The Salad Project: London wants to eat healthy now
Co-founder of The Salad Project, Florian de Chezelles, tells us about the ideas that started this venue, his collaboration with Max La Manna for Veganuary, and why salad bars are starting to crop up in London
What experience do you have within the hospitality industry?
I’m 29 years old and I’ve only ever worked in this industry. I have literally never done anything else, not even a summer internship in insurance or anything of the sort. I even studied hospitality management at university in Switzerland. Honestly, I’ve done a plethora of roles across casual, chain and luxury hotels and restaurants. I started off as a pizza delivery guy aged 18.
What led to the creation of the Salad Project?
Whilst studying hospitality management at university, I met my best mate and business partner James, and we’ve always wanted to open up something together. Upon graduation, and after working for a couple of years in London, we really needed to scratch that entrepreneurial itch.
James and I have both been brought up internationally and it became pretty apparent to us that London needed better healthy, quick service restaurants – specifically in the salad game. It was simple; we wanted it but it does not exist, so we built it.
In terms of the name, we always thought the word “project” was the best way to describe what we were trying to do, because it captures our desire to build a business together and our desire to elevate things, while not reinventing the wheel. At the start of our journey, we were going to be called Project-S. I’m glad we dropped that name.
Can you tell us about your recent Veganuary partnership with Max La Manna and any upcoming campaigns you two are working on?
It’s just been so exciting for us and a real ‘pinch me’ moment to work with Max. @maxlamanna is everything The Salad Project aims to be about. We wanted to celebrate vegetables and showcase the best of sustainable cooking with him.
In your opinion, is veganism on the rise, and why? Would you say that there are more ‘part-time vegans’ around now?
Veganism is definitely on the rise, but they remain a loud minority at this stage. It is great to see more and more people come through our doors and order our vegan options, and the planet is better off for it. However, it remains a small proportion of our orders; chicken salads remain the most popular options!
What is the salad bar industry like in London particularly, and do you think it can be replicated elsewhere in the country, why/why not?
I’d like to say it is flourishing, and that London is all the better for it. What’s very clear is that people want to eat healthy now. Greggs and Tesco meal deals for lunch don’t cut the mustard anymore, which is great news for us. I’d like to say high street food trends start in London first and then other parts of the nation follow, which has already begun to happen. When it increases pace, hopefully The Salad Project will be there ready to cater!
Besides launching a new location in Bank, what other plans for expansion has the Salad Project got in store?
You’ll have to follow us on Instagram to find out.
