Embracing Risk: Tossed, A Salad Chain’s Success
Embracing Risk: The Tossed Salad Revival
In the heart of London's bustling Victoria Street, Neil Sebba, the managing director of Tossed, savours a cauliflower and harissa salad amidst the lunchtime rush. Yet, this vibrant scene of a modern food outlet, with its custom-made salads and wraps ordered via touchscreens, was nearly extinguished just four years ago. Covid-19, with its devastating impact on the office lunch market, had pushed Tossed into administration, shuttering all 14 stores and laying off 260 employees.
However, amidst this bleak landscape, Sebba saw an opportunity. Alongside co-owner Angelina Harrisson, he took a leap of faith, acquiring the ailing business in September 2020. "Who buys a brand in Covid in a market that is completely dead?" he reflects, highlighting the risk inherent in their decision.
Sebba’s Unconventional Journey and Resilient Leadership: From Expansion to Pandemic Challenges
This audacious move marked a turning point for Sebba, who had joined Tossed in 2010. His journey to that point was an unconventional one. Growing up in rural Suffolk, his early exposure to the City through his father's property business sparked an interest in finance. After six years at BDO and four more at Cornerstone Corporate Finance, where he helped raise funds for hospitality businesses like Wagamama, disillusionment set in. The frustration of merely crafting plans without seeing them through led him to take a chance on Tossed. He resigned from Cornerstone, offering his services to Tossed's founder, Vincent McKevitt, for free. His gamble paid off, securing him the position of finance director and setting the stage for Tossed's expansion.
Under Sebba's financial stewardship, Tossed flourished, growing to 32 stores across the UK and even venturing into Dubai. But then, the pandemic struck. Lockdowns decimated Tossed's core customer base, and Sebba found himself making the difficult decision to furlough staff and ultimately place the business into administration. "Everybody is on furlough and you become very isolated; it was very lonely," he recalls. "It's hard not to feel responsible, even though you clearly have no control over Covid, but you have people looking to you for answers."
Sebba’s Determination and Adaptation: Navigating Tossed’s Revival Amidst a Changing Landscape
Despite the personal and professional turmoil, Sebba's determination to salvage the Tossed brand remained unwavering. In collaboration with Harrisson, they embarked on a relaunch, securing £500,000 in funding, renegotiating leases, and reopening five stores in September 2020. This was a daring move, as the pandemic raged on, and a vaccine was still a distant prospect. "We were shooting blind," Sebba admits.
Undeterred, they continued to expand, scouring London for new locations even as snow blanketed the city in an eerie post-apocalyptic scene reminiscent of "28 Days Later." The risk they took bore fruit. Tossed has now rebounded, boasting 13 stores across London, serving a diverse menu ranging from "gym food" salads to hot curries and "big fat Greek" yoghurts.
Yet, the landscape had shifted dramatically. The rise of hybrid working meant fewer commuters, particularly on Mondays and Fridays, as evidenced by Transport for London data revealing a significant drop in Friday tube journeys compared to pre-pandemic levels. "We've got fewer purchasing opportunities and you are basically trading on three and a half days a week," Sebba remarks.
Furthermore, the cost of living crisis forced a reassessment of pricing strategies. More affordable options, such as non-customised salads and wraps, were introduced alongside the pricier customised salads. Simultaneously, rising food costs, inflation, and escalating energy prices exerted pressure on Tossed's financial health.
Sebba’s Strategic Adaptations and Personal Growth: Navigating Challenges and Expanding Horizons
To counter these challenges, Sebba expanded Tossed's delivery service, capitalising on the trend of companies offering lunch as a perk to entice employees back to the office. He also implemented innovative solutions like Stint, a platform for hiring casual staff for short shifts, to better align labour resources with fluctuating demand. "Without it, you'd be hard pushed to make the economics work, because of the way people are buying less frequently during the week," he explains.
These adaptations have begun to bear fruit. After incurring a £500,000 loss last year, Tossed is on track to achieve profitability in the current year, with revenues projected to surpass £9m, a substantial increase from £7.4m the previous year.
With the London market stabilising, Sebba is setting his sights on expanding beyond the city's lunch trade. He envisions exploring opportunities in travel hubs, tourist destinations, and food courts. Given his track record of calculated risk-taking, this ambition seems well within reach.
Beyond business expansion, the Covid years have prompted Sebba to re-evaluate his personal priorities. He admits to working less intensively compared to a decade ago, when his days stretched from 7am to 8pm. "I'm much more protective of my time now and have become a little more selfish," he reflects. "I used to be available 24/7, but not now. I used to do it, but it's not fair on myself."
