In this article, I examine representations of masculinity and domestic cooking in Esquire's “Man the Kitchenette,” a cooking column for men published in the 1940s. Using qualitative content analysis, I examine how these representations recoded an interest in food and domestic cooking (as well as other traditionally “feminine” interests) as appropriately masculine, nurturing the development of the positive image of the “male consumer” and paving the way for the emergence of future men's lifestyle and culinary magazines.