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Hello, welcome to the latest 
episode, the winning Shopify 

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podcast and me, your host, Nick 
Truman. 

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It's so good that you guys are 
watching this and I'm delighted 

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to be joined by two amazing 
founders of a business that I've

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tasted myself, which is How I 
Met these guys. 

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We use them for our corporate 
Christmas gifting to all of our 

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clients and partners back at 
Christmas. 

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So if you didn't receive 1, we 
can have a chat afterwards. 

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Means you're on the naughty 
list. 

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But anyways, Emily and Annabelle
are from Qatar and Squid, you 

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guys are the founders. 
Welcome to the show, how are 

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you? 
Great. 

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Thank you. 
Thanks. 

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For having us. 
Well, it's so good to have you 

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both here and I'm super excited 
for today's episode. 

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But I'm going to dive straight 
in with the big stat, what 

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people have seen in the title of
this as well. 

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How do you achieve 500% 
e-commerce growth in just 12 

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months? 
I think it's about having 

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opportunity, taking that 
opportunity and being ready for 

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it. 
So before the growth we we were 

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platformed on to Shopify and it 
allowed us to when the demand 

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came to be able to process and 
develop the orders and see the 

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analytics and what we're 
selling. 

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And then what worked, we kind of
basically double downed on and 

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kept working on those products 
and making them more appealing 

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for the customer. 
Also fulfillment, no sleep. 

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That's my first question. 
Like how on earth, because you 

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guys bake products we do. 
How on earth did you bake so 

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many brownies so quickly as 
things like, was it, was it an 

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overnight like bam, we've got 
thousands of orders or was it 

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kind of like week by week and we
just keep scaling that process? 

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Yeah, it was a week by week, one
week it was doubled and then it 

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was double again and then it was
double again. 

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And then we're like, is this 
going to continue? 

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Yes, it's continuing. 
OK, Right. 

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So let's find a few more people 
to help us to bake and pack. 

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And so it sort of escalated like
that. 

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But I think during that time I 
slept maybe 21 hour of the 24 

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hours in the day because, you 
know, we had a conversation and 

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we were like, we don't know if 
this is going to continue and we

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need to take the opportunity and
learn and develop more products.

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So that's what we basically 
focused on. 

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Amazing, amazing. 
And from a fulfilment point of 

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view, like how did you get, like
you mentioned, just grabbing 

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people almost on the street, 
like can you pick and pack stuff

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for us? 
How do you, how did you scale up

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the baking process of that? 
Like surely you've got recipes, 

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there's certain ways you want to
bake products, They need to be 

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packaged. 
You got to order packaging. 

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Did you have everything ready to
go as like a we got a 24 hour 

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turn around or The nervous laugh
says no. 

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Absolutely not. 
Like when, when that growth 

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comes, it's not, you know, you 
can't, I think you can't predict

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that growth as as as much as 
people think they're like, oh, 

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I'm going to do this and then 
we're going to grow like 100 

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percent, 200 percent, 3%. 
I don't think it quite works 

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that way. 
There's obviously opportunity 

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and brand recognition which just
comes with plugging away, 

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working your brand. 
Obviously before that growth, 

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we'd been around for three 
years, 3-4 years. 

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So we had our brand name and, 
and because we had so much good 

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SEO with our products and one of
the hero products was afternoon 

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tea at home, which was a hero 
product of that sort of 18 

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months to two year period that 
kind of lent itself to us sort 

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of growing. 
But no, you, you, you absolutely

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can't go. 
OK, well, I'm just going to hold

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this packaging in hope that 
we're going to grow 500%. 

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So you know, packaging or going 
to our supplies, ordering more 

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packaging, getting it in time 
was an absolute nightmare. 

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Did you ever have to compromise 
at any point? 

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Because that's the thing I hear 
is like, we're just going to 

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have to use brown boxes because.
White boxes. 

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White because we don't do. 
Brown Brown was hypothetical 

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white. 
Boxes white. 

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We did use white boxes with 
really nice, you know, branded 

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stickers that we could turn 
around quickly. 

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But obviously very quickly we 
understood that the customer 

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wanted the orange box. 
Yeah, yeah. 

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So I mean, we've got one here, 
let's open it. 

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I mean, you guys made me so 
hungry when you walked in with a

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goodie bag because Byron who's 
sitting the other side of the 

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glass was saying like we're 
going to get any goodies. 

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But guys, I ordered a slightly 
bigger box than this, but I 

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ordered a box of these for our 
clients at Christmas. 

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I don't know if I don't even get
a zoom in on this, but they're 

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absolutely delicious. 
Even opening them, the smell, if

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you're right, the packaging is 
incredible. 

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I mean, no wonder your SEO is 
good. 

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It's because people see that. 
I think one of the reasons we 

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bought from you initially, 
having no connection to you guys

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that never spoke to you, never 
met you. 

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It was only after that we got 
talking. 

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But I saw the packaging and 
thought as a business, I want my

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clients and partners to open 
this and go, wow, that is so 

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spec, which is which is our 
agency. 

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Like so spec is bright. 
You know, they're kind of like 

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bang, here's a really cool 
thing, Merry Christmas and also 

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brownies at Christmas. 
It's not like, yeah, they don't 

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go hand in hand traditionally, 
but like everyone was like, 

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that's such a good shout. 
And you kind of have like one or

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one or two a day. 
And I spent Christmas and 

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vegans. 
So this was perfect for me, just

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snacking away. 
How did you come up with the 

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branding and the packaging and 
how much did that evolve? 

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How much with it was just from 
the get go? 

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Let's invest in it before we 
sort of start selling products. 

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Yeah, so I think we decided day 
one it was going to be a brand, 

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not just like Anibal and Emily's
Bakery, which could be, you 

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know, absolutely we could call 
it Anibal and Emily's Bakery. 

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We decided not to. 
And and the the logo, original 

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logo was meanings behind why 
we've we set the business up, 

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Yeah. 
So we we had a designer friend 

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hand draw every single icon and 
it all meant something to us. 

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So it all meant something to the
brand, personal to us. 

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And we love the the logo, so 
many people told us so many 

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times that it was too fancy and 
you needed to make it cleaner, 

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you need to be less busy. 
We were like, no, This Is Us, we

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really believe in this. 
So our branding comes from 

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almost a day one of what do we 
want our brand to look like and 

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what does it mean to us? 
So everything that you see now 

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in our packaging we have in 
house designers and it all stems

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from our original design ethos. 
And it's disruptive. 

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So actually the fact you said no
to all those things, I love that

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it's been because disruptive 
brands are ones that you 

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remember. 
No, there's kind of 2 ends of 

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the product spectrum. 
I always see like 1 is like, I 

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want the thing that's as quiet. 
Like sometimes with people's 

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clothing, it's like, I want as 
quiet as possible. 

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I just want to kind of blend in 
here or, you know, I'm new. 

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I don't want to have imposter 
syndrome type thing. 

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Or it's like a no. 
I just want everyone going like,

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whoa, whether it's good or bad, 
whoa, it's still a wow. 

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It's like a that that makes a 
difference. 

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And so I think, I mean, the 
branding's incredible. 

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We've got some more products 
we'll talk about in a minute as 

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well. 
But I mean having everything 

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hand drawn is, is that someone 
you still talk to? 

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Do you still evolve the brand 
with that? 

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Do you still develop more 
packaging with them? 

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Yeah, we take the essence of 
what we built at the beginning 

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and we've moved the brand and 
the logo and the look of it 

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along some of it simplified so 
that it translates into an 

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orange and white box because 
obviously you want a multi 

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coloured box costs like we learn
very quickly, multi coloureds 

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costs a lot of money, more 
colours, more money. 

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So we we kind of took the ethos 
of what we have and then we sort

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of use it for different 
purposes. 

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So like obviously on site we'll 
be using more colour. 

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In brand packaging, we stick to 
the orange and the white. 

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So yeah, we have like brand 
identity across all of our touch

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points, but in different ways. 
Yeah, yeah. 

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I mean, that makes a lot of 
sense. 

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But also I think because there's
only two colours in the 

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packaging, the products then 
really sing. 

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And that's one of the biggest 
things I think especially with 

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food, it's got to look nice. 
The food, it can't be beautiful 

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packaging and then a horrible 
dry muffin inside or something, 

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you know? 
I mean, you guys are both 

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laughing and you must have had 
some disasters in there in the 

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product lines. 
Are there any, I know this 

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wasn't like questions, but just 
now I've mentioned it, are there

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any disaster moments where you 
guys are like, look, we just, we

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can't sell that. 
That is disgusting. 

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There was a cake the animal 
decorated and she's like, what 

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do you think of it? 
And I was like, it literally 

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looks like there's a turd on 
top. 

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Like you can't was it? 
Oh no, I get Cesar. 

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Yeah, we we definitely have some
baking fails like as. 

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You've got to. 
That's how you develop the good 

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recipes. 
Well, like does this look good? 

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No, this looks bad. 
Or if someone says something 

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like, oh, it looks like such and
such and you're like, OK, I 

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can't Unsee that. 
So now I'm going to have to 

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change it. 
We don't use artificial 

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colouring, so it's all natural. 
And we've done that since day 

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one, since the four people were 
even bothered about, you know, 

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what they ate. 
And so we have to use muted 

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colours because you can't 
actually get bright colours from

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nature naturally. 
It doesn't exist, I think. 

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So our packaging needs to be 
kind of muted and then 

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everything needs to be kind of 
well put together, otherwise it 

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will just look brown and white 
or beige if we're not careful. 

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Yeah, which makes a lot of 
sense. 

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I we had another guest, I'm 
trying to remember her name now,

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but she was travelling a lot 
around the US, so lots of like 

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day flights, you know, an hour 
flight to a meeting an hour 

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back. 
And because of that, she can 

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take liquids, but she was always
like, I want to brush my teeth 

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like when I go there meeting 
somebody or whatever makes fall 

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for really self-conscious and 
but I want to brush it. 

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So she developed this chewable 
toothpaste that she could use 

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because she could take a 
toothbrush, but she couldn't see

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it. 
So she developed that. 

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But she told me she lost her 
taste entirely for several weeks

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trying to develop one of the 
products in what used to be a 

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garage, her garage on the side 
of the house then became a 

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science lab. 
And so I love hearing stories of

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like, yeah, just some things we 
designed tasted great, looked 

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awful or tasted awful but looked
amazing. 

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But I think with the, I mean, 
we've been reading in our house,

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the ultra process people 
recently and our, our food shop 

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now is just lots of plain 
vegetables and like garlic and 

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herbs and, and other stuff. 
And some of the herbs we now 

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grow in the kitchen and other 
things on the, you know, on the 

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side. 
So I think it's, it's amazing to

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do stuff like that when you're 
almost like ahead of when people

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really care about those things. 
I want to roll back to my first 

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question, though. 
Something must have triggered 

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that 500% growth. 
And I know what it is because 

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you've told me, but tell all of 
our listeners, what were some of

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the things that triggered the 
move from when you had three 

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stores and you were selling out 
of those three? 