Sebba’s Leadership Dynamics and Strategic Adaptations: Navigating Small Team Challenges and Embracing Flexibility
This shift in perspective is facilitated by his close-knit management team, including his business partner, Harrisson. He describes their relationship as surpassing that of mere colleagues, likening her to a best friend. "I would do anything for her, as I would do anything for her as well," he affirms, acknowledging that their strong bond doesn't preclude disagreements.
Despite the benefits of a small team, Sebba is cognizant of its limitations. "One thing that small businesses struggle with is that you don't have the ability to bring in the best people," he observes. To address this, he relies on a business coach for guidance and a sounding board. However, he has no desire to emulate his father's path of leading a large corporation. "I wouldn't want that," he states. "I'd like to build a business with 100 shops, but not one with hundreds of people. I think a happy medium would be good, but I'm not a believer in big business."
In a bid to safeguard Tossed from future crises, Sebba has implemented a significant change: all employees are now on zero-hours contracts. This decision, he explains, stems from the lessons learned during the pandemic. "If Covid taught us anything, it was that we were caught out because of our fixed-cost base," he remarks. The flexibility of zero-hours contracts, while initially met with some resistance from staff, has ultimately proven beneficial. "We've actually got a much happier workforce now," Sebba asserts, attributing this to the increased autonomy and flexibility the contracts provide.
Sebba’s Optimism and Commitment to Healthy Eating: Navigating Challenges and Embracing Change
However, he is mindful of the potential for negative perceptions surrounding zero-hours contracts. "We're not trying to exploit anyone," he emphasizes. "We're trying to make sure that we can survive." For Sebba, survival is paramount. "I think that's the key," he declares. "If you can survive, then you can build a business. If you can't survive, then you're not going to build a business."
With survival secured, Sebba's gaze is firmly fixed on the horizon, fueled by an optimism that radiates through his words. "I think we're going to be OK," he asserts. "I think we've got a good brand and I think we've got a good product. I think we've got a good team. I think we've got a good plan. I think we're going to be OK."
At the core of this optimism lies Tossed's unwavering commitment to healthy eating, a trend Sebba believes is not just a fad but a fundamental shift in consumer preferences. "I think that's the way the world is going," he declares. "I think people are becoming more health conscious. I think they're becoming more aware of what they're eating. I think they're becoming more aware of what's going into their food. I think that's a good thing."
Staying Ahead in a Competitive Market: Sebba’s Vision for Tossed’s Innovation and Customization
However, he acknowledges that the landscape is evolving rapidly, with an ever-growing number of competitors vying for a slice of the health-conscious market. This heightened competition, while validating the market's growth potential, also necessitates constant innovation and improvement. "We have to be on our toes," Sebba emphasizes. "We have to be constantly innovating. We have to be constantly coming up with new ideas. We have to be constantly improving our product."
Despite the intensifying competition, Sebba is confident in Tossed's ability to maintain its edge. He attributes this confidence to several key factors: the strength of the Tossed brand, the quality of their product, the dedication of their team, the soundness of their business plan, and the rich history and compelling story that underpin the brand.
Moreover, he believes that Tossed's emphasis on customization will continue to set it apart. "I think people like the fact that they can create their own salads," he observes. "They like the fact that they can choose what goes into their food. They like the fact that they can have it their way." This level of personalization, he believes, resonates deeply with consumers who are increasingly seeking control over their dietary choices.
Tossed’s Path to Success: Agility, Innovation, and Customer-Centric Leadership
Ultimately, Sebba envisions Tossed's success hinging on its ability to remain agile and responsive to the ever-changing needs and preferences of its customers. "We have to be constantly evolving," he states. "We have to be constantly changing. We have to be constantly improving. We have to be constantly listening to our customers. We have to be constantly adapting to their needs."
This commitment to adaptability is evident in Tossed's recent initiatives, such as the introduction of a vegan menu and the expansion of their delivery service to cater to the growing demand for convenient, healthy meals. It is also reflected in their ongoing efforts to streamline operations, optimize costs, and enhance the customer experience.
Sebba's unwavering belief in Tossed's potential is palpable. "I'm excited about what the future holds for Tossed," he enthuses. "I think we're going to do great things." His passion for the brand, coupled with his astute business acumen and willingness to embrace calculated risks, paints a promising picture for Tossed's continued growth and success.
As Tossed navigates the post-pandemic landscape, it faces a myriad of challenges, from shifting consumer behaviors to rising costs and intensifying competition. Yet, under Sebba's leadership, the company has demonstrated resilience, adaptability, and a steadfast commitment to its core values. This, combined with a clear vision for the future and a relentless pursuit of excellence, positions Tossed as a formidable player in the ever-evolving healthy eating market.
