In this viral age, the recipe for restaurant success looks to be straightforward. Take one celebrity chef – preferably heavily inked – add a wealthy backer or two, a media profile, a lavish design, a PR and marketing budget, a bunch of influencers on speed dial and voila! You’re at the top of social media feeds and diners are scrambling to eat at your place.

That might sound cynical, but we are living in perilous times. Cashed-up diners are harder to find and the rate of restaurant failure is high: According to financial services company CreditorWatch, more than one in 11 venues is likely to close this year. It’s not enough, any more, to just be really good at what you do.