Evolving a Tasty Niche - The Love and Struggle in Creative Food Careers

Finding the niche has been highly regarded as the secret ingredient of success. Having a niche is glorified with guarantee to have a competitive product or service marketed to a highly-targeted group of customers who will be loyal to your brand forever.  

But is having a niche sufficient for the digital age today?  

Evolving a Tasty Niche is in response to the global phenomenon of creative food careers, from food photography, cake design, dining experience, to food art, fueled by the power of social media. It is a world injected with robusting, novel energy everyday. Today’s niche easily becomes tomorrow’s cliché.  

So how do leading creatives innovate consistently to stay on top of the game? What are their growth strategies? What are their fears? How do they learn from failures? We will find out from this panel discussion.

Speaker lineup 

Clayton Wells - Head Chef | Automata

Danling Xiao - Founder, Designer, Artist | Mundane Matters

Emma Joyce - Editor | Time Out Sydney

Katherine Sabbath - Cake Creative | Katherine Sabbath

Nikki To - Photographer | Nikki To


Cam Mackellar - Digital Content Specialist, Musician | Village Bells

10% of proceeds will be donated to Oxfam Australia. Oxfam is determined to change the world by mobilising the power of people against poverty. 

Above image: cake design - Katherine Sabbath; photographer - Nikki To. 

Presented by Mundane Matters, with media support from Time Out Sydney. 

*Booking and transaction fees may apply

Ticket Conditions

*Booking and transaction fees may apply.


The Rocks is essentially the birthplace of modern Sydney. Get a sense of Sydney's past exploring The Rocks' cobbled laneways, cosy cafes and some of the oldest pubs in the country.

Around The Rocks is the best place to see the major projections and interactive installations, including the Sydney Opera House, Sydney Harbour Bridge, Museum of Contemporary Art Australia (MCA) and Cadman’s Cottage. You can become a composer and dance on piano keys, a maestro who makes the Bridge sparkle or changes the colour of the cityscape. See what else is happening in The Rocks

Level 6 Terrace Entrance, 140 George St, The Rocks NSW 2000