Savoy Lecture: Our country needs us to be strong

What a great evening at The Savoy Hotel last night. As expected the service was impeccable, the food delicious (Oreo Cheesecake, who knew?) and the conversation very stimulating. After checking in coats and checking out some familiar names, we were ushered into the imposing ballroom. Recently refurbished, it was set out theatre-style with regimented rows of chairs facing one solitary lectern that loomed over them from the stage above, rather like a general facing his troops.

Naturally the BaxterStorey clan congregated and welcomed one another in from the bitter cold. As we chatted we caught ourselves stealing a glance now and then across the room towards our Chairman who was sat quietly near the front collecting his thoughts. With the atmosphere building, there was definitely a swelling sense of pride in our group, but this was tempered with nervousness as we willed our man at the helm to go out there and show these people just why he commands such loyalty and respect from the 10,000 strong team in his organisation. 


As the people-watching continued, we took our seats…. “That’s Alastair’s Sales Director talking to him just now..” said one prominent CEO nearby in a whisper to his wide-eyed young companion. I won’t repeat what he said to her next, but let’s just call it professional envy. Let’s face it, if we’re not irritating our competitors in the sales arena, then we’re doing it wrong.
The Lectern looms large as Alastair takes a call before the Arena Savoy Lecture. 

Up first was Jan Matthews, Chairman of Arena, who called the distinguished gathering to order and made the brief introduction of our speaker for the evening. Etiquette over necessity I imagine, but it helps to set the tone. Finally, as his name was called out, Alastair rose to his feet to thunderous applause and gingerly climbed the few steps onto the stage. His big moment was upon him and in that rich Aberdonian accent which we have come to appreciate, he opened with his trademark quip “I love this business”. And boy does he mean it when he says that phrase.

Now you might recall in my previous piece that I was looking forward to seeing 'how' he delivered almost as much as 'what' he delivered and I found his presentation to be a masterclass in remaining calm and assured despite the overwhelming nature of the occasion. Yes he did appear slightly flushed which I put down to the humility in his character (personally, I’d be beetroot red by now), but his composure quickly took shape and within a couple of minutes we found ourselves being invited into and challenged by his vision for the future of our industry. 

It’s easy to dwell on the meteoric rise and astronomical success of WSH Ltd’s track record over the last ten years, but instead he focused on a couple of proposals, or challenges perhaps, that he put to his audience of “friends, colleagues and competitors”. Each was a rallying call, not only to this esteemed audience, but to the wider industry as a whole:

  • He urged us to support our farmers and artisans through ethical procurement and a sustainable supply chain, even if it means paying more. And yes, he referred to the culprits of the recent horsemeat scandal as ‘fraudsters’. 
  • Given the mammoth contribution, totalling 8.5% of annual GDP, of our industry as a whole (from airlines to public sector to contract catering) we should command much more bargaining power in the political arena. Supporting the BHA will help achieve this rather than reinventing the wheel. 
  • He laid bare his "burning desire" to make Front of House service a more attractive proposition to our young talent - in the same way Chefs have done with cooking.
Janie Stamford at the Caterer and Hotelkeeper has picked up these points in more detail here.


In conclusion to a very thought-provoking and inspirational message, he left us with these impassioned words:
“Our country NEEDS us to be strong. 
NEEDS us to be ambitious. 
NEEDS us to be good employers. 
To be great trainers. 
To search for excellence. 
To care about our farmers and our producers. 
If we can rally around this concept, we can work together to articulate the many concepts that will make it a reality. 
As business leaders, you know that the initiative can only come from us.”
Long after the applause had died down, the discussion continued in the bar and over a sumptuous dinner afterwards. At one point I found myself reflecting on those words and I couldn’t help but notice the flawless service of our meal in that great room at The Savoy. The professionalism of the young staff serving at our table simply exemplified the very thing that Alastair was trying to articulate in his lecture. I believe his vision for the future of service was present in that room last night. And it will be tonight. And tomorrow night, whomever the guests might be. Getting school children, young people and Ministers to understand that is where the real work lays ahead. And that’s a journey full of opportunity. 

Congratulations Alastair on a truly inspiring lecture, thank you Arena for a memorable event, and thank you to The Savoy Hotel for reminding us of why we got into Hospitality in the first place. I’m sure my colleagues who attended last night will agree..we really do love this business.


For a fantastic Twitter timeline of events as they unfolded, you can read this Storify article put together by @DigitalBlonde: