I was laid off from my $200K job at Meta after only 8 months. My side hustle helped me turn a crisis into an opportunity.
February 1, 2025
1 4 minutes read
Scott Goodfriend started doing food tours in New York City as a side hustle.Gabrielle Rouleau
Scott Goodfriend was laid off from his $215,000-a-year Meta job in February 2023.
He took his food tour side hustle full time and now makes $145,000 a year in revenue.
Goodfriend says he misses the cushy salary, but Big Tech can’t match building your own business.
This as-told-to essay is based on a transcribed conversation with Scott Goodfriend, 39, who runs Ultimate Food Tours. Business Insider verified his previous employment and financial claims with documentation. The following has been edited for length and clarity.
I didn’t expect my career path to take me from working on virtual reality at Meta to leading tour groups around New York, but I’m enjoying taking the risk and betting on myself.
In 2011, I moved from Los Angeles to New York, where I worked at We Are Plus making corporate videos. In 2016, I started at Edelman, a major PR and marketing firm, and climbed the ranks to executive producer, pioneering their augmented- and virtual-reality initiatives.
I wanted to pivot my skills into tech, so I started applying for jobs in 2022. I landed a job at Meta in July 2022. Working as an augmented-reality producer with a $215,000 salary felt like the crowning achievement in my career.
I was handed the reins on Meta’s “real-time avatar” feature, where I ran the project’s operations. I integrated workflow, managed the 3D design, and helped the team meet deadlines. Despite being a remote employee bridging both coasts, I thrived in a fast-paced, elite environment.
The sense of purpose I felt working at Meta was remarkable. We were pushing the boundaries of what was possible in the digital realm, and every day brought new challenges.
But Silicon Valley’s volatility showed its face in November 2022 with mass layoffs. I thought I was safe working in a cutting-edge space like AR, but my role was eliminated, and I was placed on an internal redeployment plan. In February 2023, I was laid off, just eight months into what I thought would be a long-term journey.
Fortunately, I was still making an income via my side hustle, Ultimate Food Tours. Since I moved to New York, I’d created and researched various food tours and would take groups of friends to the hidden gems I’d found. In November 2019, on a whim, I posted my first food tour on Airbnb.
Between November 2019 and the beginning of COVID-19 in March 2020, I received around four bookings. At the time, I charged $60 per person per tour, which included food and non-alcoholic drinks but excluded tips.
These tours, limited to 10 people, are a journey through time and culture. I wanted it to feel like exploring a city with a knowledgeable friend.
All of my prior supervisors, both at Meta and Edelman, encouraged my side hustle. I made $30,000 in 2022 doing food tours while employed at Meta.
After getting laid off, I received another offer at a tech job. The idea of having a stable income was enticing. I struggled with my decision, but after speaking to my parents and mentors, I knew it was time for a change.
I always kept my money from my food tours separate from my corporate salary. When I was laid off, I had roughly $20,000 from my food tour business to fall back on. I didn’t have to touch my severance money at the time.
Being single, with savings in the bank, I turned my layoff crisis into an opportunity. Years of running tours as a side gig meant I had the experience and financial runway to take this leap. I already had deep relationships with my vendors and knew how to build relationships with other food personnel to promote my business.
Trading the security of Big Tech for the unpredictability of entrepreneurship wasn’t an easy choice. I miss the cushy corporate perks and a steady paycheck, but the thrill of building something meaningful feeds my soul in ways technology never could.
Losing my tech salary was a personal test. Spontaneous vacations and casual dinners out were replaced with budgeting and home-cooked meals. However, working in Big Tech taught me financial forecasting and operational management, which I now apply to my business.
I haven’t matched my Meta salary yet, but the business made $145,000 in revenue this past year, and running costs are minimal. The tour guides I hire are all freelancers who get paid between $30 and $60 per hour per tour, excluding tips.
I don’t draw a traditional salary and use the business funds to cover my essentials and the business’s expansion. The freedom of building something makes up for the financial juggling act.
My days are split between understanding accounting software, coordinating with global affiliates for our expansion into Japan, and crafting tours that show a deep knowledge of local communities.
I have a team of four freelance tour guides that I work with in New York, two in Vegas, and one in Tokyo. I ensure that each tour is tailored to the group. On average, I work 60 hours a week. I do tours on top of running the marketing and business operations and ensuring my finances are in order.
The corporate world, with its predictable rhythms and clear career ladders, still appeals to me. But unless an extraordinary opportunity presents itself, I’m committed to Ultimate Food Tours.
I’ve learned I’ll feel afraid whether I’m launching a business or taking on increased responsibility in a corporate role. The key is recognizing that every career path has its uncertainties, and the bigger risks will have greater payoffs.
