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Approximately 150 leaders in the food, tech and agricultural industries gathered for 

. Google's role as host is to cultivate a space where these creative minds can converge, share ideas, and ignite the changes that will make the world a more nourishing place.

https://www.coherestudio.co/stories/google-food-lab-recap-from-2024-in-chicago

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At the summit, the usual suspects were all there - discussions on regenerative agriculture, nutrition, consumer trends, and the role of AI for the food industry. But this year, a new challenge emerged as a central focus: 

how to bring people back to the office and recruit top talent, with food and beverage serving as the key draw.

Gone are the days of assuming employees would simply return to their desks. The allure of remote work had proven difficult to overcome. Companies are grappling with this new reality, searching for innovative ways to make the office a destination worth the commute.

And it was here, amidst the collective perplexity, that food stepped into the spotlight. 

Not just as sustenance, but as a transformative force - a means of enticing employees, fostering community, and sparking the kind of in-person collaboration that remote work had so often stifled.

The discussions were charged with a palpable energy, as participants shared their most creative culinary strategies. From craveable biodiverse menus to carefully curated popup lunch experiences, the power of food to reshape the workplace narrative was becoming increasingly clear.

This was no longer just about fueling productivity - it was about reigniting the human connection that had been dimmed by the isolation of the pandemic.

 And in that crucible of collective problem-solving, the future of the office is being forged, one important dish at a time.

ould the power of food lure us back to the office?

Companies have faced an uphill battle in luring employees back to the office in the wake of the pandemic. The allure of remote work, with its flexibility and lack of commute, has proven hard to overcome. Employees have grown accustomed to the comforts of working from home, be it the ability to work in pajamas or the convenience of being steps away from the fridge.

This is where food is playing a pivotal role.

 By crafting captivating culinary experiences in the workplace, companies have the power to create a pull that outweighs the push of remote work. A steaming bowl of nourishing pho, bursting with fragrant herbs and zesty citrus, amongst laughter from coworkers who share the table at lunch, can ignite the senses in a way that a lonely desk lunch simply cannot. Carefully curated menus that cater to diverse dietary needs and preferences can foster a sense of community, giving employees a reason to gather and connect over a shared love of food.

Moreover, the act of shared meals can cultivate a spirit of collaboration and creativity that is often harder to achieve through a screen. When colleagues break bread together, ideas have the chance to flourish, and solutions to complex challenges can emerge organically. By making the office a destination for exceptional culinary experiences, companies can entice employees to make the journey, rekindling the magic of in-person interactions and collective problem-solving.

On the last day of Google Food Labs this year, I found myself gazing into an offering at breakfast that surprised me - Pho! In that aromatic broth, swirled with rice noodles and garnished with a vibrant array of herbs, chilis, and citrus, I couldn't help but wonder: 

could this be the key to enticing us away from the comforts of our home offices?

You see, the food at Google has always been a masterful blend of forward-thinking ingenuity, environmental consciousness, and a commitment to wellness, diversity, and transparency. But sometimes, in the pursuit of the new and innovative, they've missed the mark, leaving us longing for the familiar with just a hint of the unexpected.

And that's precisely what this breakfast pho delivered.

 It was a masterful dance between the comfort of a classic Vietnamese soup and the freshness of a morning meal. With every slurp, I felt my cells come alive, my senses awakened by the interplay of flavors and textures.

As I sat there, bathed in the warm glow of the morning sun, I found myself captivated. I couldn't help but share my discovery, actively encouraging my fellow attendees to experience the magic of this unassuming dish. And even as I departed for the airport, the memory of that pho lingered, refusing to be silenced.


Because the more companies can create these captivating, craveable moments in the workplace, the more likely we are to return to the office. By curating experiences and rituals that make us feel better than we do at home, businesses have the power to overcome the commute, the childcare conundrums, and the siren call of our pajamas.

The topics explored at the Food Labs ranged from climate change to personalized wellness, but at the heart of it all was the recognition that food has the power to heal, to connect, and to bring us together in pursuit of solutions to the world's most pressing challenges. And perhaps, just perhaps, the next big innovation could be sparked over a steaming bowl of pho in the company café.



