Episode 84: Wing Shack’s Joshua Jarvis on Resilience, Innovation, and Hospitality’s Future

Imagine a hospitality story that starts with a love for chicken wings, blossoms into a thriving business, and weathers the storm of a global pandemic—all while keeping the vibe alive. That’s the tale Joshua Jarvis, co-founder of Wing Shack, spins in Episode 84 of The Ceres Podcast, hosted by the ever-engaging Stelios Theocharous. If you’re in the hospitality game—whether you run a restaurant, takeaway, or dream of launching your venture—this episode is a goldmine of real-world insights, delivered with a down-to-earth charm that’ll hook you from the first bite.

Joshua dives straight into Wing Shack’s origin story. It’s a classic entrepreneurial spark: a guy who adored chicken wings saw a gap in the UK market a decade ago and decided to fill it—not just with food, but with experience. “I just always knew I was gonna open a chicken wing shop,” Jarvis confesses, admitting he couldn’t even cook when he started. That raw passion, paired with a trip to America that inspired a Caribbean-Asian-American fusion, birthed Wing Shack in Loughton, Essex—a 70-cover spot that’s more than just a place to eat.

What stands out is how Jarvis and his team turned challenges into opportunities, especially during COVID-19. When lockdown hit, they pivoted fast—staying open until the last moment, then shifting to takeaway, delivery, and a slick click-and-collect platform. “It’s been stop, start, stop, start,” Jarvis says, summing up the rollercoaster of the past year. Yet, Wing Shack didn’t just survive; it expanded into delivery kitchens across London and beyond. For hospitality pros, this adaptability is a masterclass in resilience—proof that a solid concept can thrive even when the world flips upside down.

The episode’s juiciest moments come when Jarvis peels back the curtain on the business side. He shares how they self-funded in the early days, taking a calculated risk on that first Loughton site. “It could have gone either way,” he admits, but their belief in the concept paid off. His advice hits home for anyone eyeing a start-up: test your idea with low-cost delivery kitchens before going all-in on a physical space. It’s a practical tip that lowers the stakes while letting you prove your worth—a strategy Wing Shack’s now doubling down on with plans for four or five new sites this year.

Then there’s the vibe talk. Wing Shack isn’t just about wings (though the jerk and honey-sesame varieties sound irresistible); it’s about music pumping—R&B, hip-hop, garage—bibs and gloves, and staff who chat you up like old friends. “It’s more than just going to KFC or McDonald’s,” Jarvis insists. Stelios chimes in, noting how, post-COVID, people crave that experience more than ever. If you’re in hospitality, this is your cue: customers want connection, not just calories.

Surprises pop up too—like Jarvis’s stint as a vegan before Wing Shack, sparking plans for Vegan Shack, a separate brand with jackfruit “wings” and Beyond patties. It’s bright, balancing sustainability with inclusivity and a reminder that even meat-heavy concepts can evolve. Another gem? His take on managing 26 staff, likening it to coaching a football team—different personalities, different tactics. “Everyone’s so different,” he says, echoing Stelios’s realisation that a one-size-fits-all approach flops.

Jarvis doesn’t shy away from his past either, touching on his prison sentence with a refreshing candour. “I’ve turned it into a positive,” he says, now an ambassador for Only A Pavement Away, a charity helping ex-offenders and the homeless break into hospitality. His push for second chances—and his call for government support like extended 5% VAT and rent relief—shows a guy who’s not just building a brand but a legacy.

This episode crackles with energy, blending humour (Stelios joking about drilling neighbours) with hard-earned wisdom. It’s a snapshot of hospitality’s highs and lows, served up with a side of inspiration. Whether battling aggregator fees, dreaming of your following site, or loving a good wing, Episode 84 of The Ceres Podcast is your ticket to a front-row seat. Hit play, subscribe, and let Stelios and Jarvis show you how to keep the fire cooking—no matter what life throws at you.