HUNGRY.

Tarquin Leadbetter dives into his absolutely genius strategy of focusing on local brand building in Cornwall, capturing the seasonal tourist market, and gradually expanding nationally. He describes how he used a regional focus to market cost-effectively across the UK—a concept he calls the "Doom Bar effect" - based on the small brewery born on the North Cornish coast that scaled to become the UK's best selling cask and bottled ale.

Key Takeaways: 

• you can market to a national audience on a local Level
• market locally and then follow everyone back to their home
• brand awareness builds meek fans 

 🌟Espresso's are powered by our sponsor Unleashed!🌟 
1. What on earth is Unleashed, I hear you asking?Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!! 
2. Why Unleashed will change your life as a foodie founder?Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow. 
3. The biggest brands in FMCG love love UnleashedYour fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee 
4. Do yourself a favour. Feel free to reach out to the utter legends Josh and Bryony at Unleashed, book in a 20 min chat with this magical link. Even if nothing comes of it, it's worth having a chat. 

Click this magical link: https://hubs.la/Q023F_V90 

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

In 2018, Jeremy Pang built a HUGE cookery school, School of Wok in Covent Garden

So huge, so forward thinking
Tesco , Sainsbury's , Waitrose & Partners come knocking.

Suddenly, 
School of Wok launches into 1200 stores

Happy days? 
Right? 

Well, 
that’s when it started to go wrong (all revealed in our conversation) 

Thankfully,
Jeremy Pang is a total legend. 

Relentlessly resourceful. 
Go getter-grafter. 
Deal maker. 


Grit-graft, twist-turn, plot-pivot, Jez, got School of Wok back on it’s feet


Charlie Munger: Wisdom is Prevention

Our chinwag is a Cautionary Grocery Tale

Listen slowly, soak in quickly 

We also chatter: how China town changed, the rise of asian cuisine in London, sales tactics, building a massive Youtube Channel, Portuguese influence on Asian food 

ON THE MENU: 


1. The Subtle Art of Wangling Free Stuff: what are their BENEFITS + what are my asks?

2. Two Golden Challenger Sales Rules: What’s their victory speech + how do we make our buyer famous

3. The Simple Challenger Principle: Make as money as you can, spend as little as you can 

6. How School of Wok got traction with No budget: Do Things That Don’t Scale
 
7. How to do MASSIVE Brand deals: Use your specific knowledge to fill specific gaps 

8. Outside The Box Thinking to Maximise Trade Shows on a TINY budget: where can we add theatre? 

9. Gokwan’s Business Secrets: know your audience, know your customer, know your product 

10. Why the Industry narrative “buyers are the be all and end all” is totally WRONG

11. The Art of Creative Strategy: Creativity + constraint = Simplicity in Complexity

12. Redbull Effect + Brand Frame: We need Anthropology > Economics 

12. What ACTUALLY is MORE for your brand? Don’t go into grocery if it doesn’t stick to your values 

============================================== 

🌟 HUNGRY's Absolutely Bloody Marvellous Sponsors🌟

A massive shoutout to our incredible sponsors who make HUNGRY possible:

►MKJ IGNITE: (https://www.mkjignite.com) ►Big Fish: (https://bigfish.co.uk/) ►HC Consulting: (https://www.hc-consult.com) ►North Star: (www.northstarbc.co.uk)

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

Listen to the full episode here

Espresso's are powered by our brand new sponsor, Unleashed!

1. What on earth is Unleashed, I hear you asking?

Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!!

2.  Why Unleashed will change your life as a foodie founder?

Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow.

3. The biggest brands in FMCG love love Unleashed

Your fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee

4. Do yourself a favour

Feel free to reach out to the utter legends Josh and Bryony at Unleashed, book in a 20 min chat with this magical link. Even if nothing comes of it, it's worth having a chat. Click this magical link

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

🎄🎄🎄 LAST 10 Remaining Tickets to Christmas Doo here


Tarquins are a brand I adore. A brand who followed no “rules”.

Tarquin turned beautifully constrained budgets from headwind to tailwind

They’ve built a WHOPPAAA business, by not focusing on London.

Distribution Density> Distribution Breadth

Brand Depth > Brand Awareness

Die Hard Fans> Meek Fans

LOVED this episode. 

