5 Shocking Secrets Behind 'Hold The Mayo Twitter' And The Man Who Went Viral For Beans

The phrase "Hold The Mayo Twitter" has become a shorthand for a fascinating, often controversial, blend of authentic Louisiana culture, viral food reviews, and unfiltered sports commentary on social media. As of December 17, 2025, the account, run by New Orleans native Devin Snow, remains a powerful force in the regional content scene, having successfully leveraged the simple, beloved tradition of Red Beans and Rice into a multi-platform brand that sparks both adoration and intense debate across X, TikTok, and Instagram.

The journey of Devin Snow, known universally by his alias Hold The Mayo, is a modern case study in how hyperlocal content can achieve global virality. His online persona, which started as a simple blog in 2019, quickly escalated from a passion project into a full-time career, built on a foundation of "hot takes" and an unwavering commitment to the Monday tradition of Red Beans and Rice. This deep dive explores the man, the movement, the controversial moments, and the enduring cultural impact of one of the internet's most unique food and sports personalities.

The Man Behind the Mayo: Devin Snow's Biography & Profile

Devin Snow is the charismatic and often polarizing figure who operates under the moniker "Hold The Mayo" (@snowlikejonn on X/Twitter). His rise to fame is intrinsically linked to his home city, New Orleans, and its unique culinary and sports traditions.

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• Full Name: Devin Snow
• Alias: Hold The Mayo (HTM)
• Primary X/Twitter Handle: @snowlikejonn
• Known For: Viral Red Beans and Rice reviews (dubbed "RB&R Day"), New Orleans Saints sports commentary, and unfiltered local cultural critiques.
• Estimated Age: Based on public records, sources suggest Devin Snow may be in his early to mid-twenties, giving him a youthful perspective on traditional Louisiana culture.
• Origin: Louisiana, deeply rooted in the New Orleans culture and community.
• Career Start: Began his content journey with a blog in June 2019.
• Career Milestone: Famously quit his conventional job after achieving a benchmark of online popularity, demonstrating the rapid success of his viral content.
• Associated Brand: Founder of the independent media outlet "Hold The Mayo Sports" (HTM Sports).

Snow’s online presence is a reflection of his local identity. His content is not merely a review but a performance—a comedic and genuine celebration of the dishes and the New Orleans Saints team he loves, connecting with a niche audience that craves authentic, homegrown voices.

The Red Beans and Rice Phenomenon: A Cultural Deep Dive

The core of the Hold The Mayo brand is the weekly ritual known as "RB&R Day"—Red Beans and Rice Monday. This simple, traditional Creole dish, historically eaten on Mondays with Camellia Brand beans, became the subject of Snow’s viral reviews across TikTok and X (Twitter).

The Art of the Review

Unlike a typical food critic, Devin Snow’s reviews focus less on technical culinary analysis and more on the cultural "charm" and authenticity of the experience. His videos often feature him visiting a different local establishment each week, sampling their Red Beans and Rice, and delivering a raw, often humorous, critique. This approach resonated deeply with fans, making him a true New Orleans food influencer.

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His work has shone a spotlight on numerous local eateries, turning his audience's attention to neighborhood gems and established institutions alike. Specific New Orleans restaurants that have been featured on his popular "RB&R Day" segment include:

• Original Fiorella's Cafe
• Delacroix Restaurant
• Mahony's

By championing this "underdog dish," Snow has helped preserve and popularize a vital piece of Louisiana culinary history, turning a humble meal into a social media event. His success demonstrates the power of celebrating local traditions in the digital age.

Beyond the Plate: Hold The Mayo Sports and Online Controversy

While food reviews launched him to fame, the "Hold The Mayo" brand quickly expanded into the world of sports, reflecting New Orleans’ other great passion: the New Orleans Saints. Devin Snow founded Hold The Mayo Sports (HTM Sports), a platform dedicated to providing unfiltered, passionate commentary on the NFL team.

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His sports content often features "hot takes" and post-game shows where he takes live calls from "drunk Saints fans," offering a unique, raw, and often hilarious perspective on the team's performance. This style of commentary, featuring NFL veterans like Daren Bates and Jalen Collins, solidified his reputation as a key figure in the Saints' online fan community.

The Challenge of the Unfiltered Persona

The "unfiltered" nature that made Devin Snow a viral success has also been the source of significant online controversy. The phrase "Hold The Mayo" itself carries a dual meaning: the literal request to omit the condiment, and a controversial slang term found in Urban Dictionary.

More seriously, the @snowlikejonn Twitter account has faced significant community backlash over comments perceived as insensitive or offensive. Online discussions, particularly on Reddit, have pointed to instances where Snow was accused of posting content that contained "deep misogyny and homophobia."

This type of controversy highlights the thin line content creators walk between maintaining an authentic, edgy local persona and adhering to modern social media standards of inclusivity. The debates surrounding these posts—whether they represent the "real New Orleanians" or simply cross a line—have been a persistent, challenging element of the Hold The Mayo brand's journey. While specific, unarchived tweets are difficult to verify, the existence of the community's reaction and the subsequent discussions confirm the challenges of an influencer maintaining a raw, "hot take" presence on platforms like X (Twitter).

The Enduring Topical Authority of HTM

Despite the ups and downs of online fame, Devin Snow has cemented his topical authority in two key areas: Louisiana Cuisine and New Orleans Sports. His consistent dedication to "RB&R Day" has made him an unofficial ambassador for the dish, driving traffic to local businesses and engaging in partnerships with entities like Camellia Brand.

The longevity of the Hold The Mayo brand is a testament to its authenticity. By focusing on deeply entrenched local entities—Red Beans and Rice, the New Orleans Saints, and the unique humor of the Bywater and surrounding Louisiana parishes—Devin Snow has created a niche that is difficult for outsiders to replicate. His content, whether a comedic review of a plate of beans or a passionate critique of the NFL team, offers a genuine slice of life from the Gulf South, ensuring that the "Hold The Mayo Twitter" phenomenon remains a relevant and highly discussed topic in the digital landscape.