistency, and competition grows daily. Apart from a certain level of popularity, there’s no difference compared to any other job.”

As for earnings, they say public perception is often misleading.

“Some creators do earn thousands or even tens of thousands of euros monthly, but in our region, those cases can be counted on one or two hands. Most income comes from brand investments or merchandise sales. Revenue from YouTube itself is often not enough to cover basic living expenses,” Milan explains, adding that their goal is to make YouTube a full-time career.

In 2018, they founded a production company covering “ŠtaDaJedem?” and other parallel YouTube projects. Tomo remains employed at an international company operating in Serbia, while Milan is fully dedicated to entrepreneurship and building a production company that could one day employ new creative talents.

Looking ahead, their ambition is clear:

“Our main plan is to further improve production quality and potentially expand the team. Both require significant investment. We also began collaborating last September with cable channel Hype TV, which broadcasts our YouTube videos during free programming slots. We’re happy with the cooperation and hope to develop new projects in the future.”

Food Lovers Without Limits

Asked what food they personally enjoy most, considering the wide variety they review, Milan and Tomo say the answer depends entirely on mood and inspiration.

“We’re true omnivores and not picky eaters at all. The best answer is: it depends on the moment and what’s available. What matters most is that the dish is well prepared — whether it’s a stew, grilled meat, or something from a fryer.”

• Written by: Nebojša Lakić / HEDONIST
• Nebojša Lakić, from Banja Luka, is a graduate journalist, musician, and graphic/web designer, as well as the editor of the websites serbian-metal.org and burgermania.rs.