Introduction by Iqbal Wahhab OBE Founder, Roast

British food. Difficult, isn’t it? When I was embarking upon ‘Project Roast’, I told one of my teenage nephews that I was going to create a British restaurant and he asked whether this would involve serving chicken tikka masala, my most detested dish. After all, what’s more British than that?

It was 2003, where conventional wisdom would more naturally place me – in The Cinnamon Club – when I first started thinking what today sounds slightly absurd. That Britain needed a first-class British restaurant.

Let me give you a simple challenge: if you were in Paris, might you ask your hotel concierge to recommend a decent French restaurant in the city; or in New York, a good American place you might visit? Now imagine you are a visitor to London and you ask your concierge to get you a table in one of London’s best restaurants. On his Rolodex he’ll probably have: The Square (French), Zuma (Japanese), Hakkasan (Chinese) and Benares (Indian). He would get you into one of these and get himself a hefty tip when you returned. Yet a decade ago, he wouldn’t have risked his reward by suggesting a British restaurant – primarily on the grounds there were hardly any to speak of, let alone any worth recommending.

The rediscovery of our love of British food has many complex layers but let me explain my own journey into it. My family arrived in Britain in 1964 from what was then East Pakistan, now Bangladesh. I was an eight-month-old baby; my brother was five and my sister was seven. The rest of my family had only ever eaten Bengali food. As a child I didn’t take to spice in the way my family had done (they had had no choice), so strange as it sounds, as a child growing up in south London I really looked forward to school dinners to as an alternative to what was served at home. Mum used to have to make separate meals for me but as she had a busy day job, this would involve compromises. While the rest of family ate rice and fish curry, I would have rice and fish fingers. There was a part of our freezer that was just for me – Bird’s Eye beef burgers and chips being a staple. However, as Mum’s career took off (she was the first non-Christian head of a Church of England school), it was too much to expect her to make a separate meal for me, so at the age of 11 I made my first shepherd’s pie.

As a teenager often in trouble (I ran a small but profitable gang in south London), much of my time was spent away from home in caffs, pie and mash shops, then Wimpy outlets, and finally pubs. I suppose part of my rebellion towards my family involved rebellion to their food. This was the age of assimilation – the precursor to integration and multi-culturalism. In those days social policy wonks decreed that what was for the best was for everyone to adopt British ways. My parents were encouraged only to speak English to me, whereas we now know that multilingual children fare much better. To this day my spoken Bengali is laughable and my read- and writeable Bengali non-existent. That remains a gap in my cultural identity – not being entirely English and not being much cop as a Bangladeshi either. The overall umbrella of Britishness forgives a lot.

This desert which I inhabited had many unpredictable food consequences. At the age of 15 I became a curry convert and with all the zealotry that a convert is equipped with, every Saturday I would make a blisteringly hot mutton or oxtail curry for the family as a sort of penance for my weekday misdemeanours. A good curry forgives a lot too.

During the 1970s huge social changes were taking place, often driven by food. The advent of McDonalds, Kentucky Fried Chicken and the Chinese take-away, soon followed by the Indian and the pizza joints, meant that kids were eating away from home for the first time and in due course families that weren’t eating together weren’t staying together. In the context of the exotic allure of food from other countries, traditional British offerings represented the past – bygone days, brilliantly captured by the satirical TV show Spitting Image with its image of dull Prime Minister John Major proving just how dull he was by portraying him in grey, eating grey chips and peas. That pretty much was a kiss of death for British food for quite a while.

Let’s fast-forward to 1994: my food PR company and one my clients, Cobra beer, launched the first ever trade magazine for Indian restaurants, called Tandoori. As the Sun sagely put it at the time, Britain had become jalfrezi crazy and the curry industry was booming. In order to stoke this media frenzy, I initiated a number of what I later called ‘curry myths’ and the mischief-maker in me still gets a thrill when some of them get quoted back to me as gospel truth. I issued a press release to launch the magazine with the assertion that chicken tikka masala was now more popular than roast beef. This was an unverifiable claim but journalists being inherently lazy wanted to believe it to get their story in so didn’t bother to check its veracity and it is now widely believed to be true.

While I had made this up to prove the strength of the curry industry, it was taken in a way I had never expected. In a nutshell, the overwhelming response was that this was a good thing because British food was so dull. In spite of Spitting Image and the fact that my English school and university friends had been to more Indian restaurants than I had, I was genuinely taken aback to find Britain was so disparaging of its own food. I didn’t challenge this at the time – that would have been antithetical to my then commercial cause – but I recalled my mother’s recollection of my obsession with Cow & Gate baby food, my shepherd’s pie, jam roly poly at school, my brother in law’s beef stew and dumplings and the beloved chippie and wondered what on earth they were saying. After a day’s work in the offices at Tandoori, I would often go home to roast a chicken and invite friends round, who barely concealed their disappointment that they weren’t having curry.

