Episode Summary

In this episode, we sit down with the founder of Don’t Tell Dad, Queen’s Park’s much-loved bakery-restaurant that’s become both a local hub and a brand built on story, mischief, and heart. From the playful name to the deep personal history behind it, our guest shares how the restaurant was inspired by his sister Leslie, a tragic loss that sparked a new way of living and creating.

We explore what it means to design a space that feels like the neighborhood’s living room, how brand values show up in every little touchpoint—from the hoarding to the website “Don’t Click Me” button—and why hospitality at its best is equal parts love, chaos, and play.

Whether you’re a food lover, a budding entrepreneur, or someone who cares about how place and community connect, this conversation is full of honesty, insight, and laughter.

What You’ll Learn in This Episode

• The layered meaning behind the name Don’t Tell Dad—and why mischief is central to the brand.
• How grief and loss can become the foundation for creating something life-giving.
• The lessons learned from founding and selling Coco di Mama, and why brand is more than just colors and logos.
• The role of neighborhood restaurants in shaping daily life and community identity.
• The importance of “every touchpoint” in hospitality, from glassware to newsletters.
• Why balance, family, and joy matter as much as growth and performance.

Links & Mentions

• Don’t Tell Dad, Queen’s Park
• Book: Eating the Big Fish by Adam Morgan (amazon)
• Book: What Great Brands Do by Denise Lee Yohn (amazon)
• Book: Unreasonable Hospitality by Will Guidara (amazon)

Episode Highlights

• (00:00) Warming up & recording the “backstage” chatter
• (05:12) The story behind the name “Don’t Tell Dad”
• (12:45) Losing Leslie and finding purpose through hospitality
• (24:30) Brand as story, not just design
• (38:55) Lessons from Coco di Mama and the “energy” brand insight
• (52:10) Mischief, chaos, and the sibling spirit in the brand
• (01:05:20) Building for the neighborhood, not just footfall
• (01:15:00) What makes a great brand experience

If you enjoyed this episode, please share it with a friend, leave us a review, and of course—if you’re in London, head to Queen’s Park and treat yourself to the legendary hazelnut brown butter croissant at Don’t Tell Dad.

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