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Business motto means nothing without narrative

Adam Zuchetti
Adam Zuchetti
28 November 2017 1 minute readShare
Narrative, book

Most businesses have a motto or vision, yet TV chef and restaurateur Matt Moran suggests they mean nothing if the narrative does not bring this to life at an everyday level.

And that narrative is not just a happy chant for management, or a marketing gimmick to provide to customers, but a philosophy which keeps the business, its staff and its customers on the same page in terms of the products and services being delivered.

“Narrative is really important, not just for us, but [also for] the staff and the people that work in it,” he said while speaking on the My Business Podcast.


“Chiswick, for example, has a narrative of paddock to plate, fresh seasonal produce. Not too tricky. Just cooked really well. Lots of fire. We’ve got a big wood oven in there.

“And every now and then, the people that work here have to look at the narrative again just to make sure that they’re actually on track.”


As an example of why narrative is important, Matt said that creative people are brilliant to have in a business, to derive new ideas and innovation. However they can get side-tracked from the core focus of what customers expect.

“The head chef here, Tom, is absolutely brilliant. I love him, love him to death. But he’s a chef and he’s creative and sometimes he wants to be too creative for what the narrative is,” explained Matt.

“And every now and then, you just gotta remind him, and reel it back in. And I think that’s really important in any business. If you get too far off-track, you lose that narrative. You lose the heart and soul of the business. And restaurants, they can easily go wayward really quickly. And that’s something that I don’t want to happen.”

Hear more insights on Matt’s approach to on boarding and retaining the right staff, and how he has built a pub and restaurant empire from humble beginnings, on the My Business Podcast below:



Business motto means nothing without narrative
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Adam Zuchetti
Adam Zuchetti

Adam Zuchetti is the former editor of MyBusiness and a senior freelance media professional, specialising in the fields of business, personal finance and property. In 2020, he also embarked on his own business journey – inspired in part by the entrepreneurs and founders he had met through his journalistic work – with the launch of customised pet gifting and subscription service Paws N’ All.

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