Jonathan began by explaining what PharmaJ's secret sauce is.

I created Farmer J basically for myself.

I was the target customer.

And the whole idea was to create a restaurant that is all about delicious food, no bullshit, interesting dishes, healthy food, but healthy is not like the most important thing.

The idea is that people can come in day in, day out and have different combinations and feel good about themselves.

And when I envisioned the restaurant, I wanted it to be...

Full of experience.

How do you build that culture so that it becomes completely... concrete and clear to all of your team what they need to do