Jordan Howlett: 50 Million Followers, a $35 Cookbook, and a Club With No Dues

Key Takeaways:

Jordan Howlett's TikTok showed 20.4 million followers and 2,940 videos on October 20, 2026. His YouTube channel showed 5.69 million subscribers and 3,782,458,180 views
His first book, Come Here and Cook, goes on sale November 10, 2026 from DK: $35, 224 pages, 40 stories and 40 recipes
The Fast Food Secrets Club's merch store listed 23 items, every one sold out, in an April 2024 archive capture. Its "Join the Club" page was a free sign-up form. Today the store sits behind a password
In July 2026 Blenders Eyewear named him Chief Content Officer. Its page for him sells four "Jordan's Picks" frames at $59 to $89

Jordan Howlett has built one of the best-known clubs on the internet, and nobody pays to belong to it. That's not a criticism. It's the most useful thing about his business to study, because his next big launch, a cookbook, is a one-time sale too.

Who Is Jordan Howlett?

Jordan Howlett, known online as Jordan the Stallion, is an American food creator from Oceanside, California, best known for the "Fast Food Secrets Club" video series. He films direct-to-camera videos, often in a bathroom mirror, that open with "Come here" and explain how fast food is made, ordered, and copied at home. Blenders Eyewear credits him with about 50 million followers across platforms. Wikipedia's profile says he graduated from Oceanside High School in 2015, walked on to the baseball team at UC Riverside, and later earned an athletic scholarship. He slept in his car for a time after high school. During the pandemic he worked food service jobs, and the fast-food videos he started posting grew into a full-time career. His YouTube channel lists a join date of September 28, 2018. He was named to the TIME100 Creators list in 2025, and his publisher's bio adds Forbes 30 Under 30. He has fronted campaigns for Lay's, Alaska Airlines, and State Farm, and filmed a Blenders spot with Method Man. He's also on Instagram, where Wikipedia lists about 19.4 million followers.

What Is the Fast Food Secrets Club?

The Fast Food Secrets Club is Jordan Howlett's name for his video series and for the audience that watches it. Howlett calls himself its president. Membership is free: the club's own website offered merch, and its "Join the Club" page was a sign-up form promising news about "exclusive merch drops, new products and the latest secrets." He has said the name came from a college group chat with three members. Today it's tens of millions of viewers who know the format by heart: the mirror, the notebook, the tossed glasses. The club did get a store. In an April 18, 2024 Wayback Machine capture, fastfoodsecretsclub.com listed 23 products: tees at $30, hoodies at $60, hats at $35, and a $15 PopSocket. Every single one was marked sold out.

A store where everything sells out proves demand. It also shows the limit of the format. When we visited on October 20, 2026, the site opened on a password page with a countdown to a past "Friday, May. 10th" launch and a form to "sign up for release updates." Between drops, a fan has nothing to buy.

Everything He Sells Is Sold Once

Here is every way we could find to pay for something connected to Jordan Howlett, checked on October 20, 2026.

Offer	Who sells it	Price	How often a fan pays
Come Here and Cook hardcover	DK (Penguin Random House)	$35	Once
Club merch drops	Fast Food Secrets Club Apparel	$15 to $60 (2024)	Once per drop
"Jordan's Picks" sunglasses	Blenders Eyewear	$59 to $89	Once
Brand campaigns	Lay's, Alaska Airlines, State Farm	Not public	Paid by the brand
Monthly membership	Nobody	None found	Never

We searched Patreon and the US App Store for his name and the club's name and found no paid membership or app. His YouTube channel lists exactly one link: "Preorder My Cookbook!" The Blenders role is the newest line. The brand's page for him sells four frames under "Shop Jordan's Picks" and a set of mystery pairs "assembled by Jordan." It's real creative influence, and it's also revenue that lands on Blenders' books, a brand owned by Safilo Group. We looked at that trade-off across seven creators in our piece on creator C-suite titles.

