How did the first Sam’s come about?
I had returned from living and working in Australia with a passion to open my own place. An amazing warehouse space became available in Chiswick, and I knew we could create something very special and unique. I was able to persuade Rick Stein and two other amazing investors to come on board. It was Rick who said, “Stop trying to come up with a clever name and call it Sam’s. By having your name over the door, it will tell people there is an owner, and it is about front of house and amazing hospitality”
How have you seen the industry change in 21 years?
It really has changed, some good and some bad. Twenty-one years ago, there was no social media, no influencers, no digital food delivery, no mobile ordering- imagine that! When launching Sam’s Brasserie, it was still so important to get good reviews from the key print journalists. I can still remember waiting outside the Newsagent’s for the Evening Standard and Fay Maschler’s review. There are some brilliant chain concepts that have appeared over the years, but I personally don’t like how they became so dominant. But then there is also an opportunity for independents to shine.
What’s your Sam’s Riverside order?
Hard to beat a tray of oysters, followed by a Lobster Roll. Maybe a cheeky Sam’s Martini!
Where else do you eat out for a special occasion in West London?
I think Dorian in Notting Hill is very good and great fun. I love the Angelsea Pub in Hammersmith (I love a good pub full stop) and we celebrate lots of birthdays there.
And your favourite hidden gem?
There is a sushi place on Turnham Green Terrace in Chiswick called Makoto… just don’t tell too many people!
It’s obviously a tricky time to be in the hospitality industry. What are the pressures restaurateurs are facing in this current economic climate?
It’s very simply the margins. It has always been a very tough industry for independents to make money, as we don’t have the buying power of the big chains. Now we are getting squeezed in all directions.
What do you want to see more of to facilitate the necessary change?
The Government needs to step in and help. There is the whole VAT problem being driven by Tom Kerridge and others. The European average for VAT for hospitality is 9%, and ours remains at 20%. If hospitality and restaurants are to survive as we know them, then the Government needs to reduce ours to 10%. They should also look at a fairer review of business rates for all. They have looked at pubs, but when is a pub a pub and when is a pub a restaurant- there really isn’t any difference.
Lastly, tell us about your ideal morning in West London…
Walk my little girl to school (this is her first term). Then go and play Padel with friends. Great exercise, sweat and banter. Then coffee, brunch and a proper newspaper rather than a phone, sitting in the sunshine.
