Emily Sundberg maps the media landscape and launches Feed Me's first podcast
Oct 24, 2025 with Emily Sundberg
Key Points
- Emily Sundberg launches Expense Account, Feed Me's first podcast, in two weeks with a restaurant critic host rather than Sundberg herself, positioning it as a standalone editorial product.
- The podcast targets a white space in restaurant media by bringing non-food-press guests to discuss dining, betting that broad cultural interest in restaurants extends beyond food enthusiasts.
- Sundberg is expanding Feed Me into physical goods and community events, selling branded merchandise at a Los Angeles pop-up while scaling the newsletter-native brand across audio and merchandise.
Summary
Emily Sundberg of the newsletter Feed Me is expanding her media operation on two fronts. She is actively hiring an intern, and her first podcast, titled Expense Account, launches in approximately two weeks as of the October 24 recording. The debut was already pushed back once from its original live date.
Expense Account is a restaurant-focused show hosted by Feed Me's restaurant critic, not Sundberg herself. The deliberate branding choice distances it from her personal identity, positioning it as a standalone editorial product. Substack is listed as a financial supporter of the podcast.
The show's thesis rests on what Sundberg describes as a white space in restaurant media. The format brings in guests from outside the traditional food press to discuss restaurants alongside the critic, betting that broad cultural interest in dining can attract audiences beyond food enthusiasts.
Sundberg was in Los Angeles for a pop-up merchandise event selling branded hats, with LA-based readers given first access. The appearance signals Feed Me is testing physical and community touchpoints alongside its audio expansion, a pattern increasingly common among Substack-native media brands scaling beyond the written newsletter.