“This is How I Would Create the Next Nandos” - Rory Sutherland

Full episode here →    • Rory Sutherland’s Marketing MASTERCLASS: H...   How do you make an unsexy cuisine spread like wildfire? In this episode, Rory Sutherland breaks down the behavioural and brand psychology behind making unfamiliar food go mainstream. Using Polish food as the case study, Rory dives deep into the levers that help unfamiliar ideas gain traction—from anchoring and status cues to “maximally advanced yet acceptable” crossover products. From schnitzel burgers to cherry soup, and why sushi works only because it’s Japanese, this is a masterclass in packaging, perception, and the emotional reality of product design. =============== 🍔 ON THE MENU =============== 🇵🇱 How to build a “Polish Nando’s” that Brits would queue for 🌭 Why you need a hero item to spread a food trend 🍱 Sushi, miso soup, kombucha: proof that context is everything 🚿 Rory’s Moxie Hotel rule: be decent at everything, but remarkable at one thing 🍔 What makes a schnitzel burger mayor (Maximally Advanced Yet Acceptable) 🧠 Why cold tea & bubble tea beat market research 🎯 The Edward Jenner Principle: best ideas still need status + marketing 🍒 How cherry soup and a pan–Eastern Europe menu could reframe Polish cuisine Marketing makes ideas spread—taste is just the delivery system. ============================================== ♨️Still bloody HUNGRY? Course ya are. Each week I spend 15 hours writing my newsletter. It’ll take you 5 mins to read. Full of wisdom from the biggest names in food and drink. Subscribe here - https://hungryfeast.beehiiv.com/🍲 ============================================== 🌟Espresso's are powered by our sponsor Unleashed!🌟 1. What on earth is Unleashed, I hear you asking? Unleashed is Inventory management software that talks to your financial and eComm software. We use it daily at Islands. It's BANGING!! 2. Why Unleashed will change your life as a foodie founder? Cut admin time in half. Save money. Lots of money. Get lucid clarity on margins. Be all over cash flow, after all cash is king. Manage stock and cash flow. 3. The biggest brands in FMCG love love Unleashed. Your fave brands like Candy Kittens, Tiny Rebel, TRIP use religiously. Tarquins Gin, Three Spirit, Minor Figures, The Turmeric Co., Volcano Coffee 4. Do yourself a favour. Feel free to reach out to the utter legends Josh and Bryony at Unleashed, book in a 20 min chat with this magical link. Even if nothing comes of it, it's worth having a chat. Click this magical link: https://hubs.la/Q023F_V90 🤝 Let's Connect!►Let's link-up here (  / )►stalk   me here (  / _hungry.pod  ) This episode was edited by: G.Thomas Craig (  / gthomascraig  ) / (https://gthomascraig.com/)