How to build a truly consumer-led business with Nick Croft-Simon, Co-Founder & CEO of White Rabbit

In the latest episode of How To Start Up, Juliet is joined by Nick Croft-Simon, Co-Founder and CEO of White Rabbit, to talk about how to build a truly consumer-led business.

What started in a pub in Oxford, where Nick and Italian chef Matteo Ferrari were serving sourdough pizzas that became the city’s top-rated on TripAdvisor, has grown into a nationally listed brand stocked in retailers including Sainsbury’s, Waitrose and Ocado.

But this is a conversation about more than pizza.

It’s about how to build a truly consumer-led business - when to invest heavily in infrastructure, how to test and learn in real time, how to respond when data contradicts instinct, and what it takes to disrupt a category while staying accountable to your community.

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