HUNGRY.

Espresso: The Devonshire founder - How To AVOID a Common Crisis in Restaurants

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Rory Sutherland: Billion Dollar Marketing Secrets Revealed

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. 🙏WIN free tickets to the next supper club, fill out this form (takes 45 seconds) 👉 ON THE MENU: David Oglivy’s American Express Double Your Money Back Guarantee Rule = Get rid of arseholes + show Skin in the game Why are Jack Daniels Tube Posters SO LONG? Brand Depth vs Brand Awareness: Turn a 3 second poster into a 60 second poster How to Apply Daniel Khaneman’s System 1 vs System 2 in Food & Drink Marketing Why Long Copy is so UNDERRATED = target the “definitely converted” + keeps brand status 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” Black Bear Burger + Behavioural Economics Fast Feedback: Street food is Comedy, Restaurants are Movies How Oisin Rogers + The Devonshire Use Behavioural Economics “Peak End Rule” Why do we have Micro Wave meals but not Air Fryer meals? The Brand Halo Effect of Michelin Star Restaurants: Flagship vs. diffusion of brands…”not every part of your business needs to make money” Why Jesus was The First Behavioural Economist: Parable of the Lost Sheep = Loss Aversion, Boy Who Cried Wolf = Regret minimisation Rob Henderson Status Rule: “Rich peoples food looks better then it tastes, poor people food tastes better then it looks“ Pizza Hut Takeaway Heuristic: How Hot > How Tasty McDonald’s Food is COMPLETELY PREDICTABLE = Recirculating FAME = Playing Capitalism in easy mode How Rory Would Create a Polish Nando’s + Raymon Loewy’s MAYA Principe: Most Advanced. Yet Acceptable. Elvis + Polio Vaccine Rule: “the selling of ideas is more important the idea, itself” Psycho Physics: Why we like food with uneven texture? Chipotle + Sunk Cost Fallacy: how you end up spending £14 f*cking quid at Chipotle Rory Sutherland’s Anthropological Analysis of Ibiza + why he doesn’t get take drugs Amazon Steel It Rule: Steal strategies off businesses ages do How We Marketed Small Pox: King Vaccinated His Children = Status, Mimetic Social Copying New Shoes Pain + Regret minimisation. You never forget your extravagances

Espresso: James Smith Why Clapham Fitness Influencers are RUINING the World + Declinism

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Giles Brook Supper Club: NO WONDER Your brand is stuck at £2- 5 Million (just do this mate)

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: Why brands get stuck in the £2 - 5 mill pond and don’t become house hold brand 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 Why you MUST communicate your brand’s shopper + consumer WHY to trade regularly Vita Coco’s Secret Consumer Triangle for buyers: where do you pull in consumers from? performance, health, 0g sugar How SURREAL used LinkedIn as a sales channel to bring in 35% of their sales 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 The SIMPLE way to House Hold Brand: just own ONE occasion. 20% consumers drive 70% of revenue Bear Snacks: How to use Shopper vs. Consumer Data to inform marketing: “who’s eating” vs. “who’s buying” Founders PLEASE ALLOW great talent to LEAVE: always take a 10/10 hire for 3 years vs. a 6/10 hire for 7 years 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 Keep The Main Thing, The Main Thing: always invest in proximity to purchase Giles’ Bullet Proof Marketing Plan to ensure any new Grocery listing is a SUCCESS

Espresso: Giles Brook "STOP Innovating!! You Need to be the HERO in your Category

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TRIP Drinks Founder REVEALS All Their Crazy Success Secrets Behind - Liv Ferdi

