What happens when a property developer with zero hospitality background and no kitchen pedigree decides to open a small 35-seat café in Melbourne? If you’re Greg Rips, you end up smoking close to four tonnes of meat a week, creating over-the-top menu items that have earned their own cult vocabulary, and building an organic social media presence pulling in over 200 million views every single month.
In this episode of Bold Ideas, host Marianne Marchesi sits down with Greg Rips, the visionary founder behind Third Wave BBQ.
Greg opens up about his unfiltered journey from teaching himself authentic American slow-cooked barbecue via YouTube and blogs without ever having tasted the real thing, to tackling hospitality's brutal learning curve head-on. He shares how Third Wave accidentally cracked the code on social media by prioritising extreme content volume over perfection, resulting in franchise lead-generation costs that sit at a fraction of the industry standard.
Plus, Greg breaks down his forward-thinking approach to artificial intelligence.
[00:00:01] – Introduction: Welcome to Season 2 of Bold Ideas, brought to you by Legalite.
[00:01:20] – The Backstory: Leaving property development behind and opening a 35-seat Melbourne café with zero hospitality pedigree.
[00:02:40] – Self-Taught Barbecue: Learning American BBQ through TV shows, YouTube, and smoking hundreds of kilos of trial meat without ever tasting the authentic version.
[00:04:55] – 200 Million Views a Month: Why organic social content went viral and how putting out 140 pieces of content a week trumps chasing a "viral formula".
[00:08:43] – Custom Tech Development: How Third Wave is building custom software to tailor content across Instagram, TikTok, and Facebook.
[00:09:36] – Converting Reach into Franchisees: Flipping the traditional marketing funnel and using massive brand equity to slash franchise lead costs by up to 90%.
[00:12:40] – The Harsh Hospitality Reality: The steep learning curve, navigating transient staff, and why hospitality has the highest business failure rate.
[00:17:25] – Systems, Processes & Control: Why Greg works on the business, not in it, backed by a 1,200-page franchise manual.
[00:19:39] – Ditching SaaS for Custom AI: Rebuilding Third Wave’s entire tech stack using AI, including custom gift voucher tracking, digital wallet loyalty schemes, and in-venue TV streaming.
[00:24:04] – Prompting is Dead: Why you should give AI context and outcomes instead of writing prompts, letting the model construct its own inquiries.
[00:27:58] – The AI Job Revolution: Why AI isn't taking jobs—it's creating them—and the rapid rise of the "AI-native" workforce.
[00:31:35] – The Vision Ahead: Expanding to 30–50 global venues in the next 3 to 5 years, scaling towards an IPO, and opening a new location every month.
[00:34:32] – Bold Advice: How aspiring founders can leverage AI to test MVP ideas and scope business models for free in under 24 hours.
Follow Third Wave BBQ on TikTok and Instagram @thirdwavebbq
To get in touch, contact us via Instagram @boldideas_au
This episode is brought to you by Legalite, where bold ideas thrive. Visit https://www.legalite.com.au to find out how we can help you.