Episode 171
Paul Cooper – Michelin-trained executive chef and multiple venue owner – joins the podcast.
Paul Cooper earned an early restaurant education in Australia before hitting his stride in world-class European kitchens – Barcelona’s ABaC, London’s iconic Pied a Terre (under Shane Osborn) and Michel Bras’ acclaimed French restaurant, Bras.
Returning home with incredible Michelin-star experience, he has since come to own multiple venues, vineyards and joins the program today as an Executive Chef with a top-to-tail philosophy, sparing ‘no broccoli stump’.
This episode was recorded at Oakwood Premier Melbourne.
In The Interview
Michelin Experience
Paul shares a story from his time at Pied a Terre in London – a two Michelin-star restaurant – where he worked under Australian chef, Shane Osborn. This experience was a significant milestone in his career, marking a period of intense learning and growth. He recalled a particular instance involving the preparation of a suckling pig, which required meticulous breakdown and cooking methods.
The resulting dish, featuring various pork elements paired with apple puree and roasted beetroots, was well-received and reviewed by the Michelin Guide, maintaining the restaurant’s prestigious two-star rating.
Distinctly Different
Paul emphasises the importance of creating distinct personalities for each of his venues. Fergusson Winery and Stix Restaurant & Bar each cater to different clientele in their respective locations.
Fergusson, situated in the Yarra Valley, aims to offer a refined, destination-worthy experience, while Stix – located in a suburban setting – aims to provide a more crowd-pleasing, family-friendly menu.
Paul’s passion lies in delivering memorable dining experiences that bring joy to his customers, which he finds immensely rewarding.
Adapting to the Market
The conversation touches on some of the challenges of the hospitality industry, particularly in the context of economic pressures and changing customer expectations.
Stix has evolved from its initial steakhouse concept to include a broader menu featuring pizza and pasta – catering to the diverse tastes of its suburban patrons. This adaptation reflects Paul’s ability to listen to his customers and adjust his offering.
He acknowledges that maintaining competitive pricing and high turnover is crucial in today’s market, emphasising the importance of flexibility and responsiveness.
Winery and Local Tourism
Since taking over Fergusson in 2021, Paul has focused on enhancing the restaurant’s reputation and attracting more visitors. While the winery previously relied heavily on tour groups, Paul has shifted the emphasis towards an improvement of the restaurant’s food quality.
He notes the Yarra Valley’s appeal as a tourist destination and stresses the importance of offering an exceptional dining experience to stand out from the other restaurants in the area.
Creating Joy Through Excellence
Throughout the interview, Paul’s dedication to creating happiness through his work is evident. He takes great pride in seeing his customers leave satisfied and cherishes moments when his establishments play a part in their special occasions.
The Importance of a Great Team
Paul highlights the significance of having the right people in the right positions within his business. He recently hired a head chef at Fergusson, someone he trusts deeply, which has allowed him more time to focus on other aspects of the business.
Daily Routine and Work-Life Balance
Paul’s typical day starts at 7:30 AM with prep for lunch service. Despite having a supportive team, he finds balancing work and personal life challenging and is driven by the need to continually explore new revenue streams to ensure the financial health of his business.
This inherently entrepreneurial mindset leads him to constantly develop new ideas, such as a recent venture into supplying heat-and-serve food to a cocktail bar – a concept he believes has significant potential.
Innovation and Product Development
Paul shares his process for developing new products. He is inspired by observing other businesses and adapting ideas to fit his model. For instance, his heat-and-serve idea emerged from seeing someone heat meatballs in a cryovac bag.
He briefly explains the technical aspects of sous-vide cooking and the benefits of using vacuum-sealed bags for food preservation – highlighting that this method can enhance flavour and extend shelf life, making it a viable business proposition.
Role of Catering In Business Expansion
The catering arm of Paul’s business started as a way to generate additional revenue without increasing overheads. Despite setbacks like COVID-19, which hindered catering during lockdowns, Paul remains committed to this sector and views catering – especially for weddings – as a crucial revenue stream that has no ceiling compared to the limited capacity of a restaurant.
Building relationships with venues that lack kitchens has been a strategic move, allowing him to cater events and expand his business footprint.
Business Model: Property Acquisition
Paul’s business model is unique in that he focuses on acquiring property to secure his financial future. He describes a creative deal structure for purchasing Fergusson’s winery, which involves paying the deposit over three years.
This approach, though unconventional, allows him to invest in property without immediate substantial capital.
By owning the properties, Paul can avoid rent and build assets for retirement, a strategy he believes sets his business apart from others in the hospitality industry..
Creativity and Growth
Paul attributes much of his business success to his creativity and ability to see opportunities where others might not. He constantly thinks about how to improve processes and products, developing ideas multiple times in his head before implementing them.
This innovative mindset, combined with a practical understanding of food and a supportive team, allows Paul to navigate the challenges of the industry and continue growing his business.