How Google Food Labs is answering the need to draw people back to the office using food and beverage experiences

Let's chat about how food impacts your workplace.

Recent Articles on Food

Could a bowl of breakfast Pho bring people back to the office?

Pastis Miami is celebrating Their One Year Anniversary!

On April 30th 2024 the Pastis Miami family will be celebrating one successful year open!

Join us in celebrating the milestone in person if you can make it - with a toast to excellence under Stephen Starr and Keith McNally’s combined leadership where they've delighted guests with authentic French cuisine and a vibrant community. We're grateful for a year of working with them, and look forward to many more to come. 

While At Pastis this Spring you must try….

Dorade Royale en Papillote is a classic French cooking method where a whole dorade royale (sea bream) is wrapped in parchment paper with herbs, vegetables, and sometimes a splash of white wine, then baked. This technique allows the fish to gently steam in its own juices, resulting in tender, flavorful flesh infused with the aromas of the accompanying ingredients.

RAS Ethiopian Plant-Based Restaurant Opening a 2nd Location in Manhattan this May

With a passionate fan base, it has been enjoyable to help RAS get coverage as they expand their top Ethiopian restaurant, Ras Plant Based, to Manhattan this spring, bringing its acclaimed plant-based cuisine to a new audience. With its renowned Ethiopian flavors and emphasis on plant-based dining, the restaurant's arrival in Manhattan is set to introduce an exciting culinary experience to the city's vibrant food scene. Stay tuned for a fresh brand evolution to accompany
their growth!

The Beloved Sabrina’s Cafe in Philly and New Jersey is Growing & Getting A Refresh

Without giving away too much, our team wants to highlight the much-deserved growth of this beloved Philadelphia region restaurant. Sabrina's Cafe, a popular Philadelphia eatery, first opened its doors in 2001 in the city's Italian Market neighborhood. Founded by Robert DeAbreu and Raquel DeAbreu, the cafe quickly gained a reputation for its delicious and generous portions of comfort food, served in a cozy and welcoming atmosphere. Over the years, Sabrina's Cafe has expanded to multiple locations across Philadelphia, offering a diverse menu that includes creative twists on classic breakfast and brunch dishes, as well as lunch and dinner options. The cafe's commitment to quality, creativity, and community has made it a beloved dining destination for locals and visitors alike.

Everyone wants a spring refresh… here’s a sneak peek.

Book at table for breakfast at Sabrina's!

Women-Owned Plant Based Good Beet Launches CPGs

It’s a wise decision to diversify your income as a small business in food these days. That’s why this plant based, gluten free, dairy free shop added “Good Burger” and “Eggplant Meatballs” to their customer’s shopping lists this Spring. Check them out for your at-home recipes

DC based, Latina Owned, Olivia Macaron is a Spring Treat

is the best seller, with unique flavors such as the Cassis macaron - Jam-packed with fruity blackcurrant taste.

We recently redesigned their brand and packaging to accompany their growth online.

The Founder Ana Claudia Lopez wanted the packaging to be like “the little black dress or neutral outfit, with room for the colorful accessories”. We love how it turned out!

Our Very Own FiNNBAR is
Featured in Forbes and Now Hiring for the Spring

Finnbar was featured in Forbes Food section for their classic cocktails and simple menu.

“On a recent Saturday night, beverage director Ethan Stuart greeted us at FiNNBAR. For a place that just opened, it was bustling with energy as locals filed in taking seats in the dining room and at the bar.

"Our cocktail menu is devoted to the classics,” Stuart told me. “It gives us the chance as a young bar program to get intimate with the recipes that have stood the test of time.” Looking at the evening’s cocktail list, he reminisced about his first encounter with what he called “the magic” of the Sbagliato.”

The neighborly restaurant is on the rise, and looking for great talent to join their team:

Looking for a Sous Chef, Line Cooks, Servers, and Hosts!

We are taking a moment to highlight our clients in the Mid-Atlantic region who are hard at work this Spring with food marketing and community building.

