M&C Report talks to Simon Brigg, founder of Porky’s, the London-based American BBQ restaurant concept, about his best investment, his best business decision and the best piece of advice he’s ever received.
What is the most important action the industry can take to encourage the consumer? I think to be more honest and transparent with pricing. I loathe discount dining, as some restaurants often over inflate the supposed menu prices and then try to convince the customer they are getting a great deal by offering it at a 50% discount. We don’t subscribe to discount dining and are very conscious that we offer our customers a great product at a keen price.
What single action could Government take that would make a difference? I hate to be a bore, but as I am sure all business owners would say and that is to reduce VAT.
What is your top priority? Building a future for by new daughter.
What has been your best investment? That’s a hard question to answer as we have only just started to expand. I would have to say our first site in Camden then; it has allowed us to expand and therefore must be a sound investment.
What has been your best business decision? Changing our concept. We had been running our restaurant for eight years and decided to change from a neighbourhood restaurant into a casual dining BBQ joint. For once, one of our (crazy) ideas paid off and has allowed us to expanded into our second and hopefully third very soon!
How much has your business changed to combat the recession? Well, I guess quite a lot. We have gone from offering food cooked from four different continents to BBQ from Memphis.
Who is doing something special in the industry? Richard Caring. There is an example of someone who surrounds himself with a great team and can squeeze every single penny out of one location. Take a look at The Chicken Shop/Pizza East/Dirty Burger in Kentish Town, not a single bit of wasted space.
Most admired brand? I am probably going to get hung, drawn and quartered for this, but……Starbucks. I am an absolute sucker for their frappucinos. They have an ability to create a community and get the customer to buy in to their concept. I have their app on my iPhone and have it set to auto top up at a certain level, I get free shots and syrups etc! As I said “I’m a sucker for it”, they get me to prepay and they never have less than £10 of my money in their coffers! Very clever (or maybe I am gullible).
Who has been the most influential in your career? My wife. We run our business side by side. She has taught me to question and challenge everything. In the restaurant environment you need to strive for excellence. If you sit back on your laurels, others will pass you by. The day you stop trying to improve your business is the day you should hand the keys to someone else.
What is the best piece of advice you have ever received? It’s not so much advice, but my favourite quote from Charles Darwin - “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”
