Rupert Clevely – A Minute on the Clock
Having begun life as a kitchen table idea 15 years ago, Geronimo Inns now boasts 28 sites. Managing director Rupert Clevely tells James Stagg how the group has achieved such growth while retaining each pub's identity.
Caterer Congratulations on reaching 15 years in business. What were your expectations when you founded Geronimo Inns?
Rupert Clevely It was initially a bit of fun - a kitchen table idea that we thought would be enjoyable. That's what we've done ever since, with a few hiccups along the way. The first pub was the Chelsea Ram, which was food-led and child-friendly, in contrast to many existing pubs.
Caterer Did the concept take long to take off?
RC It was busy quickly. In those days you could do something simple as the expectation was low. We served food similar to that which we serve now; good quality food cooked fresh every day.
Caterer You've picked up many accolades since then. Has it gone better than you hoped?
RC We never imagined we'd be here now in terms of the size of business that we are. At first we had fairly small ambitions. The business was originally set up by my wife [Jo Clevely] with a partner; I only joined 10 years ago, by which time Jo had rolled out five pubs. Now we have 28.
Caterer Having made six acquisitions last year would you say now is a good time to pick up a bargain?
RC In the current climate there aren't many bargains to be had that are truly worth it. People will continue to ask premium prices for well located, good pubs of real quality.
We bought six from Punch but I can't see a small firm like us being able to buy too many premises like that again; they're usually sold as part of a larger chunk.
Caterer What qualities do you look for in a site?
RC Obviously location is very important. We particularly like old pub buildings in chimney-potted areas and like to work in village locations within central London.
Caterer Do you have any further acquisitions planned for 2010?
RC We're looking at some possibilities, but we're not in a big rush. We need to consolidate what we already have; make them work for us and perform even better.
Caterer There have been major changes in the pubs and bars market in the past three years. What do you see as the future of the sector?
RC Pubs in the current climate need to be food-led. However, there are still one or two people delivering an excellent drink-led offer. If you do things well and beautifully you will have a very good business but in most cases there does need to be an element of fresh, delicious food. Public expectations are much higher now.
We haven't reinvented the wheel; what we've done is go back to how pubs were run 100 years ago - serving good beer and food at reasonable prices in comfortable surroundings. Things changed because big groups came in and bastardised the industry. All we're trying to do is go back to how things were.
