Milestone, Sheffield: reputation for innovation

Last week the Milestone battled it out in the semi-finals of Ramsay's Best Restaurant and is a finalist in the business innovation award in the MA's Top 50 Gastropub Awards 2010. Co-owner Matt Bigland talks Gordon, cook books and waterbaths with Sheila McWattie.

How we got here​

It all started in 2006 when I, at the age of 32, and my then business partner put all our savings into the dream of running a pub-restaurant — and the Milestone in Sheffield was the result. It took nearly a year to do all the refurbishment before opening in January 2007.

After a year that included surviving the July 2007 floods, the business took another turn when my original business partner left to go to Canada. Enter Marc Sheldon, aged 27, to

take his place, new chef Simon Ayres, 28, and a revitalised approach to

the business.

How we achieved business growth​

We three share a passion for food and felt Sheffield could do better, so we challenged ourselves to prove it. Initially we built our reputation on the feedback and patronage of Sheffield people; coupled with media coverage, this is now drawing diners into the city.

Food critic Jay Rayner was prompted to visit by customers talking about us on Twitter, and we're proud to say he described us as a "rare and lovely find". We've always been proactive and enjoy the opportunities and success we've achieved through entering industry awards.

Business philosophy ​

We aim to offer a highly personal experience and treat everyone as individuals. We want people to feel like guests in our home, as opposed to just paying customers, and we enjoy looking after them the minute they walk through the door.

Our style mixes heritage with modernity, reflected in the innovative use of fresh, locally-sourced food, the intimate yet thriving atmosphere, and this resurrected listed Victorian building.

Best piece of advice we've been given ​

Gordon Ramsay recommended that we specialise in what we're best

at, so we simplified our offering

by combining the restaurant and gastro dishes to provide a unique dining experience.

We now have a recurring theme through the lunchtime and evening menus, which works brilliantly. First-hand advice from one of the country's leading chefs — before pushing forward with our upcoming ventures — strengthened our rapidly

growing brand.

Standing out from the competition ​

To be successful in this city you need to encourage people and give them reasons to keep coming back. We knew our food needed to create our identity. It is responsibly sourced; where possible, we use the freshest vegetables from local allotment growers. Our allotment exchange programme enables us to swap Milestone vouchers for local produce.

Our pork comes from our own rare-breed herd of pigs; other meat comes from local farms, game from the vast moors nearby and fish from the British coast. We make our own chutneys and sauces, bake our own bread and make our own wine, available soon in a new exclusive venue.

We're always thinking of ways to be innovative, such as nose-to-tail weeks and half wine-matching: 375ml (half-bottles) of seven red and six white wines, matched to a range of dishes.

Credit check​

Utilising all the meat from an animal is very ethical and provides good value for money, as well as providing interesting dishes and maximising the profit from each animal.

Fostering close relations with suppliers means we're the first to know what is available; as they know we can be innovative with unwanted or forgotten cuts, we get them first at a good price.

Simplifying the menu and combining dining areas has allowed us to have a more structured and controlled approach and service. It also enables us to cater for more people in an evening and pay more attention to our customers.

Recommended suppliers ​

John Crawshaw Butchers, Sheffield — providing meat from within the seven hills of the city.

Biggest mistake ​

We would have benefited from combining our gastropub experience with the restaurant sooner, as this has turned out to have been a fantastic change. Now we're more successful and have more confi-dence in our instincts.

Couldn't live without…​

Our waterbath and vac pac allow us to keep food for longer and intensify the infusion of flavour.

Bar talk ​

Our best-sellers are our local real ales from Wentworth Brewery, Kelham Island Brewery and Bradfield Brewery. We have two pumps, rotated regularly, and go through 10 barrels a week.

Successful marketing/PR ideas​

Our appearance on Ramsay's Best Restaurant required our team to manage several challenges, including entertaining an audience of 30 guests chosen by Ramsay himself, preparing cuisine in Ramsay's three-Michelin-starred restaurant and being visited anonymously by a mystery diner. We made it past 12,000 other restaurants to reach the semi-finals. Since then we have been fully booked every night, with people travelling from a distance to experience the Milestone. We recently won the Eat Sheffield Award 2010 for Best Gastropub and Restaurant.

Staff motivation ​

We give head chef Simon Ayres free rein to use his expert imagination and original flair, and combine that with our own ideas to provide a supportive network. Our team is fully involved in our actions and innovations; we offer good training and motivate them with our energy and plans, as well as making it fun to work here. Our Bar Bingo nights and individual staff targets introduce team competition, fun and rewards for hard work.

Recommended websites​

www.sheffield365project.co.uk​ — a project by a local photographer depicting the people of Sheffield.

www.eatwell.gov.uk​ — particularly for information on Marine Stewardship Council certification and the labelling programme for sustainable wild seafood.

Service secrets ​

Attention to detail is fundamental, and the experience must please all the senses. We push our team to achieve the best through the training we provide, giving them the extra confidence in making recommendations with passion and knowledge. The fact that we're on the front line with them means they feel empowered, inspired and motivated.

Menu philosophy ​

We use carefully sourced, fresh, sustainable, innovative, local food, and grow our own produce. We don't believe in buying-in products when we can make them ourselves, with full traceability and to the highest standard.

We consider seasonal ingredients and work closely with local suppliers, altering the menu regularly. As our allotment scheme encourages people to bring in their freshly grown produce, our menu can change daily around these ingredients.

Best-selling dishes​

Starters: Pigeon & black pudding salad (£5.50); vodka cured herring (£6.50); pea panacotta with seeds, shoots & soil (£6.50).

Mains: ham hock & seeded deep-fried duck's egg (£14.95); venison Wellington (as featured on Ramsay's Best Restaurant)(£18.50); braised pig's head with tomatoes, capers & mash (£15.95).

Desserts: Bakewell tart (£5.95); beetroot cake (£5.95); mulled wine poached pear (£5.50).

Most profitable dish​

Venison heart served with garlic mashed potato & jus (£16.95), using a forgotten cut in an innovative way.

Best food promotion​

As well as appearing on Ramsay's Best Restaurants, which has raised awareness enormously, our themed food weeks involve using one animal in as many innovative ways as possible, employing forgotten cooking techniques and ingredients and giving them a contemporary twist. This attracts attention to our flair, originality and sustainable approach to using game and other meats.

Pub facts​

Tenure: Freehold

Licensees: Marc Sheldon and Matt Bigland

Website: www.the-mi​