From growing up in his family’s kitchens to leading one of the UK’s largest hospitality procurement networks, Alex Demetriou’s career is a story of passion, innovation, and purpose. After founding the Regency Purchasing Group to support his family’s restaurant business, he grew it into a national cross-category service helping thousands of hospitality and leisure operators. His ventures have ranged from securing mobile vending contracts at the London 2012 and Rio 2016 Olympic Games to CEO of Foodbuy UK & Ireland, while continuing to champion independent operators through his roles at The Grand Pier and The Old Thatched Cottage. His philosophy centres on collaboration, connection, and community — values that clearly shine through in every part of his work. It was such a pleasure to chat with Alex and hear more about the people and principles that drive him.
What does your Monday morning routine look like?
I wish I had a routine, but it really depends on which business needs me most at the time. We’re involved in several, and my week is always led by the needs of our customers and our teams. There’s some structure with leadership catchups, but customer requirements always come first. I don’t like to be dictated by routine; my work revolves around people. Every so often, though, there’s a special Monday, like a recent lunch at The Hand and Flowers with Tom Kerridge, that makes me realise how lucky I am to do what I do.
What did you want to be when you were young?
I had no idea, other than knowing I didn’t want to be in hospitality, which is ironic. I grew up working in our family’s restaurant from a young age, washing pots at seven and cooking by eleven. Certainly, by the age of 15, I was able to run the pass in the restaurant. My grandmother was determined that we’d all get out of kitchens and focus on education, so the only thing I knew I didn’t want to be, was a restauranteur but the industry has a way of holding on to you. There’s something really special about it that draws you in. Even after moving into insurance and other ventures, hospitality kept drawing me home. It’s where my passion lies.
What was your first full-time job?
My first full-time job was in our insurance business as an administrator. Coming from catering, I couldn’t believe people only worked 40 hours a week with weekends off! That felt like a part-time job to me, so I ended up working two jobs. I still worked evenings and weekends in the restaurant. That work ethic has never really changed.
If you could time travel and have dinner with any historical figure, who would it be and why?
If I didn’t have to time travel, it would be Sir David Attenborough. His passion and everything he’s achieved in his space are extraordinary. If I did have to time travel, it would be Queen Elizabeth II. I once watched a programme where they walked together through the Queen’s gardens. They were the same age, and it was one of the most wholesome things I’ve ever seen. From a culinary perspective, it would be Albert Roux, who changed the culinary world for the UK. He and his family aren’t just chefs; they’re magicians.
What are you currently reading?
I’ve just finished Leaders Eat Last by Simon Sinek, which is all about how people follow leaders who inspire them, not just managers who direct them. It really aligns with how I think about leadership. I call it the Messi vs. Ronaldo effect; people now follow individuals, not just teams or companies. It’s important how you look after people, how you treat people. There’s this thing where people refer to ‘crossing professional and personal boundaries’, where work is work and your personal life is your personal life. I don’t see it that way at all. I think the two are intrinsically linked because your work is such an important part of your life. There are people that I’ve worked with for years – a KP that’s been with us 20 years, a waitress who has been with us 17 years – they’re as good as family, they’re as important as family. You end up creating a connectivity beyond what is in the workplace.
I also loved Unreasonable Hospitality by Will Guidara. I met him at an event in Nashville and his story about taking Eleven Madison Park to number one in the world is incredibly inspiring.
If you could visit any place in the world right now, where would you go?
New Zealand. I think I’d love the open space, the scenery, and the calm. The UK feels so busy all the time. You rarely have time to breath and I’m terrible for working every day. I think somewhere like that would give me time to stop, think, and reset. I love skiing for the that same reason. Fresh air, quiet, and space to reflect.
What is your most memorable foodie childhood memory?
Family occasions, without question. Our family heritage is Cypriot, and food is at the heart of everything! Long lunches, small plates, everything goes on the table, everyone talking over each other, because everyone wants you to pass something. It’s loud, full of energy, and all about sharing. When my wife first joined one of our family meals, she thought we’d been arguing! That sense of connection through food has always stayed with me. Hospitality teaches you how to talk to everyone, from pauper to prince, and that’s an incredible life skill.
Name one thing on your bucket list that you still need to do.
We’ve been lucky enough to work across a number of different industries, and my goal now is to support as many hospitality businesses as possible — especially independent and family-run operators. Through our procurement business, we already work with more than 10,000 independent sites across the UK, and I’m focused on growing that number.
In our own à la carte restaurant, I see every day just how challenging the landscape is, which is why it’s so important to me that we help independents at a time when they need it most. Independents are where innovation starts; every hospitality brand begins with a single venue, and from there it grows. That first site — that first spark of an idea — is the foundation of what may one day become a recognisable name on the high street. We have a responsibility to protect and support those independent operators who could become the next big success story. Their creativity is vital to the future of the industry, particularly at a time when rising costs and pressures are making it harder than ever for small businesses to thrive.
