Bill ’ s – the man and the brand
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| Hospitality Today | Summer 2017
Bill ’ s – the man and the brand
In 1987 when Bill ’ s was born , it looked very different to today . The vision of William Collinson – aka Bill – it was a greengrocers . Bill was a greengrocer with a difference . He saw the beauty in a tomato and laid his produce out to reflect this . Soon becoming the ‘ go to ’ greengrocer in Lewes , Bill started offering quiche to his customers , which became as popular as the fruit and veg .
In 2000 , disaster struck when the river broke its banks and the shop was completely flooded . When Bill reopened the greengrocers he also opened a café next door . It was the ultimate convenience store , with rustic décor and service with a smile , and very soon it turned over £ 2million .
Four years later in 2005 , Bill opened his second store in Brighton . However , he was not a businessman , and although both sites turned over £ 2million each , he made no profit . He therefore sold the business , keeping a 10 % share .
With the fruit and veg offer toned back and dinner added to the model , Bill ’ s went into rapid growth and in three years had reached 60 units . Such growth is difficult to achieve whilst maintaining the business ’ culture . With the team too close to see the issues , Fox came in as CEO in 2016 to build a strong structure and operating processes and create the right team and strategy to keep Bill ’ s in growth .
Mark Fox ’ s strategy is built on four key principles : a clarity of purpose ; having the resources to do it ; having the right people to do it ; and having a culture that motivates people to do it . Under Mark ’ s leadership , Bill ’ s is once again in growth and getting back into the rhythm of opening 8-12 sites per year . He has restructured Bill ’ s around innovation , menu and their offer .
The culture of Bill ’ s remains one based on people and relationships . Bill is still involved in the business , designing the restaurants , and remains a motivational figure held in high regard . Mark describes the culture as one of openness , authenticity and vulnerability .