M&C Report talks to Charlie McVeigh, founder of the fast-growing, London-based pub concept Draft House, about his best investment, his best business decision and the best piece of advice he’s ever received.
What’s the most important action the industry can take to encourage the consumer? To ensure that the experience of going out cannot be replicated at home.
What single action could Government make that would make a difference? Having been a long-standing advocate of minimum pricing I was surprised to find myself agreeing with Tim Martin last week. I now believe that he is right and that the best way to grow the industry, get people out of the house and into the community, and create new jobs is to reduce VAT on restaurant and pub sales.
What is your top priority?
Our people.
What has been your best investment? Our first Draft House, on Northcote Road. It paved the way for what is now emerging as an exciting brand and business.
What has been your best business decision? To move away from stand-alone projects to the creation of a The Draft House brand.
How much has your business changed to combat the recession? We have had to be much more canny on pricing, much more mindful of what others are charging. Customers will trade down to the cheapest drinks in this environment if they don't feel you are competitive.
Who is doing something special in the industry? My lunching buddy Alex Reilley seems to have created a whole new market with Loungers and Cosy Club. Some of the towns where they are generating huge sales in off-pitch sites I have barely heard of. Amazing.
Most admired brand?
Geronimo and Byron. I especially love the way the essence of Geronimo-ness permeates their sites, even though they are unbranded. As for Byron, you can say what you like about the brand being born with a silver spoon in its mouth it is an awesome brand experience.
Who has been most influential in your career?
So many people. Tony Mackintosh (Groucho Club founder), Neville Abraham (founder, Groupe Chez Gerard) and most recently - of course - our chairman for the past year, Luke Johnson.
What is the best piece of advice you have ever received? Don't drink and drive. In fact, don't even putt. (Dean Martin).
