24/06/2026
In the early stages of any business, the desire for positive feedback is overwhelming. You seek affirmation that the year of hard work was worthwhile and that your ideas were valid. Truth is, however, while positive feedback is important, the real value lies in constructive criticism that allows for improvement.
Recently, I received a message from someone expressing disappointment in a Mabel sandwich, which had previously been praised as ‘amazing’ and ‘bloody fantastic.’ It felt like a punch to the gut, but I was immensely grateful they took the time to share their thoughts. I immediately tried the sandwich myself and noticed something was indeed off on that day.
I collaborated with our chef Jamie for a tasting session, and we identified a discrepancy in our process on Mondays compared to other days. This insight not only helped us improve the sandwich but also refined our operations, and it inspired an evolution of our food philosophy, adding ‘generosity’ as a new filter to always view any dish through. Within a day, Jamie had evolved the product into a new, larger, and better sandwich, with a more robust process enabling consistency. A better process and product - for the long term.
Receiving feedback that highlights shortcomings is never easy, but it is invaluable. By the way, this sandwich features bread baked daily in London with only four ingredients and no UPFs. The chicken and ham hock is high-welfare native breeds from North Yorkshire farms. The salad is all British-grown. Now, can you tell me where the ingredients in your lunch came from?