Spring Restaurant Happenings We Think You Should Check Out

As part of our initiative to encourage a remote/hybrid culture and inspiration from global travel, Cohere Designer Katherine worked out of Ljubljana, the capital city of Slovenia in May 2023.

Cohere Designer Katherine works remotely from Slovenia and gathers inspiration. 

Designer Working Remote in Slovenia

We launched this "remote city guide series" to encourage our employees to get the most out of our hybrid remote work culture. While working in the office is important, so is fostering creativity outside of our workplace. Cohere Designer Victoria worked out of Mexico City in February of 2024. 

Cohere Designer Victoria works remotely from Mexico City and gathers inspiration from the vibrant culture.

A Designer in Mexico City: Remote Work

Our team at Cohere has long admired the design community that Shawn Chopra and Anne Morgan, partners in business and life, have built in Baltimore’s Hampden neighborhood with 

. And, they haven’t been at it for long. good neighbor’s coffee shop with design-focused retail launched in 2020 - right during the height of the pandemic. Never mind that, they steadily won fans and built fruitful partnerships with many local artists and makers. Soon after in 2022, they launched their 

 space where architects, interior designers, and really anyone who signs on for their Trade Program can get exclusive access to coveted international brands like Finn Juhl, Frama, Normann Copenhagen, Hem - for whom good neighbor is often the only Mid-Atlantic retailer.

 - a 7-room boutique hotel on the two floors above their beloved coffee shop and retail space. Meant to be an extension of their (very well-designed) feeling of home, and an opportunity to showcase the work of both Baltimore makers and artists, alongside of Shawn and Anne’s Indian and Egyptian roots, we were honored to 

work with them to tell the story to local, national, and industry press.

Cohere partner Chris Richards sat down to have a conversation with good neighbor Co-founder Shawn Chopra and Director of Brand and Marketing Justin Timothy Temple to work with them to tell the story to local, national, and industry press, touching on fostering collaboration without competition, the highs and lows of bringing guesthouse to life, and what’s next for the good neighbor team.

Justin, you are good neighbor’s Director of Brand and Marketing; how did you become a part of the team and what drew you in?

My relationship with Shawn has really evolved over time. I remember attending a soft opening as a customer. It was right at the beginning of the pandemic, so it was a time with a lot of unknowns. When

 I think about good neighbor, at least in that period, it was a place of grounding, of stability.

 It was part of me and my partner's routine weekly, going on a Saturday morning. In a world that was just very chaotic, we knew that every Saturday, we were going to be there in that line no matter what.

And then it built from there. I knew we were going to Shawn and Anne [Shawn’s wife and good neighbor co-owner]. So it was very much a place of affinity. A place of feeling like there was some space that we could go to, that was enjoyable, welcoming and safe. We [Shawn and I] wound up hanging out more socially, rather than professionally. And so when the opportunity came to help understand a thing that they were working on from a marketing perspective, it was just a very casual ask. But as these things go, one thing turns into another, then we’re talking about more work together. And then a few months after that, you're part of a team.

CR: good neighbor has drawn a lot of lines between various cultural and artistic communities in Baltimore through the shop and guesthouse; it’s something that Jack from Dwell noted in 

. Tell us more about how you like to build partnerships with artists and potential collaborators.

We definitely don't feel like there should be any kind of competition between artists or makers’ work. 

We see it as, the more channels that an artist, or maker, or designer, or writer, or anyone has, the more chances that they have to get their work out there and be part of the Baltimore community. 

In terms of being a collaborator with good neighbor, it's just genuine collaborations, you know?

good neighbor ends up being that space where the collaborations tend to happen pretty organically

, which is really nice. But it’s also about not being shy. If we're doing design week or design events and different people show out, I’m not shy about asking them, "Hey, we'd love to work together. We'll have to find a way to see your work in this light, you know? Or do you have any visions of your work in a space like this?"

There's so many people we want to collaborate with - and when the time is right, everything aligns.

A good example is our collaboration with 

. I've been a fan of hers for a long time. I saw her at a few different artist talks before I had good neighbor. But never really knew if she thought about anything at the store once it launched. And then all of a sudden, she shows up at an event, I said, "We'd love to work together." One thing led to another thing, and she has 

, and it’s cool how it all just comes together.


