Jesse Burgess has emerged as a prominent figure in contemporary food media, reshaping the landscape of restaurant criticism through his digital platform, Topjaw. Although lacking formal culinary training or experience in professional kitchens, Burgess has cultivated a significant following by blending enthusiastic food exploration with a style that emphasizes positivity and approachability.

Burgess began Topjaw in 2015, initially focusing on London's burgeoning gourmet burger scene. The channel grew steadily, capitalizing on the rise of Instagram and the proliferation of smartphones that made recording dining experiences widely accessible. Despite early challenges, including a slump during the COVID-19 pandemic, Topjaw's "Best of London" series went viral, gaining substantial traction with both food enthusiasts and chefs. The format involves asking culinary professionals about their favorite restaurants and opinions on overrated spots, drawing in a broad audience and helping to elevate Burgess's profile.

While some traditional critics question Burgess’s role as a food critic due to his lack of professional kitchen experience, others recognize his influence. Chef Gordon Ramsay described him as “a modern day Anthony Bourdain” and praised his decision to focus on the positive aspects of dining rather than "old-fashioned, snidey comments." Ramsay also referred to Burgess as "the most important critic in the country." However, some figures in the food criticism community remain skeptical, noting that Burgess’s content is often light on critical rigor and sometimes overly optimistic.

Burgess himself acknowledges these criticisms, emphasizing that he does not consider himself a traditional critic and does not seek to write in-depth reviews. Instead, he concentrates on sharing engaging content that celebrates restaurants, often omitting harsher assessments from his videos. If dissatisfied with a dish or experience, Burgess may choose not to feature the restaurant or conduct follow-up, anonymous visits to verify any negative changes in quality, mirroring some practices of established dining inspectors.

The impact of Topjaw on restaurants has been notable. Featured establishments often see a sharp increase in bookings — sometimes by a factor of ten within a day of publication. This "Topjaw effect" has drawn both enthusiasm and caution from restaurateurs. Some, like chef Gabriel Pryce of Rita’s, have declined to participate due to concerns about attracting fleeting social media-driven attention rather than fostering enduring customers. Pryce recounted how a £6 garlic bread became an inadvertent viral sensation, disrupting normal service with customers reserving tables solely to photograph the dish before leaving.

Despite this, Burgess’s supporters highlight his significant contributions to the hospitality industry and his deep passion for sustaining it. He has visited over 3,000 restaurants globally and continuously strives to improve his content and approach. Burgess’s background reflects a mix of early jobs ranging from cocktail making to modeling and interior design before turning full-time to Topjaw in 2022.

Burgess remains committed to evolving his platform, focusing on “self-improvement” and responding to feedback from his team. His growing presence includes collaborations with high-profile chefs and appearances on television, including an Apple TV series produced by Gordon Ramsay’s company. For Burgess, success is measured not by follower count or media exposure alone, but by continuing to do meaningful work in a field he has long pursued.

While Burgess’s unconventional path and style have sparked debate within the food criticism community, his influence and connection with audiences underscore a shifting dynamic in how people discover and engage with culinary experiences today.