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I don't know if they were three 
bakeries or just three shop 

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fronts. 
But when you were selling out of

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those, what, what changed to 
suddenly have this 500% growth 

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in a single year? 
What triggered it? 

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What was the marketing campaign,
the mechanism, the the thing 

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that meant right revenues just 
going like that at the moment 

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and we need to keep up. 
Yeah. 

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Obviously like the timeline, so 
it was COVID that basically 

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changed our whole business 
model, which I think for us was 

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basically a 360. 
We were pre pandemic more 

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traditionally A bricks and 
mortar business where we had 

225
00:10:45,160 --> 00:10:47,400
three sites across around 
London. 

226
00:10:47,400 --> 00:10:51,680
We were on the trajectory to 
open an another, another one and

227
00:10:51,680 --> 00:10:53,280
we had another one in the 
pipeline. 

228
00:10:54,160 --> 00:10:56,040
We had a big one, we had a huge 
one. 

229
00:10:56,120 --> 00:10:58,600
It was huge so. 
You might have dodged a bullet 

230
00:10:58,600 --> 00:10:59,320
then. 
We yeah. 

231
00:10:59,320 --> 00:11:02,360
So we were in legals. 
We were in legals at the time 

232
00:11:02,720 --> 00:11:05,080
and then we, we just looked at 
each other and went, this 

233
00:11:05,080 --> 00:11:08,640
doesn't feel right. 
Our gangs said it wasn't right, 

234
00:11:08,640 --> 00:11:11,280
it wasn't right. 
And so we said no to it. 

235
00:11:11,280 --> 00:11:13,640
So we'd obviously thrown quite a
few thousand away. 

236
00:11:14,800 --> 00:11:18,640
And I think maybe 3 or 4 weeks 
later then obviously it was 

237
00:11:18,640 --> 00:11:22,200
announced that COVID, COVID was 
coming to the UK and we're not 

238
00:11:22,200 --> 00:11:24,760
sure what's happening. 
And we, you know, we, we just 

239
00:11:24,880 --> 00:11:28,000
saw this decline in people 
coming and. 

240
00:11:28,360 --> 00:11:30,400
Especially with food as well. 
Like, yeah. 

241
00:11:30,600 --> 00:11:33,840
Exactly. 
And during that time and before 

242
00:11:33,840 --> 00:11:39,600
that, people weren't really 
buying cakes and products online

243
00:11:39,640 --> 00:11:42,520
for home delivery. 
They were picking them up from 

244
00:11:42,520 --> 00:11:44,040
store. 
And those were the kind of 

245
00:11:44,120 --> 00:11:46,080
habits that people. 
Because I guess people's 

246
00:11:46,080 --> 00:11:48,720
mindsets, you want it fresh, you
want the experience. 

247
00:11:48,720 --> 00:11:50,280
Absolutely. 
You'll go and collect. 

248
00:11:50,280 --> 00:11:53,040
It you're going to go collect it
or you know, we would get like 

249
00:11:53,040 --> 00:11:54,960
people come in and be like, can 
I have a cake? 

250
00:11:54,960 --> 00:11:56,640
And we're like, sure. 
It's like we go and make that 

251
00:11:56,640 --> 00:11:59,640
for me now and I'm like OK, 
yeah. 

252
00:12:00,360 --> 00:12:02,840
And so you know, it was that 
kind of mentality. 

253
00:12:03,960 --> 00:12:09,800
But we had, as I said, launched 
a brand new site maybe three or 

254
00:12:09,800 --> 00:12:13,480
four months before that point. 
Perfect timing and we were on 

255
00:12:13,480 --> 00:12:17,760
our way to developing it. 
But obviously with bricks and 

256
00:12:17,760 --> 00:12:20,400
mortar business, it does take a 
lot of management time and. 

257
00:12:20,840 --> 00:12:25,080
It wasn't a priority because 
people weren't buying online for

258
00:12:25,080 --> 00:12:26,880
home delivery. 
They were buying online to pick 

259
00:12:26,880 --> 00:12:28,920
up in store. 
So they could easily walk in 

260
00:12:28,920 --> 00:12:31,920
store and just buy on the day 
because we would have a number, 

261
00:12:32,560 --> 00:12:34,560
a certain amount of stock. 
So it wasn't a priority for us. 

262
00:12:35,480 --> 00:12:39,800
So I just remember the day where
we said, OK, that's it. 

263
00:12:40,360 --> 00:12:44,600
We have to close all the stores,
conserve cash. 

264
00:12:44,600 --> 00:12:48,360
And we had a meeting in my 
kitchen and we go, what do we do

265
00:12:48,360 --> 00:12:50,640
now? 
And so we say, well, we need to 

266
00:12:50,640 --> 00:12:55,880
fight, we need to do something. 
What products do we have that 

267
00:12:55,880 --> 00:12:58,520
are ready to go that can just go
straight online? 

268
00:12:58,920 --> 00:13:01,800
Yost have just launched 
something that is absolutely 

269
00:13:01,840 --> 00:13:05,440
game changing. 
Their new AI Brand Insights tool

270
00:13:05,440 --> 00:13:08,520
is now in beta, and it's built 
to help you track your brand's 

271
00:13:08,520 --> 00:13:12,240
visibility, sentiment and 
credibility across AI platforms 

272
00:13:12,280 --> 00:13:15,280
like ChatGPT. 
As search expands from Google to

273
00:13:15,480 --> 00:13:18,400
AI Answers, this tool gives you 
a clearview of how your brand 

274
00:13:18,400 --> 00:13:21,920
shows up, combining sentiment, 
visibility, and mentions. 

275
00:13:22,040 --> 00:13:25,000
It's designed for marketers who 
want enterprise level insight 

276
00:13:25,000 --> 00:13:29,320
without the enterprise price 
less than $400.00 per year. 

277
00:13:29,320 --> 00:13:32,000
And here's the best bit. 
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278
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So starting November 27th, 

279
00:13:34,080 --> 00:13:38,240
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280
00:13:38,240 --> 00:13:41,440
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281
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your discount. 

282
00:13:45,080 --> 00:13:50,600
And I took the products, the 
photos with my phone and. 

283
00:13:50,920 --> 00:13:53,520
Those are great now though, I 
think people underestimate how 

284
00:13:53,520 --> 00:13:55,760
much amazing footage and 
photography you can get with a 

285
00:13:55,760 --> 00:13:57,440
phone with the right light. 
Well, I've still got the 

286
00:13:57,480 --> 00:14:00,520
pictures and they're quite 
comfortable. 

287
00:14:00,520 --> 00:14:01,520
They are quite dodgy. 
Quite dodgy. 

288
00:14:01,600 --> 00:14:05,440
I said can't, but being able to 
do stuff like that and actually 

289
00:14:05,440 --> 00:14:07,920
tell your customers some of that
story like we're baking, we're 

290
00:14:07,920 --> 00:14:10,440
baking from home or we're a dark
kitchen at the moment because 

291
00:14:10,440 --> 00:14:11,720
the the shop front's shut. 
It's. 

292
00:14:11,720 --> 00:14:16,360
Yeah. 
So we, I mean it was our 1 

293
00:14:16,360 --> 00:14:20,600
e-commerce person, me and a 
couple of us and a couple of 

294
00:14:20,600 --> 00:14:26,480
others and we just developed, 
shot it, put it online and 

295
00:14:26,480 --> 00:14:29,440
that's how it started. 
And then we saw some traction 

296
00:14:29,440 --> 00:14:31,560
from it. 
So we kept doing it again and 

297
00:14:31,560 --> 00:14:37,200
again and just kept refining the
products that were working so 

298
00:14:37,200 --> 00:14:39,520
that we could get the nationwide
reach. 

299
00:14:39,520 --> 00:14:43,320
And we were the first people to 
do an afternoon tea at home. 

300
00:14:43,560 --> 00:14:46,160
We also developed. 
I remember that because you rang

301
00:14:46,160 --> 00:14:47,680
me. 
You're like, we need to get 

302
00:14:47,720 --> 00:14:50,800
afternoon tea online, How are we
going to do it? 

303
00:14:51,480 --> 00:14:54,120
It's got fresh cream in it, 
potty cream. 

304
00:14:54,120 --> 00:14:57,440
And I was like. 
Chat GBC yeah. 

305
00:14:57,840 --> 00:15:00,360
Actually it wasn't even chat 
GBC, it was Google. 

306
00:15:00,360 --> 00:15:02,000
It was like, yeah, it was pre 
chat. 

307
00:15:02,000 --> 00:15:04,080
So you had to use, you had to 
use your brain, actually use 

308
00:15:04,080 --> 00:15:09,600
your brain as like I think we 
might be able to get clotted 

309
00:15:09,600 --> 00:15:14,480
cream frozen from the big, the 
big supplier. 

310
00:15:15,480 --> 00:15:16,720
Let's go and see if we can do 
it. 

311
00:15:16,720 --> 00:15:17,320
Yeah. 
And that will. 

312
00:15:17,320 --> 00:15:20,240
Develop some packaging that fit 
that it fits it in like it's. 

313
00:15:20,240 --> 00:15:23,160
Safe keep it safe keep. 
It safe how are we going to pack

314
00:15:23,160 --> 00:15:24,960
it? 
How's it not going to move We 

315
00:15:25,080 --> 00:15:29,800
obviously we had we learnt so 
much about stuff not arriving in

316
00:15:29,800 --> 00:15:35,440
perfect condition jam because 
our jam has 50% less sugar it 

317
00:15:35,440 --> 00:15:39,400
goes mouldy quicker. 
So we had to learn and develop 

318
00:15:39,640 --> 00:15:43,640
those kinds of like practical 
things so that our brand with 

319
00:15:43,640 --> 00:15:50,280
what people loved and knew us 
for got translated into the 

320
00:15:50,280 --> 00:15:52,720
nationwide product because you 
could easily just put any old 

321
00:15:52,960 --> 00:15:55,880
whatever inside it. 
But that's obviously we would 

322
00:15:55,880 --> 00:15:58,640
know that our customers 
wouldn't, they would know it 

323
00:15:58,640 --> 00:16:02,080
wouldn't wasn't us. 
So that was a real learning 

324
00:16:02,080 --> 00:16:09,120
curve over a very long and but 
short period of time, like what 

325
00:16:09,120 --> 00:16:11,640
felt like a lifetime. 
Like if I think back to it, 

326
00:16:11,840 --> 00:16:13,920
actually was a very, very short 
period of time. 

327
00:16:14,040 --> 00:16:17,720
Like it was a case of taking 
what people loved about what we 

328
00:16:17,720 --> 00:16:22,000
did, what we were successful at,
and bringing it to their door 

329
00:16:22,720 --> 00:16:26,160
without your customer knowing 
that maybe it isn't exactly the 

330
00:16:26,160 --> 00:16:29,240
same product because he had to 
slightly re engineer it, but not

331
00:16:29,240 --> 00:16:31,800
in a way that made it feel any 
different. 

