Speaker Q&A (2021): Mark Selby, Wahaca

Ahead of his Keynote appearance at Casual Dining 2021, we spoke to Mark Selby, Co-Founder and CEO of Wahaca. The Mexican restaurant first opened its doors in 2007 to much anticipation, shortly after Co-Founder Thomasina Miers was crowned winner of MasterChef.

How has your business adapted to the challenges of these uncertain times?

The unprecedented situation that arose in the early months of last year meant that we, alongside every business operating in the British hospitality industry, faced considerable challenges that were impossible to predict. Our wonderful teams showed such passion and commitment by adapting to whatever was thrown at them over the course of the pandemic – from successfully establishing and growing the delivery side of the business, to supporting initiatives such as the Cook-19 programme that provided meals for NHS workers. We used the months of enforced closure to continue our focus and investment into being one of the UK’s most sustainable restaurant businesses, upgrading all of our chicken and pork to be British and free range as well as creating more meat-free options, with around 50% of our menu now being suitable for vegetarians.

What restaurant and pub operators do you particularly admire and why?

Nick Collins and Alex Reilley at Loungers, for running a smart and adaptable business that has moved pubs on to be much more accessible and with an everyday/all day focus. And the team at Dishoom – they continue to offer a fantastic experience that’s authentic but feels modern, with a great eye for detail and storytelling. Both engage their teams brilliantly and this rubs off on the customer’s experience.

How can operators stand out against their competitors?

I think it has to start with how they look after their teams and the pride they put into their operations and food. Without both they can’t stand out and everything else is a waste of time. Once those are nailed, it’s the little touches for me (this might be tech, it might be food, it might be design) but something that makes people feel special about the place – we always strive to be original in every way and ask ourselves how we can do things differently.

What do you think are the main challenges ahead?

Where do I start?! Firstly, encouraging great people to work in the industry – seeing it as a steppingstone to management and understanding the training and skills that come with it. Sustainability is a challenge but a hugely important one – we all have a moral duty to do everything we can to make our restaurants fit for purpose with what we know and understand about the world. Finally, the situation with landlords and making sure that true partnerships are formed with them, rather than some of them seeing operators as a short-term cash cow. Hopefully the fallout from Covid has been a wake up call, but let’s see.

What do you see as the key casual dining trends for 2021?

A greater emphasis on sustainability and quality, carefully sourced ingredients. And the wider experience – people don’t want something that’s flat, they want to get out and feel alive and inspired.

What’s the most rewarding aspect of your job?

The pride I feel when I go into our restaurants and feel the buzz of the place, the smiles of our teams and the quality of our food. We have spent almost two years looking at every dish and ensuring that it “passes the grandmother test” when we get it right (which we do 99% of the time!) there is nothing better.

What’s the best advice you’ve ever been given?

“Where there’s a will there’s a way” – I believe no matter what the situation, there is always a way to make some good from it and that if you try and think hard enough you can always find a way to make things work (for all parties).

What’s your favourite food and drink?

When I’m eating out – Patty & Bun’s Ari Gold burger and, of course, Wahaca’s Pork pibil taco – it’s just sensational. Home cooking – Crab and Chilli Linguine.

It’s been a while without face-to-face events. What have you missed?

The exchanges of stories and solutions. It’s always amazing to share experiences (both positive and negative) and hear how others have responded to them. This industry is like no other, where people want and are willing to help each other out no matter what.