""Very often in a bank a lot of people are out for themselves. It's mainly about the money and what bonus you're going to get," Recanati tells Fortune. "It just didn't feel like I fit in. I looked at the more senior people and I thought: 'I don't want to be you'.""
""I realized there was a major gap in the market," Recanati recalls."
""The biggest sacrifice is you go from the safety net of a big bank to nothing," he says, adding that he was earning around $100,000 at Deutsche Bank."
Jonathan Recanati left Deutsche Bank after three years as an analyst because long hours, a bonus-driven culture, and senior role models felt unappealing. He identified a gap for locally sourced, healthy fast food inspired by U.S. fast-casual brands like Chipotle and began developing Farmer J while still employed. He raised about £850,000 from an investor, family, friends, and his own savings, tested menu items at pop-up supper clubs, and opened the first Farmer J on Leadenhall Street in London in 2014 near his former employer. He acknowledged the loss of financial security and initial skepticism but expanded to 10 London branches with growing sales.
Read at Fortune Europe
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