This week we have a throwback to an incredible convo with the co-founder of TRIP, Olivia Ferdi. Maybe I am wrong. For yonks I’ve been waxing ad nause about Narrow and Deep. Focus. Do less, better. Be a Meaningful specific. It’s what every wonderful guest on the poddy teaches me. TRIP ripped up the rule book. Definition of outlier. TRIP is for everyone and anyone, anywhere, anytime and everywhere. TRIP is a coffee replacement. Booze replacement. Cocktail mixer. Meal Deal enhancer. Grab & Go. All charged with a beautiful mission: Be Kind to your Mind. Won listings at Co-op Sainsbury's, Waitrose & Partners, @Annabel’s, Soho House & Co Olivia Ferdi is the latest guest on Hungry. Oh boy. You’re in for a treat. ON THE MENU: 1. Why your brand must be chameleon to be a truly omni-channel brand – lessons from Annabel’s, Mayfair and Co-Op. 2. Why your brand should act as a PROMPT to unlock an emotion in people – TRIP own “Be Kind to Your Mind” 3. How TRIP won a Bill’s listing in 4 weeks – when one door shuts, open a window. Be fluid. 4. How to repurpose your brand and shelf space to unlock more occasions = more consumption = more £ wonga. 5. How TRIP raised £10 million quid – do you really need presentation a deck? 6. Why founders must actually seek and embrace stress it’s a gateway forward. Every top food and drink founder reads our Newsletter - why wouldn't you? https://hungryfeast.beehiiv.com/ Watch the full shabang on Youtube - https://www.youtube.com/@HungryFMCG/videos Let’s link up on LinkedIn - https://www.linkedin.com/in/daniel-pope/ Stalk me on Insta- https://www.instagram.com/_hungry.pod/

Espresso: GAIL's Founder - The Genius Way GAIL's Picks a New Location

Barrafina Founder: The Genius Who Changed The Way London Eats - Quo Vadis, El Pastor

In 2001, the London Food World was pallid, tepid, insipid. Clotted cream Miserable Meh Thankfully, two legends CHANGED EVERYTHING. Sam Hart & Eddie Hart Swam upstream, zigged against zagging zeitgeist. Opened an array of spell-binding restaurants 2003 - Fino with genius Nieves 2007 - Barrafina 2012 - Quo Vadis with living-legend and food encyclopaedia, Jeremy Lee 2015- El Pastor And, more recently, Parillian, Bar Daskall Ghosts in Quo Vadis, MAD house parties in Manchester, wild techno nights in Mexico city, losing money for 12 years, dogged persistence, the supple art of the perfect host Proper garrulous n’ gallivanting chinwag this one with Sam Hart ON THE MENU: 1. **The Art of The Perfect Host:** Mad house parties in Manchester, wild techno nights in Mexico City. 2. **Hospitality is:** “Enjoying other people enjoying the enjoyment you’ve put on.” 3. **How Sam & Crispin Created the World’s Best Nightclub in Mexico City:** “You need good people for a good party.” 4. **Why Nightclubs Are SO DIFFERENT from Restaurants:** - Nightclubs = constriction + release. - Restaurants = release, always. 5. **Barrafina’s Secret to Making Customers INSTANTLY RELAXED:** “If your team are having fun, your customers are having fun.” 6. **What Looks Like RELAXED Service Is the TOTAL Opposite:** - Jimmy Carr: “Don’t rise to your goals, fall to your systems.” 7. **The Genius of Jeremy Lee:** How he turned Quo Vadis around after 12 years of losing money. 8. **The Dogged Persistence Rule:** Always ask yourself, “How can I jump out of bed, excited, in 20 years’ time?” 9. **Why “Culture Is Infectious”:** - “When it’s infectious, it’s impossible to break.” - “But it can also be cancerous.” 10. **Economics of Restaurants – Why Barrafina Doesn’t Serve Tea:** - “Spend per hour is essential.” - “Turning tables quickly.” 11. **ALWAYS INVEST in What Makes the Customer HAPPY:** - “There’s a BIG difference between scrimping and being in control.” 12. **The Nefarious Unintended Consequences of Over-Promoting:** - Crisis of confidence in the team.

Espresso: Giles Brook How Vita Coco beat Innocent in the Coconut Wars?

