Selection Criteria
We Are Selective by Design
Growth amplifies everything. Every brand we decline protects every brand we choose to represent.
Products customers crave, recommend, and return for.
Internal benchmarks generally include approximately US$1.5 million or more in annual revenue per restaurant and restaurant-level EBITDA of approximately 17% or higher.
Repeat demand and strong local advocacy—not a business dependent mainly on transient tourists.
A clear niche built around mastery rather than trying to satisfy everyone.
Founders must be willing to build organizations rather than personally approve every decision.
An anonymous employee eNPS of at least +30 is required before acceptance.
The strongest organizations perform well even when the founder is away.
Authentic histories, genuine identities, and founders customers feel proud to support.
Founders who think in decades, protect quality, and are not seeking a quick exit.
Reasons we may decline
We refuse to scale dysfunction.
We may decline a brand because employee eNPS is below +30, economics are weak, food quality is inconsistent, customer loyalty is unclear, the founder cannot delegate, internal controls are insufficient, or franchising would damage the brand.