If your customers are changing, your business has to change too.

In this episode of Mission Critical, Lance sits down with Adam Minster, co-founder of Food Dudes and partner behind Toronto restaurants RASA and SARA, to unpack what happens when an entire market shifts (and how smart business owners adapt before it's too late.)

As rising costs reshape the restaurant industry and consumers become more intentional about where they spend, Adam explains why the traditional "middle" of the market is disappearing, what prompted SARA's bold pivot to a tasting-menu-only concept, and how customer behaviour should guide your biggest business decisions.

Whether you own a restaurant, retail store, agency, or service business, this conversation is packed with practical lessons on recognizing market shifts, creating experiences customers are willing to pay for, leading teams through change, and building a business that's designed to evolve.

Key Takeaways

Pay attention to changing customer behaviour, not just your sales: The biggest opportunities often come from recognizing shifts in how customers think and spend before they become obvious. SARA's transformation wasn't driven by instinct, it was driven by listening to customers and following the data.

A great experience is becoming more valuable than simply offering a good product: As consumers become more selective with discretionary spending, businesses need to create memorable experiences that justify the purchase. People are increasingly willing to pay for something they'll remember.

Your employees are often your best source of business intelligence: Adam explains how regularly gathering feedback from his team helped shape major strategic decisions, including SARA's evolution. The people closest to your customers often have the clearest view of what's changing.

Hospitality is about people, not just service: Customers may talk about the food, but they remember how they were treated. Building loyalty often comes down to small, thoughtful moments that make people feel welcomed and valued.

Great businesses evolve without abandoning what makes them special: Innovation doesn't always mean starting over. The strongest businesses stay rooted in their core values while adapting how they deliver value as markets and customer expectations change.

About the Guest

Adam Minster is the co-founder of Food Dudes, one of Canada's leading hospitality companies, and a partner behind acclaimed Toronto restaurants RASA and SARA.

Over the past two decades, Adam has helped grow Food Dudes from a catering business into a multifaceted hospitality group spanning restaurants, large-scale events, and culinary experiences. Under his leadership, RASA has earned two consecutive Michelin Bib Gourmand recognitions, while SARA has been recognized by the Michelin Guide for its flavour-driven cuisine and guest-first approach to hospitality.

What does it take to create an entirely new product category—and convince customers to change habits they've had for decades?

In this episode of Mission Critical, Lance sits down with Jayme Jenkins, co-founder of Everist, the Canadian beauty brand behind the world's first shampoo, conditioner, and body wash concentrates. What started as a mission to reduce waste in the beauty industry evolved into a masterclass in innovation, customer education, brand storytelling, and sustainable growth.

In their discussion, Jayme shares the realities of building a category-defining company, from developing a product that manufacturers said couldn't be made to learning how to simplify messaging, earn customer trust, and scale without sacrificing the brand's purpose. She also offers practical insights on customer feedback, retail expansion, founder wellness, team building, and why today's most successful brands win by solving real problems—not just telling compelling stories.

Whether you're launching a startup, growing a consumer brand, or navigating the challenges of scaling a business in a rapidly changing market, this conversation is packed with actionable lessons on building a company designed to last.

Key Takeaways

Lead with the customer problem, not your mission: One of Everist's biggest breakthroughs came when they stopped leading with sustainability and started leading with performance. Customers care about the problem you're solving first; your mission becomes a powerful differentiator once you've earned their attention.

Innovation only matters if people understand it: Creating a breakthrough product was difficult—but explaining it was even harder. Jayme shares how simplifying Everist's messaging and making the unfamiliar feel familiar became critical to scaling the business.

Customer feedback is a competitive advantage: Every review, comment, and customer email is analyzed by the team. Everist's growth has been fueled by an obsessive commitment to listening, iterating, and improving based on real customer experiences.

Sustainable growth beats growth at all costs: The era of chasing unicorn valuations has given way to a more durable approach. Jayme discusses why building intentionally, profitably, and for the long term creates stronger companies and healthier founders.

Differentiation is worth the pain: Many of Everist's biggest challenges stemmed from doing something completely new. But that same uniqueness is what made the brand memorable, defensible, and capable of creating an entirely new category in beauty.

About the Guest

Jayme Jenkins is the co-founder of Everist, an award-winning Canadian beauty brand reinventing the hair, skin, and scalp care industry through concentrated, waterless products. Alongside co-founder Jessica Stevenson, Jayme launched Everist in 2021 after spending years in the beauty industry with global companies including Procter & Gamble and L'Oréal.

Driven by a desire to reduce waste in personal care without compromising performance, Jayme helped create the world's first shampoo, conditioner, and body wash concentrates—an innovation that has positioned Everist as one of Canada's most exciting emerging beauty brands.

