Tommy Popcorn: Bringing “Craft Moments” to Popcorn in the U.S. Snack Industry

US Business News Staff on December 19, 2025

By: Shawn Mars

Popcorn might not sound like the next big thing in food and drink, but look at the numbers and they tell a different story. The U.S. popcorn market was worth over $2.6 billion in 2023, and while Americans consume more than any other country, the majority of it falls into just two camps: sugar-heavy cinema tubs or plain “better-for-you” bags.

The gap between those categories is exactly where Tommy Popcorn, a new gourmet popcorn brand co-founded by two North Londoners and one LA local, is making its move.

Why Popcorn, Why Now?

The rise of craft food and drink has transformed entire categories.

Coffee went from instant to specialty. Beer went from generic lagers to boutique IPAs.

Chocolate, cheese, and even kombucha have all had their moment. Yet popcorn, despite being one of the most versatile and affordable snacks, has been left behind.

“Popcorn hasn’t had its craft moment,” says Tom Leigh, co-founder of Tommy Popcorn. “It’s always been either junk food or diet food, nothing in between. We saw a chance to create something that was bold and story-driven.”

The Founders Behind the Brand

Leigh, who grew up in North London, spent his career in branding, data-led marketing, and startup consultancy. His co-founder, Michael Norr, is a teacher from Los Angeles who first launched the idea after noticing how limited U.S. popcorn shelves really were. They were later joined by Jason Martinez Moreno, one of the UK’s top Google advertising experts.

“None of us came from food,” Norr admits. “That turned out to be a strength. We weren’t stuck thinking about recipes; we were thinking about storytelling first.”

Flavours That Disrupt the Category

Tommy Popcorn’s products don’t play it safe. Instead, each flavour is designed almost like a new product launch in its own right.

Their lineup includes:

Empire State – popcorn that tastes like a New York cheese slice.
Golden Irish – infused with Irish whiskey for a grown-up twist.
Mallow Magic – inspired by Lucky Charms marshmallows.
Sweet Cinnamon – A nostalgic flavour.
Iconic Caramel – more familiar, like salted caramel popcorn, but with a premium finish.

“Flavour innovation is huge in U.S. snacking,” Moreno explains. “But popcorn was still stuck in the past. We wanted to bring in flavours that get people talking.”

Storytelling as Strategy

Where Tommy Popcorn really stands out is its brand world. At the heart sits Tommy, a fictional Italian-American from 1950s Brooklyn who never appears in person, but whose presence runs through the products, packaging and visual identity.

“It’s like buying into a film rather than just a snack,” Tom says. “Most snack brands lead with product: low calorie, indulgent, high protein. We lead with the story first.”

In a saturated U.S. snack market, where thousands of new products launch every year, this brand-led approach has helped Tommy Popcorn get noticed by some of the biggest names in US food and beverage.

A Star-Studded Suite of Advisors

Backing the founders is an impressive suite of advisors from food, hospitality, fintech, and Fortune 500 boardrooms, hand-selected by co-founder Tom.

Charlie Guzzetta, the former President of BurgerFi, who helped steer the brand to IPO, brings restaurant and hospitality expertise. Phil De Zutter, a Duke MBA and digital leader for the likes of GM, American Express, and P&G, adds a sharp eye for scaling global operations.

Speaking about his involvement, Charlie Guzzetta commented, “We instantly saw a lot of value in what the guys at Tommy Popcorn were doing. A lot of business is about being in the right space at the right time, and we think it could be a big winner.”

Serdar Erden, most recently COO of hospitality company DO & CO, offers decades of experience in logistics and private equity.

UK hospitality veteran Maurice Abboudi, known for being one of the names that supercharged Domino’s Pizza, as well as ventures sold to Uber Eats and Pizza Express, contributes unmatched industry insight.

Together, they give the brand not just creative flair, but the operational and financial firepower to compete at scale.

A Booming Market With Space for Innovation

The U.S. snacking sector is one of the fastest-growing in food and drink, projected to hit $193 billion by 2030. Much of that growth is being driven by consumers looking for products that are both indulgent and experiential.