ON THE MENU:

1. The Prudent Path to Profitability: Why Founders must OBSESS with the path to profitability “Giles Brook you don’t have a business if you can’t hit 40% gross margin”
2. How Tarquin Mastered the Art of Timing: Timing is Tailwind, but you need to be in the water to catch the wave
3. Sell, Sell, Sell: How Tarquin got the brand off the ground hustling to pubs in Cornwall
4. Distribution Density: Why Tarquins constrained their distribution to Cornwall for 5 years
5. Seth Godin’s Purple Die in Swimming Pool vs Ocean: why Tarquins opened 7 retail stores Brand Depth > Brand Awareness
6. The Doombar Effect: how to market to a national audience on a local level
7. Margot Robbie & Pimms: 4 Ways Tarquin would reinvent Pimms to make it BOOT OFF in USA and Australia
8. Permission marketing: How Tarquins use email to build a HUGEEEE D2C channel
9. Why momentum solves a lot of problems
10. Perry Haydn Taylor Packvertising: Why Tarquins focused all their beautifully constrained budgets on the bottle

--------------------------------------------------------------------------------------------

🌟 HUNGRY's Absolutely Bloody Marvellous Sponsors🌟

A massive shoutout to our incredible sponsors who make HUNGRY possible:

​►MKJ IGNITE: (https://www.mkjignite.com)

​►Big Fish: (https://bigfish.co.uk/)​

​►HC Consulting: (https://www.hc-consult.com)

​►North Star: www.northstarbc.co.uk

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

Imme, the branding expert and co-founder of Botivo, outlines how to tell your brand story and build long term resonance with your customers with these four key tensions found in your market, throughout broader society, and your customer. Tensions which are then woven into the company’s brand strategy



Espresso's are powered by our brand new sponsor, Unleashed!

1. What on earth is Unleashed, I hear you asking?

Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!!

2.  Why Unleashed will change your life as a foodie founder?

Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow.

3. The biggest brands in FMCG love love Unleashed

Your fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee

4. Do yourself a favour

Feel free to reach out to the utter legends Josh and Bryony at Unleashed, book in a 20 min chat with this magical link. Even if nothing comes of it, it's worth having a chat. Click this magical link



♨️Still bloody HUNGRY? Course ya are. Each week I spend 15 hours writing my newsletter. It’ll take you 5 mins to read. Full of wisdom from the biggest names in food and drink. Subscribe here 🍲 

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

I remember the day with marble-polished clarity. The day I sodomised my first Black Bear Burger

Brixton. 2020.  In the strangled-mangled shackles lockdown, at my mates on Efra road.

A celestial chubby steaming parcel of joy arrived. Lip-smackingly, soul-spankingly, face-melting YUM.

My fave Burgus in London, and Stew is an absolute G

ON THE MENU:

1. Packvertising Genius: How Black Bear Burger turned their Deliveroo packaging into a Storytelling Machine
2. Surviving Crispy Chips Crisis: How BBB solved the customers problems BEFORE they existed
3. The Simple Reframe Behind Why Black Bear Burger worked at Exmouth Market when Dirty Burger failed - we are a restaurant that sells burgers NOT a burger restaurant
4. The Beer Sommelier Rule: Focus on the thing you’re competition can’t to STAND OUT - why BBB Focus on the Sides.
5. A Master Class in Persistence: The dark grit of street food market and BBB blagged their way into BoxPark
6. Battle vs Boredom: How to push through the tedium of persistence
7. Why HipPop Is the greatest music to eat burgers too = layers + layers that, warmth and connection added to your burger

---------------------------------------------------------------------------------------------

🌟 HUNGRY's Absolutely Bloody Marvellous Sponsors🌟

A massive shoutout to our incredible sponsors who make HUNGRY possible:

​►MKJ IGNITE: (https://www.mkjignite.com)

​►Big Fish: (https://bigfish.co.uk/)​

​►HC Consulting: (https://www.hc-consult.com)

​►North Star: www.northstarbc.co.uk

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

FULL EPISODE:
Youtube


Espresso's are powered by our brand new sponsor, Unleashed!

1. What on earth is Unleashed, I hear you asking?

Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!!

2.  Why Unleashed will change your life as a foodie founder?

Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow.

