HUNGRY.

How Do We Fix Poor Mental Health in Hospitality for Women and the LGTBQ+ community? Zan Kaufman of Bleecker Burger has some thoughts.
Intense. Hilarious. Raw.

Soul-irking. Thought-twisting conversation with Zahn

Bleecker Burger.

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ON THE MENU:

1. Accept your why and purpose will FLUCTUATE as you build your brand
2. Your Circle of Us vs Circle of Now
3. Diverse should make truth
4. Why Racism and Sexism is rife in every organisation + how to solve it
5. How Bleecker solve sexual harassment “no one’s immune to it”
6. How Bleecker build a company culture that actually LISTENS to its employees
7. It’s an extension of you, how you see if your suppliers are an issue?
8. Who are your suppliers? If you’re suppliers aren’t inclusive BIN THEM IMMEDIATElY
9. The Bleecker handbook & Nudging theory: nothing happens over night
10. How to Lead with Humanity at the core of everything to help others
11. unconscious bias in these companies & Bleecker has unconscious bias
12. How to actually hire a diverse workforce
13. Simple is NOT easy. Consistency.
14. onion wonderland - Alice and Wonderland
15. journey into the beef underworld
16. Consistency gets you out of bed. Consistency should be hard.
17. Change happens from consistently having hard conversations. Create a history of open hard uncomfortable conversations as you get bigger

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The biggest HURDLE every challenger brand faces? The moment a founder hires a Senior executive.

Founder <> Operator tension is always bull-ragingly bombastic

Operators joining challenger brands is like a well-polished CowBoy mounting a Raged Spanish Bull

Operators must control founders rage, steer vision, channel energy, calm zeal

a Supple Art, Elusive Science so many get wrong

Honour to sit down for an Operator Masterclass with Graham xxx from Ole & Steen

HUGE!!! thanks to legends at UberEats and Sam Nicanui for setting up this conversation.

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ON THE MENU:

1. Why Fish & Chip Shops Selling Chicken Nuggets it’s a route to failure. Do. One Thing Well.
2. The Operators Role = “take the sting out of a founder” + share same language as founder
3. Always Under Promise, Over Deliver when managing founders expectations
4. Why Operators “Accept there will be clashes with the founders in first 6 months”
5. Why Operators must always start with an “empty bank account of trust” when joining a challenger brand
6. A problem only exists in the absence of the right conversation
7. 40/70 Decision Making Principle: 40% Information isn’t enough, 70% Information is too much + find your sweet spot
8. Stop. Start. Continue. How To Create Consistently Great 1-2-1’s With Your Team
9. When Effectively Managing People Always Ask: What is the end goal?
10. Always Remember. Responsibility is your ability to respond.

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TOTAL honour to sit down for a gallivanting chinwag with this absolute G

Ashley Palmer-Watts. 

Ash is a creative genius.

Head Chef at The Fat Duck leading it 3 Michelin stars.

Head Chef at DINNER by Heston.

Genius behind The Devonshire with mcc.

Creativity is water, you swim around, up and over, through obstacles.

No matter what industry you work in this poddy will 10x your creativity.

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ON THE MENU:

1. The Fat Duck 3* Adventure Creativity: “Be on a long mission where no one knew where it was going”
2. Wu Tang Clan & The Fat Duck Creativity = Diversity of thinking + Diversity of knowledge
3. Simple Creativity = “creativity can be incredibly simple, it can be a better way of doing things”
4. Tension Creativity = “dance in the tension between WHACKY ideas + ACTUALLY solving a problem”
5. Quentin Tarantino Creativity = “Your Pen (and knife) Is An Antenna To God”
6. 1% Creativity = “Always look at everything, how can I make it better, how can I make it more consistent”
7. Vision Creativity: constantly ask: “What would it be like to experience the end goal?”
8. Problem Creativity “if creativity isn’t solving a problem, it’s not creativity:”
9. Meat Fruit Creativity… “don’t take anything at face value…it can be done”:
10. Tiramisu & That’s Not Me Anymore Creativity = put your CURRENT soul into CURRENT work.
11. Be Like Water Creativity = “the best in the world adapt like service to the individual/customer, accept each story is different”
12. Heston vs. Ashley Creativity = “Question Everything” vs. “What’s the emotional residue?”
13. Bouba/Kiki Creativity = the sound of things, changes our perception of things

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The CRAZIEST Rory Sutherland Conversation EVER + 20 New Marketing Rules You’ve Never Heard.  Buckle up, strap up for an ADHD Orgy with the G.O.A.T.   