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Eating With Tod: 9 Crazy Ways to Build a 7 Figure Food Empire from an iPhone 11

You’ll NEVER learn these lessons in a marketing book Tod is a GENIUS marketeer. Built an enormous 7 figure business all from his iPhone 11. Toby Inskip built an ATTENTION-GRABBING MACHINE. Drool, scroll Drool, scroll Droll and scroll and drool some more Tod injects a giddy wanderlust to the blossoming London Food World Enter Flavour Funky Town Tastebud Tinsel Town Please Sir, Can I have Some More, More, More Huge thanks to Uber Eats’, Sam Nicaudie for providing the Mountains of Munch from lip-smackingly wondrous restaurants Focaccia Mia Egg Slut Smashing Plates ON THE MENU: 1. Why “Little Marketing” beats “Big Marketing”: Brand Deals and Influencer Marketing has CHANGED and so must you 2. Steal Like An Artist: How Todd makes you hallucinate through craft and word wizardry 3. Gordon Ramsay + Fabric Nightclub & Tacos ONE RULE for Growth: Be Ferociously Consistent 4. Jay Z “I’m not a Businessman; I’m a Business, Man”. How Tod built a HUGE business off his following 5. Chips & Fish Attention Rule: Some Marketing Should Piss People Off (Happily) 6. How Tod Developed The Art of Storytelling… “get behind the scenes, find their stories” 7. How a Job In Construction Set Todd Up For Success: “There is no other way than the hard way” 8. The Loneliness of Going Solo: How Tod survived the lonely chapter of turning side hustle to full time gig 9. Gravy Down Face Rule: Todd’s Proven Formula to GRAB ATTENTION + VIRALITY: the first 3 seconds is everything

Espresso: James Smith ONE SECRET to INSANE Confidence "The Swimmers Body Illusion"

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Nina Parker: Thriving As Female Chef in Tough Male Kitchens, Manufacturers & Panic Attacks & Building Saucy

Super fun time with legend Nina Parker Our conversation was a Curiosity Carnival massaging my insatiable loves creativity, restaurants, stuffing-my -ace, writing, brand building If you love food, love brand building, you’ll love this Oh! If you’re watching on YouTube people are asking if I’ve started painting my nails like a Hackney HipsterDipster Nay, I dropped a f*ck off big kettle bell on my finger and it’s gone completely black 🤣 Fully Poddy tomozza morning ON THE MENU: 1. Nina’s Proustian Moments in food: How food can teleport you back to moments of bliss 2. Paul Ainsworth’s Leadership Rule: We Make it Happen, We Make It Happen Together 3. Minor Figures: Brand Building Law “Bite off more than you can chew, Chew like hell” 4. Why exhaustion is celebrated in kitchens & how to off set burn out “plan weekly rest” 5. Wheeling Out The Cheese Wheel: Nina’s ONE SECRET to build a massive social following 6. How to Deal with Manufacturers who are constantly trying to take short cuts on product quality 7. Nina’s Ice Cream Truck Rule: The Subtle Art of Knowing When to quit

Espresso: Giles Brook: How To Kill Your Brand OverNight DANGER AVOID!!!!

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GAIL’s Founder: The 17 HARDEST Business Lessons No One EVER Tells You, How We Solve The Future of Food

