Join our WhatsApp channel: The Morning Round-Up
Get the biggest pub trade stories straight to your phone. Listen to our one-minute daily news briefing and receive breaking news, exclusives and sector updates throughout the day....just remember to turn notifications on in top right corner!
The chef has worked alongside Tom Kerridge for more than a decade, previously heading up the kitchen at the two Michelin-starred Hand & Flowers in Marlow as well as the Coach, also in the town, which has one Michelin star.
Now, De Keyser leads the Chalk after moving to the Chelsea pub in the summer last year.
He highlighted the challenge around changeable trading patterns: “Trade is up and down, it’s unpredictable. London in the summer sees a lot of people go away.
“Bookings are steady. We always know we are going to do same again with them but we also can get twice as many walk ins as bookings.
“Predictability of business is the challenge.”
Cost mitigation
Ongoing rising costs also continue to be an issue for hospitality businesses across the board and the Chalk is no exception to this.
De Keyser outlined how the operation is tackling this, mitigating by remaining flexible with its offer.
He said: “We can manoeuvre with regards to how busy or quiet we are and the structure of the menu and can flex staff, depending on busyness.
“I speak to our suppliers each morning and can negotiate on price and product due to the flexibility of the menu.
“We have had to increase prices but it has been reflective of quality so it isn’t the same dish that’s more expensive but it has been refined, changed etc.”
The Chalk opened in its current guise in June last year. Prior to this, it was the Butcher’s Tap – a spin-off from the original Butcher’s Tap in Marlow but with a stronger emphasis on drinks and without a takeaway butcher’s service but customers could choose their cuts from a meat fridge.
Streamlining the menu
In its first few months, dishes have altered but, the core of the food offer remains the same.
De Keyser said: “I’m cooking the nicest food I’ve ever cooked now. Since opening, we’ve streamlined the menu. While the spine stays the same, there is always a soup, parfait, tart in a pot, hot fish, cold fish, which changes seasonally.”
“We have massively, sharpened everything and refined our offer, meaning we’re a lot more confident in what we do and cooking very confidently.”
Looking ahead, the pub is set to continue to adapt its offer alongside aims to be recognised.
“It would be nice to be busier. There are a few guides and awards that we’d love to be part of as well as keep maintaining costs and refining what we do,” the chef added.