Today, Everist is recognized for its category-defining products, sustainability-first approach, and growing community of loyal customers. Jayme is passionate about innovation, conscious consumption, customer-centric brand building, and helping the next generation of founders navigate the realities of entrepreneurship.

What does it actually take to build a modern consumer brand in today’s economy?

In this episode of Mission Critical, Lance sits down with Bathorium founder Greg MacDonald to unpack the real mechanics behind scaling a premium wellness business — from handmade bath bombs in a Toronto condo to becoming one of Oprah’s Favorite Things.

Greg shares tactical lessons on brand positioning, customer loyalty, inventory forecasting, pricing strategy, storytelling, and scaling through uncertainty — including how Bathorium survived and exploded during the pandemic.

If you’re building a product-based business, navigating growth, or trying to create a brand people genuinely care about, this episode is packed with hard-earned lessons from a founder who built one of Canada’s most recognizable wellness brands from the ground up.

Key Takeaways

Your Brand Story Is One of Your Most Valuable Assets: Greg explains how Bathorium’s growth accelerated once the company learned how to clearly communicate its “why” — not just what the product was, but the problem it solved. From Oprah’s Favorite Things to retail expansion, storytelling became a competitive advantage.

Product Passion Matters More Than Trends: One of Greg biggest lessons for entrepreneurs? Build something you genuinely believe in. Passion for the product is what sustains founders through difficult seasons, especially when growth slows, inventory gets messy, or the business becomes emotionally exhausting.

Scaling Too Fast Without Understanding Margins Can Hurt Your Business: Bathorium initially underpriced its products in order to get them into more customers’ hands. Greg breaks down why understanding margins early is critical if you want enough room for marketing, staffing, shipping, and long-term scalability.

Customer Feedback Should Shape Your Roadmap: Many of Bathorium’s biggest product innovations came directly from customer conversations. Greg shares how obsessively listening to customers helped build loyalty and transform buyers into long-term brand advocates.

Brand Positioning Can Make or Break Consumer Perception: A major early mistake (placing Bathorium products in discount retail environments) taught Greg that where your brand appears matters just as much as the product itself. Premium brands need premium storytelling and premium placement.

About the Guest

Greg MacDonald is the founder and CEO of Bathorium, a Canadian wellness brand redefining the modern bath ritual through clean, luxury bath soaks focused on health, recovery, and self-care.

Founded in 2014, Bathorium has grown from a small side hustle into an internationally recognized brand carried by luxury hotels, spas, and retailers across North America, including Nordstrom, Goop, Four Seasons, and more. The company was also named one of Oprah’s Favorite Things, making Bathorium one of the few Canadian brands to ever receive the distinction.

Before going all-in on Bathorium, Gregory worked at Shopify, where he helped support some of the fastest-growing consumer brands in the world — experience that later shaped Bathorium’s own approach to scaling, storytelling, and customer experience.

Today, Gregory is recognized as one of Canada’s leading voices in wellness entrepreneurship, premium consumer branding, and modern self-care innovation.

What does it take to turn a simple product into a category-defining brand people obsess over?

In this episode of Mission Critical, Lance sits down with Mandy Wolfe, co-founder of Mandy's Salads, to break down how she and her sister transformed a tiny salad counter hidden inside a Montreal clothing store into one of Canada’s most recognizable lifestyle food brands.

But this conversation goes far beyond salads. Mandy shares the real playbook behind building customer loyalty, creating emotional connection through branding, scaling across new markets, engineering word-of-mouth growth, navigating hiring challenges, and staying relevant in an economy that changes by the day.

Whether you run a restaurant, retail business, e-commerce brand, or are just starting your entrepreneurial journey, this episode is packed with tactical insights on how to build a business people genuinely love.

In this episode:

• How Mandy’s got its first loyal customers
• Why customization became a growth advantage before it was trendy
• The importance of brand experience in driving repeat business
• What founders get wrong about expansion and scaling
• How Mandy’s built a lifestyle brand beyond food
• Why staying culturally relevant matters more than ever
• Lessons on hiring, partnerships, leadership, and longevity

If you’re building a business in Canada right now, this episode is a masterclass in creating a brand customers choose emotionally, not just practically.

Top 5 Key Takeaways

1. Great brands solve emotional needs—not just functional ones: Mandy’s didn’t just sell salads, it sold a feeling: wellness, escape, playfulness, customization, and belonging. The strongest businesses create emotional connection around everyday products.

2. Word-of-mouth growth can be intentionally designed: From customizable “secret menu” salads to instantly-recognizable pink takeout bags, Mandy’s built visual and social cues that naturally encouraged people to talk about the brand.

3. Expansion works best when it matches community culture: Instead of aggressively entering major downtown cores first, Mandy’s strategically chose neighbourhoods that aligned with the brand’s lifestyle positioning and customer base.

