A Mississippi TikTok cooking influencer and newly announced restaurant owner is drawing attention after posting a video explaining why he refuses to “keep his head down,” even as he prepares to open a restaurant in a competitive and politically conservative market.
Matthew Bounds, who announced plans to open a restaurant in Gulfport just two weeks ago and hopes to welcome customers in March, shared the video amid heightened national tension following recent ICE-related deaths in Minnesota. In the clip, Bounds acknowledged that speaking out could cost him followers, customers, or book sales, but said remaining silent was not an option.
“I’m supposed to be filming new cooking content right now, but I can’t,” Bounds said in the video. “Not until I get this off my chest.”
Bounds rose to prominence on TikTok through recipe videos, cookbooks and partnerships with major brands including KitchenAid and Walmart. He has also given a TED Talk titled “The Recipe for Aggressively Positive Online Communities,” outlining his approach to fostering inclusive spaces online. For years, he has used his platform to support LGBTQ youth and food access initiatives, a record he referenced as part of his reasoning for speaking out.
In the video, Bounds reflected on how previous generations brought about change by refusing to stay quiet, pointing to the marriage certificate hanging in his home as a reminder that progress often requires discomfort and public resistance. He also referenced past backlash, including messages from people who said they would burn his book.
“Go for it,” he said. “May the fire warm you.”
Bounds framed the decision as one tied to personal responsibility and legacy, saying he wants to be able to tell his nieces and nephews that he did not ignore what he believes is wrong simply to protect his business or brand.
The post quickly generated hundreds of comments within hours of being shared. Many commenters praised Bounds for speaking out despite the potential financial consequences, particularly so close to a restaurant opening.
“Creators taking a stand have my full support,” one commenter wrote. “They might burn a book and I’ll buy two.”
Others emphasized the emotional weight of the moment. “Speaking out is doing something. We cannot stay silent,” another commenter said.
While early reactions were largely supportive, the timing underscores the risk Bounds is taking as he transitions from online creator to brick-and-mortar business owner. In an industry with thin margins, public stances can influence local support — especially in regions where customers may not share the same views.
As his restaurant’s opening approaches, Bounds’ video highlights the tension many creators face when personal convictions intersect with their livelihood, forcing a choice between staying quiet and standing publicly by their values.
