Top 100: Chris Mitchell, Genuine Dining Group

Overall ranking: 98 (new entry)
Foodservice ranking: 12 (new entry)

Snapshot

What we think
When Genuine Dining Co launched, Mitchell was an unknown quantity and much attention was paid to Johnson’s first foray into the world of contract catering. But while Johnson’s expertise and advice has undoubtedly been valuable, the credit for the caterer’s success primarily belongs to Mitchell.
He was just 31 years old when he took his vision for the business to Johnson and secured the investment to complete a management buyout. His determination to drive the business forward has been in evidence ever since.

Mitchell has set about building up a collection of businesses for the Genuine Dining Group. They include Genuine Events, Genuine Hotels, as well as Signature Dining â€" a new care caterer in the marketplace with sector stalwart Paul Robottom at the helm. And last year Genuine Dining acquired for an undisclosed sum Feng Sushi, the eight-strong London-based Japanese casual-dining chain.
Mitchell’s quiet confidence has enabled the business to pick up contracts, such as both Pinewood and Shepperton Studios and the RAC (won from Restaurant Associates) that will have made the market sit up and take notice.

Technology sits at the heart of the business. Mitchell has driven the development of a bespoke iPad-based till system that not only processes transactions but also manages financial performance, tracks buying trends and runs the customer loyalty scheme too. The iPads are also used for staff training, product specifications and ordering, so everything a site manager needs to operate effectively is at their fingertips, enabling them to be customer-facing rather than stuck in the back office.

It is this level of innovation that marks Genuine Dining out as a key player in the future of contract catering and helped the company win the Business & Industry Caterer of the Year award at the 2017 Foodservice Cateys.

With Mitchell in the driving seat, the company has gone from ‘one to watch’ to a serious contender ready to take on the world.

Genuine Dining Group’s annual turnover for the 12 months to 29 September 2016 was £9.8m, up 13.9% year on year.

Further information
Land of giants: the changing face of the foodservice industry >>

Genuine Dining Company launches care sector business >>

The Caterer Interview â€" Chris Mitchell, Genuine Dining Company >>