CRÊPE LUCETTE

A crêpe brand that turned into theatre. Queues. Energy. Something people talked about.

I didn’t build Crêpe Lucette to sell crêpes. I built it because festival food was, frankly, a bit grim - and no amount of better marketing was going to fix that.

Back in 2011, if you went to an event, you got the same thing every time. Cheap ingredients. Bland menus. Plastic cutlery. Polystyrene cups. Food that filled a gap but didn’t leave a mark. No care for where it came from, no thought about how it felt to eat it.

It did the job. That was about it.

But people weren’t just there to eat. They were there for an experience - and no one was taking that seriously.

That was the opening.

The idea wasn’t just “let’s do crêpes.” It was: what if you took something simple, did it properly - and then wrapped it in something people couldn’t ignore?

I went to Brittany and learned how to make traditional crêpes the right way. No shortcuts. But I also knew we weren’t in France - we were in muddy British fields. So it became French-inspired, with a British twist. Familiar enough to feel easy, different enough to stand out.

Then came the non-negotiable: the ingredients.

Fresh. Local. Properly sourced. Free-range where it mattered. Real flavour. Because the truth is most event food at the time wasn’t just uninspiring - it was forgettable the second you finished it.

I flipped that.

Food people actually looked forward to. Food with substance. Food that didn’t feel like an afterthought.

That alone would’ve made it better.

Anyone can improve a product. Most people stop there. But attention doesn’t come from “better.” It comes from distinct.

So the idea had to carry more weight.

And here’s the bit that really made it work.

The Lucettes.

They weren’t “staff.” They were the brand. Vintage styling, sharp movement, real presence. They brought energy, charm, pizazz, and just enough theatre to make the whole thing feel alive. You didn’t just get handed a crêpe - you stepped into something.

Add 1940s swing music drifting across a field, proper china in your hands, and suddenly you’ve got atmosphere. A moment. People stopping, turning, asking, what is that?

That’s when you know the idea is landing.

Crêpe Lucette worked because it hit at the right time - and it was built on something strong enough to carry everything else.

People were starting to care about quality - so we gave them better ingredients.They were bored of bland - so we gave them character. Events needed atmosphere - so we built something that added to it, not just sat in it.

The trailers grew. The queues got longer. Event organisers didn’t just book us - they wanted us back because we made their event feel better. It created an experience.

Then I stretched it.

“Crêpes & Cocktails.”

“Crêpes by Candlelight.”

Same foundations. New settings. Suddenly it’s not just street food—it’s something you plan your evening around.

That’s the part most businesses miss.

They think success comes from tweaking what already exists. Nicer logo. Slightly better product. Maybe a reworded menu.

It doesn’t.

It comes from building something people actually notice - and making sure every part of it backs that up.

Crêpe Lucette wasn’t complicated. It was clear.

Good food. Done properly. A strong identity you couldn’t miss. And an experience that stuck with you long after the last bite.

The work is finding the edge—and having the nerve to build around it.

That’s what I now build through The Attentionist.

Not a marketing agency. Not a branding studio that comes in at the end. And definitely not more noise.

This is about getting the idea right before anything else happens.

Because most of the time, when something isn’t working, it’s not the execution. It’s not the team. It’s not the effort.

It’s the idea underneath it.

Not clear enough. Not strong enough. Not distinct enough to hold attention.

Crêpe Lucette didn’t grow because we did more. It grew because the idea was solid. It aligned everything. The team knew how to show up. The audience got it instantly. Event organisers wanted it back because it made their event better.

From one trailer to three. From markets to major festivals. Then into “Crêpes & Cocktails” and “Crêpes by Candlelight” - same foundation, new expressions.

That’s what happens when the core idea works. You don’t keep starting again. You build on it.

Most businesses get stuck because they skip this part. They jump straight into doing.

Campaigns. Content. Launches. Then wonder why it’s not landing.

That’s where I step in.

The Idea Sweep is about pressure-testing what you’ve got before you waste time and money pushing something that isn’t quite there. It’s where the direction gets clear. Where the edge shows up. Where the idea either stands up - or gets rebuilt properly.

Because once the idea works, everything else moves faster. Decisions get easier. The marketing lands.

Crêpe Lucette is proof of that.

Simple product. Strong idea. No fluff.

If your business isn’t getting attention, it’s rarely because you need to do more.

It’s because your idea hasn’t quite flipped yet.