332
00:16:31,920 --> 00:16:35,720
So it was getting that in store 
experience to people at home. 

333
00:16:36,880 --> 00:16:39,880
And I, I remember so many 
businesses just like, I guess 

334
00:16:39,880 --> 00:16:42,080
the word they use in the USA lot
and lots, lots of you guys would

335
00:16:42,080 --> 00:16:44,600
use is pivot people pivoting 
into something completely new. 

336
00:16:45,080 --> 00:16:47,480
Even the local brewery, they 
like, they literally knocked a 

337
00:16:47,480 --> 00:16:50,640
building down so that they could
create a drive through. 

338
00:16:51,120 --> 00:16:53,440
And because of COVID, you won't 
have any physical contact. 

339
00:16:53,720 --> 00:16:55,440
So they had a card machine on a 
long stick. 

340
00:16:55,920 --> 00:16:57,960
And I, I was, I actually even 
asked them when I was like, 

341
00:16:58,040 --> 00:16:59,760
because like, what kind of stick
is that? 

342
00:16:59,760 --> 00:17:02,840
And they were like, oh, my dad's
a window cleaner and he can't go

343
00:17:02,840 --> 00:17:04,720
and clean people's windows right
now because you're not let out. 

344
00:17:05,079 --> 00:17:07,440
So you lent me the stick and 
I've just like gaffer taped the 

345
00:17:07,440 --> 00:17:09,800
card machine on the end. 
And I just asked how they would 

346
00:17:09,800 --> 00:17:11,599
just sold them one flagship 
beer. 

347
00:17:11,599 --> 00:17:14,280
How many crates of it you want? 
And you click a button to open 

348
00:17:14,280 --> 00:17:16,319
your boot for them. 
They put it in the boot with 

349
00:17:16,319 --> 00:17:19,240
gloves and a mask and everything
shut the boot and you scan your 

350
00:17:19,240 --> 00:17:21,560
card and off you go. 
And they were just a queue as 

351
00:17:21,599 --> 00:17:23,400
far as the eye can say. 
I remember when McDonald's first

352
00:17:23,400 --> 00:17:25,280
opened. 
I'm personally not a customer 

353
00:17:25,280 --> 00:17:27,440
McDonald's, but I was just 
fascinated seeing the like 

354
00:17:27,599 --> 00:17:30,040
looking at Google Maps of the 
traffic, picking every drive 

355
00:17:30,040 --> 00:17:32,800
through and it's like, honey, we
can go out where McDonald's like

356
00:17:32,800 --> 00:17:35,720
let's go just because you could 
go somewhere, right. 

357
00:17:35,720 --> 00:17:38,720
The fact that I mean, you guys, 
I think whether it's luck, gut 

358
00:17:38,720 --> 00:17:41,880
feel or just pre planning and 
and doing it well, the fact you 

359
00:17:41,880 --> 00:17:45,160
just launched a new site, we got
so many phone calls and agency 

360
00:17:45,160 --> 00:17:48,200
going like coverts here is like 
we know and it's like we need to

361
00:17:48,200 --> 00:17:50,360
go direct to consumer. 
Like all the hotels are shut and

362
00:17:50,360 --> 00:17:53,280
we sell tea to hotels and cafes.
And yeah, we do a little bit 

363
00:17:53,280 --> 00:17:55,880
online, but we need to like 
optimize that thing or some 

364
00:17:55,880 --> 00:17:58,440
brand saying we sell in shops, 
we sell to read, we distribute 

365
00:17:58,440 --> 00:18:01,080
out to retailers and like saying
before we hit record like they 

366
00:18:01,080 --> 00:18:03,120
sell in shops. 
And so actually all the shops 

367
00:18:03,120 --> 00:18:04,360
are shut. 
So we need to have a direct to 

368
00:18:04,360 --> 00:18:06,800
consumer brand and we need one 
now and we need to get get this 

369
00:18:06,800 --> 00:18:09,520
off the ground quickly. 
Some of our retails are still 

370
00:18:09,520 --> 00:18:11,200
selling online, but that's 20% 
of what they do. 

371
00:18:11,200 --> 00:18:12,600
So we're losing 80% of our trade
here. 

372
00:18:12,880 --> 00:18:14,640
And we've got a warehouse full 
of stuff that we need to 

373
00:18:14,640 --> 00:18:16,840
distribute. 
So I think it's amazing how you 

374
00:18:16,840 --> 00:18:19,120
guys were in the almost like the
right position to make best use 

375
00:18:19,120 --> 00:18:21,880
of it before your competitors 
could almost react. 

376
00:18:22,440 --> 00:18:24,880
Did did you see a point where it
kind of tailed off or has it 

377
00:18:24,880 --> 00:18:26,040
just continued since? 
No. 

378
00:18:26,280 --> 00:18:31,000
I mean we haven't where we 
understand from people we talked

379
00:18:31,000 --> 00:18:34,360
to, they've seen they see a peak
and then they see their revenue 

380
00:18:34,360 --> 00:18:37,040
decline actually would not seen 
the same. 

381
00:18:37,600 --> 00:18:43,520
So what we have tried to do over
the last five years is hone in 

382
00:18:43,600 --> 00:18:47,440
on who we are now as a brand, 
what do we stand for as a brand 

383
00:18:47,440 --> 00:18:51,200
and how we're going to move 
forward and, and the products 

384
00:18:51,200 --> 00:18:52,960
that we develop going forward as
well. 

385
00:18:53,480 --> 00:18:56,800
And we've just kept pushing the 
boundaries of what what we're 

386
00:18:56,800 --> 00:19:00,320
able to deliver nationwide 
because that's what people want.

387
00:19:00,560 --> 00:19:02,920
So we listen to what our 
customers want and then try and 

388
00:19:02,920 --> 00:19:05,200
make that happen. 
Yeah, we really kind of deep 

389
00:19:05,200 --> 00:19:07,200
dived into why people buy from 
us. 

390
00:19:07,200 --> 00:19:11,520
So when we were bricks and 
mortar, it's a very traditional 

391
00:19:12,360 --> 00:19:16,120
setup. 
People would buy cake, brownies,

392
00:19:16,120 --> 00:19:20,560
our biskies, whatever for an 
event at the office to take home

393
00:19:20,560 --> 00:19:23,800
for an event. 
And then our learning through 

394
00:19:24,320 --> 00:19:26,960
through, you know, our growth 
period was that actually people 

395
00:19:26,960 --> 00:19:29,080
are buying to gift to somebody 
else. 

396
00:19:29,760 --> 00:19:35,000
And we've managed to transform 
what is like a cottage industry 

397
00:19:35,000 --> 00:19:41,040
of baking into gifting, which is
traditionally held by chocolate 

398
00:19:41,040 --> 00:19:45,280
companies or florists, florists 
or cards. 

399
00:19:46,560 --> 00:19:49,920
So we've really worked into that
and actually realised that 

400
00:19:49,920 --> 00:19:53,000
actually what our customers want
is they want an amazing gift 

401
00:19:53,000 --> 00:19:57,400
from from us to be sent to the 
front door of somebody that they

402
00:19:57,560 --> 00:20:00,720
love or somebody they're trying 
to win business of or say thank 

403
00:20:00,720 --> 00:20:03,320
you to. 
And it's a land and it's give 

404
00:20:03,320 --> 00:20:08,480
the right message, not feel too.
Populent but feel thoughtful 

405
00:20:08,480 --> 00:20:10,520
because they're sending. 
Out a Rolex or something is it? 

406
00:20:10,920 --> 00:20:12,920
Exactly right. 
It's an appropriate gift for an 

407
00:20:12,920 --> 00:20:15,560
appropriate moment. 
Yeah, I think when you send 

408
00:20:15,560 --> 00:20:21,080
brownies or something beautiful 
but also edible that is 

409
00:20:21,080 --> 00:20:26,840
delicious, I think you sort of 
can't go wrong really with that 

410
00:20:26,840 --> 00:20:32,320
because yeah, you know, you are 
satiating the the stomach as 

411
00:20:32,320 --> 00:20:35,520
well as like you're like 
visually and and then. 

412
00:20:35,720 --> 00:20:36,920
I'm struggling with the smell of
these. 

413
00:20:37,800 --> 00:20:38,760
I might close. 
You should come. 

414
00:20:39,200 --> 00:20:40,440
You should. 
Come to the bakery when it's 

415
00:20:40,440 --> 00:20:44,520
brownie When it's brownie time 
and like you don't like the. 

416
00:20:44,600 --> 00:20:46,320
Penguins at. 
The Yeah, you like. 

417
00:20:46,560 --> 00:20:49,680
My daughter loves that. 
You open the the door and 

418
00:20:49,680 --> 00:20:51,480
literally just, it's just 
chocolate, that's what. 

419
00:20:51,520 --> 00:20:53,200
It's called chocolate. 
Yeah. 

420
00:20:53,200 --> 00:20:55,480
I walk in supermarkets and I 
March to the bakery because, you

421
00:20:55,480 --> 00:20:57,600
know, they pump the fans of, 
like, the fresh breads. 

422
00:20:57,840 --> 00:20:59,920
I'm like, right, loaf of breads.
And then like, what does that 

423
00:20:59,920 --> 00:21:04,440
come in here for? 
Yeah, I mean, I think your 

424
00:21:04,440 --> 00:21:07,120
journey's amazing and but it's 
not all been plain sailing, has 

425
00:21:07,120 --> 00:21:09,360
it? 
You mentioned the bleak week. 

426
00:21:09,520 --> 00:21:12,320
I decided to call it that, The 
bleak Week. 

427
00:21:12,400 --> 00:21:13,840
Tell me more about the bleak 
Week. 

428
00:21:14,400 --> 00:21:15,920
One of your biggest wholesale 
customers. 

429
00:21:16,480 --> 00:21:19,840
So we had been trading for about
18 months. 

430
00:21:19,840 --> 00:21:21,520
I want to stay here 12 months, 
12 months. 

431
00:21:22,000 --> 00:21:29,480
And, you know, like most 
start-ups, we've been taken on 

432
00:21:29,480 --> 00:21:34,280
by two major retailers, very 
prestigious retailers in the UK.

433
00:21:34,280 --> 00:21:36,640
We were in store for both of 
them. 

434
00:21:37,080 --> 00:21:39,000
And everyone was like, Oh my 
God, this is amazing, this is 

435
00:21:39,000 --> 00:21:40,880
amazing. 
You're, you know, you're there, 

436
00:21:40,880 --> 00:21:44,960
you've made it. 
And unfortunately those 

437
00:21:44,960 --> 00:21:47,360
retailers like to always find 
the next best thing. 

438
00:21:48,200 --> 00:21:52,520
And in one week we had our 
contract called for both of 

439
00:21:52,520 --> 00:21:55,120
them. 
And we didn't have any outlets 

440
00:21:55,120 --> 00:21:57,360
because we had started off at 
market stores and then gone 

441
00:21:57,360 --> 00:22:01,120
straight into wholesaling with 
these retailers. 

