"We only sold 20 burgers in our first market run."



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/)

It’s Christmas. I’ve stuffed my face all week. Drunk. Don’t know what day of the week it is.

And am having some rest as 2025 is going to be HUGE

Reposting one of the most downloaded episodes of all time which was recorded 2 years ago with Waitrose.

Alas. 

Back to the left overs 

Normal service resumes next week 

🤝 Let's Connect!

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

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

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

🌟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 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. 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/)  

🤝 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/)

🤝 Let's Connect!

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

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

Why do so many food & drink brands struggle on D2C? 

Why do MOJU or SURREAL absolutely kill it ?

Jack Rubin knows D2C better than anyone I know 

The D2C Donny 

Honour to wax lyzzy about how he’s built Purdy & Figg into a HUGE WHOPPA brand 

Love D2C or love Behavioural Science - you’ll love this 

ON THE MENU: 

1. Charlie Munger’s Lollapalooza Principle for Building HUGE D2C Brands 

- Business Model - spend X make Y

- Allowable cost of acquisition

- Contribution on first order

- Future order + continuity plan

2. P&F Behavioural Science Context Reframe:  = “Cheapest candle vs. the most expensive cleaning product” + “Give your home a Spa Day”

3. Behavioural Science Secrets behind McDonalds $ 1.2 Million Law Suit “1.2 million is one hourswork for McDonalds” 

4. KFC and OGILVY Selling Fries In Australia - how to create intangible value through 

- Loss aversion

- Social morning

- Anchoring

- Value pay off

5. Food & Drink Brands YOU MUST “get out of the Super Market Mindset if you want REAL D2C success ” 

6. P&F Relentless Focus + Three levers to grow any brand “founders make the mistake of doing all at the same time” 

New channel

New products

New markets

7. Founder HACK: “reading a book in the working day is the most underrated hack of all time”|  Effective > Efficient. 30000 ft vs. 3 cm problems 

8. Why P&F Produce 10000 adverts a week using AIDA “Attention, Interest, Desire, Action”

9. Why Curiosity is the birthplace of creativity = Maximise output NOT input

10. KNOW YOUR MARKET “a bad team will win a good market, a good team will lose in a bad market” 

11. Alex Hormozi D2C Sales Principle; “Time to value” + “Effort to value”: £10,000 Liposuction vs. £10 Fat Loss Book. 

12. Alex Hormozi Context Shape Shifting “You believe what you want to believe” 

13. Founders Ask yourself: What if we just DO ONE THING WELL for another 5 years?” 

14. How AG1 7x Sales using "The Effective Executive"+ Seth Godin’s “Psychographic” vs “Demographic” Rule 

15. Leadership Principle: Instinct vs. Intuition “instinct is more physical”. train instinct

🤝 Let's Connect!

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

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

James Watt shares why price laddering is the ultimate growth hack most brands ignore. From £1.25 basics to £10 ultra-premium brews, discover how BrewDog uses this strategy to attract everyone—from first-time buyers to hardcore fans. We break down how offering different price points boosts accessibility, creates perceived value, and drives trade-ups to more profitable products.

ON THE MENU:

What Price Laddering Actually Means (Hint: It’s Not Just About Money)
How BrewDog Converts Lager Lovers with Accessible Options
Why Limited Editions Give Credibility to Your Core Range
The Psychology of Pricing: How to Make £3 Look Cheap
This episode is a masterclass in using pricing to build a brand universe that works for both customers and the bottom line. Don’t miss it!

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♨️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 - https://hungryfeast.beehiiv.com/🍲  


============================================
🌟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 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: https://hubs.la/Q023F_V90



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

00:00 - Intro: Why Price Laddering Matters
00:38 - Defining Price Laddering
03:50 - The Psychology Behind Pricing

🤝 Let's Connect!

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

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

Book a North Star Demo - by emailing the legend here

[email protected]

Wanna land Tesco Sainsbury's CoOp or Waitrose & Partners in 2025?