4. Scaling requires letting go of control: One of Mandy’s biggest lessons as a founder was learning to trust leadership teams and systems as the business expanded beyond what she and her sister could personally oversee day-to-day.

5. Staying relevant means staying curious: Mandy credits much of the brand’s continued success to surrounding themselves with younger talent, traveling frequently, observing culture shifts, and constantly evolving with customer behaviour.

About the Guest

Mandy Wolfe is the co-founder of Mandy's Salads, one of Canada’s most recognizable fast-casual restaurant and lifestyle brands.

What started as a tiny salad counter hidden inside a Montreal clothing boutique has grown into a multi-location business spanning Montreal, Toronto, Ottawa, and beyond—along with a rapidly growing consumer packaged goods line carried in over 1,000 stores across Canada.

Known for its colourful branding, immersive restaurant design, customizable menu, and cult-like customer loyalty, Mandy’s has become a case study in turning a simple everyday product into a premium lifestyle experience.

Alongside her sister and co-founder Rebecca Wolfe, Mandy has helped redefine how Canadians think about healthy eating, hospitality, branding, and customer experience.

The wellness industry is exploding. But with that growth comes saturation, noise, and a hard truth: most brands won’t last.

In this episode of Mission Critical, Thom Tullo—founder of Face Pilates and Aman Spa—breaks down how he built a performance-driven wellness brand in one of the most competitive categories today.

From creating “addictive” client experiences to navigating product development, pricing strategy, and brand differentiation, Thom shares what actually drives retention, revenue, and long-term brand equity in wellness.

If you’re building in beauty, wellness, or any experience-driven business, this episode is a tactical deep dive into what it really takes to stand out—and scale—when everyone is competing for the same customer.

Top 5 Key Takeaways:

1. Wellness is No Longer a Trend, it's a Behaviour Shift: Post-COVID, consumers aren’t just spending on luxury. Rather, they’re prioritizing self-regulation, recovery, and mental clarity. The opportunity isn’t selling products—it’s solving for peace of mind.
2. Experience > Service: Thom didn’t just open a spa, he engineered a full sensory journey: scent, environment, pacing, and human interaction.
3. Retention Comes From “Addiction,” Not Acquisition: Thom’s philosophy is to create an experience so effective and emotionally resonant that it becomes part of someone’s routine.
4. Most Brands Misprice Themselves Out of Longevity: Many wellness brands overestimate what customers can actually afford long-term. High-ticket positioning may drive short-term hype—but kills repeat purchase behaviour.
5. You Don’t Need to Be the Expert, But You Need to Understand the System: From chemistry to product development, Thom didn’t start as an expert but he learned enough to lead. His edge wasn’t knowing everything; it was building the right team and asking the right questions.

About the Guest

Thom Tullo is a skin authority, entrepreneur, and founder of Face Pilates and Aman Spa.

Known for blending clinical precision with luxury wellness, Thom has built a reputation for performance-driven treatments that deliver visible, measurable results—without invasive procedures. He is the creator of Face Pilates™, a method that treats the face like a muscle system—combining lymphatic drainage, buccal massage, micro-current, and advanced techniques into a structured “facial workout.”

What started as a treatment has evolved into a multi-dimensional brand spanning services, products, and education, positioning Thom at the forefront of the next generation of wellness businesses.

What happens after Anthony Bourdain puts you on the map?

In this episode of Mission Critical, Benedict Lim, co-founder and culinary director of The Lunch Lady, breaks down how a single moment of global attention became the foundation for a real, scalable business.

Originally a humble street food stall in Vietnam, The Lunch Lady became a culinary landmark after Bourdain featured it on No Reservations. But attention doesn’t build a business—execution does.

Benedict shares how the team translated that cultural spotlight into a thriving multi-city restaurant brand in Canada, and the systems required to sustain it. From navigating the realities of opening during a pandemic to building a loyal customer base through trust, hospitality, and consistency, this conversation goes beyond the story—and into the strategy.

This episode is a tactical blueprint for small business owners: how to leverage narrative without relying on it, how to create repeat customers in a competitive market, and how to build a brand that delivers long after the hype fades.

Because getting discovered is one thing. Building something that lasts is everything.

Top 5 Key Takeaways

1. Great product is the baseline (not the differentiator): In today’s market, “good food” (or a good product) isn’t enough. Success comes from delivering across the entire experience: product, service, brand, and consistency.

2. Your first customers stay because of how you recover, not how you perform: Early-stage mistakes are inevitable. What builds loyalty is how quickly and honestly you fix them.

3. Story creates attention but systems create longevity: The Lunch Lady’s origin story brought people in. Operational discipline, team alignment, and execution kept them coming back.

4. Marketing is no longer optional, even for great businesses: If people don’t know you exist, nothing else matters. Even the best product needs visibility to survive.