The Cookbook Is the Notebook, Finished

The book is a strong product. Its publisher's page calls it a cookbook-memoir with 40 stories and 40 recipes, from his grandmother's pineapple upside-down cake to fast-food recreations like the Crunchwrap Supreme, described as "a delicious peek into Jordan's famous notebook of secret recipes." Launch events are set for November 11 at Barnes & Noble Union Square in New York and November 13 in Santa Monica. Notice what the book does to the notebook. The leather notebook he flips through on camera is the club's running record. A book prints 40 entries from it and stops. Once a fan owns the book, they own those secrets for good. That's the same split we found with J. Kenji López-Alt, who sells finished books once and charges $10 a month for recipes still in testing.

What Is the Dues Test?

The dues test asks one question of any creator community: does a member get something this month that they could not get last month? If the answer is yes, the community can charge dues. If everything on offer is finished, like a book, a shirt, or a pair of glasses, the community can only sell drops. The Fast Food Secrets Club fails the test as a business and passes it as content. The videos are new every week, because fast food keeps changing. Chains add limited-time items, retire old ones, and change how orders work in their apps. Every change is a new secret. Today those secrets are free, ad-supported, and gone from the feed in a day. That's the gap. The part of his work that renews itself has no price, and the parts with a price don't renew.

A named series is a club waiting for dues.

Built by Foundry builds and runs the product your audience pays for every month, at $0 upfront. You keep ownership of the business.

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What Could the Club Charge Dues For?

This is our sketch, not anything Howlett has announced. A Fast Food Secrets Club app would hold the whole notebook, searchable by chain and by item. New secrets would drop when menus change, so the library grows every month. An order card would show exactly what to say at the counter or tap in the chain's app. And the copycat recipes would sit next to the order they copy, so a member could choose between the drive-through and the stove. Food creators have done this before. Bobby Parrish's Bobby Approved scanner turns his grocery verdicts into a freemium subscription app. Howlett's audience asks a close cousin of that question: what should I order, and what should I make instead? The arithmetic is illustrative only. If 0.1% of the 44 million followers his publisher counts paid $4.99 a month, that would be 44,000 members and about $219,000 a month before store fees. We don't know his real conversion rate, and nobody does until a product exists. The comparison that matters is with what brand deals pay over time: a campaign ends, and dues renew.

What We Can't See

No revenue figures are public for the book, the merch, the Blenders role, or his campaigns, and Net Influencer reported no equity or pay terms for the title. We don't know how many units each drop held, so "sold out" proves demand without measuring it. Follower counts overlap across platforms, which is why Blenders says about 50 million and his publisher says more than 44 million.

If You're a Creator With a Named Series

If you're a food, deals, or how-to creator with 50K or more followers and a recurring format with a name, you may already have a club. Ask the dues question of it. List everything a fan can buy from you, and mark which items give them something new next month. If none do, your best material is free and your products are finished. Jordan Howlett's next chapter starts November 10 with a book that will probably sell very well. The club behind it is still waiting for a product that renews. Building that kind of product is what Built by Foundry does, and running it after launch is how we keep it growing.

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Hero: photograph of Jordan Howlett at the UT Moody College of Communication, April 2025, by Moody College of Communication, CC BY-SA 2.0, via Wikimedia Commons, cropped; beside the published cover of Come Here and Cook (DK). Channel figures read from TikTok and YouTube on October 20, 2026. Book details from Penguin Random House. Merch listings from the Wayback Machine's April 18, 2024 capture of fastfoodsecretsclub.com; "Join the Club" text from its May 15, 2025 capture. Blenders page and prices read October 20, 2026. Appointment details reported by Net Influencer and Black Enterprise.

Jordan Howlett: 50 Million Followers, a $35 Cookbook, and a Club With No Dues

Get Creator Revenue Insights

Who Is Jordan Howlett?

What Is the Fast Food Secrets Club?

Everything He Sells Is Sold Once

The Cookbook Is the Notebook, Finished

What Is the Dues Test?

What Could the Club Charge Dues For?

What We Can't See

If You're a Creator With a Named Series

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