Almost 20 years after joining BaxterStorey, Greg’s journey is still fuelled by his love for hospitality, with a firm belief that food can spark creativity, bring people together, and transform experiences.
From his early days as a department manager to leading one of our flagship sites at Amazon, Greg has always inspired teams to look beyond the plate – pushing boundaries and delivering hospitality that truly stands out. His talent for energising people and driving innovation has seen him rise through the ranks from Operations Manager to Accounts Director to Operations Director. In 2022, he took on his current role leading our culinary vision as Director of Food and Beverage.
In the same year, Greg launched our game-changing Obsessed culture – built on craft, creativity, community, cheer, and carbon. This bold movement is fuelling nothing short of a food revolution. Today, he leads a dynamic squad of tastemakers and culinary leaders across the UK and Europe, fuelling innovative menus and championing sustainable nutrition.
How Greg is changing the game:
- Winning Regional Manager of the Year at the 2018 FoodService Cateys
- Innovation of the Year winner in 2021 at Foodservice Cateys
- Launching FUEL across the business
- Launching BaxterStorey’s first Obsessed Expo
- Redefining the beverage strategy with partnering with world champion barista Dan Fellows, a new partnership with Extract Coffee and the creation of the Beverage Academy
- Growing the Obsessed Lab dynasty –dedicated training spaces across the UK and Ireland for chefs, operators and clients alike to get hands in the flour and connect with our food and beverage mission.
Through ground-breaking partnerships with industry chefs, beverage experts, and charities, Greg continues to empower our teams to ‘rage against the beige’ and continue in our mission to redefine the future of foodservice.