Pathways: Danielle Mitchell, marketing director for Genuine Dining

The marketing director for Genuine Dining talks about how knock-backs just make her try harder and why lifting up her colleagues inspires her every day

Did you study a hospitality-related course at school, college?

I sort of did and sort of didn’t.

I did home economics at school and then I went to the Birmingham College of Food to do food science. I ended up dropping out after the first year after having too much fun on the social side and finding the school bits way too boring.

I ended up working as a secretary after that until I was in my late twenties, when I decided I had to be involved with food somehow. So, I jacked my job in and took on a one-year diploma at Leith’s School of Food and Wine.

What initially attracted you to working in hospitality?

I love food. I wanted to eat everything and try new things. I am fascinated by the fact that food can symbolise something cultural, a feeling or gesture, and I wanted to make that my life.

How did you make the transition into a job in hospitality?

When I graduated from Leiths I started out as a private chef. Then I found out about contract catering, which was almost like finding a whole new world of endless possibility. I couldn’t believe I’d never heard of it before. I was very into learning about fine dining at that point and I came across a chef called Simon Attridge, who is now executive chef at Gleneagles. I think he felt sorry for this old woman – by kitchen standards – and he took me under his wing as his commis chef.

Who has inspired you in the industry?

I would say every role I’ve had has led me to fascinating, hard-working people with strong values – and an understanding that you have to work hard to get anywhere. There is no one person I’d credit – all the people I’ve worked for along the way have inspired me in some way, even if it was learning what not to do!

How did you decide on your career direction?

My main influences have always been food. I think I’m just greedy. I love food. I lived in Italy when I was in my twenties and it was eye-opening how much it’s part of the human fabric there, culturally and regionally. Everyone was always keen to give me their lasagne recipes and I still use them to this day. It fed my soul and I just knew I had to make food part of my life.

Cooking and particularly baking is my way to relax. You can’t think of anything else when you’re cooking. I love every element of it. I love the notion of cooking for others. I’m a feeder! And even though to quote an old boss, when I first started worked in professional kitchens, I was the “worst recruitment decision he’d ever made”

I think that pushed me even harder to be better.

I do have to credit my husband here too. He’s also in the industry and has always encouraged me to believe in myself and always told me to make sure I had a plan for what’s next. When we first met, I was working for a large contract caterer, where it was hard to be seen and hard to progress and I knew I had more to offer. He told me I should work in business development, as I have a natural curiosity and I’m quite good at talking to anyone. He helped me take those steps and honestly, I wouldn’t be where I am today without him.

My friend Suzie also helped me, when I was looking to return to work after having my first two children. I was looking for a new job and my husband and I said we shouldn’t work together as it would be a disaster. Suzie said “can you just please try?” and seven years later we’re still working together.

What industry networks have you been part of that have supported you in your career progression?

I’ll be totally honest here, that while our business is part of many industry networks, I do find networking very hard due to home commitments. My network is my team and they all literally prop me up. I’m totally indebted to them for their dedication and support.

What are the biggest challenges you've faced working in hospitality?

Being a new chef, older than my peers and way more junior in experience and having to climb the ladder from scratch.

What advice would you give someone starting out in the industry?

Try everything as you never know what you might end up loving. Some of the best people I’ve met have been from days doing jobs like working in the pot wash and standing on the till filling in when the rota is messed up.

What are your career goals?

I absolutely love afternoon tea, so ultimately I’d love to have a hot chocolate shop like the one in the film Chocolat with Juliette Binoche and sell really luxurious home-made cakes, coffee and hot chocolate.

Who inspires you in the industry?

Our people are my total inspiration, every single one, from the kitchen porters to the baristas to the operations team who are like a village of support, love, laughter and joy. All the women who have to work doubly hard to get where they are within the industry and anyone who has given me a hard time along the way, they’re the ones I’ve got to thank for my motivation.