Square format portrait of Austin Dennis, I Cook You Look owner, modeling branded trucker hat and pocket tee.

The Story Behind the Tagline

Every great brand has a story, and ours started with a simple question that became our rallying cry. From backyard cookouts to championship competitions, this phrase captures the spirit of authentic BBQ culture.

"What the hell is goin' on, y'all?!"

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What started as a backyard hobby has grown into a community built around food, fun, and flavor. At I Cook You Look, we believe food isn’t just about what’s on your plate, it’s about culture, connection, laughter, and the joy of gathering together.

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OUR STORY

From hobby to hell yeah!

What started as a backyard hobby quickly grew into a community built on food, fun, and flavor. That passion led us to create a line of seasonings and a BBQ sauce; crafted to bring bold, authentic taste straight to your kitchen or backyard.

Every blend is made to deliver Flavor Without Limits, no matter what you’re cooking up. And if you’ve ever tuned into one of our videos, you’ve heard our signature tagline: “What the hell is goin’ on, y’all?!”

It's more than a catchphrase, it’s the energy we bring to every cookout and every recipe: fun, loud, and unapologetically real.