I went to Bob Bob Ricard a couple of weeks ago and it got me thinking about one of Jake’s favourite questions:

What are you going to be famous for?

Because really, it’s a restaurant in Soho. A lovely one, yes. But Soho is not exactly short of places to eat, drink, and spend far too much money.

So why there?

Because they know their thing.

Press for champagne.

It’s simple. Memorable. Slightly ridiculous. Brilliant.

And they’ve properly leaned into their brand. The plates. The napkins. The menu. Even the pie. Every tiny detail reminds you that you’re somewhere considered.

That’s brand.

Not just a logo.
Not just a nice colour palette.
Not just a sales brochure with “exceptional living” written on page one.

It’s behaviour.
It’s experience.
It’s the thing people remember and repeat.

Property could learn a lot from hospitality here.

Because when customers have choice, and they do, the question becomes sharper:

Why this place?
Why this development?
What will people talk about?
What will make it feel worth choosing?

If the answer is “three bedrooms and good transport links”, it probably isn’t enough.

So, what are you going to be famous for?