Having gone on to create The Cinnamon Club, where with the exceptionally talented chef Vivek Singh, we challenged conventional curry combinations and significantly raised the bar for Indian food, lifting it away from the high street experience to that of a world class cuisine, these old and unresolved dilemmas came back to mind. Having achieved what I wanted for Indian cuisine, my thoughts returned to why the British public was not celebrating what was on its own doorstep in the way the French, the Indians, the Americans and the Italians did with their culinary heritages. It wasn’t always so, I found out. Centuries ago the royal courts of Europe played the ultimate sophistication card by hiring British chefs. Yet as time and fads wore on, the opposite became the case. So much so that in 2005, just before we launched Roast, the then French President, Jacques Chirac, threw us a challenge by saying to Russian and German leaders of Britain: ‘One cannot trust people whose cuisine is so bad.’ This flew in the face of Tony Blair’s growing vision of Cool Britannia, from David Beckham, through to Tracey Emin and Oasis. Blair made a point of surrounding himself at Number 10 with these cultural icons, though sadly never saw fit to extricate himself from Italian and French restaurants and their chefs. He famously took President Clinton to a French restaurant on the Thames and brokered his power deal with Gordon Brown in an Italian restaurant in Islington.

The invitation I issued to Chirac to come and dine at Roast when it opened so that he could re-configure his warped thinking about British food should really have come from Number 10 where they should have served him beef Wellington.

I started telling people about my plans to open Roast. There was an almost collective gasp of dismay that I hadn’t chosen to do the sensible thing and open more Cinnamon Clubs. This was soon followed by the question: ‘British food – why?’ This in turn was followed by the most challenging one, one that would remain for years the most common, evoking many different reactions from different quarters: ‘Why you?’ It’s a subject I shall return to later.

Ever since Auguste Escoffier arrived at The Ritz at the end of the nineteenth century, Britain has been in the grip of French cuisine as its highest, most sophisticated form. The very vocabulary we use for food is French – cuisine, chef, sous-chef, sous-vide and so on. Until about a decade ago, the Michelin Guide could have been more accurately called the ‘Michelin Guide to French Restaurants’. Britain’s biggest kitchen talents, such as Marco Pierre White and Gordon Ramsay, earned their deserved acclaim not by cooking their own food but by cooking French food as well as (if not better than) their French counterparts. And any British chef showing talent would be encouraged to follow the same path.

So as I went about starting to build my second dream restaurant, I encountered an unexpected problem – that British chefs don’t want to or often even know how to cook British food. Part of this was driven by the subliminal thought that Britain was no longer ruler of the waves but more directly by the belief that in order to gain success and fame, their cooking had to be formed around a more European template – by how well they could copy the French and the Italians or, for a nightmare-ish phase in London dining, how to fuse different national cuisines.

So, just as I had done with The Cinnamon Club, where I had to go to India to sell the idea of raising a new bar for Indian dining to chefs rather than chefs having to sell their skills to me, I was similarly challenged on my home turf to find chefs capable and willing to cook their own national dishes proudly and properly. After months of discussions, I finally persuaded the ebullient Lawrence Keogh to join the team. Lawrence was the head chef of a fashionable West End restaurant and was in no rush to change ship but we had a mutual friend who brokered our discussions and eventually I persuaded him to take the plunge – to take the risk of doing something as bold as offer the London diner traditional British food. And Lawrence did know how to cook it. Cooking was in his blood. As a child he would often assist his mother, who was a domestic cook for an aristocratic family in St James’s. Lawrence knew British food inside out from his time working at The Goring hotel near Buckingham Palace; he just wasn’t sure it was the right career move for him. I took him to meet Vivek at The Cinnamon Club who had had similar concerns regarding his own career, only in his case it had also meant leaving India. Vivek suggested Lawrence should trust me and he chose to.

The challenge of finding the right location for this mission was one that was relatively easily resolved. Borough Market, just south of London Bridge, had officially been running for 250 years, when an act of Parliament enshrined that the area would only ever be used for the selling of food. Unofficially it had been a place for food vendors for centuries previously, but until the late 1980s, it had been considered a rough spot and was primarily a wholesale market for trade as opposed to a retail one for the public.

