Ep.60 Building a Brand that Lasts with Blue Collar
With Glen Dinning
Episode Description:
In this episode, Glen Dinning, the director of Blue Collar Group, shares his journey building a permanent street food venue in Reading. Glen shares how he was inspired by London’s vibrant street food scene to create something similar in Reading.
The discussion covers the evolution of the business from organising street food festivals and markets starting in 2016 to the creation of Blue Collar Corner, a permanent site. Glen also shares the challenges he faced with the build, describing it as an “emotional roller coaster”. He explains his marketing philosophy, which includes the importance of social media and authentic photos of the food.
Finally, the conversation touches on the future goals for Blue Collar Group, including a focus on improving the current venue and the long-term objective of building more locations in other towns and cities. Glen concludes with a message about the importance of supporting local, independent businesses.
Blue Collar Website: bluecollarstreetfood.co.uk/
Blue Collar Socials:
Blue Collar Corner is open every Thursday – Sunday.
Find more details here
Listen to the episode
Episode Time Codes
00:00 Introduction
00:51 What is the Blue Collar?
01:33 Why Glen founded Blue Collar
04:18 How easy was it for Glen to find street food sellers?
05:45 What street food does best in Reading?
07:55 Marketing Blue Collar
09:09 Photography at Blue Collar
11:12 How Glen manages his social channels
12:39 What challenges Glen has faced
14:14 Why did Glen want to build Blue Collar Corner.
16:28 How Glen built Blue Collar’s presence in Reading
18:15 How Glen decides what type of events to put on
20:58 How Blue Collar tries to cover all the food requirements
22:36 What skills Glen would like to improve
23:46 What is the future for Blue Collar
25:37 Final thoughts for listeners
Videos
There's something for everyone at Blue Collar
How Blue Collar has made its mark
Marketing Blue Collar
How to take great photos with Blue Collar
Key takeaways
Building a Business on Passion and Observation: Glen Dinning was inspired by the London street food scene and noticed a gap in his hometown of Reading. His journey demonstrates how turning a personal passion into a business can lead to creating something that fills a market need.
The Power of Longevity and Consistency: The reputation of Blue Collar Group was built on consistency. By continuing to host markets, run Blue Collar Corner, and introduce new food concepts, the business has grown its audience over time.
The importance of authentic photos: Dinning learned that authentic photos of food, taken with the venue or people in the background, resonate more with their audience than professional studio shots. He also emphasises that good photos are a “head start” for food traders because they are a key promotional tool for the business.
