"Fun has to be part of the business when you market a lifestyle brand... What began as an informal gathering took on a more bare-knuckles edge last year after the company secured a new $7 million round of funding led by Partech Ventures in April 2015. Now two teams of on-site employees face off quarterly in what Hunter describes as an "ironless" chef cook-off using only tools found around the office..."
"Each team has roughly an hour to plan their meals and take a trip to the grocery store to find what they need, though some will forage for fresh produce right where they are," says Button cofounder Stephen Milbank. Teams get 30 seconds to pitch their finished concepts. They usually need every last one as constraints often lead to interesting or even crazy choices, like the team that used waffles instead of buns for a recent burger-and-salad cook-off.
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