“You’re about to die, what’s your last meal?”
Since 2007, Studiofeast supper club founder Mike Lee has asked his mailing list subscribers to answer this question to get a better sense of who he’s cooking for. Four years and 1,200 responses later, Lee and the Studio Feast crew decided to mine that data as inspiration for their last event of 2010- The Last Meal.
By combining food, art, culture, provenance, psychology, nostalgia, data mining, and graphic design, the ever-imaginative Studiofeast takes the consumption experience to a whole new level.
Danielle Gould: What inspired you to ask the question, “You’re about to die, what’s your last meal?”
Mike Lee: I simply wanted a good way to know who people were when they requested to be added to our mailing list. This has always been one of those questions that forces you to get real about yourself and what you like to eat if shit hit the fan, assuming you answer it sincerely. A person’s response is really telling of who they are and, often, what kind of dinner guest they would be. You can see right away what kind of person is by their response to this question: an honest one (bread and butter), a fancy one (tasting menu at Jean Georges), a hedonist (beautiful women covered in swiss chocolate), a sentimental (mom’s chicken soup), a traveler (american name, foreign food), a boozer (no food, just wine), or a total liar (obscure animal X, rare wine Y, improbable location Z). It’s always great to know who you’re cooking for and this question seemed like the best way to get to know the crowd in a lightweight way.
DG: Did you always intend to use the data in this way? If not, what inspired you to mine the data?
ML: To be honest, when I placed this question on the website I had no idea where Studiofeast would go or how large it would get. I figured we’d get a few people responding and that it would make for a fun read. Almost four years later as the list grew significantly, I was surprised to find that most people would fill this out and I had a giant dataset on my hands. When I was sending out an invite to a dinner we had earlier this year, it really hit me how much great data we had. By then, it was pretty obvious that something had to be done with it all, so here we are.
DG: What considerations went into how you organized the data?
ML: At first, I went through the list and simply checked off all the things that sounded interesting and would make for a nice dinner. Once I did that and culled the list down to a managable dozen dishes, it didnt make for a very well rounded meal. It also didn’t reflect the entire body of responses, just a few outliers who had especially novel or honest food suggestions. The idea then came to plot out the most frequently mentioned items which we would use to create a completely original meal from. That way, we could better represent the overall sentiment of our followers and be able to inject our own creativity into the menu. We ended up taking the top 20 most mentioned items and then creating an completely original menu from those items.
BACON CHURRO: Dark Chocolate Ganache, Horchata Ice Cream (Chocolate-Pork-Fried-Ice Cream) / photo credit: www.pop-up-studio.com
DG: What interesting and/or surprising things have you learned through this experiment?
ML: I still can’t believe that salad was the 10th most mentioned item. Don’t get me wrong, I think a perfectly made salad is a rare and wonderful thing, and I truly enjoy eating them. But I’ve never met anyone who has any sort of deep primal or emotional connection to a salad. I think our list might be starting to lean vegetarian, which is odd because we’ve historically been extremely un-vegetarian friendly.
The top 3 were cheese, chocolate, and chicken, in that order. When I saw this, cheese and chocolate didn’t suprise me because they’re very typical things that people tend to go bonkers over. Fine. But chicken was interesting because I don’t usually hear people making too much of a fuss for it (save for fried chicken, which didn’t actually come up too often). What I saw when I looked closer was that a lot of people had very close associations with chicken and home, their mother, or some traditional ethnic dish from their country of origin. People’s earliest food memories probably involve something that’s very close to home and from what this data indicates, also involves chicken. I think that’s really telling about how people grow up to decide what’s tasty and what’s not tasty. No one grew up on Momofuku Pork Buns.
CHICKEN & EGG: White, Dark, Skin, Leek, Sweet Potato (Chicken-Sauce-Potato-Mom) / photo credit: www.pop-up-studio.com
DG: Who designed the infographic?
Soo Baik, who is one of the Studiofeast crew, was 100% responsible for creating that infographic. Derrick Yuen, also one of the crew, and I both went through the dataset with Soo and gave our input, but Soo deserves all the credit for making that thing. Nice work Soo!
DG: Your menu is quite inventive, how did the social and crowd-sourced nature of the ingredient list influence it’s design?
