'If O'briens Doesn't Improve Soon, It's Because I'm Crap'

Summary

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It's not quite in the same league as Gerald Ratner's famous gaffe that some of his company's products were "total crap," but Brody Sweeney's admission that the food at his O'Briens Irish Sandwich Bar has become a bit "bland" is still startlingly frank.

Sweeney, who founded O'Briens in 1988, is now introducing a new menu for the chain's 260 outlets and will roll out a major store revamp over the next six months.

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Extract

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'If O'briens Doesn't Improve Soon, It's Because I'm Crap'

"The whole [of the O'Briens] concept is tired," confessed Sweeney, before rowing back a little. "Maybe not tired but we had an excellent concept, but we didn't develop it."

The current...

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