How Helen’s gut feeling proved a recipe for success

In the latest edition of Marketing Derby’s Innovate Magazine, we meet the mother and son team behind Seven, the Pride Park restaurant which is celebrating its 10th anniversary.

For a decade, the business has been serving up artisan coffees, breakfasts, brunches, lunches and sumptuous evening meals, catering for every occasion, whether it be business or pleasure.

When Helen first came up with the idea of opening a high-quality restaurant in the middle of a business park, some people questioned her judgement.

But she trusted her instincts and stuck to her guns – and she was right to.

Speaking to Innovate, Helen recalled: “A lot of people said, ‘What is she doing opening a restaurant there? It’s absolutely ridiculous’.

“But I truly and honestly felt Derby was lacking in a fresh food, all day, quality dining place.

“I knew that when I came into Derby, I would often wonder where to go to have lunch and I believed there was a need for a place where women would feel comfortable to go on their own – somewhere light and airy and with car parking right outside.

“I also knew Pride Park was quite unique, with so many professionals working here. There were 10,000 back then and it’s even more now.

“Sometimes you just have to go with your gut feeling. After all, if you don’t have a go, you’ll never know.”

In November 2013, Seven opened its doors for the first time, welcoming customers from early until late, seven days a week, with an extensive menu of “gastro, modern British” cuisine.

It took a while for diners to understand that Seven was not just a daytime eatery exclusively for the business community.

But soon they realised it was also a place to go at night-time – and according to Helen’s son Campbell, who has been with the business since 2015, Seven now does more business in the evenings.

He told Innovate: “We certainly take more money in the evening. But it definitely took longer for the evening trade to come through.”

Helen and Campbell’s recipe for success is providing consistently high-quality food served in a “sophisticated casual dining environment” by friendly, welcoming staff.

In 2018, Helen and Campbell added to their portfolio, taking over the White Hart in Duffield.

Helen tells Innovate that the aim was never to try to recreate Seven at the White Hart and, although she hopes the same values and spirit are obvious to customers.

Reflecting on Seven’s journey so far, she said: “We have met some amazing people. When you see everybody having a great time, it’s just a brilliant feeling.

“There’s nothing nicer than an evening when it’s busy and there’s a real buzz. It’s just fantastic. I always think if I wasn’t doing this, what would I be doing?”

To read the feature in full visit https://heyzine.com/flip-book/ea5784cecc.html#page/60 .