QSR founders warn scaling up can expose the cracks in a growing brand
SushiDog, B Bagel, and Urban Baristas share the operational lessons behind rapid growth.
Founders of three growing UK foodservice brands say scaling a business is exposing weaknesses in operations, technology, and site selection, forcing operators to focus on execution as trading conditions remain challenging.
Speaking at the QSR Media UK Redcat Conference & Awards 2026 in London, UK, B Bagel founder Yoav Baumgarton, Urban Baristas co-founder and CEO Huw Wardrope, and SushiDog co-founder Nick Goldstein said expansion has brought new pressures that were not apparent in the early stages of growth.
Baumgarton pointed to a costly site-opening mistake after B Bagel expanded into a shopping centre without fully analysing customer traffic patterns.
"We were convinced it would work, but we didn't properly analyse the data," Baumgarton said. "Shopping centres tend to get busy later in the morning, whilst around 30% of our revenue comes before 11 a.m."
Wardrope shared a similar experience. After two successful sites, the coffee chain took on a larger, higher-rent location before the pandemic.
"We assumed a busier street would automatically mean more profit—It didn't work out that way," Wardrope said, adding that the site ultimately cost the business several hundred thousand pounds.
The founders said people and operations remain the most important priorities during expansion, even as operators increase investment in marketing and technology.
"If marketing brings customers in but the operation isn't good enough, they won't come back," Baumgarton said.
Goldstein, whose SushiDog has grown to 14 sites, said one of the biggest challenges has been evolving from a site operator into a business leader.
"As the business grows, your role changes constantly," he said. "Keeping up with that growth and becoming a better leader has been one of the hardest parts."
The panel also highlighted growing concerns around technology fragmentation, with operators adopting multiple systems as they scale.
"We kept adding systems because each one promised to improve the business," Goldstein said. "Now we're trying to consolidate information and make it easier for teams to use."
Whilst all three founders see potential in artificial intelligence, they said current efforts are focused on improving reporting, data analysis, and back-office efficiency rather than transforming day-to-day operations.
Despite increasing interest in technology, the founders agreed that long-term growth still depends on people, culture, and consistent execution across stores.