CR: How did this ethos influence the creation of 

 and what was it like to bring that concept to life?

For us, it’s one big design process. Same as with the coffee shop downstairs, or the design warehouse down the street - there's always two phases. There's the design side of it. And then we also run the whole construction process. And I should say, at the beginning, you’re also sitting there trying to figure out what the operational side of it would be, right? Then you have the visuals, the website, and the overall experience. In all of that, there’s both good and bad moments.

[With the construction] There’s hard moments, whether it's with the city or unexpected costs - things that we didn't know we needed, but now have to apply across seven rooms. Those are the moments where you think, is this going to be worth it? Because as a founder and owner, your brain is always on. And as someone who's part of the design of everything, you're on both sides of it. You're the client, but you're also the beneficiary. You're trying to fund up the project 

 trying to get your vision out as a creative person. And then invested in your vision surviving operationally, too.

Within all of that, the good is always there - how collaborations come together, how when you design something and envision people experiencing it, you can’t really see it all come together until it’s physically done. There’s all the happy mistakes, or little moments, where things turned out better than I even thought they would - where a collaboration is more fruitful than we expected, or the way Justin shoots something shows it in a new light. That’s the beauty of guesthouse, there are so many of those little gems in how it came together.

CR: And what are you hearing from guests? How is the guesthouse experience sitting with people who stay with you?

We hear that everybody, broadly speaking, is rested, recharged, and comfortable. At a foundational level, that's the goal, right?

 There's a high-mindedness that we have; we want people to be their best creative selves.

 That’s a tall order and not everyone might use that language around it, but we just want people to feel comfortable, because if they feel comfortable, they feel safe. From a brand perspective, that’s a really good place to be - to see what we’re providing as what it’s like to stay in a loved one’s home, a place where you’re really familiar. You’re loved and going to be taken care of. And we really feel like that’s how it’s being experienced.

CR: The buzz around guesthouse seems to have had a really positive impact on how the artistic community is perceived and highlighted in Baltimore. Can you both talk about what it’s been like to see the attention and positive press that good neighbor has brought to the city?

Definitely. My wife and I, we've been here for 12 years now. We thought we would be here for four years, and that's a lot of people's experience in Baltimore. You come for college, you come for school, or get a job for a little bit. And you say, "Okay, I'll move on after that." And then the way we were embraced by the community here, the way we made friends, the way we felt connected to the city - we felt like it was such a special place and that more people should build a life here. Build a family, you know? So our four years has now been 12 years and starting multiple businesses.

Of course we want good neighbor to be a positive for the city. 

We're using good neighbor as a platform to say, “Look at what you can do in Baltimore. Look at the beauty of Baltimore. In terms of brand, makers, press - look at what Baltimore creates. Look at its artists, makers, baristas, chefs - they’re creative people and look at what they create.” Baltimore is an intersection of arts and culture, and I think we’re in the middle of it. Our job is just to nurture that energy and be a safe place for it to grow.

We use design as our medium to bring people in. It has to be for everyone, and everyone, at some point, thinks about what they are going to eat or drink. So the coffee shop was our entry point. And in that journey of someone trying to get a coffee, we hope we can draw you into all the amazing things Baltimore has to offer.

For me, I'm a life-long resident of the city. I grew up here - well, Catonsville, specifically, but moved into the city proper 15 years ago.

Baltimore is so infinitely fascinating, because there's always this community that is ready to creatively thrive in the city. And the only reason that it doesn't happen is because there's systemic incentive to keep the status quo.

What I love about the centricity of good neighbor around creative community is that it shows you don't have to wait for anybody else to allow or grant permission to do a thing.

 We just need to be creative and as externally creative as you possibly can and the enjoy the outcomes that come from that. I think that the more people that see that, the more permission is granted, it’s an osmosis effect. Then more risk taking will happen, more audacity will happen, “more devil may care” will happen. And the populace at large will be unwilling to accept any less.

In the past five years, I've seen the city be more embracing around a creative culture, and really try to platform itself around a creative culture, more so than I’ve ever known in the entire time that I've lived in this area.

