For years, “restaurant brands” meant chains like McDonald’s or TGI Fridays. Not any more. In today’s fast-paced, hyper-digitalised world, every restaurant is a brand — whether it likes it or not. In episode 5 of The Recipe, we explore the consequences of this shift. We hear from a Danish brand director who says that any restaurant with a higher sense of purpose is a brand — and that it should be reflected in everything it does. We sit down with the creative director of one of Scandinavia’s most sustainable restaurant groups to talk about the challenges of offering plant-based fine-dining. And we engage in a little “toilet talk” with an expert in brand experience who explains why a restaurant’s bathroom should never be an afterthought.