That’s why popcorn makes sense. It’s cheap to produce, high-margin and endlessly versatile. Add the right brand and flavours, and it becomes a lifestyle product rather than just a filler food.

“People want snacks with personality,” Michael says. “Popcorn can be playful, premium and theatrical. We’re showing it doesn’t have to sit at the back of the shelf anymore.”

What’s Next for Tommy Popcorn?

The brand is already expanding across the U.S., with partnerships and sales gaining traction. Long-term, the founders are looking at global expansion.

“Honestly, this is just the beginning,” says Tom. “We’ve built Tommy Popcorn like a movie. And right now, we’re only in Act One.”

To shop Tommy Popcorn today, visit https://tommypopcorn.com/

Ghost Jobs Surge: How Fake Listings Distort Labor Market Data

US Business News Staff 2 on December 19, 2025

The rise of ghost jobs is becoming a serious issue in the labor market, where job listings are posted but never intended to be filled. These positions, often referred to as “ghost jobs,” create a false impression of available opportunities. Studies indicate that a significant portion of job listings—up to 22%—are actually ghost jobs. In some cases, especially in the UK, this number has been reported as high as 34%. These misleading listings contribute to confusion, misdirection, and wasted time for job seekers who apply for positions that may not even exist.

The frustration for job seekers is clear: time spent tailoring resumes, preparing applications, and even attending interviews often leads to no response or result. It’s not because the applicant is unqualified, but because the job they applied for wasn’t real in the first place. This disconnect between advertised opportunities and actual hiring practices only adds to the growing disillusionment in the job market, as applicants are left with no clarity or closure.

Ghost jobs also distort the overall picture of the labor market. Job seekers believe opportunities are plentiful, while policymakers and businesses see inflated vacancy numbers that don’t reflect actual demand. The result is a labor market that feels busier than it truly is, masking the realities of employment opportunities and affecting how businesses, policymakers, and applicants understand the state of the workforce.

Why Do Employers Post Ghost Jobs?

Employers have various reasons for posting ghost jobs, even if they never intend to hire for them right away. One key reason is that companies use these listings to build a pool of candidates for future openings. This practice, known as “resume harvesting,” allows employers to collect resumes for positions that may open up later. However, it often leads to confusion, as candidates waste time applying for jobs that won’t be filled in the near term.

Another reason for ghost job postings is that some companies use them as a form of public signaling. By keeping job listings active, businesses can project an image of growth, even when their actual hiring needs or budgets are limited. This tactic is often employed to maintain an outward appearance of expansion or strength, especially in competitive industries, without actually needing to hire anyone.

In addition to these intentional practices, ghost jobs can also result from poor internal communication. Sometimes, positions remain posted online long after they’ve been filled or canceled simply because the internal process of updating listings was overlooked. This administrative oversight creates unnecessary confusion and contributes to the overall problem of ghost jobs, leaving job seekers uncertain about which positions are actually available.

The Impact of Ghost Jobs on Job Seekers and Labor Data

For job seekers, ghost jobs lead to wasted effort and frustration. Candidates invest significant time and resources into applying for positions, only to find out that the job never existed or was never truly available. This cycle of false hope and disappointment can lead to job seekers becoming discouraged, especially those who face additional barriers to employment. The trust in the hiring process erodes, making it harder for them to stay motivated and engaged in future job searches.

Ghost Jobs Surge How Fake Listings Distort Labor Market Data

Photo Credit: Unsplash.com

On a larger scale, ghost jobs also distort labor market data. Official figures about job openings and vacancy rates are often based on the number of job listings available at any given time. However, when these listings are fake or outdated, they create an inflated picture of demand. For example, in August 2025, the U.S. Bureau of Labor Statistics reported 7.2 million job openings, but only 5.1 million hires were made. This disparity highlights the fact that not all of these job postings reflect real hiring needs, which complicates efforts to accurately assess the health of the job market.

These distortions in labor market data can affect everything from economic policies to business strategies. Policymakers rely on vacancy data to understand workforce trends, but ghost jobs can make it appear that the labor market is more dynamic than it is. The gap between real job demand and inflated vacancy numbers can lead to misguided decisions about workforce development and economic planning.

