Exclusive interview with Yunib Siddiqui, Group CEO and proprietor of Jones the Grocer

Congratulations on the Heathrow opening, how does this milestone impact your business, and what can travelers expect at this new location?

Thank you! The opening of Jones the Grocer at Heathrow is a significant milestone because it is our first store in Europe. It certainly demonstrates that our wonderful brand, in its various formats, can successfully scale alongside entrenched players in the West.  At over 550sqm, this is our largest full-service restaurant at an airport and features an open kitchen with a live grill, a traditional pizza oven and a stylish bar serving fine wines and cocktails. Many dishes, familiar and loved by our customers in the Middle East, are served at London Heathrow. For those on the go there is also a ‘grab and go’ with freshly made pastries, sandwiches, toasties, salads, wraps, and a selection of beverages and exceptional coffee. This dual offering ensures a gourmet experience for every traveler, whether they have time to sit and dine or need something quick and delicious before they fly away.

Can you share some key insights into your global franchising strategy and the challenges and opportunities you’ve encountered along the way?

The first and most important thing is to work with a partner who is a) passionate about food and b) consistently wants to deliver the most memorable experience. These two points underpin our strategy. Concurrently we look at financial capacity, access to locations and a strong team which can operate our franchise system. In my experience everything must work in tandem to deliver mutual success. Our biggest challenge is always the supply chain. We need to make sure every ingredient we specify is available and if not, then test recipes with substitute ingredients to ensure consistency. In terms of opportunities – well, there are so many given we’ve only just begun to venture outside the Middle East!

What innovative concepts and strategies have you implemented at Jones the Grocer that have helped propel the brand to new heights in the culinary world?

We’ve introduced several concepts that set us apart. The first one is this idea that a gourmet grocery can be successfully and meaningfully combined with casual dining. Then we took this one step further by designing our stores where food is theater. Whether it’s a walk-in cheese room, someone slicing meats, a barista pouring a flat white, a chef cooking on an open flame, it’s all open and visible to the customer. Many of our stores are designed to host cooking classes and some even hold live music events. We often use our fabulous retail products as ingredients on our menu, and this is a key objective now and going forward.

We’ve also embraced technology to enhance the customer experience, with initiatives like our online store and loyalty programs. Sustainability is another key focus; we’ve implemented eco-friendly practices across our operations, from sourcing locally produced ingredients to reducing plastic use. These strategies align with our values of quality, community, and sustainability.

From your perspective, what are the latest trends in the gourmet food and beverage sector?

We’re seeing a growing demand for transparency in sourcing and sustainability in the gourmet food and beverage sector. Customers are more conscious about where their food comes from and how it’s produced. There is also a trend towards experiential dining, where the focus is on creating memorable experiences rather than just serving food, which as I mentioned earlier has always been part of the Jones concept.  Additionally, the integration of technology, such as AI and data analytics, is playing a significant role in personalizing customer experiences and optimizing operations. Finally, health and wellness continue to be a major trend, with an increased demand for organic, plant-based, and allergen-free options.

August is the month of happiness, so how does Jones the Grocer create an environment that promotes happiness and satisfaction for its customers and staff?

At Jones the Grocer, we believe happiness comes from a sense of community and belonging. For our customers, we create a welcoming and vibrant atmosphere in our stores, where they can enjoy high-quality food and connect with others. We regularly host events and workshops that bring people together and foster a sense of joy and camaraderie. For our staff, we prioritize a positive and supportive work environment. We invest in their professional growth and well-being, providing opportunities for training, development, and team building. Happy employees translate to happy customers, and that’s a key part of our philosophy.

As someone deeply passionate about gourmet food, how do your personal culinary interests and experiences influence the offerings at Jones the Grocer?

My passion for gourmet food is deeply intertwined with the vision for Jones the Grocer. I often travel to explore food, and am constantly exploring new culinary trends and ingredients, which helps to keep our menu innovative and exciting.  I also enjoy cooking, which gives me a deeper understanding of technique and flavour. I like simple food, nothing too fussy. I like the dish and its ingredients to sing on the plate. This passion is also reflected in our commitment to sourcing the finest ingredients and supporting artisanal producers.