With a career spanning more than three decades across some of the UK’s most recognisable retail and hospitality brands, Jonathan Lawson, CEO of the Butcombe Group, brings both depth of experience and a genuine passion for people to everything he does. Having worked across hugely diverse sectors, from food retail to eye healthcare, his journey has been shaped less by a fixed plan and more by curiosity, opportunity and a desire to build something meaningful.
When we sat down to talk, what stood out most was not just Jonathan’s breadth of experience, but the energy he still brings to the role. There’s a real sense that he’s exactly where he wants to be; surrounded by a team he values enormously, in an industry he clearly loves. It was a really insightful conversation, but also very honest and down to earth.
What does your Monday morning routine look like?
These days, I tend to work from home on a Monday. It’s actually one of the most efficient ways to kick off the week because all of our numbers come in and we’ve got teams spread across different parts of the country, so it allows me to really focus on reviewing everything properly.
I’m an early riser, so I’ll normally be up at five or half five. If the weather’s good, I’ll get out on my bike for an hour. It’s a great way to clear my head and set myself up for the day. If not, I’ll still make sure I do something active, whether that’s a run, some weights or using the turbo trainer indoors. I find I’m just in a much better place mentally and physically if I’ve done something before the day really starts.
From there, it’s straight into the week. I usually plan things out on a Sunday, so I know what the priorities are. Monday becomes a mix of reviewing the numbers, connecting with the teams, and then later in the day, stepping back to think more broadly about what’s coming up. It’s a good balance of analysis, collaboration and forward planning.
What did you want to be when you were young?
It definitely evolved over time. Early on, I thought I might follow in my dad’s footsteps – he was an interior designer, graphic designer and architect – but I quickly realised I didn’t quite have the knack for it. I can’t draw two straight lines together, so that probably ruled that out fairly early on.
I was really interested in politics and history at school, which is what I went on to study at university, and for quite a long time I could have seen myself going into something like the Foreign Office or diplomacy. If you’d asked me as a 14 or 15 year old, right through into my late teens, that’s probably what I would have said.
Like a lot of people though, life just took a slightly different path. I had different experiences, different influences along the way, and ended up somewhere I never would have predicted but actually somewhere that suits me far better.
What job is the favourite you’ve ever had and what made it so special?
It’s the job I’m doing now. And I do feel genuinely quite lucky to be able to say that.
I’ve had some fantastic roles over the years and worked with some brilliant businesses, but this one stands out because of the people. It’s the best team I’ve worked with, without question. There’s a real passion for what we do – whether that’s brewing, food, or the experience in our pubs – and that comes through everywhere in the business. When I joined, there was a lot to do, as there always is, but what really impressed me was just the quality of the people. Over time we’ve built on that, and I still get a huge amount of enjoyment from being out in the pubs, seeing everything in action. It just feels like a very special place to be.
What has been the best moment in your career?
There have been a lot of great moments over the years, so it’s hard to pick just one. Getting my first store manager role at Marks & Spencer was a big milestone. I was about 26 at the time, and suddenly you’re walking into a store on your first day with everyone looking at you as the new leader. That’s a proud moment, but also one where you very quickly realise the responsibility that comes with it.
Another moment that really stands out was at the Publican Awards a few years ago. We’d entered three categories – Best Accommodation, Best Premium Food Operator and Best Managed Pub Company – and the competition was incredibly strong. We took a good group of the team along, and going into it we thought if we managed to win one, maybe two, that would be a great result. In the end, we won all three. Seeing the reaction from the team – the pride, the excitement, the sense of achievement – that was a really special moment. It wasn’t just about the awards themselves, it was about what it meant to everyone who had worked so hard to get us there.
What has been the worst moment in your career?
I’ve had a few tough periods. One was when I pushed the business too hard – trying to deliver too many big initiatives all at once. We got there in the end, but it took a lot out of the team, and looking back, that responsibility sits with me. You learn from those moments. It’s about recognising when you need to slow things down and making sure you’re not asking too much of people all at once.
What’s the most unexpected lesson you’ve learned from your career so far?
For me, it’s how important communication is. I believe it’s almost impossible to over-communicate. Making sure people understand what’s going on, where the business is heading and how they fit into that is incredibly important. Beyond that, it’s the small things. Taking the time to thank people, remembering names, showing an interest in what’s important to them… those are the things that really make a difference. You think they’re small gestures, but actually they’re what shape the culture of a business.
