Style-ish Podcast: "How the Founder of ‘Broadsheet’ Built Our Go-To City Guide"

Host: Madison Sullivan Thorpe (Shameless Media)
Guest: Nick Shelton (Founder, Broadsheet)
Date: February 5, 2026

Episode Overview

This "Face to Face" episode of Style-ish features Nick Shelton, the founder of Broadsheet, Australia’s pioneering independent city guide to food, drink, and culture—now freshly expanded into the UK. Host Madison Sullivan Thorpe delves into Nick’s journey from a Melbourne coffee aficionado to international media tastemaker. Topics range from the value of real "taste," building community, entrepreneurial lessons, brand integrity, to hot hospitality takes—and Nick’s signature recommendations.

Main Discussion Points and Insights

The Role and Development of 'Taste' in a Visual Digital World

• Taste isn’t just visual: With platforms like Instagram and TikTok, the line between authentic and borrowed taste is blurred.
  • Nick’s insight: "People feel like you can borrow taste or buy taste...but having real, proper, true taste is something to be considered, thought through." [03:20]
• Broadsheet’s goal is to help audiences refine true taste, making it a differentiator as the brand enters London.

Early Career and Hospitality Roots

• Working at iconic Flat White in London (early 20s):
  • Nick's time at Flat White was formative, connecting him to the café boom and exposing him to cross-cultural hospitality trends.
  • "In the entirety of London, there were maybe five places you could get a good flat white, and one of those was Flat White in Soho. I had the time of my life." [04:03]

The Genesis of Broadsheet

• Identifying the gap: Nick’s frustration with city guides in London and Paris—he wanted trusted, practical recommendations and found none.
  • "There are butchers everywhere, but where's the good one? How do you get in the know in the city?" [06:39]
• Returning to Melbourne in 2009: Saw a cultural and culinary boom not reflected in mainstream media. Broadsheet was born from an "outsider’s" perspective.
  • "The media wasn’t talking about it, but everybody else was." [07:00]
• The leap at 25, with no media experience: Naivety was both benefit and hindrance, sparking a steep learning curve.
  • "If I had too much experience, I probably never would have done it...the best training you could possibly get is by actually doing it." [08:22]
  • Advice received: "You probably have two years where being naive is going to be working for you...after two years, you're going to have to know your shit." [08:53]

The "Broadsheet Effect" and Impact on Culture

• Broadsheet’s influence: Recommendations have a measurable effect on hospitality businesses ("the Broadsheet Effect").
  • "At 1:00 on Wednesday there’s a queue out the door—what the hell is going on? Someone would say, 'You were featured in the Broadsheet newsletter today.'" [10:28]
• Global word-of-mouth: International brand founders visiting Australia rely on Broadsheet for their itinerary. [11:03]
• Heartwarming outcomes: A florist’s sales skyrocketed post-Broadsheet mention and "never came back down." [11:59]
• Mission: Broadsheet aims to "enrich culture"—any city they enter should be better for their presence. [12:27]

Rapid Fire: Nick’s Top Hospitality Recommendations

(Timestamps approx. 14:31–17:26)

• Best Coffee in Australia:
  • "Market Lane in Carlton. I'm in that coffee window every morning." [14:56]
• Top-Tier Sandwich in Melbourne:
  • "Nikko’s on Kerr Street in Fitzroy is great. Hector’s Deli… it's just so great." [15:25]
  • Go-to sandwich: "Chicken special, the morning after a big night." [15:43]
• Best Melbourne Date Spot:
  • "Probably Napier Quarter. My wife and I still go on date nights there." [15:53]
• Recipe on Repeat:
  • "Americana, that sort of Roman pasta dish… it's all about crafting and honing that." [16:04]
• Food content creator to follow:
  • "Jimmy Famarewa, columnist for us in London. Huge talent." [16:38]
• Best night for dining out:
  • "Wednesday. The people who want to be there are there." [17:03]