442
00:22:02,000 --> 00:22:04,280
But we had a team and we had 
premises. 

443
00:22:04,280 --> 00:22:07,080
So we had a team of people who 
trusted us with their 

444
00:22:07,080 --> 00:22:08,160
livelihoods. 
Yeah, Yeah. 

445
00:22:08,720 --> 00:22:11,200
And we just thought we sat down 
together that day. 

446
00:22:11,200 --> 00:22:12,960
I mean, it was miserable. 
We were miserable. 

447
00:22:12,960 --> 00:22:15,040
It was it was it. 
There were tears. 

448
00:22:15,160 --> 00:22:16,480
A lot. 
At least you had each other. 

449
00:22:16,480 --> 00:22:18,200
I'm a solo. 
I'm a solo owner of the 

450
00:22:18,200 --> 00:22:20,480
business. 
I've had some dark days and like

451
00:22:20,480 --> 00:22:22,040
my wife tries but she just 
doesn't. 

452
00:22:22,400 --> 00:22:24,120
I I don't. 
Know yeah what she goes through 

453
00:22:24,120 --> 00:22:25,920
at work. 
I struggled to sympathise when 

454
00:22:26,040 --> 00:22:28,280
you kind of have empty. 
I get it, yeah. 

455
00:22:28,280 --> 00:22:30,120
And so we were just like, what 
are we gonna do? 

456
00:22:30,120 --> 00:22:32,400
Like, what do we do? 
Do we give up? 

457
00:22:32,400 --> 00:22:34,600
Do we give up? 
Because it's always something 

458
00:22:34,600 --> 00:22:35,840
that goes through your mind, 
doesn't? 

459
00:22:36,200 --> 00:22:39,360
It's the first thing it's like, 
we'll stuff that then what's the

460
00:22:39,360 --> 00:22:42,400
easiest thing to do? 
Like go go on read.co.uk and 

461
00:22:42,400 --> 00:22:43,680
find another job, right just. 
Yeah. 

462
00:22:43,680 --> 00:22:46,720
Are we going to give up on this?
And we just said, you know what,

463
00:22:47,000 --> 00:22:48,920
we're not ready to give up. 
Yeah, we didn't. 

464
00:22:49,240 --> 00:22:51,320
We didn't feel that it was 
right. 

465
00:22:51,320 --> 00:22:52,920
I don't think we felt that it 
was fair. 

466
00:22:52,920 --> 00:22:55,880
And actually our buyer from one 
of the retailers said to us, 

467
00:22:56,440 --> 00:22:59,360
what you guys need is your own 
space with your branding 

468
00:22:59,360 --> 00:23:01,680
everywhere. 
So your branding is so strong, 

469
00:23:01,680 --> 00:23:05,440
but I can't give you the space 
in my store because you're not a

470
00:23:05,440 --> 00:23:07,640
big enough brand to warrant 
that. 

471
00:23:07,800 --> 00:23:11,240
And we said, OK, we thought 
about that and we had a little 

472
00:23:11,240 --> 00:23:13,760
bit of money left in savings, I 
mean, not much at all. 

473
00:23:14,160 --> 00:23:16,400
And we felt, do you know what 
stuff here? 

474
00:23:16,640 --> 00:23:18,560
Let's just blow the last of the 
money. 

475
00:23:19,840 --> 00:23:21,440
What is that going to be at this
point? 

476
00:23:21,600 --> 00:23:23,160
Exactly? 
We just thought at this point, 

477
00:23:23,160 --> 00:23:25,920
let's just throw the lot. 
Let's just throw the last bit of

478
00:23:25,920 --> 00:23:28,440
cash we've got. 
And so we did and we found a 

479
00:23:28,440 --> 00:23:32,320
little pop up site in Soho. 
It was so expensive back there 

480
00:23:32,320 --> 00:23:34,240
and people thought we were 
paying like £50 a day for it, 

481
00:23:34,240 --> 00:23:37,520
but it was like 200. 
It was like £200 a day and back 

482
00:23:37,520 --> 00:23:40,400
that back in the day was, was 
and it and it was, it was an 

483
00:23:40,400 --> 00:23:45,520
absolute hole. 
It was really awful and we had 

484
00:23:45,520 --> 00:23:48,800
to like it was an ex walk to 
walk so we had to like scrape 

485
00:23:48,800 --> 00:23:50,720
the walls with. 
The grease, it was like the 

486
00:23:50,720 --> 00:23:52,400
grease of it. 
You know, we didn't have any 

487
00:23:52,400 --> 00:23:55,680
money to like invite anybody to 
do anything, so we did. 

488
00:23:55,680 --> 00:23:58,040
It oh, I'm painting walls in the
office as soon as I get back 

489
00:23:58,040 --> 00:24:00,400
from my next trip next week. 
Like I'm literally getting a 

490
00:24:00,400 --> 00:24:01,360
roller out and I'll be. 
Painting. 

491
00:24:01,360 --> 00:24:03,200
Oh, I've been there, I've done 
it. 

492
00:24:03,920 --> 00:24:05,880
I enjoy. 
Painting good. 

493
00:24:05,920 --> 00:24:07,400
I've got so you've got this pop 
up, you've got this. 

494
00:24:07,600 --> 00:24:10,520
Pop up and we turned it round in
two weeks. 

495
00:24:12,480 --> 00:24:15,440
We beg borrowed. 
We beg borrowed like from a a 

496
00:24:15,440 --> 00:24:17,880
coffee, you know, a coffee 
machine like it was like a 

497
00:24:17,880 --> 00:24:20,440
bashed up coffee machine from 
Soho House that he had. 

498
00:24:20,440 --> 00:24:22,880
And I was like, I need it. 
I don't care. 

499
00:24:22,880 --> 00:24:25,480
I'll get a nice one when I've 
made some money. 

500
00:24:27,040 --> 00:24:31,160
And so I remember we we had it 
nearly ready, but then the 

501
00:24:31,160 --> 00:24:32,280
coffee machine like starts 
leaking. 

502
00:24:32,280 --> 00:24:33,560
I was like, I'm not ready to 
open. 

503
00:24:33,840 --> 00:24:36,120
But people just kept coming in 
and we are you open yet? 

504
00:24:36,120 --> 00:24:37,240
You open yet? 
You open yet? 

505
00:24:37,640 --> 00:24:38,840
And I was like, do you know 
what? 

506
00:24:38,840 --> 00:24:42,720
Fuck it, let's just go. 
And so we opened the door and 

507
00:24:42,720 --> 00:24:44,120
that was. 
And that was it. 

508
00:24:44,120 --> 00:24:46,920
We had a few hours. 
Of coffee's not here like. 

509
00:24:47,920 --> 00:24:50,880
There was, there was no coffee, 
but there was, there were 14 

510
00:24:50,880 --> 00:24:55,960
seats and they were like picnic 
tables which we'd got from IKEA.

511
00:24:56,720 --> 00:25:00,000
That's so quirky though, Like 
how the amount of, sorry to 

512
00:25:00,000 --> 00:25:02,680
interrupt, but the amount of 
stores I see open now and I'm 

513
00:25:02,680 --> 00:25:05,680
like, it's like how many chicken
shops are there in London and 

514
00:25:05,680 --> 00:25:08,000
they're all just cut and paste. 
They look, they all look great 

515
00:25:08,000 --> 00:25:10,120
for the first two or three years
and they become grimy. 

516
00:25:10,120 --> 00:25:12,640
And eventually someone else will
come and renovate it and change 

517
00:25:12,640 --> 00:25:14,520
it from red and green to blue 
and yellow. 

518
00:25:14,520 --> 00:25:18,200
And so that's quirky though. 
Surely that's part of why it 

519
00:25:18,200 --> 00:25:20,400
worked was again like your brain
is disruptive. 

520
00:25:20,560 --> 00:25:22,200
It's different. 
It was so makeshift. 

521
00:25:22,200 --> 00:25:24,080
We'd yeah. 
I mean, we'd painted, hand 

522
00:25:24,080 --> 00:25:25,600
painted. 
The hands painted the walls with

523
00:25:25,600 --> 00:25:30,320
our with our logo story and then
people just come in and they 

524
00:25:30,600 --> 00:25:32,640
kept queuing. 
And they kept fighting for seats

525
00:25:32,640 --> 00:25:34,320
and they kept. 
Fighting for seats and I had to 

526
00:25:34,320 --> 00:25:38,080
keep going driving back to our 
bakery where we make everything,

527
00:25:38,320 --> 00:25:40,600
make it and then bring it back 
so I and. 

528
00:25:40,600 --> 00:25:43,000
That's like congestion charge 
money and like driving through 

529
00:25:43,000 --> 00:25:45,680
London and yeah, gosh. 
Oh no, we did all the deliveries

530
00:25:45,800 --> 00:25:48,680
ourselves, drive the van 
ourselves. 

531
00:25:48,680 --> 00:25:49,640
I love driving the van. 
I love. 

532
00:25:50,200 --> 00:25:50,760
Oh, I hate it. 
Oh. 

533
00:25:50,760 --> 00:25:53,040
I drove, we moved office last 
Friday and someone's like, do 

534
00:25:53,040 --> 00:25:54,560
you want me to? 
No, I'm driving the van. 

535
00:25:55,600 --> 00:25:57,080
No, I, I did. 
Is anyone else? 

536
00:25:57,080 --> 00:25:58,440
In short, no. 
Driving. 

537
00:25:58,440 --> 00:26:00,680
The van love it. 
Yeah. 

538
00:26:00,680 --> 00:26:06,600
So you know, we did, we did all 
of that and we then had made 

539
00:26:06,600 --> 00:26:10,320
enough money that we could 
invest it into a bigger store, 

540
00:26:10,320 --> 00:26:16,040
the a proper store that we we 
could then really use to to 

541
00:26:16,040 --> 00:26:19,160
grow. 
And that is the flagship store 

542
00:26:19,160 --> 00:26:20,360
that we still have today. 
Nice. 

543
00:26:20,400 --> 00:26:22,040
And that's Brewer St. isn't. 
It Brewer St. 

544
00:26:22,040 --> 00:26:22,720
Yeah. 
Nice, nice. 

545
00:26:22,960 --> 00:26:24,960
And I think, I mean, Byron said 
he walked past it the other day 

546
00:26:24,960 --> 00:26:26,760
as well. 
And I I think literally the next

547
00:26:26,760 --> 00:26:28,800
day I was in town. 
So I took a slight detour. 

548
00:26:28,960 --> 00:26:30,240
And again, it's it's bright 
orange. 

549
00:26:30,240 --> 00:26:32,880
Yeah, it looks so nice. 
But I mean, even with the pop up

550
00:26:32,880 --> 00:26:34,720
shop, people must love the 
product. 

551
00:26:34,720 --> 00:26:37,000
I mean, that is if you ever 
needed proof of concept. 

552
00:26:37,000 --> 00:26:39,520
If you didn't even you know, not
you would have got so much of 

553
00:26:39,520 --> 00:26:40,960
that anyway from the TV 
retailers. 