What’s the best piece of advice you ever received?
The best advice I was given was to focus on doing something you genuinely enjoy and are passionate about. If you do that, you’re more likely to work hard at it, be good at it and ultimately be happy. I was once worrying a lot about which job would be best for my career, and a mentor told me to just pick something I’d enjoy. That turned out to be one of the best decisions I made. Alongside that, I think it’s important to be the most effective version of yourself. Don’t try to lead like someone else. Understand your own strengths and weaknesses and build on those.
What inspires you?
Lots of things, but it always comes back to people. People who are genuinely passionate about what they do and who really stick to that, they’re the ones who stand out for me. You see it across our business all the time. Brewers who have been doing this for decades and are still completely committed to the quality of what they’re producing. Chefs and kitchen teams who just love what they do. That passion really comes through in the end product.
I also see it when we work with suppliers. We were with Amanda from Granny Gothards recently, and listening to her talk about building that business and the level of care and pride she puts into what she does was incredibly inspiring. She’s absolutely committed to creating the best possible product and not compromising on that, and you can see how that’s translated into something really successful.
Those are the people I find most inspiring, the ones who just commit to doing something really well, and keep pushing to make it better.
What would you do if you weren’t in the food, drink & hospitality industry?
I think whatever I was doing, it would still be something very people-focused. I really enjoy working with large teams and being close to customers, so I’d probably still be in a customer-facing environment; something like retail or a similar type of business.
I find I like being out there, seeing what’s going on, talking to people, understanding how things are working in real time. Sitting in meetings all week wouldn’t suit me. I’d always want to get out and see the business for myself.
The other thing, slightly differently, is I’m a bit of a cycling nerd. I really enjoy it and can get quite into the detail of it, so I could quite happily end up doing something connected to cycling in some way as well.
What is your most memorable foodie childhood memory?
Some of my best memories are from travelling through France with my family as a child. We’d just drive through places like the Loire Valley and stop wherever we felt like it. The food was always simple, whatever was being cooked that day – the plat du jour, but it was incredible. Things like a bowl of mushroom soup or a farmhouse pâté, but done so well. That idea of simplicity and quality really stayed with me.
What is your favourite cuisine?
I’m quite simple in that sense – I really love fish. It’s probably my go-to in most situations. Something like a whole grilled fish with a Greek salad is perfect for me. In a few weeks we’re heading out to Crete, and that’s pretty much all I’ll be looking for – fresh fish, simply cooked, with a salad on the side. That said, it doesn’t have to be anything particularly elaborate. One of my favourite things to do with my daughter is head to the Suffolk coast, grab some fish and chips and sit on the beach eating them out of the bag. That’s just as good for me. I think it’s less about a specific cuisine and more about quality and simplicity. Fresh ingredients, cooked well, and enjoyed in the right setting. That’s what really makes it for me.
What is your favourite food or drink product on the market right now?
I’ll allow myself a bit of a plug here! Goram Zero is genuinely an outstanding product. It’s brewed in the same way as our other beers, using a specialist yeast that keeps the alcohol level low without stripping out the flavour. That means you get a proper, full beer experience, which isn’t always the case with low or no alcohol options.
What’s your favourite way to unwind and de-stress?
Cooking, without a doubt. I love it, especially at the weekends when we’ve got friends or family around. It’s something I grew up with. My mum and grandmother taught me, and I find it a really relaxing way to switch off. That, combined with a good glass of wine, is pretty ideal.
What would you like to be doing in five years’ time?
I’d still like to be involved in the industry in some way. I enjoy working with growing businesses and helping people develop, so something that allows me to do that would be ideal. It’s about working with good people and feeling like you’re contributing something worthwhile.
What is happening in your life that you would like a shout out about?
We’re in a really positive place as a business at the moment. We’ve had a strong year, we’re financially in a good position, and we’re starting to look at how we grow further. There’s some really exciting work happening around our boutique inns, and we’re continuing to invest in the business. It’s a challenging industry, but we’re in a good position and there’s a lot to be optimistic about.
You can connect with Jonathan through his LinkedIn page and find out more about Butcombe Group HERE.
