MA500 Member Profile: Martin Hilton — Managing Director of Purecraft Bar & Kitchen, Birmingham

You used to work at Mitchells and Butler’s, what made you want to transition from a big chain pub company to a much smaller one? ​

Andreas, Paul and myself shared a love of food and beer and we saw the growth in it. We saw this opportunity and we felt, at the time, that a lot of food in beer places was fairly stereotype. We felt there was an opportunity to match tasty, fresh food with craft beer — and not just focus on street-food, or hot dogs.  

What are the key concepts behind the brand?​

We have always focused on three core features: amazing craft beer, fresh interesting food, the matching of the two and the people — the glue in the middle of it all — which makes it all work. When we get those three things right, the magic happens.

You have two venues, one in Birmingham and in Nottingham. Why have you decided to set up outside of London? ​

There was a lot momentum gradually building in the city. We were just coming out of a recession and Birmingham had been a little bit stagnant, but there was massive investment going into it. The city council, along with the European and UK Government, was doing was implementing what they considered as the Big City Plan, which is a real overhaul of the city starting with the redevelopment of New Street. We just felt there was a great opportunity.

Are there many well-established local suppliers in the area?​

Some of the food and drinks suppliers in and around Birmingham and the Midlands area are very interesting. There are some real-quality small independent suppliers. I think small, independent suppliers are everywhere; you just have to find them. However, I always felt that in the Midlands we always had a wealth of great suppliers. It just gives a real richness of great producers.

You opened your first site three years ago. How do you think the brand has grown over time?​

When we opened Birmingham we had the vision, but we never knew how people would react. Building the brand and the culture around it took a while. At the start, people did not understand whether the site was a bar, or a restaurant, but it has been very well received, which is fantastic. 

How do you train your staff and how do help them develop in the company?​

We do lots of training in food and beer matching and we encourage staff to make suggestions. We just have two very simple rules: be the best version of yourself at all times and use your best judgement at all times. If they do, we will always support their decisions. Establishing that sort of culture means people can grab the opportunity by the horns and it's great to see people develop. 

Business rates are set to rise in April this year. Is this a concern for the company if it plans to expand?​

It is a concern, but I wait to see how will be lowered. The first indications I have seen will not create much net lowering. I think we fully expect to be paying more rates next year, but I am not expecting any great things.