 We can’t trace that all to good neighbor of course, but I do think we play a role because we’re always giving ourselves license to say, “How can we be a platform for these creative individuals?”

There's a culture shift that is responding in kind, because either you're going to embrace that creative community that's thriving and growing, or you're going to be the ones left behind at the end of the day.

That's the right answer. That's the answer, hard copy.

CR: I love all of that. It’s so inspiring to all of us at Cohere, too.

Talk to us about the next phase of good neighbor, do you continue to expand your concepts?

Truthfully, we didn't see good neighbor doing all this. And maybe that was just naïve, but for me, it was just a lifelong itch to kind of figure out what I really wanted to do with my life.

 Anne and I both come from immigrant families; the priority was to get to these stable careers. We listened to them, and we saw their struggle, too. But there was always this itch.

With this space, this is what I wanted to see come to life. We love the team here and seeing everyone’s talents being used and showcased. For me, guesthouse is the extension of truly building our idea of “home” - it’s a natural extension of what we did at first. As we move forward, I’m excited to see what naturally ends up happening between collaborations and the platform we’ve built.

Cohere is a creative agency working with visionary founders, entrepreneurs, and makers on hospitality, culinary, and community ventures. This encompasses hospitality marketing, hotel brand identity and design, naming, menu and print collateral, social media, public relations, and creative advisory services.

A design-focused coffee shop, boutique hotel, and retailer that’s bringing true connectivity to the Baltimore arts and culture scene.

Unfiltered with Shawn Chopra and Justin Timothy Temple of good neighbor

While other cities imposed restrictions that impacted urban development, this city did things differently.

Our activity in Miami over the years has ranged from commercial property branding in Wynwood, to helping launch luxury real estate and 

. This range has given us the perspective of how unique the boom happening in Miami is right now, and why people should pay attention…

Elevated Properties, Restaurants and Retail

Miami has emerged as one of the hottest markets globally, boasting unparalleled growth and vitality in various sectors.

Here is what we are tracking and why we are bullish on the Magic City scene:


Miami’s High-End Residential Market is Ascendant


We’re watching records break in Miami with the luxury, prestige high-end real estate market:


 number one luxury residential real estate market in America

, surpassing even iconic cities like Los Angeles and New York City for the first time.

valuable residential city according to the New York Post

, which shows that the trend in migration south during COVID had extreme returns.

Miami reigns over Dubai and Las Vegas for luxury branded high rises - with more than a dozen luxury brand-affiliated buildings set to open in South Florida by 2024.

 It’s now the unofficial home of the branded building

, helped in large part by its international buying demographic. Porsche, Fendi, Missoni, Baccarat and even Major Food Group have developed high-end residential properties and the trend is growing. The New York Times chronicled the advancement of these branded buildings and their amenities and how it might impact a trend beyond South Florida.

The city's meteoric rise can be attributed in part to the remote work culture, which spurred a wave of transplants from major metropolitan areas like NYC - dubbed "the great COVID migration." This influx of talent and capital has injected dynamism into Miami's economy, fueling innovation and entrepreneurship.

Other cities are suffering from a retail bust, while Miami retail is booming.

Moreover, Miami's retail landscape is undergoing a renaissance unlike anywhere else in the world. Unlike other cities, Miami stayed open during the pandemic, and this kept proprietors in business or even better, in growth mode. Vibrant neighborhoods such as the Design District, Mimo, Wynwood, and Brickell have become sought-after destinations, attracting renowned brands and fostering a thriving consumer culture. Recent openings of 

flagship stores like Kith and Nike's innovative Rise

 concept shop underscore the city's status as a retail powerhouse.

Cohere is bullish on the scene, and rightfully so. We have major street cred right now having worked with Stephen Starr and Keith McNally to open Pastis.