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ON THE MENU:

1. David Oglivy’s American Express Double Your Money Back Guarantee Rule = Get rid of arseholes + show Skin in the game
2. Why are Jack Daniels Tube Posters SO LONG? Brand Depth vs Brand Awareness: Turn a 3 second poster into a 60 second poster
3. How to Apply Daniel Khaneman’s System 1 vs System 2 in Food & Drink Marketing
4. Why Long Copy is so UNDERRATED = target the “definitely converted” + keeps brand status
5. RUSH Hairdresser Bog Rule: Why Restaurants should over invest in toilets to INCREASE perceived VALUE… “too many toilets are third world backstage vs Oscars onstage”
6. Black Bear Burger + Behavioural Economics Fast Feedback: Street food is Comedy, Restaurants are Movies
7. How Oisin Rogers + The Devonshire Use Behavioural Economics “Peak End Rule”
8. Why do we have Micro Wave meals but not Air Fryer meals?
9. The Brand Halo Effect of Michelin Star Restaurants: Flagship vs. diffusion of brands…”not every part of your business needs to make money”
10. Why Jesus was The First Behavioural Economist: Parable of the Lost Sheep = Loss Aversion, Boy Who Cried Wolf = Regret minimisation
11. Rob Henderson Status Rule: “Rich peoples food looks better then it tastes, poor people food tastes better then it looks“
12. Pizza Hut Takeaway Heuristic: How Hot > How Tasty
13. McDonald’s Food is COMPLETELY PREDICTABLE = Recirculating FAME = Playing Capitalism in easy mode
14. How Rory Would Create a Polish Nando’s + Raymon Loewy’s MAYA Principe: Most Advanced. Yet Acceptable.
15. Elvis + Polio Vaccine Rule: “the selling of ideas is more important the idea, itself”
16. Psycho Physics: Why we like food with uneven texture?
17. Chipotle + Sunk Cost Fallacy: how you end up spending £14 f*cking quid at Chipotle
18. Rory Sutherland’s Anthropological Analysis of Ibiza + why he doesn’t get take drugs
19. Amazon Steel It Rule: Steal strategies off businesses ages do
20. How We Marketed Small Pox: King Vaccinated His Children = Status, Mimetic Social Copying
21. New Shoes Pain + Regret minimisation. You never forget your extravagances

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DEE-lighted to welcome back the OG Giles Brooks on to the poddy. Recorded at our supper club at The Drapers Arms a coupla weeks ago. So many brands get stuck in the £2 - £5 million pond

The trough of sorrow

The dip

The grind

Giles, as always, gives super straightforward answers to complicated problems

HUGEEEE WHOPPIN thanks to the Data Donnies North Star for making this happen

ON THE MENU:

1. Why brands get stuck in the £2 - 5 mill pond and don’t become house hold brand
2. How big is your brand WHY really: does your brand better meeting a current need state or unlock a new need state that hasn’t been met yet
3. Why you MUST communicate your brand’s shopper + consumer WHY to trade regularly
4. Vita Coco’s Secret Consumer Triangle for buyers: where do you pull in consumers from? performance, health, 0g sugar
5. How SURREAL used LinkedIn as a sales channel to bring in 35% of their sales
6. Riya All The Aunties: how do you create a category from scratch? “focus on the need state” + addressable audience + use other categories to demonstrate size of opportunity
7. The SIMPLE way to House Hold Brand: just own ONE occasion. 20% consumers drive 70% of revenue
8. Bear Snacks: How to use Shopper vs. Consumer Data to inform marketing: “who’s eating” vs. “who’s buying”
9. Founders PLEASE ALLOW great talent to LEAVE: always take a 10/10 hire for 3 years vs. a 6/10 hire for 7 years
10. 1000 true fans to 100,000 secondary fans rule: How do you help your consumers feel like they’ve DISCOVERED your brand so they garner Status + Connection
11. Keep The Main Thing, The Main Thing: always invest in proximity to purchase
12. Giles’ Bullet Proof Marketing Plan to ensure any new Grocery listing is a SUCCESS

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