Will Murray and Jack Croft are like NO ONE ELSE.
Yes, incredible chefs - serving 10/10 BANGING food,

But, also GENIUS marketeers,

They RIPPED UP the rule book,

Zigged when everyone Zagged.

Built Fallow, Fowl, Roe to enormously successful restaurants,

The World has changed.

The way to build a successful restaurant has changed, too.

Our conversation shows you how.

ON THE MENU:

1. Why Canary Wharf is the Craziest place to open a Restaurant: “lean into site surprises + “adapt to your customers + environment”
2. Why You Must Deliberately put yourself in the shit… “remember at your worst you can still do your best”
3. Cook to Chef to Restauranteur Evolution: “Everything is a positive learning experience” + harness the power of fight or flight
4. Why Your Job as The Restauranteur is the Orchestrator of Energy “Pick high energy> everything”
5. Customers Sixth Sense Rule: “…customers can just tell when the team is unhappy”
6. 900 Cover Sunday‘s Rule = Personal pride + show your team you can get hands dirty
7. How to Use Media to get Bums on Seats: the food must meet the expectation and ACTUALLY taste good
8. Why negativity is SO EASY, yet, positivity is SO HARD… positivity is the right choice
9. How DINNER & Ashley Palmer Watts taught Will & Jack Systems. Systems = Volume + Consistency
10. Why Your Inner Critic is Your Secret Weapon: You’re thick skinned because no one is a greater critic than you
11. Clucking Off Hour Chicken Wings: Always find creative way to pack out your restuarant.
12. Blue Roll On Brand Rule: constantly look for ways to cut money that’s also on brand “conscious creativity”
13. Why Fallow Won’t Put Up Their Prices in 2025: just sell more roasts
14. Remember Everyone you admire is doing way more work behind the scenes than you think
15. The Genius Reason Fallow Give Out Free Tequilla Shots to Customers.. Control the Energy”
16. Ruthless Transparency = Radical Trust: Why Fallow tell customers gross margin %’s
17. Keep it Moving. Always Keep It Moving

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►North Star: (www.northstarbc.co.uk)
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