If you’re like me, you’re probably wondering from time to time why you even bother marketing your books. I mean, there have been times when everything I’d try would seem to be in vain. When, at best, I broke even on my Ads. When people wouldn’t read my work if I literally gave it away.

So, when I came across the hilarious story of The Shed at Dulwich by Lindsay Kent on Quora and read the full story in Butler’s own words on Vice, I just had to share.

Mind you, it has nothing to do with books. But it has everything to do with marketing. Read on and you’ll see what I mean!

The Shed at Dulwich

London. Home to over 8 million people. A hub of cultures colliding into a mishmash of food. Steaming fish and chips and spicy curry. Hot tea and sticky toffee pudding.f a restaurant is ranked as being the best in London, it has to be good, right?

In April 2017, Oobah Butler, a writer for Vice who had previously been bribed by restaurants to give good reviews, set out to test the system and prove a point.

He decided to fake an entire restaurant.

Named “The Shed at Dulwich,” after well, Butler’s own shed at Dulwich, he quickly began to set up the fake dinner place.

A $13 burner phone was all he needed to verify it on Yelp. Having no address, he called The Shed an “appointment-only restaurant”.

He set up a two-page website, complete with ever-so-very-hipster mood-inspired dishes and delicious photos of food. Hot spots are all about quirks, so to cut through the noise he needed a concept silly enough to infuriate your dad. A concept like naming all of his dishes after moods.

As he explained on his website:

You choose which fits your day, and our Chef interprets that. We can also tailor dishes for special occasions and at extra cost.

And he continued with…

Examples of Moods served in the past

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