Cooking / Turkish cuisine
Adil Usta
Adil Usta
Adil has been working the line at the same esnaf lokantası in Kadıköy for 30 years — a small neighborhood diner where market porters used to lunch and now their grandchildren come. He doesn't believe in fusion, doesn't do 'author's plating,' doesn't post on Instagram. His measure of taste is an empty plate and a second helping. On the channel he shows exactly what he cooks at home and at work: kefte, mercimek çorbası, imam bayıldı, pilav. No timer, no precise grams — 'when the onion smells the way it should, take it off the heat.' For him, cooking is not art but respect: for whoever sits at the table, and for whoever grew the food.
Best suited for
Turkish food brands, kitchenware and appliances, traditional grocery chains, fresh produce and farm-box delivery services, culinary online courses, spices and seasonings, tableware and serving sets, culinary media and YouTube creator partnerships. Audience: Turkey and the Turkish diaspora in Europe, women 45+.
Audience
Total subscribers
66 018
By platform
Avg. views per video
Engagement Rate
Demographics
Age
Geography
About the character
Story
Born in Eskişehir to a baker's family. Started cooking at 12 when his father came down with a slipped disc and he had to feed five younger brothers. At 25 moved to Istanbul, took a kitchen helper job at his Uncle Hasan's esnaf lokantası. Ten years later bought the place from him on credit, paid it off over 14 years. His wife Ayşe has worked the cash register with him for 28 years. Two kids — the elder went into IT, the younger daughter is studying design, neither wants to 'stand at the stove.'
Age: 55 years
Character
Settled. A calm man who has already proven everything — to himself and to the stove. Speaks little, chops onions silently, checks the soup with his finger.
Pain
Feels that esnaf lokantaları are dying out — young people go to fast food and coffee shops, his kind of cooking will soon be needed by no one. Afraid that when he closes the place, the taste of home Turkish food will disappear with him.
Obsession
To preserve and pass on the recipes the way his mother and aunts cooked them — without simplifications, without 'adaptation for the modern viewer,' without changing the order of steps for runtime.
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