554
00:26:40,960 --> 00:26:44,120
But even if you didn't have that
the proof of concept that people

555
00:26:44,120 --> 00:26:46,280
are happy to sit on an IKEA 
picnic bench, you know, 

556
00:26:46,280 --> 00:26:48,440
somewhere that was, I was going 
to say badly pet. 

557
00:26:48,440 --> 00:26:50,000
I'm sure you did an amazing job,
but it. 

558
00:26:50,240 --> 00:26:51,960
Was rough and reliable. 
You guys, yeah, you guys were in

559
00:26:51,960 --> 00:26:53,400
a hurry. 
Like, you just need to open that

560
00:26:53,400 --> 00:26:54,560
door. 
People are knocking on it. 

561
00:26:54,720 --> 00:26:56,240
Just let them buy stuff. 
Or Penguin. 

562
00:26:56,240 --> 00:26:58,080
You know, back then there was no
Deliveroo. 

563
00:26:58,080 --> 00:27:01,400
So we would have customers come 
from the city in an Uber, take 

564
00:27:01,400 --> 00:27:04,160
510 KS with them, take them 
back, take them away with them. 

565
00:27:04,200 --> 00:27:06,800
Yeah, yeah. 
So you know, we then could then 

566
00:27:06,800 --> 00:27:09,520
we saw OK, well there is a 
market for for that. 

567
00:27:10,320 --> 00:27:15,560
And so that side with the 
business grew and yeah, people 

568
00:27:15,560 --> 00:27:19,200
would be sending their drivers 
picking up I need this and the 

569
00:27:19,200 --> 00:27:21,480
list of this and the other. 
And we would be working with 

570
00:27:21,480 --> 00:27:26,800
creators who are huge now but 
were sort of up and coming. 

571
00:27:26,960 --> 00:27:28,240
There perfect though, grow with 
them. 

572
00:27:28,480 --> 00:27:30,400
Like we always say to, we always
say to brands, choose supplies 

573
00:27:30,400 --> 00:27:32,440
that you're going to grow with. 
Don't choose the big one because

574
00:27:32,440 --> 00:27:34,080
you can't afford them yet. 
Don't choose the tiny one 

575
00:27:34,080 --> 00:27:36,520
because you'll outgrow them and 
it's painful to move like choose

576
00:27:36,520 --> 00:27:39,000
someone that's growing with you.
And I think that that applies 

577
00:27:39,000 --> 00:27:41,520
across the board from partners 
to sister companies to 

578
00:27:41,880 --> 00:27:44,120
partnerships you do with other 
brands and all that sort of 

579
00:27:44,120 --> 00:27:46,480
stuff. 
We got a stat written on my 

580
00:27:46,480 --> 00:27:48,760
notes, though. 4 million brownie
pieces. 

581
00:27:48,760 --> 00:27:50,920
Yeah, what's this? 
Is that is that to date? 

582
00:27:51,240 --> 00:27:52,600
Not today, no. 
Just in one year. 

583
00:27:52,600 --> 00:27:55,520
One year 4 million the. 
Last piece, so 2025. 

584
00:27:55,880 --> 00:27:57,680
OK. 
So my big question then is, I 

585
00:27:57,680 --> 00:27:59,680
know I asked about this earlier 
when you had that exponential 

586
00:27:59,680 --> 00:28:03,640
growth through COVID, how on 
earth do you bake 4 million 

587
00:28:03,640 --> 00:28:04,760
brown? 
And that's just brownies, isn't 

588
00:28:04,760 --> 00:28:06,120
it? 
That's just brownies, the whole 

589
00:28:06,120 --> 00:28:09,520
range of the products. 
How on earth do you keep up a 

590
00:28:09,560 --> 00:28:11,960
supply chain like that? 
And I guess the other question I

591
00:28:11,960 --> 00:28:14,160
really want to ask that I've 
never really asked brands before

592
00:28:14,160 --> 00:28:17,320
is with a few guys, it's baking 
rather than kind of traditional 

593
00:28:17,320 --> 00:28:19,360
manufacturing of like a ice or 
clothing or something. 

594
00:28:19,360 --> 00:28:23,360
But how do you guys balance the 
like having enough equipment and

595
00:28:23,360 --> 00:28:26,280
staff to run that? 
But also like there's always 

596
00:28:26,280 --> 00:28:28,400
that kind of risk and gamble 
factor, isn't there? 

597
00:28:28,400 --> 00:28:30,240
Of like what if the sales come 
down, there'll be there'll be 

598
00:28:30,240 --> 00:28:31,800
weeks where you just have a slow
week, there's nothing you can 

599
00:28:31,800 --> 00:28:33,680
do. 
How do you how do you manage 

600
00:28:33,680 --> 00:28:34,920
that and how have you built 
that? 

601
00:28:35,040 --> 00:28:36,960
What's the supply process 
actually look like from 

602
00:28:36,960 --> 00:28:39,360
ingredients through to 
everything else? 

603
00:28:39,360 --> 00:28:42,480
Hand overs operations. 
Well, you start with the huff. 

604
00:28:42,480 --> 00:28:46,600
I love that. 
With the volume that we do, we 

605
00:28:46,600 --> 00:28:49,240
have any volume of the 
ingredients that we have, we 

606
00:28:49,240 --> 00:28:54,120
have no choice but to actually 
to protect our pricing become 

607
00:28:54,120 --> 00:28:58,720
like futures traders in various 
commodities, so cocoa, 

608
00:28:59,120 --> 00:29:01,760
chocolate, butter, sugar. 
Sugar. 

609
00:29:01,760 --> 00:29:07,520
Flour, flour because we use so 
hungry again, tons and tons and 

610
00:29:07,520 --> 00:29:10,960
tons of it. 
So in that respect, we just have

611
00:29:10,960 --> 00:29:13,840
to forecast. 
We use a lot of tech, we use our

612
00:29:13,840 --> 00:29:17,880
brains, we look at history, we 
look at trading environments, we

613
00:29:17,880 --> 00:29:21,360
look at everything that's going 
on to forecast as best we can, 

614
00:29:21,840 --> 00:29:23,960
and we know where the ups and 
downs are generally going to 

615
00:29:23,960 --> 00:29:25,480
come. 
Sometimes you get surprises, 

616
00:29:25,480 --> 00:29:29,400
sometimes you don't. 
In terms of actually 

617
00:29:29,400 --> 00:29:32,280
manufacturing, we always have to
have a little bit of capacity 

618
00:29:32,600 --> 00:29:35,360
because we always want to be at 
that point of being ready. 

619
00:29:35,680 --> 00:29:37,960
There's a spike, there's a 
spike. 

620
00:29:38,440 --> 00:29:41,440
And you know, having sort of 
done that growth and being 

621
00:29:41,440 --> 00:29:45,360
prepared but not exactly 
operationally ready for a spike,

622
00:29:45,360 --> 00:29:48,560
which was so on, you know, it 
was just, it was, it was mad. 

623
00:29:49,200 --> 00:29:53,120
We want to have the ability to 
be able to flex up if we need 

624
00:29:53,120 --> 00:29:55,480
to. 
We make everything by hand. 

625
00:29:55,480 --> 00:29:58,480
We have a little bit of 
machinery to help with some of 

626
00:29:58,480 --> 00:30:01,040
the heavy lifting, but it's not 
long lines. 

627
00:30:01,040 --> 00:30:04,000
Some people have got these 
brownie lines and they're just 

628
00:30:04,000 --> 00:30:07,560
like, it's like a whole side of 
a room and the mix goes, gets 

629
00:30:07,560 --> 00:30:09,600
mixed and then it gets put 
through and then it comes out 

630
00:30:09,800 --> 00:30:11,880
cut the other side. 
We don't have that kind of 

631
00:30:11,880 --> 00:30:13,400
machinery there. 
Used to be a doughnut machine on

632
00:30:13,400 --> 00:30:14,960
Brighton Beach. 
I used to go two years ago, my 

633
00:30:15,000 --> 00:30:17,400
wife, when we were she was down 
at uni and we were dating and it

634
00:30:17,400 --> 00:30:20,440
literally had that like they 
just like the dough got squirted

635
00:30:20,440 --> 00:30:21,960
out of a machine. 
It went on a conveyor belt and 

636
00:30:21,960 --> 00:30:24,080
it went through the like, you 
know, it was, it was fried. 

637
00:30:24,080 --> 00:30:25,720
I guess it's yeah. 
Fried in the world, yeah. 

638
00:30:26,400 --> 00:30:27,600
Bubbles. 
Yeah, it goes through the fry 

639
00:30:27,600 --> 00:30:30,480
bit, it comes out and then it 
flips itself onto some sugar and

640
00:30:30,480 --> 00:30:32,560
then the guy at the end just 
kind of chucks him in a bag. 

641
00:30:32,600 --> 00:30:34,760
It sounds like that sounds like 
what a lot of your competitors 

642
00:30:34,760 --> 00:30:36,480
are doing is just. 
That conveyor belt they are, 

643
00:30:36,480 --> 00:30:38,160
they do have these conveyor 
belts, so. 

644
00:30:38,320 --> 00:30:39,560
What's the advantage of doing it
by hand? 

645
00:30:39,560 --> 00:30:43,280
And it's probably a really 
simple question, but I'm not a 

646
00:30:43,280 --> 00:30:46,120
Baker. 
It's, I mean, it's part of our 

647
00:30:46,120 --> 00:30:50,560
ethos is, is to have that hand 
made in London. 

648
00:30:50,840 --> 00:30:53,560
Do you ever find that in your 
warehouse you have dead stock, 

649
00:30:53,680 --> 00:30:55,520
You can't sell it, no one wants 
to buy it, and you can't get a 

650
00:30:55,520 --> 00:30:58,360
refund on it. 
Or alternatively, you're missing

651
00:30:58,360 --> 00:31:00,280
inventory in your warehouse that
you need, you've got sales 

652
00:31:00,280 --> 00:31:03,040
coming in and you're low on 
stock and you haven't ordered 

653
00:31:03,080 --> 00:31:05,240
more stock. 
In time, all these things hit 

654
00:31:05,240 --> 00:31:06,360
profit. 
And I've been there. 

655
00:31:06,360 --> 00:31:09,000
I've run my own Shopify store 
and had exactly that problem, 

656
00:31:09,240 --> 00:31:11,120
but we've partnered up with 
Inventory Planner who have the 

657
00:31:11,120 --> 00:31:14,720
most incredible app to help you 
manage that and forecast exactly

658
00:31:14,720 --> 00:31:18,040
what products, what skews even 
down to what colour of product 

659
00:31:18,040 --> 00:31:21,120
you need to order in advance to 
make sure stock levels remain 

660
00:31:21,120 --> 00:31:23,840
consistent throughout. 
They're also running a seven day

661
00:31:23,880 --> 00:31:25,960
boot camp and if you want to go 
and sign up to that, it's 7 

662
00:31:25,960 --> 00:31:28,720
emails every seven days and it 
takes the same amount of time as

663
00:31:28,720 --> 00:31:31,280
your morning coffee. 
And in seven days, like me, you 

664
00:31:31,280 --> 00:31:32,800
can become an inventory 
management. 

