How Banza, a Chickpea Pasta Start-Up, Thrives on Attention

Yet the public humiliation would pay off handsomely for Mr. Rudolph and his brother, Scott, the chief financial officer.

Brian Rudolph, in particular, understood throughout the journey from obscurity to the shelves of nationwide retailers that drawing attention by any means necessary to himself and, by proxy, the product, was a modern marketplace imperative.

Any number of his efforts could have blown up in the brothers’ faces.

But even those inauspicious moments on “Restaurant Startup” gave way to on-camera praise from a Whole Foods executive. Banza also drew compliments from most diners who tried it at the pop-up restaurant the brothers had to build as part of the show. And it led to $75,000 in start-up capital from Mr. Bastianich.

“We recognize there are these opportunities to get the word out and potentially accelerate our growth…

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