Business Bites Resources

Business Bites Resources: Storytelling For Your Business

Every business has a story behind its origin, and restaurants and food businesses are no exception.

For some, it’s the desire to showcase the food they learned to cook with their grandparents at an early age. For others, they were inspired to create a product they couldn’t find on store shelves. In ICC’s Food Business Fundamentals program, we teach chefs and aspiring food business owners to take their inspiration, and motivation, behind starting a business and develop it into a defined concept and actionable business plan, all in just 6 weeks! But, in order to get started, you first have to think about what makes the story you are trying to tell compelling, what makes your brand unique, and what you have to accomplish to start your business.

So what does it take to start crafting a compelling business story?

Justine ClayWith a little help from Justine Clay, Speaker & Business Coach for Creative Entrepreneurs and Freelancers and ICC Food Business Fundamentals instructor, you’ll develop your story and be ready to pitch your food business idea at the end of our 6-week Food Business Fundamentals program. If you missed enrolling in our January session, you still have the chance to start thinking about your concept and how to tell your story before our next session in September. Check out these three steps to help you tell your story and beginning your journey to launching your business!


Begin by thinking about what you could share about yourself that would engage your customer and have them rooting for you. The story of how you founded your business will show your customers who you are and will allow them to develop an emotional relationship with your business. By incorporating your background into the story, you can develop your customer base and establish that you are trustworthy.


Next, establish the moment that was daring and defining to your life. You want your customers to be tuned into your story, so show them how you overcame your obstacles to create the business that they have grown an emotional connection to. However, it’s important to remember that this is not the point where you should create a long and drawn-out story–this is where you should set yourself apart and show your customers what motivates you.


Finally, describe how you overcame these obstacles to establish yourself as a business owner. Share your business’ mission and what you set out to accomplish in creating it. Involve your customers by expressing your excitement for your growing brand and the solutions you’ve created that will impact them!

In the end, establishing a compelling story about your brand makes for great pitch content to secure investors, customer loyalty, media attention and more!

This blog post was originally published by the International Culinary Center (ICC), founded as The French Culinary Institute (FCI). In 2020, ICE and ICC came together on one strong and dynamic national platform at ICE's campuses in New York City and Los Angeles. Explore your culinary education where the legacy lives on.

Add new comment