665
00:31:32,840 --> 00:31:34,520
Pro. 
Both links are in the 

666
00:31:34,520 --> 00:31:35,760
description. 
Enjoy. 

667
00:31:36,040 --> 00:31:41,280
Yeah, I think handmade is there 
is a there's a touch and an 

668
00:31:41,280 --> 00:31:48,480
element to baking that you can't
necessarily get with machine and

669
00:31:48,480 --> 00:31:51,520
then the hand finishing like to 
get the kind of decoration on 

670
00:31:51,520 --> 00:31:53,520
top of it to visually look 
great. 

671
00:31:53,520 --> 00:31:55,480
You can never get that with 
machine. 

672
00:31:56,360 --> 00:31:58,840
Yeah, you can always telltale 
when something's made by a 

673
00:31:58,840 --> 00:32:00,920
machine because it's obviously 
very uniform. 

674
00:32:00,920 --> 00:32:02,520
Very, very. 
Perfect. 

675
00:32:02,520 --> 00:32:06,920
You know, our, like Emily said, 
our ethos is very much that we 

676
00:32:06,920 --> 00:32:10,080
are handmade and that you can 
see the imperfections of people 

677
00:32:10,080 --> 00:32:13,720
because it's a craft, you know? 
You know, the added value that 

678
00:32:13,720 --> 00:32:17,400
we give our customers is the 
fact that it's made with love 

679
00:32:17,400 --> 00:32:20,440
and care from our team and not 
made with a machine. 

680
00:32:20,440 --> 00:32:22,880
Otherwise you could go somewhere
else, right? 

681
00:32:23,080 --> 00:32:26,080
And I guess with baking as well,
like you get air bubbles and 

682
00:32:26,120 --> 00:32:28,000
other stuff, there's loads of 
unpredictable things that if you

683
00:32:28,000 --> 00:32:30,520
did the same thing 1000 times, 
you get 1000 different outcomes.

684
00:32:30,760 --> 00:32:33,760
But but also like, I know a lot 
of competitors, well, not even 

685
00:32:33,760 --> 00:32:35,160
competitors. 
I just know a lot of baking 

686
00:32:35,160 --> 00:32:38,120
businesses have gone under and 
why? 

687
00:32:38,120 --> 00:32:40,960
Because I've taken their staff 
like after their inmate, we've 

688
00:32:40,960 --> 00:32:44,120
done it, we've taken their staff
on and I and I quizzed them and 

689
00:32:44,120 --> 00:32:45,480
I asked them like what was going
on? 

690
00:32:45,480 --> 00:32:47,440
Because, you know, obviously 
there's always something to 

691
00:32:47,440 --> 00:32:50,880
learn about bigger businesses 
than us and the reason they went

692
00:32:50,880 --> 00:32:52,120
under. 
And she said it's because the 

693
00:32:52,120 --> 00:32:56,200
machinery produced the product 
and it was always very wasteful.

694
00:32:56,200 --> 00:32:59,920
So 50% of everything they made 
for the machine went in the bin 

695
00:33:00,640 --> 00:33:02,520
and they were supplying big 
supermarkets and things. 

696
00:33:02,520 --> 00:33:05,640
That's obviously then their 
margin output wasn't great. 

697
00:33:05,920 --> 00:33:10,240
So where we make it in small 
batches, if there is an issue 

698
00:33:10,240 --> 00:33:13,080
with an ingredient or something 
like that, we don't have that 

699
00:33:13,080 --> 00:33:15,800
huge wastage. 
We shouldn't have any wastage 

700
00:33:15,800 --> 00:33:18,680
anyway because we make to order 
so we don't have any wastage, 

701
00:33:18,680 --> 00:33:23,640
but we don't make in such a huge
size that if something goes 

702
00:33:23,640 --> 00:33:25,840
wrong that it's going in the 
bin. 

703
00:33:25,960 --> 00:33:27,720
Yeah. 
You see that when you've made a 

704
00:33:27,720 --> 00:33:29,520
tiny quantity, you fix it, and 
then. 

705
00:33:29,520 --> 00:33:32,280
You fix it, Yeah, yeah. 
And you can also have better 

706
00:33:32,280 --> 00:33:35,040
quality control when it is 
smaller batches as well. 

707
00:33:35,120 --> 00:33:36,640
Yeah, yeah. 
I mean, looking at some of the 

708
00:33:36,640 --> 00:33:39,080
stats recently around the world 
of like how much food is wasted,

709
00:33:39,120 --> 00:33:41,400
Yeah. 
To hear that a machine is a 50% 

710
00:33:41,400 --> 00:33:44,840
success rate, you're like, 
surely someone in accounts has 

711
00:33:44,840 --> 00:33:46,080
gone. 
That's a terrible idea. 

712
00:33:46,080 --> 00:33:47,520
Like. 
They didn't. 

713
00:33:47,800 --> 00:33:50,280
They didn't because they looked 
at, they looked at the cost of 

714
00:33:50,280 --> 00:33:51,840
labour. 
True and gone. 

715
00:33:51,920 --> 00:33:56,720
Oh well, if we have this machine
we can cut all the labour costs 

716
00:33:56,720 --> 00:33:59,800
here because you don't, you only
need one person or two people to

717
00:33:59,800 --> 00:34:03,160
run it, but they actually don't 
think about the other issues 

718
00:34:03,160 --> 00:34:05,440
that might happen along the. 
Way and I, I mean, I've worked 

719
00:34:05,440 --> 00:34:07,480
with thousands of brands over 
the years as soon as they start 

720
00:34:07,800 --> 00:34:11,159
cutting costs and trying to make
savings And like I'm, I'm more 

721
00:34:11,159 --> 00:34:13,560
experienced now. 
So it's, it's days, not months 

722
00:34:13,560 --> 00:34:15,880
or years before I finally sit 
like the FD or someone down 

723
00:34:15,880 --> 00:34:17,840
going, why are you trying to 
shrink the company? 

724
00:34:17,840 --> 00:34:19,280
And they're like, of course, 
we're not trying to shrink the 

725
00:34:19,280 --> 00:34:20,159
company. 
We're trying to grow it. 

726
00:34:20,159 --> 00:34:22,360
We're trying to scale it and 
then I sort of say, but you're 

727
00:34:22,360 --> 00:34:25,080
you're cutting costs. 
So if you do less marketing, you

728
00:34:25,080 --> 00:34:28,040
will have less customers. 
Like the issue is like for you 

729
00:34:28,040 --> 00:34:29,960
guys, it's going to be a repeat 
purchase and that's going to 

730
00:34:29,960 --> 00:34:32,320
happen because of all the 
branding and everything is, is a

731
00:34:32,320 --> 00:34:34,840
key part. 
It's flavour, it's flavour, 

732
00:34:34,840 --> 00:34:36,719
taste and I guess no side 
effects. 

733
00:34:38,600 --> 00:34:40,679
Yeah, I'm sure we've all had 
baking experience. 

734
00:34:40,679 --> 00:34:43,960
Why I don't bake anymore? 
But but it's the fact that 

735
00:34:43,960 --> 00:34:45,440
people have enjoyed the product 
so much. 

736
00:34:45,440 --> 00:34:48,159
It's such a high quality product
or it was a gift, as you said 

737
00:34:48,159 --> 00:34:49,880
earlier, like a gift has that 
effect. 

738
00:34:49,880 --> 00:34:52,840
And someone says that was so 
delicious, like I've ordered 

739
00:34:52,840 --> 00:34:54,840
some for someone else now and 
it's like, and the brand just 

740
00:34:54,840 --> 00:34:57,200
spreads, spreads, spreads. 
And you're not going to get that

741
00:34:57,200 --> 00:35:00,280
if a machine has a lower rate or
it has to be higher sugar to 

742
00:35:00,280 --> 00:35:02,440
make it last longer because it's
packaged differently. 

743
00:35:02,440 --> 00:35:04,080
And you guys are? 
Baking demands so. 

744
00:35:04,640 --> 00:35:07,680
We don't use any preservatives 
and obviously to get through the

745
00:35:07,680 --> 00:35:12,000
machinery the mix has to be a 
certain viscosity etcetera, 

746
00:35:12,000 --> 00:35:13,600
which. 
Which means you need to 

747
00:35:13,720 --> 00:35:16,560
generally means, which is what 
we understood that you have to 

748
00:35:16,560 --> 00:35:22,240
add like vegetable fat to it. 
So, so if you're doing on mass, 

749
00:35:22,320 --> 00:35:25,520
mass production like through 
these machines, you've got to 

750
00:35:25,520 --> 00:35:27,960
add a lot of additives and 
things like Emily said to get 

751
00:35:27,960 --> 00:35:29,760
them in into the right 
consistency. 

752
00:35:29,760 --> 00:35:31,960
So we learn a lot of things. 
So there are some things our 

753
00:35:31,960 --> 00:35:35,920
mixes work with that we don't 
have to add anything to it. 

754
00:35:35,920 --> 00:35:38,480
It's as you would make it at 
home. 

755
00:35:38,720 --> 00:35:40,640
Otherwise we don't use the 
machine. 

756
00:35:40,840 --> 00:35:42,800
Yeah, yeah. 
So there's, yeah, only those two

757
00:35:42,800 --> 00:35:44,000
options for us, really. 
Which? 

758
00:35:44,080 --> 00:35:45,280
It works. 
It's so good. 

759
00:35:45,360 --> 00:35:46,920
Yeah, yeah. 
But I always think all of this 

760
00:35:46,920 --> 00:35:50,120
stuff, just thinking with 
marketing hat on, it's like some

761
00:35:50,120 --> 00:35:52,440
brands I've worked with in the 
past, it's like write another 

762
00:35:52,440 --> 00:35:54,520
phone charger or something. 
It's like, what are we supposed 

763
00:35:54,520 --> 00:35:56,680
to say about this one? 
There's nothing unique about it.

764
00:35:56,680 --> 00:35:58,560
Everybody's already got one. 
They probably order it in 

765
00:35:58,560 --> 00:36:00,480
emergency and they're very price
conscious. 

766
00:36:01,040 --> 00:36:02,520
And if they're ordering in an 
emergency, they're price 

767
00:36:02,520 --> 00:36:04,240
conscious because they probably 
just broke a cheap 1. 

768
00:36:04,520 --> 00:36:06,720
And so you start to, you start 
to look at the use cases of 

769
00:36:06,720 --> 00:36:10,040
products like that. 
And it's from a marketing point 

770
00:36:10,040 --> 00:36:11,440
of view. 
It's like I can't. 

771
00:36:11,880 --> 00:36:13,760
You've used to mention turd 
earlier so I'll use it again, 

772
00:36:13,760 --> 00:36:16,200
but you can't Polish a turd like
it's just the product is. 