ML: First off, we wanted to make sure we used all of the food ingredients in the top 20, which we did. Some of the items in the top 20 weren’t foods, rather they were cooking techniques (roasted), characteristics (fresh), or concepts (mom). For these we had to improvise a bit and apply them to the dishes we made in straightforward (roasted lamb breast) or more creative (mom = chicken and egg) ways. For all of the dishes, we wanted to have a sense of “last meal-ness” meaning, everything was a just a little too decadent or even excessive. The Foie and PBJ Monte Cristo and the Bacon stuffed Churro were both examples of that. It was the holiday season, the close of a great year for us, and the theme really dictated it, so why not add a little extra fat and calories to the meal. You only live once.
DG: What would your last meal be?
ML: Easy: Mom’s fried rice with Dad’s sticky ribs.
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My last meal:
Arabic salad drizzled with olive oil, sea salt, za’atar and pepper with a side of Tahini (I lived in Israel for 3.5 years & could live on this alone)
Stuffed artichoke (a favorite of mine since I was a child- my first memory of eating this was at my aunt’s annual night before Thankgiving meal at Carmine’s in NYC)
Handicap betting has become one of the most widely used markets in UK sports wagering, particularly across football, rugby, and American sports. Unlike straightforward win/draw/win markets, handicap bets introduce a virtual advantage or disadvantage to one side, which changes the implied probability and therefore the price a bookmaker offers. Because the handicap itself can vary — a bookmaker might offer -1.5 goals on one platform and -1 on another for the same fixture — the process of comparing these markets is more nuanced than simply finding the highest decimal number. UK bettors who treat handicap markets as interchangeable are, in practice, comparing fundamentally different bets, and understanding this distinction is central to getting value from the market.
In the UK, two main formats of handicap betting are offered by licensed operators: Asian handicap and European (or three-way) handicap. Asian handicap, which became mainstream in UK sportsbooks around the early 2000s following its popularity in Southeast Asian markets, eliminates the draw by using fractional or split lines. A bet on a team at -0.75, for example, is actually two separate bets — half on -0.5 and half on -1 — which means a one-goal win results in half the stake being returned and half winning. European handicap retains the three-way structure and uses whole-number lines.
The interaction between the line and the price is what makes direct comparison difficult. A bookmaker offering Arsenal at -1 with odds of 2.10 is not directly comparable to another offering Arsenal at -1.5 with odds of 2.60. The higher odds on the steeper handicap do not automatically represent better value — they reflect a harder condition to meet. To compare meaningfully, bettors need to either standardise the line or convert to implied probability and assess the margin each bookmaker is applying. The overround — the bookmaker’s built-in margin — on handicap markets in the UK typically ranges from 4% to 8% depending on the operator and the sport, though this can narrow on high-liquidity matches.
Regulatory changes introduced by the UK Gambling Commission in 2019 and updated guidance in 2023 have pushed operators toward greater transparency in how markets are presented, but they do not mandate standardised handicap lines. This means a bettor checking five different platforms on a Saturday afternoon may encounter five different handicap configurations for the same game, each with its own implied probability and margin structure.
The most systematic approach used by experienced UK bettors involves two parallel checks: first, identifying whether the same line is available at multiple bookmakers, and second, comparing the odds on that identical line to find the highest return. When the line differs, bettors use implied probability conversion — dividing 1 by the decimal odds — to assess which offers the best expected return relative to the probability they assign to the outcome.
Odds comparison platforms have made this process more accessible since the mid-2010s. However, many general comparison tools aggregate only the most common markets and may not surface all available handicap lines, particularly on lower-league fixtures or non-football sports. This is where specialist tools and resources become more useful. Betzella, for instance, focuses specifically on structured market comparison for UK bettors, helping users navigate the variability across licensed operators. The ability to compare handicap betting odds across UK bookmakers in a structured format — accounting for both the line and the price simultaneously — is something that general price aggregators often do not fully support, which is why dedicated resources have developed to fill that gap.
Some bettors also track line movement as a secondary signal. If a bookmaker opens a match with Team A at -1 and the line shifts to -1.5 by kick-off while the odds remain similar, that movement reflects sharp money or significant public weight on Team A. Understanding why a line has moved, rather than simply reacting to it, is a skill that separates recreational bettors from those who approach handicap markets analytically.
