Jonathan Cheban. Or, as he legally renamed himself in 2019, Foodgod. If you watched even a single season of Keeping Up With The Kardashians, you know exactly who he is. He was the guy always sitting next to Kim at lunch, the one who didn't mind being the sounding board for her latest crisis, and the person who seemed to have a permanent reservation at Nobu. He wasn't just a background extra; he was a fixture.
People always ask the same thing: how did he get there? Honestly, the "best friend" role in a reality TV dynasty is a weird job. It’s high-stakes. One wrong word and you’re edited out of the legacy. But Jonathan—er, Foodgod—stayed in the inner circle for nearly two decades. That’s not just luck. That’s strategy.
The Reality of Keeping Up With The Kardashians Jonathan Cheban
The bond between Kim Kardashian and Jonathan Cheban started way before the E! cameras were rolling. They met at a birthday party through a mutual friend, Brittny Gastineau. Back then, Kim wasn't a billionaire. She was a stylist and a socialite, and Jonathan was running a public relations firm called CommandPR. They clicked because they both understood the hustle.
In the early seasons of Keeping Up With The Kardashians, Jonathan served a very specific narrative purpose. He was the gatekeeper of "cool." While the family dealt with internal drama, Jonathan was the one dragging Kim to the newest spots in New York or Miami. He played the part of the brutally honest friend. Sometimes it rubbed people the wrong way.
Remember the episode where he got into it with Kourtney? Or the time the family thought he was "leaking" stories? He survived all of it. Why? Because Kim trusts him implicitly. In the world of reality TV, where everyone is trying to sell a product or a persona, having someone who knew you before the fame is worth more than gold.
Why the Name Change Actually Happened
In 2019, Jonathan officially became Foodgod. Like, on his passport. It sounds ridiculous to some, but from a branding perspective, it was a pivot that saved his career from being "just a sidekick." He realized that Keeping Up With The Kardashians wouldn't last forever in its original format. He needed a lane.
Food became that lane. He started posting these absurd, over-the-top meals—gold-plated chicken wings, giant milkshakes, burgers that require a ladder to eat. It’s "stunt food." Is it gourmet? Probably not. Is it viral? Absolutely. By the time the show moved to Hulu, Jonathan’s identity had shifted away from PR and toward this digital culinary persona.
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The Power Dynamic of Being a Kardashian Best Friend
Being the "BFF" on a show like KUWTK is a delicate tightrope walk. You have to be interesting enough to get screen time but not so loud that you overshadow the stars. Jonathan mastered this. He was willing to be the "villain" for an episode if it meant a better storyline for Kim.
There was a lot of speculation over the years about whether he was on the payroll. He has always denied it. He claimed his appearances were about friendship and personal branding. Whether or not money changed hands for filming, the proximity to the Kardashian brand acted as a massive multiplier for his own businesses.
Think about the sheer reach. When Keeping Up With The Kardashians Jonathan scenes aired, he was being beamed into millions of homes. That's better than any paid ad for his PR firm or his food blog. He became a celebrity by association, a "fame by proxy" case study that should be taught in marketing schools.
The Move to Hulu and the "New" Jonathan
When the family transitioned to The Kardashians on Hulu, things felt different. The show became more polished, more documentary-style. We saw less of the "lunch with friends" filler and more of the "billion-dollar business meeting" scenes. Consequently, Jonathan’s appearances became more sporadic.
He didn’t disappear, though. He’s still there in the background of the big events—the Met Gala after-parties, the birthday extravaganzas. But the dynamic has shifted. He’s now a mogul in his own right, or at least he plays one on Instagram. He has over 3 million followers who aren't necessarily watching for Kim; they're watching to see what $500 dessert he's eating in Dubai.
What People Get Wrong About Him
A lot of viewers thought Jonathan was just a "yes man." If you watch the old episodes closely, he actually pushed back on Kim quite a bit. He was often the one telling her when something was "tacky" or when she was being too dramatic.
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- He wasn't a fan of the drama.
- He prioritized the brand over his own ego.
- He understood the "assignment" of reality TV better than most.
There’s also this weird misconception that he’s just a "social climber." While he certainly enjoys the high life, he had a successful PR career before the show even peaked. He was already in the room. He just chose to stay in the room once the cameras showed up.
The "Foodgod" Business Model
How does he actually make money? It’s a mix of things that sounds very "2026."
- Social Media Partnerships: Brands pay him to eat their food.
- Apperance Fees: He’s still a fixture at club openings and events.
- Investments: He has had stakes in various hospitality ventures.
- Legacy PR: He still consults behind the scenes.
It’s a lifestyle business. He is the product. Every time someone searches for Keeping Up With The Kardashians Jonathan, they find Foodgod. It’s a seamless handoff from 2010s reality TV to 2020s influencer culture.
Real Talk: The Longevity of Reality TV Friendships
Most people who appeared in the early seasons of KUWTK are gone. Remember the early boyfriends? The random assistants? Most were cycled out as the family's status grew. Jonathan is one of the few who survived the "Great Culling" that happens when a family goes from B-list to A-list.
His longevity is a testament to loyalty. In the Kardashian world, loyalty is the only currency that doesn't devalue. He kept their secrets when they were just starting out, so he gets to share their private jets now that they’ve made it. It’s a simple trade, but one very few people are actually capable of making without getting greedy or messy.
What’s Next for Foodgod?
He seems to be leaning harder into the international market. You’ll see him in London, Paris, and the Middle East more than in Calabasas these days. He’s expanding the "Foodgod" brand into physical products—sauces, snacks, the whole nine yards.
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He’s also become a bit of a fashion commentator on the side. His Instagram is a mix of high-end streetwear and literal gold-leafed pizza. It’s chaotic, but it works for him. He’s carved out a niche where he doesn’t have to be "Kim’s friend" 24/7, even if that’s how the general public will always identify him.
How to Apply the "Foodgod" Method to Your Own Brand
If you're trying to build a personal brand by associating with bigger names or platforms, here is the reality of how Jonathan Cheban actually did it:
Be the Utility Player
Don't just show up; be useful. In the early days, Jonathan provided PR expertise. Later, he provided emotional support. Always bring a specific value to the table that isn't just "being there."
Develop a Pivot Early
He knew he couldn't be "the best friend" at age 60. He started the Foodgod transition years before KUWTK ended. You need a secondary identity that exists independent of your primary source of fame.
Lean Into the Niche
"Food" is a massive category. By rebranding as the "Foodgod," he took a general interest and turned it into a specific, searchable trademark. It’s easier to rank for a specific persona than it is to be a general influencer.
Protect Your Privacy (Seriously)
Notice that while Jonathan is on screen constantly, we know very little about his actual private life. He keeps the focus on the lifestyle, the food, and the Kardashians. By not making his own romantic life the center of a storyline, he avoided the "burnout" and "cancellation" that many other reality stars face.
The story of Keeping Up With The Kardashians Jonathan is really a story about the evolution of fame. It shows that if you play your cards right, you can turn a supporting role into a permanent career. Whether you love the "Foodgod" persona or find it cringe-worthy, you have to admit: the man knows how to stay relevant in a world that forgets people in fifteen minutes.