Less than a year ago we helped open the exciting

with a bang. Unexpectedly, Stephen Starr chose Wynwood for the location of Pastis due to the neighborhood's vibrant and dynamic atmosphere, which aligns with the concept of the restaurant. Wynwood is known for its thriving arts and culture scene, making it an ideal setting for a trendy and stylish dining establishment like Pastis. Additionally, the area's mix of creative energy, street art, and diverse community appealed to Starr's vision for the restaurant, creating a unique and exciting destination for guests. The team had a lot of work on their hands outside of replicating the NYC version in this beautiful new space, hiring in a tough labor market and making sure that Miami residents and tourists knew the brand. And, they also had to convince people to go to Wynwood, rather than South Beach, Bal Harbour, Coconut Grove, or the high-end hotel scenes. The place has been packed, and we are honored to have played a small part in the Pastis Miami success.

Besides Pastis, we are now working on some luxury real estate, hotel and restaurant destination projects. You can catch us opening up our new office here, working on

Miami has emerged as one of the hottest markets globally, boasting unparalleled growth and vitality in various sectors.

Why is Miami One of the Hottest Markets in the World?

Successfully implement blue ocean strategies, creating new market spaces and leaving the competition behind.

Entrepreneurs often refer to it as the "fire in the belly" – a combination of intuition, passion, and belief in their ability to bring something unique to the market. Identifying what the world needs and how to address those gaps with a new venture requires thorough research. This involves studying existing players in the market to identify opportunities and evaluating the unmet consumer demand and market failures. Once a clear vision of the opportunity is established, it becomes crucial to look inward for innovative solutions. Unfortunately, many entrepreneurs find themselves stuck in a cycle of following existing categories, resulting in variations of similarity rather than something truly original and exciting.

Too often I see entrepreneurs stuck in category contagion leading to 

Social media has had a significant impact over the past decade. For example, when a trendy café in a popular location gains attention on Instagram, 

similar versions start appearing in cities worldwide.

 This trend has led to a flattening of culture, resulting in fewer unique local expressions and making emerging neighborhoods feel more like shopping malls than vibrant centers of local creativity.

That helped us define ourselves in a blue ocean manner - trend setting, out in front, creating a new category ourselves.

Focusing too much on what others have done before can confine a brand and its founders.

 This often leads to mediocrity and a lack of originality, resulting in a dull and predictable outcome.

How do you break a category’s mold so that your brand is not boxed in?

 A better way of approaching one’s idea is to ask - “what feels right?” How will our choices, no matter how small, connect back to our core beliefs? By anchoring in a core belief system, we can decide whether an external model, behavior, or campaign by someone we admire might inspire our unique version.

The next step in this process is to think of your audience. Will this idea connect with them? Is the user experience aligned with our brand promises? Can we create moments of surprise and delight? How can we make key brand experiences uniquely ownable to us?

When a business can manifest their values through 

 that resonate with their guests in a profound way, it is gold. Replicating others, believing consumers will notice your version in a sea of sameness, is a sure path to mediocrity.

When developing Tender Greens, we tested various table settings that needed to align with our earth sensitivity and fine dining standards, while also being practical for high volume operations. Instead of settling for common options used in fast casual restaurants, we chose Hepp flatware, steelite plates, and stemless Reidel glasses, aligning our values with our customer promise and setting ourselves apart from the competition.

of defining a brand through its many details, guided by values and customer experience, led us to 

If you are an entrepreneur seeking to create something unique, look inside yourself first, then find inspiration from those around you. Find and fill the gaps in the market in order to differentiate your brand from the field. Then, execute better than anyone else.

AVOID SAMENESS - Break Category Rules with Your Brand

2023 was the year that killed restaurants.

We promised to get real this year with more useful content to our hospitality clients and we're starting with the most sensitive topic amongst the food brands in our community. "The Year that Killed LA Restaurants"  was the headline for The LA Times, chronicling 

 and the grueling, bleak look ahead as we enter 2024. And it's hardly confined to California - it's something we're seeing in every city. 

92% of operators say the cost of food is a significant issue 

 National Restaurant Industry)

Since revamping our online presence, our focus has shifted to creating meaningful content and sharing the authentic stories within our community. This year, we're delving into the challenges faced by our community members and collaboratively seeking creative solutions. Sadly, we've noticed troubling trends in financial struggles, closures, and pivots within the food industry.


