Oct 28, 2025
In this episode of Served. Founder Stories, Peter Baech sat down with Simon Houston FIH, Co-founder and Director of Houston & Hawkes, to explore his journey from university placement to leading one of the UK’s fastest-growing independent caterers.
Founded in 2019, Houston & Hawkes has become known for its people-first culture, independent ownership, and B Corp certification - all achieved while navigating a global pandemic.
From university kitchens to entrepreneurship
“I grew up in hospitality. My dad worked in food service, so unlike most people leaving university, I actually knew what contract catering was.” - Simon Houston
After studying Hotel & Restaurant Management at Oxford Brookes, Simon joined BaxterStorey, where he met his future co-founder Dave Hawkes. Following seven years at BaxterStorey and a later stint as Sales Director at BM Caterers, Simon felt the pull to start something new.
“The sector had seen a lot of consolidation and fewer independents. There was space for a new, boutique caterer. We wanted to bring that back.” - Simon Houston
So, in May 2019, Simon and Dave launched Houston & Hawkes - without investors, and with a clear goal: to build a business where people, quality, and autonomy came first.
Privately funded and proudly independent
“We’ve had plenty of offers from investors, especially after COVID. But we always wanted to remain privately funded. It gives us full control over the clients we work with and how we run our business.” - Simon Houston
That independence has become one of the company’s defining traits. Free from external pressure, they’ve focused on doing the basics exceptionally well - hiring the right people, setting high standards, and keeping decision-making simple.
“Our big goal is to keep the business simple. It sounds easy, but as you grow, that simplicity becomes your biggest challenge.” - Simon Houston
Turning purpose into practice with B Corp
Just months after launching, Simon and Dave began the process of B Corp certification - during lockdown.
“We used B Corp as our framework for building the business. It became a guiding principle for how we made decisions, treated people, and measured success.” - Simon Houston
That decision helped position Houston & Hawkes as the only B Corp contract caterer in the UK at the time - a distinction that resonated deeply with clients and teams alike.
Growth through people and trust
From two initial contracts in 2019 to 40 contracts and nearly 500 team members today, Houston & Hawkes’ growth has been steady and intentional.
“I think our biggest strength is people. Our operations managers look after five to eight contracts each - not twenty. That means they actually know their clients, their teams, and what’s happening on site. That time and trust build relationships that last.” - Simon Houston
The company’s focus on people extends to internal culture, too. For three years running, Houston & Hawkes has been named one of the Best Places to Work in Hospitality.
“If people take time to give us feedback, we have to take time to act on it. Each year we take the top ideas from our team survey and implement them - from new policies to reward schemes. Most of our best initiatives have come from our people.” - Simon Houston
Building through challenges
Like many startups, Houston & Hawkes launched into uncertainty.
“Our first pitch was for an American law firm. They wanted to see one of our sites - but we didn’t have any yet. So we borrowed a supplier’s training room, built a pop-up café, and served them lunch there. They loved it. That became our first contract.” - Simon Houston
When COVID hit months later, they stuck to their plan - even though it meant not paying themselves for three years.
“In a strange way, the pandemic gave us time to pause and think. It allowed us to consolidate what mattered most and come out stronger.” - Simon Houston
Keeping it simple for the next chapter
Looking ahead, Simon’s focus isn’t on becoming the biggest player in the market. It’s on keeping the values that made the company work.
“As we grow, the real question is how to maintain that small-company feel - where culture, trust, and relationships stay at the core.” he says.
And as for long-term ambitions? Simon smiles:
“We don’t have an exit plan or big end goal. Our priority is to keep doing the basics really well. If we keep it simple, success will follow.”
Key takeaways from Simon
Independence matters: Houston & Hawkes’ decision to stay privately funded shaped its agility and culture.
People first, always: Growth comes from hiring well and creating an environment where ideas move upward.
Purpose with proof: Becoming a B Corp wasn’t just a label - it built the company’s DNA.
Simplicity scales: In both catering and leadership, simplicity takes discipline.
