Eat Me: The World on Small Plates

Everybody in the class of 2019 knew that entrepreneurship forms a core part of the MBA programme here at IMD, but our first lecture on the subject wasted no time in revealing the reality of what today has become almost a mythologised pursuit.

The subject of our first case was Eat Me, a very popular restaurant here in Lausanne and winner of the coveted Best Swiss Gastro Award for 2018. This was the only time a restaurant from the French-speaking part of Switzerland had won the award. As it happens, I was already very familiar with Eat Me, having visited the restaurant numerous times over previous travels to Lausanne. Eat Me offers a novel concept, best described as international tapas. Guests choose multiple dishes to share, each coming from a different region of the world and country within that region. I can vouch that this format makes for a unique evening of exploring and discussing new tastes, with the added bonus that the food is delicious!

Despite Lausanne’s restaurant scene offering a lot more in the way of variety in recent years vs 7-10 years ago (so I’m told), I found myself going back to Eat Me again and again. So imagine my curiosity at learning how this amazing place came about and indeed who better to hear from than the founders themselves, Serena Shamash and her husband Mark Brownell, who put in a surprise visit towards the end of our lecture. To describe in full the many insights Serena and Mark shared with us would fail to do them justice, not to mention make this post a little lengthy, but some key messages resonated with us.

Do not live the Deferred Life Plan

The deferred life plan (all creative rights to Mr Randy Komissar) is simple and, not surprisingly, signs up not-so-enthusiastic participants everywhere. It goes:

Step 1 – do what you have to do
Step 2 – do what you want to do

…..or so they tell you. But Serena Shamash had no such intention after completing her MBA at IMD in 2007 and knew her real passion lay in building things. Specifically Serena had a passion for creating and developing concepts. She also had a passion for travel and food. During a stint at BCG in Zurich, Serena realised that those two passions could be united to address what she assessed to be a significant problem in Switzerland  – a lack of restaurant variety and uninteresting customer experience at most restaurants of that time. She decided to do something about it.

I think this message resonated with all of us. It is easy to fall into the trap, often neatly camouflaged by societal norms, of believing that in order to pursue our passions, we must first pay dues in the form of a reliable job that we may not like. We are here at IMD precisely because we do not intend to fall into that trap.

Do what you love, even if it’s not quite where you expected

Serena admitted that opening a restaurant was not the exact entrepreneurial endeavour she had imagined when thinking where to apply her passion for concept development, but the landscape of the Swiss restaurant market offered a problem that needed solving. This was also a major lesson for us in understanding entrepreneurship: Opportunities may present themselves in forms and places that you never expect, but you nevertheless have the ability to recognise and take advantage of them. Serena believed that her love of travel and international upbringing placed her perfectly for designing small international plates that would allow her customers not simply to consume food, but to discover it. She had gathered evidence from her network in Switzerland that there was a real desire and need for a restaurant format like this and she decided to make it a reality. I, for one, am glad she did…

Starting a business is not hard work, it’s really hard work

After finalising her concept and developing a working financial model for Eat Me, it took Serena two years to find a location. Rather a long time. Over the period Serena learned to become a hardened negotiator and not to let emotion get the better of her logic in pressured situations. Any would-be entrepreneurs would be wise to heed that lesson, for it is in the most highly charged emotional situations that the biggest mistakes are made.

It took two years to find a location, because it took that long to find a price that made sense. Serena might easily have succumbed to a desire to get going and have paid whatever, but I suspect we wouldn’t have heard from her during our lecture if she had. The dedication required to keep going and stay committed to her vision, despite setback after setback, is awe inspiring.

Serena also shared that, after finding a location in Lausanne and successfully opening Eat Me, she worked 9am to 4am, 7 days a week for a year or so. Creating something is difficult, very difficult, and it requires courage and unparalleled work ethic. Anyone who might have believed in the popular portrayal of entrepreneurship as a teenager creating an app in his bedroom and selling it to Google for $30m a couple of months later would have been rudely awoken by the reality described by Serena that entrepreneurship is about being all-in all of the time and taking knocks on the chin as they come…and they will come.

You need support

Everyone needs the support of those close to them, especially entrepreneurs! Eat Me was the creation of both Serena and Mark. Indeed Mark has now joined Eat Me full-time, having supported Serena and helped build the business hitherto while working a demanding job as an executive. This part of the story of Eat Me resonated strongly, for arguably without Mark’s support over the years, Serena would not have been able to become the entrepreneur she has and we wouldn’t have Eat Me. I think the wider point is that people around entrepreneurs and the support networks entrepreneurs have are often overlooked in popular accounts. We all need support to have courage. Mark and Serena now run Eat Me together, which is in itself an admirable feat for a married couple (I’m not sure I could work with my wife…!).

We are deeply grateful to Serena and Mark for sharing their story with us and imparting just some of the passion and dedication required to create a business. This was a fascinating introduction to entrepreneurship and, looking ahead, our start-up projects will be kicking off imminently. The 90 of us are looking forward to getting stuck in.

Mark, Serena and Professor Benoit Leleux

For anyone in Lausanne or Geneva, my advice would be try out this place called Eat Me.

Richard Pickering, British, MBA Candidate 2019

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