The Effects of Ghost Jobs on Employer Branding and Trust

The long-term effects of posting ghost jobs can significantly damage an employer’s brand and reputation. When companies consistently advertise roles that are never filled, it creates a perception of dishonesty or unreliability. Job seekers share their experiences on job boards and social media, warning others about companies that waste their time. In today’s world, where transparency and authenticity are highly valued, ghost jobs can quickly erode goodwill and damage a company’s standing in the labor market.

Trust is essential in any hiring process. When candidates believe a job posting is genuine, they are more likely to engage with enthusiasm, applying for positions they are qualified for. However, once candidates discover that a job listing was false or outdated, their trust in the employer is shattered. This loss of trust can lead to fewer applications for future positions, making it more difficult for companies to attract the best talent for real openings.

For companies, the cost of eroding trust with potential candidates can outweigh any short-term benefits of posting ghost jobs. If job seekers perceive an organization as misleading or deceptive, they may be less likely to apply for legitimate roles. In the long run, this damage to an employer’s brand can have lasting consequences, making it harder to fill positions and creating a negative image in the broader talent pool.

How Can Employers Tackle the Ghost Job Problem?

To address the issue of ghost jobs, employers and recruitment platforms must prioritize transparency and accountability. One practical solution is for recruitment platforms to verify job listings and confirm that positions are actively hiring. Platforms can also introduce features that clearly distinguish between live positions and roles that are part of a future pipeline or talent pool. Clear labeling can help prevent job seekers from wasting time on roles that may never be filled.

Employers also need to take responsibility for their job postings. If a position is no longer open or if it’s part of a long-term hiring strategy rather than an immediate need, companies should either remove the listing or explicitly state the purpose of the job post. Being upfront about the status of job openings can help rebuild trust with job seekers and reduce the number of ghost jobs circulating in the labor market. Clear and honest communication about available positions can make the recruitment process smoother for both employers and candidates.

The key question remains whether labor markets can evolve to address ghost jobs without sacrificing the flexibility that employers need in building talent pipelines. While employers may rely on ghost jobs to manage perceptions or gather resumes, reducing the prevalence of misleading listings is essential for restoring confidence in the job market. By improving transparency and communication, employers can help create a more reliable and trustworthy hiring environment that benefits both job seekers and businesses alike.

How Organizational Restructuring Is Driving U.S. Business Efficiency

US Business News Staff 2 on December 19, 2025

Organizational restructuring is no longer just a cost-cutting measure, it’s become a strategic lever for U.S. companies aiming to sharpen efficiency and stay competitive. From tech giants to mid-sized firms, leadership teams are rethinking how departments function, how roles are defined, and how resources are allocated. The goal isn’t just to trim fat, it’s to build leaner, smarter operations that can respond to market shifts with precision.

Efficiency isn’t a buzzword, it’s a survival metric. In a climate where margins are tight and expectations are high, companies are using restructuring to eliminate redundancies, clarify decision-making, and unlock new growth channels. It’s not about disruption for disruption’s sake, it’s about recalibrating for relevance.

Efficiency Starts with Structure

Restructuring often begins with a hard look at organizational charts. Legacy hierarchies, overlapping responsibilities, and siloed teams can slow down decision-making and dilute accountability. By streamlining reporting lines and consolidating functions, companies can reduce bottlenecks and improve cross-functional collaboration.

This isn’t about eliminating roles, it’s about redefining them. When teams are aligned around outcomes instead of titles, productivity tends to rise. As noted in this analysis of restructuring in the tech industry, tech firms have led the charge by flattening structures and empowering agile teams to move faster and innovate more freely.

Efficiency gains also come from clearer communication. Restructuring often forces companies to revisit how information flows internally. Whether it’s through revamped meeting cadences or updated digital tools, the result is a more connected workforce that can execute with speed and clarity.

It’s also a chance to reassess leadership layers. In many cases, trimming middle management or redistributing oversight can reduce delays and empower frontline teams. That shift doesn’t just improve workflow, it builds trust and accountability across departments.

Strategic Realignment, Not Just Downsizing

While layoffs often grab headlines, the deeper story is about strategic realignment. Companies are repositioning themselves to meet new demands, whether that’s entering new markets, adopting emerging technologies, or responding to shifts in consumer behavior.