Tossed’s Revival: Passion, Resilience, and a Vision for Global Expansion
The narrative of Tossed's revival is not merely a tale of business survival, but also a testament to the enduring power of passion, resilience, and the unwavering pursuit of a vision. Sebba's unwavering belief in the brand, his ability to navigate through adversity, and his commitment to continuous innovation have not only saved Tossed from the brink but have also propelled it toward a brighter future.
The journey has not been without its share of challenges. The lingering effects of the pandemic, coupled with the ongoing cost-of-living crisis and the ever-evolving demands of health-conscious consumers, continue to test Tossed's mettle. Yet, Sebba remains undeterred, viewing these challenges not as obstacles but as opportunities for growth and transformation.
He envisions a future where Tossed expands beyond its current footprint, reaching new markets and demographics. This expansion will be fueled by a relentless focus on customer satisfaction, operational efficiency, and product innovation. Sebba envisions a future where Tossed is not just a London lunch staple but a global brand synonymous with healthy, delicious, and customizable meals. To achieve this vision, Sebba recognizes the importance of building a strong and adaptable team.
Sebba’s Leadership and Vision for Tossed: Balancing Pragmatism, Idealism, and Innovation
While acknowledging the limitations of a small management team, he emphasizes the value of autonomy, trust, and open communication. He also highlights the importance of seeking external guidance and mentorship, as exemplified by his own reliance on a business coach.
Sebba's leadership style is characterized by a blend of pragmatism and idealism. He is acutely aware of the financial realities of running a business, yet he remains committed to ethical practices and values-driven decision-making. This is evident in his approach to zero-hours contracts, where he strives to balance the need for flexibility and cost-efficiency with the well-being of his employees.
Despite the inherent challenges of the food industry, Sebba's optimism for the future of Tossed is palpable. He sees a world where healthy eating becomes the norm, not the exception, and Tossed plays a leading role in this transformation. He envisions a future where Tossed is not just a salad chain but a lifestyle brand, inspiring and empowering people to make healthier choices.
This vision is not merely a pipe dream. It is a tangible goal that is being pursued with unwavering determination and a clear strategy. Tossed's focus on customization, its commitment to using fresh, high-quality ingredients, and its dedication to providing exceptional customer service are all key elements of this strategy. Additionally, the company's willingness to embrace technology and innovation, as seen in its use of the Stint platform and its expansion into the delivery market, further strengthens its position for future growth.
Tossed’s Resilient Journey: Innovation and Perseverance in the Face of Adversity
In the grand scheme, Sebba's journey with Tossed is a microcosm of the broader resilience and adaptability demonstrated by countless businesses in the wake of the pandemic. It serves as a beacon of hope, reminding us that even in the face of unprecedented challenges, innovation, perseverance, and a customer-centric approach can pave the path to recovery and renewed success.
As Tossed continues to evolve and expand, it carries with it the lessons learned from the tumultuous Covid years. These lessons, etched in the collective memory of the company, have shaped its strategies, its culture, and its unwavering commitment to its customers.
The story of Tossed is a testament to the entrepreneurial spirit that thrives in the face of adversity. It is a story of a brand that refused to succumb to the pressures of a global crisis, choosing instead to reinvent itself and emerge stronger than ever. It is a story of a leader who dared to take risks, to challenge the status quo, and to believe in the power of a vision.
And as Tossed looks to the future, it does so with a renewed sense of purpose and a deep appreciation for the lessons learned along the way. The company's commitment to healthy eating, its focus on customization, and its unwavering dedication to customer satisfaction remain at the core of its identity. But now, armed with the experience of navigating through a crisis, Tossed is better equipped to face the challenges and opportunities that lie ahead.
Conclusion
In conclusion, the story of Tossed is a testament to the resilience and adaptability of businesses in the face of unprecedented challenges. It is a story of a brand that was on the brink of collapse, but through innovative thinking, strategic decision-making, and a commitment to its core values, managed to not only survive but thrive.
Neil Sebba's leadership has been instrumental in Tossed's revival. His willingness to take risks, his unwavering belief in the brand, and his dedication to customer satisfaction have all played a crucial role in the company's success. The lessons learned from the Covid-19 pandemic have shaped Tossed's strategies and culture, making it a stronger and more resilient business.
As Tossed looks to the future, it does so with a renewed sense of purpose and a deep appreciation for the lessons learned along the way. The company's commitment to healthy eating, its focus on customization, and its dedication to customer satisfaction remain at the core of its identity. With a clear vision for the future and a relentless pursuit of excellence, Tossed is well-positioned for continued growth and success in the ever-evolving healthy eating market.
The story of Tossed is an inspiration to entrepreneurs and business leaders alike. It shows that even in the darkest of times, there is always a glimmer of hope. With the right leadership, the right strategies, and the right mindset, businesses can overcome any challenge and emerge stronger than ever.