When the tragic onslaught of mad cow disease struck the UK in the 1980s, Britain watched with despair as millions of cattle were destroyed in an attempt to control the crisis and they suddenly became aware of the part we had played in bringing about this miserable outcome. If, as consumers, we hadn’t demanded ever-cheaper food, supermarkets would not have placed such onerous demands on farmers to keep cutting their costs and they in turn would not have had to resort to feeding their cattle such filth as to eventually destroy them. Partly out of guilt from this realisation, as consumers we decided to re-configure our expectations from our food choices and scrutinise what we were buying and how it was produced far more carefully.

The act of Parliament that protected Borough Market also left its governance to groups of local residents approved by the local council. George Nicholson, a former Greater London Council (GLC) member who worked alongside Ken Livingstone, was the visionary chair of the trustees and he went around the country and encouraged food producers, fishermen and farmers to come down to the market where they would find customers willing and able to pay the prices their premium produce demanded. Wild boar farmer Peter Gott, mutton specialist Andrew Sharp and fishermen Les Salisbury and Darren Brown, along with cheese expert Randolph Hodgson were among the early traders to take the punt and soon the market was flourishing, with thousands of people making the trek there on Fridays and Saturdays. Borough made the subtle transition from a farmers’ market (more random and local in its offerings) to a recognisable food market. George convinced his fellow trustees that following on from the success of the shopping experience the market should also become a dining experience. Architect Ken Greig was appointed to come up with a suitably noteworthy scheme, a task he more than acquitted by finding a disused structure from another market. The Floral Hall in Covent Garden market had been a stunning construction but was ill suited to its purpose. It was largely a glass building held together by a magnificent iron base, which meant that flowers died from all the sunlight pouring in much more quickly than traders were able to sell them. The Covent Garden authorities had soon dismantled it and it was lying flat-packed in a cave in Wales where Greig discovered it and brought its imposing character back to life in Borough.

At the time, I had won a bid to place Roast in a new development ironically enough also in Covent Garden but was having continual battles with the landlords and so when I heard that Borough was inviting bids from restaurant operators for this iconic building, I pulled out of the first possible birthplace for Roast and pushed my efforts into what would undoubtedly be a much more exciting second one. Inevitably there was stiff competition for the space – both the market and the surrounding Southwark district generally had been transformed from no-go areas to fashionable ones. Luckily my proposal for a restaurant and bar celebrating the best of seasonal British produce and applying it to traditional British cooking, resonated more with George and his colleagues than the submissions made by far more successful restaurateurs than me.

Despite the usual panics and traumas that go with restaurant openings, Roast opened in October 2005 and we benefitted from wide media coverage, largely very positive (The Times called me a National Treasure!), but it still niggles at me that my ethnicity was brought into play by some. The sub-text to some of the disparaging comments about Roast was that it was audacious of a person of Bangladeshi origin to claim to have given Britain back pride in its national dishes. Of course, my ethnicity and my mission caused bemused responses from many and I had anticipated this, but my Bangladeshi origins had never been referred to before. When I opened The Cinnamon Club, they had not been referenced and ironically it was only when creating a British restaurant that I became a Bangladeshi restaurateur. Our customers, unsurprisingly and refreshingly, couldn’t care less whether I was from the Cotswolds or the Congo. What they cared about was getting a good meal, served well, in a unique environment. While we weren’t without our fair share of mistakes – one being my decision to have a daily changing menu (aspiring restaurateurs reading this: don’t do that!) – we really couldn’t have been any way near as bad as were occasionally portrayed because, simply, we would not have 30 per cent of our diners being regulars. Steakhouses around Leicester Square make millions of pounds serving substandard food at inflated prices because they know that their tourist customers will not return and they do not need them to. Roast did and still does and we continue to work on that, so much so that from 120 seats we serve between 2500–3000 diners every week.

We took whatever positive lessons we could from the reviews and streamlined and honed our core culinary offering, developing consistency and desirability. We created an award-winning breakfast menu, which we serve to about 100 people a day. In time we became more assured, we grabbed and owned our space and the reviews became ever more positive. Our social media presence is huge and the customer is now the critic. And our customers were on the whole happy with us and helped spread a more positive message about us. We live in an age now where travel or dining website recommendations are as important to us as the Evening Standard. We use the success that we have been lucky enough to enjoy not just to reward ourselves but also to actively engage with the communities around us. That means more than giving to charity, which we do plenty of: we work with schools on healthy food education programmes, we offer work placements and jobs to ex-offenders as well as to the long-term unemployed and returning soldiers. We motivate and reward our team through an ‘escalator principle’ towards training; the escalator goes all the way to the top of the company and you can get on and off whenever you want. Programmes like these have earned us the position as the first, and at the point of writing, the only independent restaurant in Britain to have a gold standard in the coveted Investor in People programme.