What’s your favourite way to unwind and de-stress?
The gym. I train between three and five times a week. Weights during the week and cardio or circuits at the weekend when I have a bit more time. I prefer working out in the afternoons or early evenings as it allows me to relax a bit more in the evening. I’m a better person for it. It’s my way to clear my head, either training with friends or on my own with an audiobook or some music. It’s how I decompress.
Share a quote or motto that inspires you or by which you live your life.
“Do the right thing for the right reasons and the money will turn up in the end.” We’ve never built a business just to generate revenue. We’ve created businesses with a view to being best in class, doing the right thing, doing it in the right way. It means that you end up creating with a longer-term view, and it means that gratification is delayed, but over time you end up with a market leading business or a market leading product that subsequently does make really good money, but only because you’ve never focused on it. We wake up every day and all we think about is our customers. How can we make the proposition better? How can we serve people better? That mindset even saw us through COVID. Our strategy never changed because it’s never been about money. It’s about people and purpose.
What’s a skill you’ve always wanted to learn but haven’t had the chance to yet?
Play the piano. I’ve always wanted to, and I even tried to convince my children that that’s what they wanted to do. I bought them a keyboard and encouraged lessons, but they weren’t having it. Zero interest! So, it’s something I’ll have to pick up at some point…
What’s the best piece of advice you ever received?
“If you’re the smartest person in the room, you’re in the wrong room.” I’ve always believed in surrounding myself with people who challenge me and bring different strengths to the table. In our business, we have a rule that there’s no hierarchy — no one is more important than anyone else. That belief comes from my time in the restaurant industry.
I started as a KP, and that experience taught me everything about respect and teamwork. After a 13-hour shift, your back aches, and you understand how hard that job really is. When I moved into the kitchen and then front of house, I always made a point of saying thank you and showing appreciation, because that small acknowledgment means a lot.
As a chef, I’d have lots of pans on the pass during a busy Saturday night, and those same pans would be turned four or five times during service. Without the KP washing them, I couldn’t cook the next dish — so however important the exec chef might seem, without the person in the pot wash, the whole operation stops. The truth is it takes everyone doing their job to make it work.
That mindset has shaped the culture of our company. Whether you’re a CEO building strategy, an account manager looking after customers, or someone processing invoices to make sure people get paid, every role is essential. Without one piece of that jigsaw, the whole picture falls apart. That’s why everyone in our business has the freedom to question decisions, offer ideas, and challenge leadership without fear. It keeps us open, honest, and, most importantly, connected.
What is your favourite food or drink product on the market right now and why?
I love the growing trend of Asian-inspired food — sushi and that clean, fresh style of eating. It’s a lifestyle as much as a cuisine. It’s great to see it spreading beyond London and into the Southwest. Kibou in Clifton is a favourite of mine. And if we’re talking about treats, Humble Crumble is incredible. It’s not healthy, but absolutely delicious!
What inspires you?
My family. I want to make sure my grandparents’ legacy lives on. My grandmother is 86 and still phones me to tell me off if I don’t do things properly. I visit her once a week to have a cup of tea and talk about work. She wants to know about everything that’s going on and she remains the driving force behind everything we do. My late grandfather was a great fundraiser and a huge inspiration to us and in his memory, we created the Axentis Michael Charitable Trust 22 years ago when he passed away to raise and distribute funds to those most in need in the local community. Since then, we’ve donated over £2.5 million to worthy local causes in the Southwest. That was my grandfather’s name and I’m named after him. My real name is Michael Axentis. It’s the name on my passport, but rather bizarrely, when I went to school, they told me it wasn’t a real name and that they were just going to call me Alex. And that was it and it stuck. My family still call me Axentis though.
What would you like to be doing in five years’ time?
Exactly what I’m doing now. I love what I do, and it will be the hill that I die on – supporting independent hospitality, helping operators use technology to compete with the national chains, and making a difference. This is what I want to keep doing.
What is happening in your life that you would like a shout-out about?
Our Axentis Michael Memorial Ball is one of the things I’m most proud of. It’s held every two years on Weston-Super-Mare Pier, entirely volunteer-run, with all costs covered by our family businesses so that every penny raised goes to local causes. We have staff coming over from Revo and The Old Thatched Cottage. We have directors of businesses giving up their time to wait on tables for this cause because they know how important it is to us. The team at Regency Purchasing also volunteer their time on the evening. This year, we had the Ball on the 22nd November with over 650 guests and we raised £510,000, which will be used to hep those most in need in our local community.
You can contact Alex through his LinkedIn profile.
