Sarah Doyle came to Eat when there was no real organised marketing for the brand. Success was driven by word of mouth and the passionate personalities of its founders. But in a busy market with a number of strong, established players the company needed a boost that could help it grow without diminishing its key attributes. “My biggest challenge has been finding the confidence to take risks and creating and nurturing a culture where [risks] are encouraged, taken and learned from.” She thrives on the entrepreneurial culture at the brand which she believes is one of its strongest qualities. “We are a challenger brand in a very dynamic and competitive market. It’s a constant balancing act between the drive for results and trying new and different things,” she explains.