Jumper’s Take

We hear it all the time – “support small business.” It’s become a mantra, a slogan, almost a moral obligation. But here’s a thought: maybe independent businesses shouldn’t be asking for support. We should be offering it.

When I launched Ludacrust, I didn’t expect people to turn up just because I was local, passionate, or running it solo. None of that makes a difference to someone who’s got £12 in their pocket, 30 minutes of peace in their day, or limited emotional bandwidth to try something unfamiliar. You know what they do want? Certainty. A safe bet. A return on investment – not just of money, but of attention, time and trust.

That’s why people go to chains. Pizza Express, Costa, Nando’s – predictable, accessible, no guesswork. You don’t have to think. You know the drill. That kind of safety isn’t boring – it’s comforting. For many, it’s necessary.

So my job isn’t to preach about “shopping local” or “supporting the little guy.” My job is to earn your time, your attention, your trust. I already know the product, the place in the market, the price of the thing and how to promote it. There 4 P’s of marketing are where we all begin – but to be sustainable in the game, you need to go deeper. The most successful people in the world are those who can tell the best stories (tell me I’m wrong). I measure success on the number of people who feel encouraged to come and give Ludacrust a chance.

There have been a few people I know personally who’ve managed to convey that value proposition to a big enough base from which to grow – people like Dan Aldridge, Jack Lander, and Steph Buttery. Interestingly, one common trait among them is their willingness to share. I actually think that what thse guys do so well is to share themselves with us all. They put themselves in front of us, show us who they are, what they’re about – share losses and wins, lessons too. Bold as fuckin’ brass.

And I’ve never been more inspired to give, share, show. Not just a slice pizza, a slice of me. I’m writing this now, with fluid seeping out of a burn from a wound trying to go the extra mile for a customer this past weekend. It was a massive fail – and my hand is a mess but IDGAF, I’m here for it.

That’s the Ludacrust mission. Not asking for support – offering it, holding the risk and showing you how I’m here for you.