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How To Build A Strong Brand Without Constantly Thinking About Branding

Chef and restaurateur José Andrés knows what you want to eat today. And he knows how you like to dine. He should: Andrés’ company, ThinkFoodGroup, manages a vast and growing empire of restaurants, food trucks, and catering across more types of cuisine than you can count on your hands. Our Secret Sauce hosts, Meatball Shop machers Michael Chernow and Daniel Holzman, spoke with Andrés recently to find out how he sustains quality, while employing close to 2,000 people. “It’s all about the people,” Andrés says. “Every one of them has a name, a story, and something to share.” Watch the video above for more tips on how to build a strong brand–without trying to. And then let us know how your company has navigated the choppy waters of expansion with #SecretSauce.SS