He was literally on our screens for about three minutes during Becca Kufrin’s season of The Bachelorette. Three minutes. Most people would have vanished into the void of "Who was that guy again?" but Joe Amabile—better known as Grocery Store Joe—became a legitimate reality TV phenomenon. It’s kinda wild when you think about it. Usually, to become a legend in this franchise, you need to make it to the final four or at least cause a massive, table-flipping scene. Joe just looked into the camera, smiled a bit awkwardly, and got sent home on night one. Yet, Joe on Bachelor in Paradise became the blueprint for how to actually build a brand and find a spouse in a world of scripted drama and clout-chasing.
He's not your typical "Bachelor Nation" archetype. He’s not a former football player or a professional fitness coach with a curated Instagram grid. He was a guy who owned a grocery store in Chicago. That’s it. That’s the hook.
The Night One Flop That Changed Everything
Most contestants who leave on night one go back to their regular lives, maybe do a few local radio interviews, and that’s the end of the road. Joe was different because the internet collectively decided he was the "one that got away." Twitter went into a total meltdown. By the time the Bachelor in Paradise Season 5 cast was announced, Joe was the most anticipated arrival.
It was a massive gamble for him. If he’d gone on Paradise and acted like a jerk, the "Grocery Store Joe" myth would have died instantly. Instead, we got the start of the Joe and Kendall Long saga. They were the couple that didn't make sense on paper but somehow worked for years. Kendall was into taxidermy and "quirky" vibes; Joe was a meat-and-potatoes guy from the Midwest.
Their breakup in 2020 actually devastated a specific corner of the internet. It wasn't some scandalous cheating drama. It was basically just a "where do we live?" problem. Joe wanted Chicago. Kendall wanted LA. It was a real-world issue that made Joe feel even more relatable to fans. He wasn't choosing fame; he was choosing home.
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The Return to the Beach and the Serena Pitt Era
Fast forward to Season 7. Joe Amabile returns to Mexico. This time, he was older, a bit more cynical about the process, and definitely more of a "main character." This is where things got complicated.
Seeing your ex on the beach is the literal nightmare scenario of this show, and that’s exactly what happened when Kendall Long showed up. It was uncomfortable to watch. Joe was clearly trying to move on with Serena Pitt, and Kendall was struggling to let go. Honestly, it was one of the most raw moments the show has ever captured. You could see the genuine pain on Joe’s face. He wasn't acting for the cameras.
But his relationship with Serena Pitt changed the trajectory of his life. They didn't just "win" the show; they actually got married. Twice. Once at a courthouse in New York and again at a massive wedding in Charleston.
- Season 5: The underdog debut.
- The Breakup: The relatable heartbreak.
- Season 7: The redemption and the proposal.
- The Marriage: Proof the "process" actually works for some people.
Serena and Joe are now one of the few "success stories" that people actually believe in. They aren't just posting ads for hair gummies; they seem like a functioning, happy couple living a relatively normal life in New York City.
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Why Joe Actually Ranks So High for Fans
There’s a reason Joe stays relevant while other winners fade away. He has a voice. He hosts the Bachelor Happy Hour podcast, which gives him a level of authority within the franchise that very few former contestants ever reach. He’s basically an employee of the brand now.
When you look at Joe on Bachelor in Paradise, you’re looking at someone who mastered the transition from contestant to media personality without losing the "everyman" charm. He doesn't take himself too seriously. If you listen to him talk, he’s still that slightly mumbling, dry-humored guy from Chicago.
People often ask if the show is fake. In many ways, yeah, it’s highly produced. But Joe’s arc felt earned. He didn't try to be the villain. He didn't try to be the "perfect" romantic lead. He just existed, and for some reason, we couldn't stop watching him.
The Business of Being Joe
It’s not just about TV. Joe leveraged his fame into actual business ventures. He’s got his "Mayspastas" line and his various food-related content. He didn't just rely on "Bachelor" fame; he went back to his roots in the food industry. That’s a smart move. Fame is fleeting, but people always need to eat.
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His influence on the show’s casting is also notable. Producers have spent years trying to find "the next Joe Amabile"—the charming night-one reject who captures the hearts of America. They haven't really succeeded. You can't manufacture that kind of organic popularity.
What We Can Learn from the Joe Amabile Playbook
If you’re a fan of the show or even just someone interested in how modern celebrity works, Joe’s story is a case study.
- Authenticity beats polish. Joe’s messy hair and "I don't know what I'm doing here" energy was his biggest asset.
- Location matters. The Joe/Kendall breakup proved that even reality stars have to deal with the logistics of life.
- Know when to go back. Coming back for Season 7 could have been a disaster, but he waited until the timing was right.
The reality is that Joe on Bachelor in Paradise represents the peak of the franchise. He arrived right as the show was transitioning into its current social media-heavy era, but he kept enough of the "old school" sincerity to keep viewers invested.
Whether he’s judging a pizza competition or bickering with Serena on their YouTube channel, Joe has managed to stay in the public eye by simply being himself. It sounds like a cliché, but in the world of reality TV, it’s actually the rarest thing you can find.
Moving Forward with Bachelor Nation
If you want to keep up with Joe, don't just watch the old reruns. His evolution is best seen through his current work. Follow the Bachelor Happy Hour podcast for his unfiltered takes on current seasons—he’s surprisingly honest about the production side of things. If you're looking for recipe inspiration, his social media is actually decent for simple, Chicago-style comfort food. Finally, watch the Season 7 finale again if you want to see how a "mature" engagement actually looks on a show that usually favors 23-year-olds crying in a hot tub. Joe proved that you can find the "one" even after a public heartbreak, and that's probably his most lasting legacy.
Next Steps for Fans:
- Check out Joe's Pasta Line: Look for Sundays with Joe or his various food collaborations if you want a taste of his pre-show life.
- Listen to the Podcast: Search for Bachelor Happy Hour on any major platform to hear Joe and Serena's takes on the newest contestants.
- Revisit Season 7: It’s available on various streaming platforms and serves as the definitive end to the "Grocery Store Joe" trilogy.