Are You In?In the past, you knew exactly what TRIBE you were in. Matabele or Xhosa, Celtic or Monghul, you lived and died with your TRIBE and fought battles with other tribes.
These days it's hard to know what TRIBE we're in; what defines us and where we belong. We all wear jeans, drive identical cars and watch the same TV. We work in the same places, selling and buying, serving and making.
We believe that people are defined by how they spend their leisure time.
We find our TRIBE when we go out to eat or drink.
Whether it's in a Costa or Starbucks, Japengo or Hakkasan, it’s the restaurants, bars and cafes that tribes choose as their territory.
Successful F&B only comes from understanding these tribes.