Well, my friend, good news

listen up.

Delighted to welcome Kieran South founder of North Star on to the poddy 

We chat all tingz Category management

Category Management is THE secret weapon you didn’t know you needed 

The thread from founder vision <> buyer goals <> retail success = build mahoosive brands. 

Yes, North Star are a poddy sponsor

No, we’re not flogging their gear

This is jam-packed with value, that’ll transform your pitch decks. 

ON THE MENU: 

1. Defining Category management for 3 years olds

2. The Difference between Category Management for BUYERS vs BRANDs

3. PerfectTed: What ACTUALLY is incrementality: if we took this SKU off shelf, would shoppers switch?

3. 3 Golden ways to drive incrementality that NO ONE Thinks About (this is gold))

4. Why Brands who think about their brand LOSE, but, brands who think about the category WIN

5. How do you grow a category for dummies ?

- more shoppers in stores (Tesco club card) 
- More shoppers in store buying more in your category = penetration
- Weight of purchase 

6. Never Forget: Your shopper CHANGES as you move from early adopter to household brand 

7. Why Category Management is “turning on the lights” no more guessing

Full ep Monday

🤝 Let's Connect!

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

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

Ever wondered what it takes to run a top-rated gastropub? Brendan from The Unruly Pig breaks down why Michelin-starred restaurants often struggle to make money, dealing with sky-high costs for fancy ingredients and skilled chefs⁠. What's super interesting is how they've cracked the code at The Unruly Pig. While fancy Michelin spots might serve 45-60 people on a Saturday night, they're pumping out 100-120 covers⁠. But here's the clever bit - they've actually simplified their menu over time, focusing on doing fewer dishes really well instead of trying to please everyone⁠.
It's a brilliant look at finding that sweet spot between high-end dining and running a profitable business, all while keeping the locals happy and attracting food tourists from across the country

♨️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 - https://hungryfeast.beehiiv.com/🍲


 ============= ON THE MENU ============= 

• Michelin-level quality comes with high costs: High labor costs for skilled chefs and expensive ingredients make it difficult to be profitable at the Michelin-star level⁠⁠​
• Volume vs. quality balance: While Michelin restaurants typically serve 45-60 covers on a Saturday night, The Unruly Pig serves 100-120 covers while maintaining high quality⁠
• Menu simplification is crucial: They learned to reduce menu size over time to maintain consistency and quality, rather than trying to please everyone⁠
• Customer flow management: Controlling the flow of orders and not overwhelming the kitchen is essential for maintaining quality⁠
• Local focus with tourist appeal: While they attract food tourists as the #1 gastropub, their core business relies on local Suffolk customers and London weekend visitors⁠

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

🌟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 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. 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/)  

🤝 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/)

Recently, I’ve had to really really DIG IN.

Grind. Grind.

Chew glass.

Wade in.

Full send.

Gary delivers a Masterclass in Grit & Sales

Our conversation really helped me.

I know it’ll help you, too.



ON THE MENU:

1. Why going bankrupt is a death by a thousand paper cuts - but it’s the best day of your life too


2. Sell. Sell. Sell. Why too many brands skip Challenger Brand “Leg Day” - you HAVE to get good at sales


3. Why “Denial” is both very good and bad in business + how to use the power correctly


4. How Challenger Brands can launch SUCCESSFULLY in Ireland: “The Irish market is way more complicated”


5. Be GRATEFUL: Why the UK grocery market is the best in the world vs. Australia and USA vs. France


6. VITHIT’s Brand Code: Look great. Be great. Taste great


7. Zoom out + Embrace GENUINE optimism: “Failures are little steps on the ladder to success”


8. Why the Irish punch above their weight in business: “Storytelling is in the Irish blood” - The storyteller is the most important person in the world (Steve Jobs)


9. Is the David Lloyd the greatest distribution point of all time? “How do you catch your shopper on their journey?”


10. “If you focus so much on a closed door, you’ll never see the open door right next to you”