After five years of hard and loyal service to us, Lawrence moved on to become head chef at The Wolseley, soon rising to become their company’s executive chef. It’s a source of pride to me for a former head chef at Roast to do so well. Another source of pride for us was that during the five years following the launch of Roast, many others had seen the vast opportunities in adopting seasonal ingredients and traditional native cooking. Dozens of restaurants and smart food pubs have emerged in the light of the Borough market principle and head chefs from many of these establishments were quick to apply for Lawrence’s position. I didn’t have to interview many before I knew I had my man. Charming and thoughtful, Marcus Verberne began his interview by being asked if he had eaten at Roast recently and he said he had done so the night beforehand, so I enquired as to what he had eaten. We both agreed that the starter he had chosen was excellent but I said there was something not quite right with it and asked what he thought that was and instantly he said it lacked height and dimension – precisely as I had thought. Pretty much after that my mind was made up and the rest of the hour-long interview became more of a chat about food more generally. His provenance was good, having come to us as executive chef of the Brown’s Hotel in Mayfair under the tutelage of the great Mark Hix.

Marcus had never formally trained as a chef. A New Zealander, as a young man looking to find a career, Marcus had moved to Wellington where he had bumped into an old school friend who was working in a wood-fired restaurant called The Beacon where they were looking for a dish washer. After his first night in that role, he knew that he was meant to be in kitchens. His head chef there Dean Clure soon took him under his wing and Marcus began working the grill and then the oven. After just over two years made it to sous-chef before moving to Melbourne where he worked in Italian restaurants. In 2001 he decided to come to London. Marcus joined Le Caprice and stayed there five years, leaving as sous-chef to spend time at The Ivy and J Sheekey. His original plan was to stay in London for two, perhaps three years and then return home, but that idea soon got put to the side as he relished his new culinary life here. After a brief foray as head chef of The White Hart Inn in a village in Suffolk called Nayland (near Colchester), where he enjoyed the foraging but missed the energy of the capital, he took up an offer to become the head chef of Mark Hix’s restaurant at Brown’s and soon rose to be executive chef of the whole hotel. Before offering him the position I naturally had to test whether his dishes matched his words so I took six of my fussiest foodie friends and our stalwart general manager, Sergei Gubars, to have lunch there. Not a single negative came from the table as we devoured as much of the menu as we could.

Marcus took over from Lawrence on New Year’s Day 2012. He soon made the menu his own, adopting some of the Hix traditions, such as having a curry on the menu, which to this day I have to tell people was not my idea, but soon let go of the framework of thinking he’d established at his former employer. Roast’s menus today retain the best parts of what Lawrence established and what Hix had taught Marcus but they indistinguishably have a Verberne signature. Each month, Sergei, Marcus and I go out visiting other restaurants not just to see what others are doing – a crucial exercise for any successful and busy restaurant – but also for us to take time off-site to talk about food more generally. Marcus engages the whole team with his enthusiasm. When he arranges foraging or farming trips for the staff, not only do chefs sign up, but so do our receptionists, waiters and bar tenders. His appetite for using unusual ingredients will work not just if the dishes taste good but if our serving team can convince diners to try them; they need to know not just what dogfish is, but also why we use it.

But the Roast experience is not just about food. Our bar team, led by Sebastien Guesdon, enthrals our customers with concoctions using seasonal produce as well as with exciting innovations such as pudding cocktails. Sergei doubles up as wine buyer and he collaborates closely with wine makers to make sure our list is constantly refreshed and relevant. Despite the shaky start, Roast has become a proud player in the London dining scene, constantly surprising our customers not just with food, drink and service but also with revolving art and digital installations; by creating our own beers, coffee and wines; and by making every member of the team a star rather than a bit player. And what do I do? I am the conductor of this orchestra. I wave my arms around and Marcus, Sergei and the team create music.

Our combined history, experience and ideas has led to this, the Roast cookbook, which recreates some of the best recipes served at the restaurant for the home cook and celebrates the people that share our mission to create and enjoy delicious British food and drink. Here are our culinary blueprints for all occasions, from breakfasts, brunches and lunches to dinners, puddings, cocktails and wines, in a book that captures the whole ethos of Roast, from the field and the shore to the kitchen and the bar. We invite you to take your feasting to new heights.