5. Culture is your most scalable advantage: A strong internal culture doesn’t just improve team performance, it directly translates into better customer experience and long-term brand equity.

About the Guest

Benedict Lim is the co-founder and culinary director of The Lunch Lady, a critically acclaimed Vietnamese restaurant with locations in Vancouver and Toronto.

Originally inspired by a legendary street food vendor in Vietnam—brought to global attention by Anthony Bourdain—Benedict helped transform The Lunch Lady into a modern hospitality brand that blends cultural authenticity with contemporary dining.

Known for his thoughtful approach to leadership, operations, and culinary innovation, Benedict has built a reputation not just as a chef, but as a business operator focused on sustainability, team culture, and long-term growth in one of the most challenging industries.

In this episode, Lance sits down with startup founder, investor, and housing advocate Liam Gill to unpack a provocative idea: What if Toronto’s housing crisis could be solved by everyday citizens?

Drawing from his background in startups, venture capital law, and policy advocacy, Gill makes the case that Toronto is one of the only cities in the world where nearly every major challenge can be solved through policy—and more importantly, through participation.

At the center of the conversation is his concept of the “citizen developer,” a new class of everyday people who can play an active role in resolving the housing crisis. From fourplexes to laneway homes to 10-unit apartment buildings, Gill breaks down how recent zoning changes have quietly unlocked a generational opportunity.

Key Takeaways

• Housing isn’t just a crisis—it’s an opportunity. Most people just don’t see the entry point.
• Policy has already shifted. The real gap now is awareness and execution.
• You don’t need to be a developer to build. But you do need to understand the system.
• Entrepreneurial thinking beats industry experience in emerging, undefined spaces.
• Small-scale density at scale (missing middle) could meaningfully impact affordability.
• The future of housing will be shaped by those willing to take informed risks early.

About the Guest

Liam Gill is a Toronto-based investor, lawyer, and housing advocate focused on unlocking practical solutions to Canada’s housing crisis. With a background spanning venture capital, M&A law, and startup leadership, Gill brings a uniquely cross-disciplinary perspective to real estate and urban policy.

He is the author of Building the Missing Middle: A Citizen Developer’s Guide, a practical framework designed to help everyday Canadians understand—and participate in—housing development. His work bridges the gap between policy and execution, advocating for a more accessible, transparent, and participatory housing system.

What if the future of the Canadian pantry isn’t about what we eat but, rather, how we understand each other?

In this episode of Mission Critical, Lance sits down with Jannine Rane, co-founder and CEO of Zing Pantry Shortcuts, a fast-growing Canadian brand rethinking how we cook, eat, and connect through food.

What started as a pandemic side project—born out of the all-too-familiar question, “What’s for dinner?”—has evolved into something much bigger: a company helping to redefine what a pantry staple looks like in one of the most multicultural countries in the world.

Rane brings a tech mindset into a legacy industry, applying rapid iteration, community-driven product development, and a willingness to challenge convention. But beneath the surface, Zing is doing something deeper; they're using food as a vehicle for cultural exchange.

From “third culture” flavours inspired by diaspora communities to reimagining condiments as everyday gateways into global cuisine, this conversation explores how something as simple as a jar on a shelf can open minds, spark curiosity, and reshape how we relate to culture.

Key Takeaways

• The Real Problem Zing Solves: Most Canadians rotate through just 7 recipes—Zing is built to break that cycle with accessible, flavour-forward shortcuts.
• From Tech to Table: Rane applied startup principles like “fail fast” and rapid iteration to food, launching products through a community-driven test kitchen model.
• Redefining Pantry Staples: Why condiments like chili crisp and "Oomami" deserve a place next to ketchup and mayo, and what it takes to shift consumer behaviour.
• The Rise of “Third Culture” Cooking: How diaspora communities are shaping a new, distinctly Canadian food identity.
• Story > Product: In a crowded category, the brands that win are the ones telling stories people see themselves in.
• Food as Cultural Infrastructure: How condiments can act as entry points into new cultures, conversations, and perspectives.
• Immigrant Founder Mentality: “No one’s coming to save you”—how starting from zero builds resilience and clarity.
• The Future of the Pantry: A shift toward global flavours, personalization, and curiosity-driven cooking.

About the Guest

Jannine Rane is the Co-Founder and CEO of Zing Pantry Shortcuts, a Canadian food brand bringing globally inspired, chef-driven condiments into everyday home cooking.

With a background in tech, marketing, and go-to-market strategy, Rane has built Zing using a community-first, iterative approach—working with chefs and creators to develop products that reflect the diversity of modern Canadian kitchens.

Founded during the pandemic, Zing has quickly expanded into retail across Canada, with a mission to make cooking more joyful, accessible, and culturally connected.