Sat Bains: Aggression can beat the recession

Recognised as one of the country’s most creative chefs, Nottingham-based Bains took centre stage today at the Restaurant Show 2011 ​to conduct a presentation entitled The London Games.

And, after finding out that Restaurant Sat Bains was awarded its second Michelin star last week​, he has revealed to BigHospitality that the recession can actually be used to a restaurateur’s advantage.

“I’m not going to lie, the recession has made things very difficult,” Bains said. “But despite it, we are up 20 per cent from last year.

“The reason for that is aggression. You have to turn up the heat in terms of looking after guests, giving them a great night out and offering them a unique experience.

“Nowadays, if you offer something that someone else offers you are going to be compared. If you offer something unique, you’re the only one in your field.

“So while the recession has its down points, it can also make you sharper, hungrier and less complacent. You have to give your restaurant a bit of originality but you also have to have a big customer service punch.”

Michelin style​

After last week’s revelations of his restaurant being awarded its second Michelin star, Bains insisted that in order to be one of the best, a restaurant must stay true to its own original style.

“A lot of chefs change their style to fit the style of what they think Michelin-starred chefs need to be. I don’t even know how to get one star, I just know that we cook delicious food that makes people want to travel down to come and see us.

“The ethos we have at the restaurant is that we are flavour-driven, not technique-driven. The food has got to taste amazing.”

The Restaurant Show​

Bains is judging the final of the Champagne Jacquart Rising Stars competition, which is being held later today at the Restaurant Show (results will be posted on BigHospitality). He believes the two-day event is a great way for people involved in hospitality to network with each other.

“The Restaurant Show’s brilliant. It gets everyone together under one roof, including our suppliers. This is their shop window. It’s a great way for everyone to sell and showcase their products.