Honour to sit down with Tom Molnar, co-founder of GAILS's. What Tom’s built in GAIL’s is truly amazing. You’re in for a treat ON THE MENU: Skateboarding & Slaying Monsters & Building GAIL’s: “Be in Flow” + Don’t let Big hot shot executives ruin the flow Why a FOOD business MUST make FOOD decisions… “STOP adding more business to the business for the sake of business” The GAIL’s No Celebration Cakes Rule: “Understand something deeply and make it better” + “Don’t change it before you know it” Why GAIL’s Competitive Advantage is an INSIDE JOB.. “Don’t change the thing that made you great” GAIL’s + Seth Godin’s “Circle of Us & Circle of Now”: Your Purpose Must Widen as You Scale The Different Founder Mode Gears: Accept you’ll NEVER switch off, but you can switch gears: “Sleep is an active part of your life” Black Belt Leadership Lesson ONE: Shut The F*ck Up and Listen. Listen first. Act Second. Black Belt Leadership Lesson TWO: Creativity across the WHOLE business + “…let your team play jazz” Why Brand Building is Like Water: a complex system, it never stands still, keep moving Slow is Smooth, Smooth is Fast: you need speed humps to slow you down How GAIL’s Charge £4.30 for a coffee: “The world has voted that it wants good coffee” Why Joy is Different from Happiness. Joy Comes from Doing HARD Things. Hard Things = Fulfilment. The Gail’s Algorithm for Picking Success Sites (this is GENIUS): Science is Art, Art is Science: “art is always asking questions” Why It’s a SuperPower to Believe The Best Days Are Ahead of Us Sausage Roll Rule Food decisions vs business decisions: How do we sell more? vs. How do we make it better? One year business plans are DUMB copy, Invent: What’s this going to look like in 5 or 10 years? ============================================== 🌟 HUNGRY's Absolutely Bloody Marvellous Sponsors🌟 ============================================== A massive shoutout to our incredible sponsors who make HUNGRY possible: ​ ​►Big Fish: (https://bigfish.co.uk/)​ ►North Star: (www.northstarbc.co.uk) 🤝 Let's Connect! ►Let's link-up here ​ ( / daniel-pope ) ►Stalk me here ​ ( / _hungry.pod )

Espresso: Oisín Rogers, The Devonshire Why The Word "Hospitality" NEEDS A REBRAND NOW!!!

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Shakespeare, Seth Godin, Comedy, Why London Needs a Laugh & The Weirdest Marketing Podcast You’ve Ever Heard

DEEE-lighted to welcome this ABSOLUTE JOKER on the poddy Henry Hayes creates f*cking hilarious content Behind the comedy is a whopper-big-brain, whipper-smart witty Henry is Head of Marketing at Passionfruit - who work with PepsiCo, AB InBev, Mars In This Is Strategy Seth Godin, all ideas are built on Time Game Empathy Systems Marketing Strategy is like Comedy Marketing like Comedy is built on empathy Marketing like Comedy is playing games Marketing like Comedy is understand the system you’re in, like a fish knowing it’s in water Marketing like Comedy is understanding the complexity of the human soul Marketing like Comedy is seeing things no one else notices Loved the Seth Godin, Will Storr podcasts? Similar poddy with a heavy seasoning of scatty, profanity, debauchery ON THE MENU: 1. Jimmy Carr: How to Find Your Edge: Weird complimentary strengths + lean into weird idiosyncrasies 2. The Hidden Pressure of going to Eton (god, we sound like w*nkers) - “you’re meant to do great 3. How Henry Turned His Life Around: Swapping Prozac for Purpose 4. The Genius of Raff and Passionfruit: more starts ups must allow employees to build their own personal brands 5. Nike’s Brand Building Strategy Secrets: Global vs. Local - “you only need to be important in 12 cities” 6. The Art of Small, Meaningful Life Changing Events “Value first; Product second”. 7. If you put blood, sweat and tears into it, people can feel hard work in their bones 8. Marketing Lessons from Shakespeare’s Comedy: Understand Complexity of Human Beings ============================================== 🌟 HUNGRY's Absolutely Bloody Marvellous Sponsors🌟 ============================================== A massive shoutout to our incredible sponsors who make HUNGRY possible: ​ ​►Big Fish: (https://bigfish.co.uk/)​ ►North Star: (www.northstarbc.co.uk) 🤝 Let's Connect! ►Let's link-up here ​ ( / daniel-pope ) ►Stalk me here ​ ( / _hungry.pod )

Espresso: The Devonshire Founder 7 INSANE Leadership Lessons You've Probably Never Heard

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The £100m Brand Man: 17 Unknown Ways To ACTUALLY Secure a HUGE Exit + “the EXIT world has COMPLETELY changed… Multiples of revenue is DEAD”

