In this conversation, Mark and Sam discuss their experience at an oyster festival and the process of oyster farming. They talk about the hard work and dedication that goes into growing oysters and the importance of handling them properly. They also discuss the difference in flavour between fresh oysters and those that have been cooked or stored for a longer period of time. The conversation highlights the power of storytelling in the restaurant industry and the impact it can have on customers' perception and appreciation of food. They also touch on the misconception that seaside restaurants always offer the freshest seafood. In this conversation, Mark and Sam discuss the current status of the market and the challenges faced by restaurants. They talk about the trend of converting full-service restaurants to fast casual, the importance of menu flexibility, and the changing habits of customers in suburbia versus destination places. They also emphasize the power of storytelling in creating connections with customers and promoting a brand.