Old Vic Theatre — Backstage Café, Restaurant & Bar
Interim F&B Mobilisation Manager / Acting Head of F&B, 2025
Headhunted to launch Backstage, a new café, restaurant and bar inside the Old Vic's £20m building extension — balancing the theatre's cultural identity with hard commercial targets.
What I did:
Refined the concept and guest experience to align with the theatre's brand and audience
Designed the service model and guest journey to drive dwell time and spend per head
Led menu development, supplier sourcing, systems implementation and team recruitment
Reported directly to board level on performance and strategy
Results:
Doubled sales within 3 months of launch
Turned an initial £10k/week loss into a surplus within 4 months
95% staff retention from pre-opening through to 6 months
98%+ positive guest feedback
Ottolenghi Ltd — Concept Strategy & International Expansion
Head of Projects, 2023–2025
Promoted from consultant to lead strategic projects and expansion across the Ottolenghi estate, including its first international partnership.
What I did:
Shaped concept direction for new sites, balancing brand DNA with local market dynamics
Partnered with Mandarin Oriental to adapt the Ottolenghi brand for a luxury international audience in Geneva
Led commercial modelling, feasibility and delivery for openings and refurbishments
Results:
3 new UK locations delivered on time and on budget
First international partnership site (Switzerland) exceeded revenue forecasts
Initiated a second international partnership project for a major European capital
Completed refurbishments across the entire estate within 18 months
Carluccio's Ltd — International Growth & Concept Redevelopment
Central & International Operations Manager, 2013–2019 (senior roles from 1999)
20 years across operational and international leadership, culminating in a full brand relaunch and multi-market expansion.
What I did:
Led the strategic redevelopment of Carluccio's core concept ("Fresca")
Adapted the brand for international markets, protecting brand integrity while ensuring cultural relevance
Renegotiated international franchise agreements and led estate-wide refurbishment
Results:
+35% sales uplift on relaunch of the Fresca concept
Expanded the Middle East estate from 4 to 12 sites
Launched and scaled the Turkey market to 5 locations
Played a key role in US market entry (design, operations, infrastructure)
Grew franchise income from £200k to £1.1m annually
Delivered 100+ UK and international openings, on time and on budget
Delivered a £10m estate-wide refurbishment programme