⬇️ REGISTER FOR TICKETS TO LIVE PODCAST & SUPPER CLUB WITH GILES ON 25TH FEB BELOW ⬇️ https://forms.gle/bHgQQg9EkVYTMw368 If you want to EXIT your brand for MILLIONS $$$ Make dat COIN boi-shee. Bread. Dough. Wonga. Moolah. This is THE most important podcast I’ve ever recorded. Honour to sit down with INDUSTRY LEGEND legend Giles Brook. ON THE MENU: Why Challenger Brands Must Understand The Way You Exit has COMPLETELY CHANGED: Giles’he Gold, Silver Bronze of True Gross Margin and EBITDA PLEASE STOP Manipulating TRUE Gross Margin: D2C brands don’t hide CAC in the P&L… it must come under true gross margin. 40% minimum. Why “Multiples of Revenue exit is completely DEAD”. EBITDA multiple = 12x vs. Revenue multiple =. 1.9x Why in 2025 Challenger Brands Must Become a Proper Business Earlier …”challenger brands must become a proper business much earlier” + Set up value chain EARLIER Bio & Me Innovation-to-Exit Strategy: Brands must INNOVATE Close to the Core Big Exit Rule No.1: BRAND BRAND BRAND.. “I’ve seen amazing businesses on paper, unable to exit as they have a crap brand… I’ve seen okay businesses, with an insane brand, have huge exit” RedBull Zero Law: Innovation Doesn’t Need to Be Whacky + “Format Innovation is The Best Kind of Innovation” Vita Coco’s CONSUMPTION EXPANSION Law to Piss Easily 6X Your Rate of Sale: Bigger format = more units in fridge = winder consumption opportunity = higher ROS = higher revenue How To Commit Brandiscide in Grocery: slag off competition, buy listings, invest in ATL campaigns when you’ve got 200 stores ATL Campaigns are pointless when you’re small, Invest in Purchase Proximity The Founderitis Symptom: Founders in board meetings never think like a CONSUMER but ABSOLUTELY MUST The Coconut Wars: How Vita Coco smashed Innocent and Pepsico to become the biggest Brand in Europe The Battle of Addiction in Founders + Why Brand Building Should Be Brutal. The Founder vs. Operator Tension: True Challenger Operators Need to Roll Their Sleeves Up Why 90% of Exit Deals Fall Through + How to Ensure Your Brand is Exit-Ready in 2025

Espresso: THE Easiest Way To Build a Creative Culture... "Separate the gold from the lead"

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The 11 BIGGEST Lessons from 4.5 Years Podcasting - Every Food & Drink Founder Should Have These Tattooed on Their Arm

Riding Solo on el poddy this week Fancy riding shotgun? Simply shove my waffle in your ears. This week, I’ve picked 11 lessons from the 4 years of podcasting with INSANE GUESTS I’m referring to these DAILY. So hope they help you too. 4.5 years of value, stuffed into 45 mins. Get ya chops round it asap Lemme know if you like these, can do more. May do a sales one too ON THE MENU: 1. THE SINGLE Biggest lesson from Luke Boase and Emma Heal, Lucky Saint | B Corp™ 2. Giles Brook: 3 Game Changing Brand Building Laws - You don’t have a brand unless you have these. 3. David Hieatt, Hiut Denim Co: This episode for founders, is Calpol for the Soul. Why Scale Kills Magic. Banging Brand Strategy in 3 Questions 3. Julian metcalfe, Pret A Manger and itsu: The single biggest mistake he made in scaling (just avoid these) 4. James Watt, BrewDog Nassim Taleb. Barbell Strategy = AntiFragility 5. Alex M H Smith, No Bull Sh*t Strategy: The Spirituality of Strategy in 2 Easy Questions 6. Why The Smart Answer Lies in The Dumb Question 7. Rory Sutherland, Seth Godin and David Ogilvy = Why all great marketeers aren’t ACTUALLY marketeers 8. James Bailey, Waitrose & Partners CEO: “Not checking Availability is scoring an own goal” 9. Lucy Busk (Wright), Nice | B Corp™ Wine: 3 Easy Questions to Become a Sales Superstar in 42 minutes. 10. Imme Ermgassen Botivo Drinks | B corp: 4 Questions to build a brand with LITERALLY NO COMPETITION