Restructuring allows businesses to reallocate talent toward growth areas. Marketing teams might be merged with data analytics units to improve campaign performance. Operations might be split into regional pods to better serve local markets. These moves aren’t reactive, they’re calculated steps toward long-term efficiency.

It’s also a chance to rethink vendor relationships, supply chain logistics, and customer service models. By reassessing these touchpoints, companies can reduce redundancies and improve margins without sacrificing quality.

In some cases, restructuring opens the door to partnerships and acquisitions. When internal capabilities are realigned, companies can better identify gaps and opportunities for external collaboration. That kind of clarity is essential for scaling efficiently.

Restructuring also provides an opportunity to revisit company values and mission alignment. When teams are reorganized, leadership can reinforce cultural priorities and ensure that every department is working toward a shared vision. That cohesion strengthens internal morale and external brand perception.

Employee Morale and Operational Impact

Restructuring can be disruptive, and leaders who ignore the human side often face setbacks. Morale dips, productivity stalls, and turnover spikes when employees feel uncertain or undervalued. That’s why communication and transparency are critical throughout the process.

How Organizational Restructuring Is Driving U.S. Business Efficiency

Photo Credit: Unsplash.com

As outlined in this guide on boosting morale during restructuring, companies that involve employees early, clarify expectations, and offer support tend to navigate transitions more smoothly. It’s not just about managing change, it’s about leading through it.

Operational efficiency depends on engaged teams. When employees understand the “why” behind restructuring and see a path forward, they’re more likely to contribute meaningfully. That engagement translates into better execution, faster adoption of new workflows, and stronger performance across the board.

It’s also important to recognize the emotional toll. Restructuring often triggers anxiety, especially when roles shift or disappear. Companies that offer coaching, career development, or internal mobility options tend to retain top talent and preserve institutional knowledge.

Leaders who prioritize empathy during restructuring often see stronger long-term results. When employees feel heard and supported, they’re more likely to stay invested in the company’s success, even through uncertainty.

Technology as a Restructuring Catalyst

Digital transformation is often intertwined with organizational restructuring. As companies adopt new platforms, whether for CRM, project management, or data visualization, they’re forced to reconsider how teams interact and where responsibilities lie.

Automation plays a key role. Tasks that once required manual input can now be handled by software, freeing up employees to focus on strategic work. This shift doesn’t just reduce labor costs, it enhances output quality and consistency.

Cloud-based tools also enable remote collaboration, which has reshaped how companies think about physical office space, team distribution, and hiring. Restructuring in this context isn’t just about internal alignment, it’s about building infrastructure that supports modern workflows.

Technology also enables better performance tracking. With real-time dashboards and integrated analytics, leaders can monitor KPIs more effectively and adjust team structures based on actual outcomes, not assumptions. That kind of responsiveness is critical for maintaining efficiency in volatile markets.

In some cases, restructuring is driven entirely by tech adoption. When new systems are introduced, legacy roles may be phased out, and new ones created. This evolution requires thoughtful planning to ensure that transitions are smooth and that institutional knowledge isn’t lost in the shuffle.

Why Restructuring Is a Long-Term Efficiency Strategy

Organizational restructuring isn’t a one-time fix, it’s a mindset. Companies that treat it as an ongoing discipline tend to outperform those that only restructure in crisis. By regularly evaluating team structure, resource allocation, and operational processes, businesses can stay agile and efficient.

It’s also a signal to stakeholders. Investors, partners, and customers take note when a company proactively evolves. It shows leadership, foresight, and a commitment to performance.

For U.S. executives and decision-makers, restructuring is no longer optional, it’s essential. Whether the goal is to scale, pivot, or optimize, the structure behind the strategy matters. And when done right, it doesn’t just drive efficiency, it builds resilience.

In a business climate where speed, clarity, and adaptability define success, organizational restructuring is more than a tactic, it’s a competitive advantage. And for companies willing to rethink how they operate, the payoff isn’t just leaner teams, it’s smarter ones. The companies that embrace this approach aren’t just reacting to change, they’re shaping it.

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