Not all UK bookmakers apply the same margin to handicap markets, and the differences are not always visible from the headline odds alone. Exchanges such as Betfair operate on a commission model — typically 2% to 5% on net winnings depending on the customer’s premium charge status — which structurally differs from the fixed-margin model used by traditional bookmakers. On exchanges, the handicap line is set by market participants rather than a trading team, which can produce sharper prices on liquid matches but wider spreads on less-traded events.
Among traditional operators, the margin on Asian handicap markets is generally lower than on European handicap, partly because the elimination of the draw reduces the number of outcomes and makes pricing more efficient. A study of UK-licensed bookmaker prices across the 2022-23 Premier League season found that average overrounds on Asian handicap markets were approximately 1.5 to 2 percentage points lower than on equivalent European handicap markets for the same fixtures. This is a meaningful difference over a season of betting, particularly for bettors placing volume across multiple matches each week.
Betzella has documented similar patterns in its market analysis, noting that the gap between the most and least generous handicap prices on a single fixture can reach 15% or more in implied probability terms when both the line and the margin are taken into account. For a bettor placing regular handicap wagers, consistently finding the better side of that gap is more impactful than any single large-odds selection.
It is also worth noting that some UK bookmakers apply different margins to different customer segments. Accounts identified as sharp or value-seeking are sometimes restricted to lower stakes or offered slightly worse prices on handicap markets — a practice that has drawn criticism from consumer advocates and was the subject of a Gambling Commission review in 2021. Bettors who are restricted at traditional bookmakers often migrate to exchanges or smaller operators, which changes the competitive landscape for handicap comparison.
While football dominates UK handicap betting by volume, the same comparison principles apply across rugby union, rugby league, basketball, and American football. In rugby, the handicap lines are typically larger — spreads of 10 to 20 points are common in international fixtures — and the pricing dynamics differ because the sport has fewer scoring events per game relative to basketball, making the line more sensitive to team news and conditions.
American football has introduced UK bettors to the point spread model, which is the dominant handicap format in US-facing markets and has been adopted by most major UK bookmakers for NFL coverage. The point spread operates similarly to a European handicap but with standardised -110 pricing (approximately 1.91 in decimal) on both sides in US markets. UK bookmakers typically apply their own margin on top of this, meaning the same NFL spread will often be priced at 1.83 to 1.87 at traditional UK operators versus closer to 1.91 on exchanges or through US-facing platforms accessible to UK bettors.
Cricket also uses handicap-style markets, particularly in T20 formats where run-line betting — comparable to a baseball run line — has grown in popularity since the expansion of franchise T20 competitions globally. The lines here are typically fixed at +/- 6.5 or 12.5 runs, and the odds vary significantly across bookmakers depending on how each operator’s trading team has assessed the match conditions, team composition, and pitch reports.
Across all these sports, the fundamental comparison process remains the same: identify the line, convert to implied probability, subtract the margin, and assess whether the residual probability reflects your own assessment of the outcome. The mechanics are consistent even when the sport and scoring system differ substantially.
For UK bettors who engage regularly with handicap markets, the habit of systematic comparison is not a one-time exercise but an ongoing part of how they interact with the market. The variance in lines and margins across licensed UK operators is structural and persistent — it does not disappear as markets mature. If anything, the proliferation of licensed operators following the 2005 Gambling Act and subsequent regulatory expansions has increased the number of prices available on any given event, making comparison both more valuable and more time-consuming without the right tools. Understanding the mechanics behind handicap pricing, rather than treating it as a black box, is what allows bettors to make genuinely informed decisions about where and how to place their wagers.
Sesame and black pepper crusted, seared bigeye tuna (I always say,’ if you are what you eat, I would be a big tuna.’ Sadly, due to overfishing and mercury I haven’t had tuna in over a year)
Steak fries with mayonnaise (indulgent and delicious, I used to want to travel around the world and write a book about the best french fries in the world)
My mother’s pecan chocolate chip pie with madagascar vanilla bean ice cream (my mother makes the absolute best chocolate chip pecan pie I’ve ever had in my life. I discovered madagascar vanilla when I started a cupcake company)