773
00:36:16,200 --> 00:36:21,000
Just hand rolling litter though.
You can, but the smell would 

774
00:36:21,000 --> 00:36:23,120
still be there. 
So glitter and perfume. 

775
00:36:24,040 --> 00:36:26,040
Anyway, enough jokes about that 
because hear people 

776
00:36:26,040 --> 00:36:29,000
unsubscribing as we talk. 
But I think the, the point being

777
00:36:29,000 --> 00:36:31,600
is you guys, because of the way 
you do things, you have, I mean,

778
00:36:31,840 --> 00:36:34,520
the fact that you looked across 
the room as well, I think says a

779
00:36:34,520 --> 00:36:37,840
lot actually about the fact that
we can make them be partly 

780
00:36:37,840 --> 00:36:39,600
because of the marketing and the
journey and the story. 

781
00:36:40,080 --> 00:36:41,720
And I love the fact you're 
intertwining that so much. 

782
00:36:41,720 --> 00:36:44,360
That's the bit the FD who's got 
this automated machinery doesn't

783
00:36:44,360 --> 00:36:47,160
look at. 
They don't see the like, why 

784
00:36:47,160 --> 00:36:48,280
aren't people buying our 
products? 

785
00:36:48,320 --> 00:36:49,960
Ah, we must pull back our 
marketing budgets. 

786
00:36:49,960 --> 00:36:51,920
You're like, no, no, try and 
work out why they're not buying 

787
00:36:51,920 --> 00:36:53,520
the product. 
Have we ruined the product 

788
00:36:53,520 --> 00:36:56,400
itself or something broken 
Technically on the website, I 

789
00:36:56,400 --> 00:36:58,840
often find if there's a drastic 
drop, there's normally a very 

790
00:36:58,880 --> 00:37:01,120
simple quick fix to it. 
It's normally a technical 

791
00:37:01,120 --> 00:37:04,400
problem or it's like a, oh, we 
changed the recipe that week. 

792
00:37:04,920 --> 00:37:06,680
Let's just talk to customer 
customers like we've got. 

793
00:37:06,920 --> 00:37:08,960
Let's set a 48 hour deadline, 
talk to some customers, find out

794
00:37:08,960 --> 00:37:10,440
what's going on. 
Yeah, we take that really 

795
00:37:10,440 --> 00:37:12,000
seriously. 
We have a customer service team 

796
00:37:12,000 --> 00:37:17,520
and we have regular updates on. 
Every every day and if there is 

797
00:37:17,520 --> 00:37:20,440
an issue, if there is a customer
complaint which? 

798
00:37:20,440 --> 00:37:22,560
Inherently, there always will. 
Be because it's subjective. 

799
00:37:22,920 --> 00:37:24,600
Yeah, taste. 
There's a lot of moaners out. 

800
00:37:24,600 --> 00:37:28,760
There, there maybe Karen. 
They are our customers are very 

801
00:37:28,760 --> 00:37:32,120
particular I like to say and 
they know what they like and 

802
00:37:32,120 --> 00:37:34,000
they don't and they know what 
they don't like. 

803
00:37:34,000 --> 00:37:38,480
And every time a complaint comes
in which is around quality or 

804
00:37:38,480 --> 00:37:42,080
taste, it gets dropped into a 
Slack channel and we pick it up 

805
00:37:42,080 --> 00:37:44,440
immediately our. 
Whole senior team knows. 

806
00:37:44,440 --> 00:37:47,360
About it, our whole senior team 
knows about it any we'll look at

807
00:37:47,360 --> 00:37:50,040
the we'll look at the product, 
we'll look at the process, we'll

808
00:37:50,040 --> 00:37:53,120
look at our records and 
obviously then we'll keep an eye

809
00:37:53,120 --> 00:37:55,480
out to see if there are any 
other similar complaints. 

810
00:37:55,480 --> 00:37:59,640
But that I mean even that's just
one because we are so focused in

811
00:37:59,640 --> 00:38:03,360
and dialled in to making sure 
our customer gets what. 

812
00:38:03,760 --> 00:38:06,520
Yeah. 
But again, marketing story, like

813
00:38:06,560 --> 00:38:09,360
the thing we're always looking 
for, I don't do e-mail, but in 

814
00:38:09,360 --> 00:38:11,080
our agency, but we talk to 
clients about it a lot. 

815
00:38:11,080 --> 00:38:13,920
We review the data for them and 
say like this is working, this 

816
00:38:13,920 --> 00:38:16,040
is not, this is what you should 
test, you know, kind of send 

817
00:38:16,040 --> 00:38:18,520
them off and do the next bit. 
And the thing we find an e-mail 

818
00:38:18,520 --> 00:38:21,080
all the time is why haven't you 
sent an e-mail for two or three 

819
00:38:21,080 --> 00:38:21,920
weeks? 
So like we're going to talk 

820
00:38:21,920 --> 00:38:24,920
about that, you know, like hit, 
you know, just sending an e-mail

821
00:38:24,920 --> 00:38:27,360
out to everyone say that we've 
improved our production process.

822
00:38:27,360 --> 00:38:28,760
Why? 
Well, we spoke to this customer 

823
00:38:28,760 --> 00:38:31,280
and they mentioned this and we 
were never aware of that because

824
00:38:31,280 --> 00:38:33,600
we don't receive our products. 
So now we've listened, we've 

825
00:38:33,600 --> 00:38:36,960
changed this and as a, you know,
we want to say thank you to 

826
00:38:36,960 --> 00:38:38,960
Barbara or whoever the customer 
was, or Karen. 

827
00:38:39,160 --> 00:38:41,400
I nearly mentioned Karen three 
times today, but all the Karens 

828
00:38:41,400 --> 00:38:43,080
I know are lovely. 
So I feel bad. 

829
00:38:43,080 --> 00:38:44,920
It's a very British analogy as 
well. 

830
00:38:45,720 --> 00:38:48,800
But the, but I think the point 
being is that marketing story, 

831
00:38:48,800 --> 00:38:49,920
it gives you something to talk 
about. 

832
00:38:49,920 --> 00:38:53,160
It's a, you know, it's a story 
to put out on social channels to

833
00:38:53,160 --> 00:38:56,240
be like, you know, we we've just
tweaked our packaging to look 

834
00:38:56,240 --> 00:38:58,280
like this. 
And what, what channels do you 

835
00:38:58,280 --> 00:39:00,320
guys use to actually engage with
the customer and tell these 

836
00:39:00,320 --> 00:39:01,640
stories? 
What are the main ones? 

837
00:39:02,320 --> 00:39:07,480
Instagram, TikTok and e-mail are
our main channels. 

838
00:39:07,560 --> 00:39:08,320
Yeah. 
Nice. 

839
00:39:08,320 --> 00:39:10,960
And do you find the big question
I love asking Browns like you 

840
00:39:10,960 --> 00:39:13,520
guys where it's, it's delicious 
and it runs out, which means 

841
00:39:13,520 --> 00:39:15,600
it's not like a sofa where it's 
like in five years I need 

842
00:39:15,600 --> 00:39:18,000
another one and I'll shop at 
lots of retailers. 

843
00:39:18,200 --> 00:39:19,400
It's like, actually that was 
delicious. 

844
00:39:19,400 --> 00:39:21,480
I want that one again. 
And it's run out because I ate, 

845
00:39:21,720 --> 00:39:24,120
I mean, I ate them in like 3 
days our whole box because I was

846
00:39:24,120 --> 00:39:25,360
living with some vegans at 
Christmas. 

847
00:39:25,360 --> 00:39:28,720
So I had the run of the milk 
based brownies genius. 

848
00:39:29,040 --> 00:39:32,320
And I ordered them. 
But with a product like yours, 

849
00:39:32,320 --> 00:39:35,840
do you find you have to do too 
much or do do a lot of like, 

850
00:39:36,080 --> 00:39:38,360
nudging to get people to come 
back and purchase and remind 

851
00:39:38,360 --> 00:39:41,680
them, like even a little nudge? 
Or do you find, actually, we 

852
00:39:41,680 --> 00:39:43,720
just see the same person 
ordering again and they're 

853
00:39:43,720 --> 00:39:46,320
unsubscribed from e-mail and 
like they often do giftings, 

854
00:39:46,320 --> 00:39:48,520
they're not receiving it 
themselves, but they just keep 

855
00:39:48,520 --> 00:39:50,280
ordering? 
Some some people will order like

856
00:39:51,600 --> 00:39:54,360
a really big order like 5 and a 
half 1000 lbs every year. 

857
00:39:55,560 --> 00:39:59,280
Some people will be repeat 
purchases that will spend. 

858
00:40:00,920 --> 00:40:04,440
You know, 10/15/20 times in a 
year because they do all the 

859
00:40:04,440 --> 00:40:08,680
gifting at a cut. 
So at my son's school, there was

860
00:40:08,680 --> 00:40:13,240
a mum and she, she was like, oh,
I didn't realize you, you were 

861
00:40:13,240 --> 00:40:14,360
in cut transcription. 
I said yes. 

862
00:40:14,360 --> 00:40:18,280
She was like, I use you for 
every single occasion because I 

863
00:40:18,360 --> 00:40:21,480
know that your, your products 
and your gifts will land. 

864
00:40:21,520 --> 00:40:25,240
And I don't have to worry about 
that because we, we do a lot of 

865
00:40:25,240 --> 00:40:29,200
gifting, not only for like 
Christmas, Mother's Day, Easter,

866
00:40:29,200 --> 00:40:32,000
but we also do it for cultural 
occasions. 

867
00:40:32,000 --> 00:40:38,320
So Chinese New Year is big for 
us, obviously Eid and Ramadan, 

868
00:40:38,720 --> 00:40:41,200
Diwali. 
And we sort of lean into those 

869
00:40:41,200 --> 00:40:46,040
things because we we feel as 
ethnic minorities that we also 

870
00:40:46,040 --> 00:40:51,760
were not, we haven't been like 
represented in in mainstream and

871
00:40:51,760 --> 00:40:53,680
we actually want. 
It's very Christian in the UK, 

872
00:40:53,720 --> 00:40:54,960
isn't it? 
Yes, we get Christmas. 

873
00:40:54,960 --> 00:40:56,400
We Easter. 
Yeah, absolutely. 

874
00:40:56,400 --> 00:40:58,680
And I love all those things 
because also celebrate them. 

875
00:40:58,680 --> 00:41:01,720
We get 2 slices of the pie where
we where we we celebrate. 

876
00:41:01,800 --> 00:41:04,360
We just love to celebrate 
because that's just in our 

877
00:41:04,360 --> 00:41:05,920
culture. 
We love to eat, we love to 

878
00:41:05,920 --> 00:41:07,760
celebrate. 
It's all all good. 

879
00:41:08,920 --> 00:41:14,880
So she she, although is not of 
any of those face felt that she 

880
00:41:14,880 --> 00:41:20,120
can use our brand and gift for 
those reasons because she, you 

881
00:41:20,120 --> 00:41:23,960
know, she really feels that we 
represent and the the she 

882
00:41:23,960 --> 00:41:27,400
doesn't ever think worry or what
am I going to give somebody? 