11. Why “Insecurities” are a modern-day problem: “If you ask, What’s wrong with me? You’ll find something”


12. How to build a brand WITHOUT VC funding and why brands with HUGE VC funding are going BUST!!!


13. The Rolling Stones brand-building rule: Pick a dead category and innovate there.


14. How to deal with people fcking you over: Don’t leave yourself open + Get the fck on with it


15. How to survive when you’re in the shit: “You only need to win once” + “Just keep going, it’s a never-ending fight”

🌟 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/)

 Tarquin's Cornish Gin is a perfect example of how passion, creativity, and strategic spending can transform limited resources into a successful food and drink brand.Driven by obsession and love for the craft, Tarquin Leadbetter refused to outsource, instead mastering the distillation process himself. His approach combined resourcefulness—like affordable local branding and budget-friendly equipment from Portugal—with a commitment to quality and authenticity.

Key Takeaways:

• Leveraged a tight budget creatively to establish the brand.
• Focused on hands-on craftsmanship rather than outsourcing.
• Prioritized spending on impactful areas, like branding and stock.
• Create a standout gin by balancing unique flavor profiles. 
• 
  

 🌟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 2016, I read Business For Punks.

One of the greatest business books of all time.

And, a huge inspiration to start HUNGRY.

Total honour to sit down with James Watt, BrewDog founder

This is a F*CKING BANGER!!!!!!

Deffo watch on Youtube if you can, first time we’ve recorded in 4K cinematic a.k.a grown up cameras. 

ON THE MENU: 

1. The Swimming with Sharks Gratitude Rule: “there’s a 100 billion to 1 chance of you being here so GO FOR IT” 

2. Why Good founders solve problems, but Great Founders use obstacles to find a different way of thinking

3. Be thankful for obstacles “obstacles are the way you differentiate, find magic + show the world what you’re really made of” 

4. BrewDog “Challenge Everything” Dogma = Einstein “blind faith in authority is the greatest obstacle is truth”

5. BrewDog “Speed” Dogma = “You set the speed of your company, you set the deadline” 

6. BrewDog “Speed” Dogma = “We count time in dog years” “Brands don’t understand the impact of speed” 

7. . BrewDog “Dogs on Deck”” Dogma = “You simply HAVE TO BE where the action is “

8. Nassim Taleb Speed Barbell: “Speed speed speed + accept 20% of the time you’ll be going wrong + Use your customer to course correct”

9. . Seneca Barbell: pure action + pure reflection = Pain + reflection = progress

10. Why BrewDog Will Never Hire Blue Chip Losers ever again 

11. Why Competition is a Gift From God - but NEVER focus on the competition 

12. Barnacles On a Boat Rule: Don’t just put systems in, a straight jacket of policy

13. Why James Has Two Desks: Analogue vs. Digital “you can’t create the future looking at an inbox”

14. Question One: If I spend this £1 do I get a 10x return vs. competitors?

15. Question Two: What could you do that would kill your business?

16. Question Three: What is 5 craziest random things I can do right now to grow by business 

17. Why Founders MUST accept: Your Team will NEVER think like a founder + Your head is different vs your team

18. Fire Fast Rule: "If you were running a marathon you wouldn’t wait till mile 22 to take the stone out"

19. Why Brands Fail in Supermarkets: “You didn’t fail because of the supermarket listing, you put something on shelf that wasn’t good enough”

20. How BrewDog Used Price Laddering Psychology to go Premium Mainstream 

21 . Price Laddering: “You need hooks to bring people into brand” + “Value perception” + “Create margin enhancing opportunities”

22. Why Staying successful is harder then getting successful "everyday re-earn your success"

23. REMEMBER: You Don’t Own Your Brand Your Consumer Does 

23. Elon Musk Advice for Food & Drink Founders “Don’t do sales” + “Cut the crap committee”

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

🌟 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/)