Dean Neff didn’t set out to build the biggest seafood restaurant—he set out to build the most meaningful.

At Seabird in Wilmington, North Carolina, Dean’s created a model where purpose isn’t a marketing angle—it’s the operating system. From sourcing to storytelling to team education, his restaurant is a case study in how to scale impact without sacrificing profitability.

In this episode, Dean breaks down the systems that support a values-driven business, the importance of teaching staff to connect the dots between product and purpose, and why his restaurant runs on more than just service—it runs on story. For any operator wondering if deeper meaning can lead to stronger margins, this episode says yes—and shows you how.

To learn more about Seabird and the work he’s doing in Wilmington, visit https://www.seabirdnc.com.

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Scaling a Mission, Not Just a Menu: Dean Neff on Profitability, Purpose, and Leading with Story

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