883
00:41:27,560 --> 00:41:30,640
Yeah, absolutely. 
And I guess last question I want

884
00:41:30,640 --> 00:41:33,240
to land with and it's one, one 
of the main reasons I shop with 

885
00:41:33,240 --> 00:41:35,560
you guys was the packaging. 
It looked amazing. 

886
00:41:35,560 --> 00:41:37,280
I read some of the reviews and I
could see exactly that the 

887
00:41:37,280 --> 00:41:40,040
product was going to land really
well with people and it did. 

888
00:41:40,440 --> 00:41:42,400
And, and also The thing is a lot
of people we say, can you just 

889
00:41:42,400 --> 00:41:43,920
send us, you know, continue 
address, We want to send 

890
00:41:43,920 --> 00:41:46,320
something over to you. 
It was hilarious as well, seeing

891
00:41:46,320 --> 00:41:48,440
which ones put their office 
address and which ones fit their

892
00:41:48,440 --> 00:41:51,240
home. 
And it was like who's on good 

893
00:41:51,240 --> 00:41:53,400
terms with their colleagues? 
It's basically the the thing. 

894
00:41:54,160 --> 00:41:55,720
But one of the things, one of 
the things I loved was it 

895
00:41:55,720 --> 00:41:58,080
because it because we were just 
getting thrown addresses. 

896
00:41:58,080 --> 00:42:00,360
So I kind of, I think I emailed 
you guys first saying we're 

897
00:42:00,360 --> 00:42:03,000
going to be ordering like two or
three this day, nothing for a 

898
00:42:03,000 --> 00:42:05,200
day or two and then another two 
or three and then one that day. 

899
00:42:05,200 --> 00:42:10,000
And then and you guys offer next
day delivery, say, how on earth 

900
00:42:10,040 --> 00:42:13,240
do you get such an amazing fresh
product And it tastes fresh as 

901
00:42:13,240 --> 00:42:14,840
well. 
How do you get such an amazing 

902
00:42:14,840 --> 00:42:16,840
fresh product delivered to next 
day? 

903
00:42:17,360 --> 00:42:20,120
How do you, how do you deal with
those spikes from a logistics 

904
00:42:20,120 --> 00:42:22,640
point of view to go like, well, 
we've just had that one five and

905
00:42:22,640 --> 00:42:25,440
a half 1000 LB order in. 
Well, we need to get baking and 

906
00:42:25,440 --> 00:42:28,960
we need to turn this around and 
it's got to arrive by like 5:00 

907
00:42:28,960 --> 00:42:31,240
PM tomorrow and it's currently 
like 3:00 PM. 

908
00:42:31,320 --> 00:42:35,840
We have a really good text. 
You must, I guess that. 

909
00:42:35,880 --> 00:42:39,200
So from Shopify, what what, what
that does because it has open 

910
00:42:39,200 --> 00:42:43,640
APR, we can we can actually plug
in different pieces of like 

911
00:42:44,120 --> 00:42:49,400
software, you know, warehouse 
management system and that then 

912
00:42:49,400 --> 00:42:52,920
that links also in with our 
planner who then pushes that 

913
00:42:52,920 --> 00:42:56,240
through into like a production 
planning system that we have. 

914
00:42:56,240 --> 00:42:58,240
So. 
As you say to try and forecast 

915
00:42:58,240 --> 00:42:59,520
and pre plan. 
Yeah, exactly. 

916
00:42:59,520 --> 00:43:02,600
Forecast pre plan, but also like
from from a dispatch 

917
00:43:02,600 --> 00:43:05,720
perspective, what the team have 
to do when at what time they 

918
00:43:05,720 --> 00:43:10,840
have a very strict timeline of 
what needs to happen. 

919
00:43:11,080 --> 00:43:12,920
So they might be baking lots of 
these one minute, then a 

920
00:43:12,920 --> 00:43:15,560
complete arrangement of staff 
and then a giant Cape for. 

921
00:43:15,560 --> 00:43:17,720
A corporate exactly well, we've 
got different rooms for 

922
00:43:17,720 --> 00:43:20,120
different things, OK, so we have
different teams that do 

923
00:43:20,120 --> 00:43:23,640
different things and they do 
that thing day in day out and we

924
00:43:23,640 --> 00:43:25,680
plan with. 
The so open to issues. 

925
00:43:25,720 --> 00:43:27,520
Oh my. 
I won't ask you now, but I'm 

926
00:43:27,520 --> 00:43:30,040
sure that over a beer there's 
some good stories of like. 

927
00:43:31,920 --> 00:43:33,320
Yeah, there have been some 
disasters. 

928
00:43:33,320 --> 00:43:36,560
Yes, it's amazing to hear how 
you've got humans physically 

929
00:43:36,560 --> 00:43:40,000
making a product, tech working 
through and even the tech, I 

930
00:43:40,000 --> 00:43:41,440
mean I've been working with tech
20 years. 

931
00:43:41,440 --> 00:43:45,000
Like I know how volatile it can 
be when it's like the API is 

932
00:43:45,000 --> 00:43:47,960
working fine and the thing and 
you're like Shopify is updated. 

933
00:43:47,960 --> 00:43:51,440
The API was like where's the 
developer now 5. 

934
00:43:51,520 --> 00:43:54,000
PM on a Friday normally. 
What do you mean? 

935
00:43:54,000 --> 00:43:59,000
He's on a flight to Ibiza. 
Stop the plane or pay for his. 

936
00:43:59,640 --> 00:44:01,560
Wi-Fi WhatsApp. 
We've got a WhatsApp emergency 

937
00:44:01,560 --> 00:44:04,240
without without devs. 
Of course you have, because we, 

938
00:44:04,240 --> 00:44:05,760
they, they, and. 
It did go down. 

939
00:44:05,920 --> 00:44:09,360
And it did go down and you know,
we've got, we have like complex 

940
00:44:09,360 --> 00:44:12,200
like date picker and stuff like 
that, which we custom built or 

941
00:44:12,200 --> 00:44:16,440
off because back then there was 
no, there was no apps like there

942
00:44:16,440 --> 00:44:18,920
are in the ecosystem now. 
Page speed to do it that way as 

943
00:44:18,920 --> 00:44:19,960
well. 
So again, you kind of did 

944
00:44:19,960 --> 00:44:21,560
something early that you would 
have been asked. 

945
00:44:21,640 --> 00:44:23,280
To do Yeah, we had no idea what 
to do. 

946
00:44:23,280 --> 00:44:23,960
Yeah. 
So. 

947
00:44:24,480 --> 00:44:27,600
But it's a pain in the ass and 
it really but it, but that is a 

948
00:44:27,600 --> 00:44:30,560
critical part of our business 
because obviously that's people 

949
00:44:30,560 --> 00:44:33,640
want to choose when they want to
send their products. 

950
00:44:33,640 --> 00:44:36,080
So if that doesn't work, then 
they can't check out. 

951
00:44:36,400 --> 00:44:38,680
Yeah, yeah, absolutely. 
I mean, look, I appreciate you 

952
00:44:38,680 --> 00:44:41,800
guys coming over and and news to
me because I've been in a dark 

953
00:44:41,800 --> 00:44:43,120
room, but it's raining on your 
way over as well. 

954
00:44:43,120 --> 00:44:45,320
So I appreciate you fighting 
through the elements of London 

955
00:44:45,840 --> 00:44:47,000
to be here. 
And thank you so much for the 

956
00:44:47,000 --> 00:44:48,440
gifts as well. 
It's amazing that you guys have 

957
00:44:48,440 --> 00:44:49,920
bought some products with you, 
but thanks for your time. 

958
00:44:49,920 --> 00:44:51,960
If people want to reach out, 
they want to try your products 

959
00:44:51,960 --> 00:44:54,160
or they're based in a lot of 
ours, a lot of you guys in the 

960
00:44:54,160 --> 00:44:56,080
US, but if they want to see the 
branding and and go and learn 

961
00:44:56,080 --> 00:44:57,120
from you guys, what's the 
website? 

962
00:44:57,120 --> 00:44:58,560
What are the social handles? 
How can they? 

963
00:44:58,640 --> 00:44:59,600
How can they? 
Get so website 

964
00:44:59,600 --> 00:45:03,840
www.cutterandsquidge.com That's 
the same for Instagram. 

965
00:45:03,840 --> 00:45:05,600
So it's just at cutter and 
Squidge. 

966
00:45:06,240 --> 00:45:09,000
Mm hmm. 
Tiktok is the Cutter and Squidge

967
00:45:09,720 --> 00:45:11,360
and that's how it goes. 
Nice, nice. 

968
00:45:11,400 --> 00:45:12,600
Well, again, thank you so much 
guys. 

969
00:45:12,600 --> 00:45:14,720
And for everybody listening at 
home, if you enjoyed today's 

970
00:45:14,720 --> 00:45:15,760
episode, hit the subscribe 
button. 

971
00:45:15,760 --> 00:45:17,240
Definitely check these guys out 
as well. 

972
00:45:17,680 --> 00:45:19,000
I if you first time listening as
well. 

973
00:45:19,000 --> 00:45:21,680
I post every Tuesday little tea 
break talks where I choose a 

974
00:45:21,680 --> 00:45:25,040
topic about 30 to 60 seconds 
before hitting record and just 

975
00:45:25,040 --> 00:45:26,480
tell you what's going on in that
world. 

976
00:45:26,720 --> 00:45:29,000
We actually have a spin the spin
the wheel that's going to be 

977
00:45:29,000 --> 00:45:31,000
starting soon as well. 
And I'm literally going to spin 

978
00:45:31,000 --> 00:45:32,360
it and go all right, that's all 
about loyalty. 

979
00:45:32,360 --> 00:45:34,960
Again, last week this happened. 
So check out my Tuesday episodes

980
00:45:34,960 --> 00:45:36,800
and every Friday we're posting 
episode like this. 

981
00:45:37,000 --> 00:45:38,800
And so hit the subscribe button.
Hope you can join us again soon.

982
00:45:38,800 --> 00:45:41,880
Thanks for tuning in. 
Does your e-mail marketing suck?

983
00:45:42,120 --> 00:45:45,040
Do you wish it converted better 
and integrated better with your 

984
00:45:45,040 --> 00:45:46,360
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There is a. 

985
00:45:46,360 --> 00:45:49,440
Solution We partner with Seguno 
who are an e-mail platform that 

986
00:45:49,440 --> 00:45:51,880
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987
00:45:51,880 --> 00:45:54,880
Shopify to go and manage your 
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988
00:45:54,880 --> 00:45:57,320
So you can run your marketing at
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989
00:45:57,320 --> 00:45:58,560
shop. 
To learn more, you can claim 

990
00:45:58,560 --> 00:46:01,600
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991
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992
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Uno.com/winning Shopify Saguno 
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993
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marketers.