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As Head of Food, Tom Adlam stands at the crossroads of changing customer expectations, commercial performance, and product innovation. Since joining the company in 2025, he’ s led food strategy, menu development, new concepts, and kitchen design across every venue. The role has never mattered more: food is now central to attracting and keeping guests.“ Customers are definitely more thoughtful about how and where they spend their money. Value matters, but it doesn’ t always mean being the cheapest. Today, it’ s about whether the experience feels worth it. People have so many choices, including staying home, so we need to give them a compelling reason to go out,” Tom notes.
Signature hasn’ t chosen to standardize. Instead, the team creates a portfolio of venues tailored to specific customer needs, occasions, and locations. While some hospitality groups chase consistency above all else, Signature has spent over twenty years developing distinct brands and concepts for a range of customers and experiences. He reflects,“ What’ s mattered as we’ ve grown is we haven’ t tried to create a cookie-cutter group. Every venue has its own identity, shaped by its location, its customers, and the occasion it serves.”
In a market where occasions increasingly shape venue choice, Signature operates on the belief that every customer wants something tailored to them.“ A visit to Cold Town House is nothing like going to Kyloe, The Queen’ s Arms, or The Spiritualist. We see that variety not as operational complexity, but as a smart response to changing customer behavior,” he observes. Guests pick a venue based on the occasion— maybe to spend time with friends, celebrate a milestone, watch sports, or simply enjoy a quiet meal. Those choices and behavior patterns shape Signature’ s investment decisions.
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