The past few years have been rough thanks to 

 who caused a roar of supply chain issues and inflation, labor struggles and a shift in consumer behavior. Now that government assistance has ran out, restaurants are in trouble. This is why we launched a series of content to address the root causes, shared stories, solutions and inspiration, but mostly


The increase in food brands suffering from a deficit is growing. There is evidence of problems industry-wide.

We have watched our clients in food products, hospitality, restaurants, brick and mortar, and wholesale share a common trait that is impacting their growth potential. Even the most attractive brands are suffering quietly behind closed doors. The causes are never ending:

(in 2023 we saw on average vegan down 9%, fast casual down 20%)

sales are down causing difficulty in other areas of the biz

Economically speaking, consumers are in a 

, influencing how they discover your brand, perceive its value, and make purchases. It's crucial to shift your approach from backend to frontend. We've delved into these factors and strategies for this significant shift over the past few months.


The Cause:
There is a negative delta between the financial projections and the reality of the brand's books.

Food brands often end up strapped for cash because they kick-started their journey (or year) with inaccurate financial projections. The root cause? A lack of financial literacy and false promises based on old growth models. Nowadays, food brands are luring investors with grand visions of scalability, deviating from the old model of modest, independent startups. The issue? Many pitch decks paint an unrealistic picture, and that's a red flag. Scaling is proving tougher than expected, and struggling businesses need to face the truth instead of perpetuating a cycle of fundraising without addressing core problems. It's time for honesty and strategic rebuilding.

The era of rapid growth and massive paydays is fading. Investors, savvy and budget-conscious like the rest of us, are becoming more cautious with their money. Flashy projections may look good on graphs, but when actual business growth falls short, it leads to a 

. Big promises, desperate fundraising, cutbacks, quarterly struggles, repeat. The bubble in food and hospitality is bursting, mirroring the tech trend of unfulfilled returns.

This has been dubbed the 

 - both before the pandemic but especially since. Most know it as hockey stick growth. It goes something like this:

A company raises hundreds of millions of dollars and launches a new to the market concept that promises to “change the food system” →

Rapidly expands and gets buzzy press/social →

IPOs, achieving a big liquidity event for the original investors 

(Yet the sad reality is that most businesses don’t even achieve liquidity)

And yet, remains an unprofitable business

While we aspire for widespread change in food systems, it's crucial to acknowledge that food isn't like tech, with only rare exceptions. Check out 

Food Tank's list of 122 organizations driving change

 in the food system—few promise massive scale or attract millions in investment. Sadly, we observe many brands opting for quick fixes and poor leadership, rather than adopting sustainable practices for long-term success.

Here is what we predict to be the trend to break this cycle:

capital raised on honest conversations, smaller amounts for specific needs

less emphasis on categories, more on healthy brands and good leadership

healthy portion of capital generated by the business (rather than matching investors)


Unpopular opinion, but the right thing to do: focus on scaling 


From folks in the industry who are applying them real-time…

We need solutions so we started with our team member Advisor Chef Erik Oberholtzer, asking him how to break this cycle. 

 advises founders to “scale good behavior" - a less popular, but wise opinion. Establish profitability in your initial locations before seeking extensive investment to avoid the pitfalls of premature expansion. Stay true to your values, offer a unique product, and prioritize profitability, smart operations, and a distinctive "you factor" to prevent growth from becoming a perpetual struggle or leading to business failure.

. Tell your advisors, mentors and investors what is really going on, so that you can garner real advice. Jot down the offerings they share and become a student to rebuilding your brand. The food system is relying on you!

Let's ditch false promises, embrace vulnerability, and rebuild our brands together—because the food system is relying on us.


From Downturn to Solutions: How the Food Industry Can Thrive in 2024

Independent brands in the hospitality and real estate sector help shape the landscape of our towns, cities, and built environment in an evergreen way. 

This creative community builds and shapes the inspiring environments that are a part of our everyday lives. From the cup of coffee we get in the morning, to the places we call home, to the gathering spaces that we create lifelong memories in - we are beyond grateful for your partnership
this year.


Together, here’s where we moved the needle:

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