Episode 68: How The Ashvale Bounced Back Stronger – Ceres Podcast

Imagine running a fish-and-chip empire for 35 years, only to face an unprecedented challenge that rivals wartime upheaval. That’s the story Stuart Devine, a veteran of The Ashvale, brings to the table in Episode 68 of The Ceres Podcast, Season 3. Hosted by the ever-engaging Stelios Theocharous, this episode isn’t just a chat—it’s a masterclass in resilience, adaptation, and optimism for hospitality business owners navigating stormy seas. Whether you’re flipping burgers, frying haddock, or managing a restaurant, Stuart’s candid reflections will hook you from the first minute.

The episode kicks off with a raw look at the pandemic’s impact, a time Stuart likens to nothing he’s seen in his decades-long career. “This compares to world wars, I would imagine,” he says, capturing the sheer scale of disruption. For hospitality pros, this sets the stage for a relatable deep dive into surviving the unthinkable. Stuart, who’s spent 35 years at The Ashvale—a beloved Scottish chain—recounts the eerie quiet of empty restaurants and the panic of plummeting sales just before lockdown. Yet, what shines through is his refusal to wallow. Instead, he and Stelios unpack how this crisis became a chance to rethink, retool, and relaunch.

One of the episode’s standout moments is Stuart’s take on the lockdown silver lining. After shutting all eight Ashvale locations for 14 weeks, he used the downtime to overhaul operations. Picture this: refurbished restaurants, a revamped staff training system, and a shiny new app tying together click-and-collect delivery and in-house dining. “It feels like opening a new business on Monday,” he admits, a mix of nerves and excitement in his voice. For anyone in hospitality, this is pure gold—proof that a forced pause can spark innovation, not just survival mode.

Stuart’s no-nonsense approach to customer service also hits home. He’s blunt about the pitfalls of heavy-handed staff attitudes post-lockdown, recalling supermarket workers acting like “sergeant majors.” His antidote? Train your team to empathize, not dictate. “We understand your feelings towards the thing,” he insists staff should say, a mantra that could save your business from alienating wary customers. It’s a small but mighty nugget for managers looking to keep their doors open and welcoming.

The conversation doesn’t shy away from bigger-picture stuff either. Stuart and Stelios tackle government support, from the furlough scheme’s lifeline to the chancellor’s swift action—moves Stuart praises with a rare tip of the hat. But he’s clear-eyed about the future: “If you’re only going back to survive, you ain’t going to survive.” His call for a VAT cut to boost profits, not just prices, is a rallying cry for the industry. Imagine a fish supper staying affordable while your margins grow—music to any operator’s ears.

Then there’s the heartwarming twist: Stuart’s knack for turning fish and chips into a force for good. Pre-pandemic, The Ashvale hosted nearly 200 fundraisers a year, raising over £200,000 annually for charities. “There’s nothing more satisfying than that,” he says of nights spent bantering with crowds over bingo and race nights. It’s a reminder that hospitality isn’t just about feeding bellies but also feeding communities.

What makes this episode sing is its blend of grit and hope. Stuart’s been in the game since he was 15, stumbling into fish and chips when he dreamed of being a PE teacher. Now, at 50, he’s facing Monday’s reopening with the butterflies of a kid on Christmas Day—a contagious vibe. Stelios keeps it flowing with his laid-back probing, drawing out insights without ever feeling forced.

For hospitality business owners, Episode 68 is a must-listen. It’s packed with real talk on weathering crises, smart tech upgrades, and the power of staying human in tough times. Stuart’s story isn’t just The Ashvale’s—it’s a playbook for anyone determined to thrive, not just survive, in this industry. So grab your headphones, tune in, and subscribe to The Ceres Podcast. You’ll walk away inspired, informed, and ready to tackle your own Monday, whatever it brings.