How this former pizza delivery guy turned a restaurant dream into reality
After launching during the pandemic, he is now set on opening a third location for his restaurant.
The 29-year-old The Salad Project co-founder Florian de Chezelles has only ever worked in the hospitality industry making him an honorary veteran in the industry.
Florian’s career revolved around restaurants from being a pizza delivery guy at 18 to working in five-star hotels in the Maldives.
However, Florian was never truly satisfied with where his career was taking him because ever since he graduated from studying hospitality management, he always had this certain entrepreneurial itch that he had to scratch.
So together with his college buddy and now business partner James Dare, they opened Salad Project. In a quick interview with QSR Media, Florian talked about the beginnings of the Salad Project, the inspiration behind the restaurant and their goals for the future.
QSR Media: How did you first start in the food industry?
Florian: I'm 29 years old and I've actually never worked in an industry other than hospitality. I've only ever worked in hotels and restaurants of all kinds. From being a pizza delivery guy at age 18 to working at 5-star hotels in the Maldives.
Tell us about Salad Project. What is the inspiration behind the name and its concept? When was it established?
Whilst studying hospitality management at university, I met my best mate and business partner James and we've always wanted to open up something together. Upon graduation and after working for a couple of years in London, we really needed to scratch that entrepreneurial itch. James and I have both been brought up internationally and it became pretty apparent to us that London needed better healthy quick service restaurants. Specifically in the salad game. It was simple. We wanted it but it does not exist, so we built it.
In terms of the name, we always thought the word "project" was the best way to describe what we were trying to do. It captured our desire to build a business together and our desire to elevate things whilst not reinventing the wheel. At the start of our journey, we were going to be called Project-S. I'm glad we dropped that name.
How many branches have you established since inception?
We currently have two brick-and-mortar locations in Spitalfields and Bank. We have a third opening in the West End very soon!
From when you first started how have you been doing in terms of profit and customer traffic?
We're honestly so insanely overwhelmed with the response we've had. We've navigated some pretty tough times in the industry having opened mid-way through COVID. But we have queues out the door every single day. So exciting, so encouraging!
In your opinion, what are the top 3 challenges in the quick service restaurant industry or the food industry? How are you taking on these challenges?
I don't know where to start with this question. There are so many! It also completely depends on which stage of the journey one is on. The challenges of operating one QSR are so different that when operating three etc. At the moment, we find food and service consistency an exciting challenge. How do we make sure every GOAT salad tastes equally as delicious at different points in the day and in different stores? Another thing constantly on our mind is: how we balance consistency in the offering and menu changes. People are creatures of habit and usually always go for the same thing. But at the same time, they crave change and novelty! Not easy to manage!
How are you facing the challenge of inflation in the UK?
Face on! After a world pandemic, a staffing crisis like no other, nothing scares us anymore! I am joking, of course, it's not easy. But we're learning, we're forced to work smarter. Establish better relationships with suppliers, focus on operational efficiency etc. We don't have the luxury of not operating a very tight ship! Which will always serve us in our development journey!
What have you got in store for customers this year?
Firstly, the opening of The Salad Project in the West End. To complete the trilogy! And much more I promise, but you'll have to keep watching to find out more.
What are your five-year goals and how will you achieve this?
We want to become the go-place for a healthy fast meal in this nation. Big dream, I know, but that's what you've got to do in life. Aim for the stars.