Lessons in Leadership, Adaptability, and Media Evolution

• Challenging convention:
  • "Don’t accept conventional wisdom... if you're saying 'that's not how we do it at Broadsheet,' it might be the right way tomorrow." [17:44]
• Staying adaptable: The media landscape shifts constantly—success relies on keeping brand-audience connection strong instead of over-relying on platforms.
  • "It's not about the algorithms, it's about your brand connecting to the audience." [19:22]
  • "If you're adaptable... but you're keeping your eye on that relationship, then I think you're good." [20:29]

Building and Maintaining Trust

• Early days to now: From the start, credibility and trust have been essential: "If our audience could trust us, they would keep coming back... there’s no shortcut.” [21:22]
• Broadsheet’s "horizon point" vision: The journey always continues, and the vision moves forward as new milestones are reached. [29:27]

Independent Funding and Its Implications

• Remaining 100% independent: "It gives you total optionality and total choice. I haven’t got to go to a board and ask permission." [28:24]
• Trade-offs: Growth is slower but on their own terms.

Notable Quotes & Memorable Moments

• On naïveté in entrepreneurship:
  “If I had too much experience, I probably never would have done it.” — Nick Shelton [08:22]

• On brand mission:
  “Our brand mission is about enriching culture. Any community we're a part of, we want it to be better because of us being there.” — Nick Shelton [12:27]

• On the Broadsheet effect:
  “We wouldn’t have a business if it weren’t for Broadsheet’s impact.” — Nick relaying a florist’s words [12:13]

• On adaptability in media:
  “The mindset of adaptability and entrepreneurial—doesn’t matter how big, how established—you’ve got to be able to shift and change.” — Nick Shelton [19:03]

• Advice for new founders:
  “The hardest part about doing something is doing it. Like, the hardest part is the first step.” — Nick Shelton [22:51]

• On independent funding:
  “It’s allowed us the space and the oxygen to be able to really be single-minded on what we want to do.” — Nick Shelton [28:24]

• On brand consistency:
  “This is sacred... we were very protective of how we expressed our brand.” — Nick Shelton [26:08]

Key Timestamps for Important Segments

• [02:43] — Nick introduces his swap: "the role of taste" in culture and media
• [04:03] — Experiences at Flat White in London, early hospitality insights
• [06:39] — The inception moment: gaps in city guides and trusted recommendations
• [08:22] — Naïveté as help and hindrance in starting Broadsheet
• [10:28] — The first realization of "the Broadsheet Effect"
• [12:27] — Brand mission and stories of impact
• [14:56] — Rapid-fire hospitality recommendations (coffee, sandwiches, dates)
• [17:44] — Challenging business conventions and fostering adaptability
• [19:22] — Navigating changing algorithms and media platforms
• [21:22] — The strategic focus on credibility and trust
• [22:51] — Advice for starting out: the value of action and momentum
• [28:24] — The importance of independent funding for Broadsheet’s philosophy
• [29:27] — Advice on maintaining vision and growth as a founder
• [32:10] — Proudest moments: "Culture Never Stops" during COVID, London launch
• [35:05] — Nick’s favorite UK spot: Eel Sushi in West London
• [36:38] — Hot take: "Main meals are designed to be shared"

Bonus: Hospitality Hot Take

• "Main meals are designed to be shared."
  • Nick defends the small plates movement against backlash, tying it to his strong value of community in hospitality. [36:38]

Summary

This candid conversation with Nick Shelton reveals the heart behind Broadsheet: an unwavering commitment to taste, culture, and community; the organic growth of a beloved, trusted brand; and sharp insights into staying nimble as media and hospitality evolve. Whether discussing the power of independent funding, the pains and joys of entrepreneurship, or sharing favorite Melbourne sandwich spots, Nick’s grounded, insightful approach offers a masterclass in building (and sustaining) an influential brand.

Recommended for:
Anyone passionate about hospitality, entrepreneurship, media evolution, or simply in search of their next great sandwich or cup of coffee—plus all who seek inspiration from those who create culture rather than just curate it.