George Pell, Founder of The Suffolk & Ex Managing Director of L’Esgargot on Greek Street, Soho “I will never stop…don’t let perfection get in the way of progress” Our debut guest is George Pell, founder of The Suffolk, a boutique hotel and seafood restaurant nestled in the picturesque town of Aldeburgh, East Anglia. George Pell’s name carries weight in London’s hospitality scene. His career includes senior roles at some of the capital’s most exclusive private members' clubs: Home House in Marylebone, the Arts Club in Mayfair, and the Brompton Club in South Ken. He later became Managing Director of the iconic L’Escargot on Greek Street, Soho — a landmark of French dining. In 2020, against the backdrop of a global pandemic, he launched L’Escargot Sur Mer, a coastal pop-up restaurant in Aldeburgh, initially intended to run for just three weeks. In this opening episode of Phoebe Asks, we interrogate ... -The passionate origins of an entrepreneur, rooted in childhood and psychology… -How do you set up your company in the most financially sound way possible? What is the key to nailing an investment pitch? -We analyse industry trends of 2025 and the impact of GENERATION Z’s dining behaviours -We dive into supply chains and explore the challenges of sourcing locally… “I THINK IT STEMMED FROM BEING QUITE A RESTLESS CHILD. I WAS ALWAYS TRYING TO MAKE PEOPLE HAPPY” “IT’S LITERALLY LIKE A GREEN BEAN, RAW, STANDING IN THE GARDEN, IS THE BEST THING YOU ARE EVER GONNA EAT” “NOT FANCY FOOD, IT WAS TROUT 3X TIMES PER DAY” “A GLUTT OF GOSEBURYS, A GLUT OF RHUBARB” “DID YOU HAVE ANY SORT OF SIDE HUSTLES AT SCHOOL?” “ A LOT OF PEOPLE ARE USING IT AS A SUPER POWER: TAKE RICHARD BRANSON ….IF HE’S GOT A FERRARI, I’VE PROBABLY GOT A FORD FOCUS” “IN THE RESTAURANT ENVIRONMENT, WHERE THERE ARE SO MANY TRANSACTIONS HAPPENING…SITTING ON MY OWN IN A ROOM IS A FUCKING NIGHTMARE” “IT’S A WIDE FIELD OF HR, FINANCIAL SUBMISSIONS” “GET THE FINANCIAL DNA ORGANISED…MAKE SURE YOUR REPORTING IS GOOD. “THIS IS AN ASSET BACKED INVESTENT…WE OWN THE FREEHOLD OF THE BUILDING, WHICH A LOT OF RESTAURANTS DON’T. THAT WAS A BIG OPENING RISK” “REVENUES ARE NOT HARD, TURNOVER IS GREAT, THAT IS THE EASY BIT ALMOST, THE TOUGH BIT IS TRYING TO MAKE MONEY OUT OF THIS SECTOR” “GEN Z’S - THESE ARE PEOPLE BORN BETWEEN 1997 - 2012. CAN YOU TELL ME WHAT THEY ARE KNOWN FOR?” “IF I PHONED ANYONE NOW…I THINK THEY’D HAVE A PANIC ATTACK” WHAT ARE WE BATTLING WITH? COST OF LIVING CRISIS …COSTS HAVE GONE UP BUT SALARIES HAVE STAYED THE SAME” “6,365 AGRICULTURE, FORESTRY AND FISHING BUSINESS HAVE CLOSED IN THE LAST YEAR……IS DEAN, THE FISHMONGER, BEING PAID ENOUGH?” “THE VINKA BOYS…DOING COOL WINES IN A CAN…THEY ARE BASED IN SUFFOLK…THEY ARE NOW ON BRITISH AIRWAYS”
