Mike Stocks Consulting

Track record

Case studies from Ottolenghi, Carluccio’s and the Old Vic Theatre: turning a brand vision into commercially sound, guest-ready venues.

The Old Vic Theatre: Backstage café, restaurant and bar

Interim F&B Mobilisation Manager and 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.

My role at the Old Vic

  • 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

Old Vic results

  • Doubled sales within 3 months of launch
  • Turned an initial £10k a week loss into a surplus within 4 months
  • 95% staff retention from pre-opening through to 6 months
  • 98%+ positive guest feedback

Ottolenghi: concept strategy and international expansion

Head of Projects, 2023 to 2025

Promoted from consultant to lead strategic projects and expansion across the Ottolenghi estate, including its first international partnership.

My role at Ottolenghi

  • 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

Ottolenghi results

  • 3 new UK locations delivered on time and on budget
  • First international partnership site, in 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: international growth and concept redevelopment

Central and International Operations Manager, 2013 to 2019 (senior roles from 1999)

20 years across operational and international leadership, culminating in a full brand relaunch and multi-market expansion.

My role at Carluccio’s

  • 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 an estate-wide refurbishment

Carluccio’s results

  • 35% sales uplift on the 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 and infrastructure
  • Grew franchise income from £200,000 to £1,100,000 a year
  • Delivered 100+ UK and international openings, on time and on budget
  • Delivered a £10m estate-wide refurbishment programme
Guests sharing a meal at long tables in a busy restaurant

Your venuecould be next

Tell me what you are planning to open

Arrange a call