March 2020. The announcement came and within days, all three of Sam's hospitality businesses had to close their doors. A café. A restaurant. A pub. Three teams. Three sets of suppliers. Three streams of revenue. All gone simultaneously, with no clear timeline for when — or whether — things would return to normal.
For many business owners, that moment was the end. For Sam, after the initial shock, it became something else entirely: the space to think clearly for the first time in years.
Sweets. Specifically, pick n mix delivered to your door. The market existed, but it was fragmented. The ranges were limited. The experiences were basic. Nobody had built the version of this that Sam knew was possible. He'd done this before. He'd succeeded at this before. But this time, he was going to do it right.