Turning views into ventures with Dimas Ramadhan Pangestu
Nov 14, 2025 [[read-time]] minute read
Welcome to “Turning Views into Ventures,” where creativity meets strategy and channels become businesses. Each month, we spotlight standout YouTube creators who’ve transformed their channels into thriving businesses. Discover how they knew it was time to take things to the next level, the strategies that helped them grow, and the lessons they learned along the way. This series shows that YouTube isn’t just a platform for views—it’s a launchpad for opportunity, impact, and long-term success. Whether you're building momentum or exploring what’s next, this is your roadmap to unlocking the full potential of your channel.
This month, meet the creator who built a "Meat Universe." Dimas Ramadhan turned his passion for high-quality meat into a thriving content brand, a B2B supply business, and the viral Meatguy Steakhouse.
Discover how this Indonesian creator used transparency and community-building to grow his brand far beyond his YouTube channel.
When did you realize that your passion for cooking and meat could be something big?
I realized my passion for meat was more than just a hobby when I first uploaded a video of me making steak at home, using just basic equipment. It turned out that so many people related to it, saying things like, “Finally, an Indonesian who discusses meat this deeply.” From that moment, I felt: okay, this isn't just content; this could be a whole new world. I found a combination of what I love—cooking and meat—with storytelling that could inspire others to be brave and start from scratch, too.
We have watched some epic collaborations on your channel! How do you select partners, and what is the primary goal of a collaboration for your brand?
I always choose collaborations that are meaningful, not just for views. For me, a collaboration must add value to the audience, whether that’s in terms of education, a new experience, or a unique perspective. Sometimes I collaborate with other chefs, sometimes with brands whose quality I trust. The main goal isn't just exposure, but credibility building—ensuring the "dimsthemeatguy" brand is always synonymous with quality, not quantity.
“I always believe that authenticity can’t be outsourced. So even though I have a team now, the final touch must still come from me.”
We see that you have built a strong community with your subscribers, both on YouTube and in-person. How has nurturing this specific, educated community helped in your business success compared to seeking a general, wider audience?
I always believe that community beats virality. I focus more on building an audience that understands the value of meat, how to cook it, and the philosophy behind it. How? By being transparent. I often share my failures, the real stories behind the business, and the challenges I face. The audience feels like they are growing with me. And because of that, they become more than just viewers—they become part of the journey.
In retrospect, was there a specific skill from your content creation journey that proved unexpectedly vital to your success as a business owner?
Storytelling taught me how to sell not just a product, but its meaning. Editing and production made me understand the importance of detail and quality. But the most impactful skills were actually public speaking and thinking on my feet—because of those, I can pitch ideas, convince partners, and even lead my business team with confidence. Essentially, all the skills I learned in content creation also shaped my mindset as an entrepreneur.
How has the existence of your massive YouTube audience fundamentally changed your marketing budget and strategy compared to a traditional start-up steakhouse?
I don't need to use conventional methods like billboards or massive discounts. My YouTube audience has already become an organic marketing engine. They come because they know the story, not because of a promotion. So, the marketing budget can be focused on storytelling and experience, not just ads. This is what makes Meatguy Steakhouse feel personal and different—because every guest who arrives already knows why we exist.
Your brand is built on a high degree of personal authenticity. As the business grows, how do you maintain that personal touch?
I always believe that authenticity can’t be outsourced. So even though I have a team now, the final touch must still come from me – from the captions, video narration, to how we greet customers. The team can help with execution, but the "voice" and "soul" must still come from me. That's why I'd rather move slowly than scale quickly and lose my identity.
Beyond steakhouses, what does the expansion of the Meat Universe look like?
My vision is to build a complete Meat Universe—from content and products to education. Right now, we have the steakhouse, B2B meat supply, and a ready-to-cook food brand (MEATGAINZ). Moving forward, I want to expand into education through online masterclasses, and perhaps international franchising, but all with the same standard of storytelling and quality. I want the world to see that a brand from Indonesia that started on YouTube can also become a global icon in the world of meat.