3. The biggest brands in FMCG love love Unleashed

Your fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee

4. Do yourself a favour

Feel free to reach out to the utter legends Josh and Bryony at Unleashed, book in a 20 min chat with this magical link. Even if nothing comes of it, it's worth having a chat. Click this magical link



♨️Still bloody HUNGRY? Course ya are. Each week I spend 15 hours writing my newsletter. It’ll take you 5 mins to read. Full of wisdom from the biggest names in food and drink. Subscribe here 🍲 

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

TOTAL HONOUR to sit down for a podcast part two with the legend Seth Godin.

We go DEEP into the Strategy + Brand + Storytelling Secrets of the best challenger brands

Tony’s Chocolonely vs. Cadbury’s

Blank Street Coffee vs. Starbucks

Nespresso vs. Kenco

Farmers Markets . Supermarket Lettuce

Teaser below, fully eppy Monday morning

ON THE MENU:

1. David Chang Momofuko + Brussel Sprouts with bacon Rule: Pick your customers, pick your future - “Some customers will cross the street for your brand promise”
2. Nike vs. Hyatt Regency Trainer: “9/10 a rebrand is just a relogo exercise. q logo is NOT a brand”
3. Why Brand is the story people tell themselves about the promise you’re making
4. Farmers Market vs. Supermarket Lettuce: Why Strategy * Storytelling SIMPLY have to dance together
5. The Warm Apple Pie Rule: “Storytelling doesn’t have to be words”
6. 1000 Year Marketing Rule: Status, affiliation, freedom of fear
7. Delicious = Dumb. Saying your brand is delicious is dumb “we do not have a delicious shortage”
8. Surfing & Strategy: Good surfers just pick good waves - what wave are you on?
9. Why Functional Beverages are Stupid “Food and drink is often moments of inspirations, vs long tails of commodity”
10. The Time, Game, Empathy, Systems of Strategy: Nespresso vs. Starbucks vs. Blank Street Coffee
11. The Circle of Us vs. The Circle of Now: Tony’s Chocolonely vs. Cadburys “What are you doing today? You’ll be glad you did tomorrow”
12. Why Marketing to an Alien Species: Marketing is a cultural signal “They’re only weird to you, not weird to them, you’re weird to them”
13. Why Elegant Strategy = Simplify then add lightness
14. Baby’s Don’t care about Albania “your goal is to extend the Circle of Us vs. Circle of Now”

---------------------------------------------------------------------------------------------

🌟 HUNGRY's Absolutely Bloody Marvellous Sponsors🌟

A massive shoutout to our incredible sponsors who make HUNGRY possible:

​►MKJ IGNITE: (https://www.mkjignite.com)

​►Big Fish: (https://bigfish.co.uk/)​

​►HC Consulting: (https://www.hc-consult.com)

​►North Star: www.northstarbc.co.uk

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

Seth Godin's take on Status, Affiliations, and Freedom from Fear, How Heinz Ketchup Lives Rent Free Inside Your Childhood Memories, The Circle of Us vs. The Circle of Now, & Union Square Cafe and Danny Meyer's Restaurant Strategy.

Listen to the full episode here

Espresso's are powered by our brand new sponsor, Unleashed!

1. What on earth is Unleashed, I hear you asking?

Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!!

2.  Why Unleashed will change your life as a foodie founder?

Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow.

3. The biggest brands in FMCG love love Unleashed

Your fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee

4. Do yourself a favour

Feel free to reach out to the utter legends Josh and Bryony at Unleashed, book in a 20 min chat with this magical link. Even if nothing comes of it, it's worth having a chat. Click this magical link

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)

Listen to the full episode here

Espresso's are powered by our brand new sponsor, Unleashed!

1. What on earth is Unleashed, I hear you asking?

Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!!

2.  Why Unleashed will change your life as a foodie founder?

Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow.

3. The biggest brands in FMCG love love Unleashed

Your fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee

4. Do yourself a favour

Feel free to reach out to the utter legends Josh and Bryony at Unleashed, book in a 20 min chat with this magical link. Even if nothing comes of it, it's worth having a chat. Click this magical link

🤝 Let's Connect!

►Let’s link-up here ​ (https://www.linkedin.com/in/daniel-pope/)

►Stalk me here ​ (https://www.instagram.com/_hungry.pod/)