Interview: Gary Adlen, co-owner of Bretta&Co

Gary Adlen is the co-owner of Bretta&Co, a deli, bar and bistro that opened its doors a little over a year ago in the heart of Liverpool’s Ropewalks district. In that time, the firm has carved a named for itself in Liverpool’s thriving restaurant community, but I wanted to know more about its past.

“The business idea actually stemmed from another business trip to New York,” Gary explained. “I was working for a French environmental company at the time, as my background is in waste management, and though I was based in Paris I had the opportunity to travel a lot with work.

“I walked into a bar, or what I thought was a bar, called Dean and Deluca and was completely taken with the atmosphere. Turns out it was actually a deli and bistro, which I thought was a fantastic idea, and it kind of stuck in my mind as a potential business endeavour.”

When Gary returned to Liverpool, his hometown, further career moves led him closer to launching his own business.

He said: “In 2006, I became the head of investment for regeneration agency The Mersey Partnership so was heavily involved with the city’s vision for the future, as it became Capital of Culture in 2008.

It was clear that Liverpool needed more independent retailers and restaurants

“It was clear that Liverpool needed more independent retailers and restaurants which, five years down the line, is a thriving and integral part of the city; the independent sector is just booming! And so my vision for Bretta&Co came back to me and, two years ago, I decided it was now or never.”

Gary’s sister Bretta, he said, was the perfect business partner due to her background working in retail for a number of big brands in Liverpool, and her experience working as a PA for British businessman Philip Green, chairman of the group that owns Topshop, Miss Selfridge and a number of other high street chains.

As Bretta&Co celebrated its first birthday in August, I was keen to find out what changed for Gary and Bretta over the course of the first 12 months. Had their menu evolved with customer feedback, or had they taken on more staff to meet a growing demand?

“Customer feedback is hugely important to any new business,” Gary admitted. “You can do all the homework and market research you want beforehand, but the real learning curve comes in the first year of opening.

“Yes, our menu has changed, and for the better. In the beginning, our menu was extensive and we tried to cover all bases. But 12 months in, we know what works, what our diners want to eat, and have been able to refine our menu and tailor it to our customers’ preferences.”

The independent spirit is huge in Liverpool right now and people really are choosing to support independent restaurants

The aim, he added, is to get the balance right between offering upmarket cuisine and heartier, feel-good options.

Gary went on: “The independent spirit is huge in Liverpool right now and people really are choosing to support independent restaurants rather than going to chains.

“We pride ourselves on top quality produce so, with this in mind, we have recently partnered with a local butchers for all of our meat produce, both in the deli and bistro.

“This attention to detail and our commitment to sourcing locally for fresh produce, whilst also bringing unique European products to Liverpool, is what makes us stand out, and the feedback has been great.”

Next, I asked Gary about the decision to set up shop near Bold Street.

“There’s nothing better than being part of the hustle and bustle of the city,” he explained. “To realise our vision for Bretta&Co, there was no alternative; we had to be in the city centre where the hub of independent activity is. This works brilliantly for both the bistro and deli.

But what’s the best and worst thing about running a city centre business?

Gary said: “Being part of the Ropewalks area means we are perfectly placed to serve both workers on weekdays and families and tourists at weekends, and our deli means we offer something more than just a place to sit down and eat.

“It’s convenient for people popping in to pick up a quality wine or cheese on the way home from work and we love that we’ve been able to bring that to the city.

“The worst, but inevitable, thing about running a city centre company is, of course, the competition. There are new restaurants opening up almost on a weekly basis it seems, which is great for the city but obviously means we have more restaurants to compete against.”

That being said, Gary seemed confident that Bretta&Co has enough to set it apart from the other eateries on Liverpool’s colourful independents scene.

Bretta&Co might be based in the middle of the city, right next to one of its most popular dining streets, but it’s still something of a hidden gem - not the sort of place many people would stumble upon accidentally.

However, Gary said the firm has used this to its advantage.

“My favourite thing to hear is people describing Bretta&Co as a hidden gem. We’re not on Bold Street, and whilst that initially seemed like a challenge in terms of attracting passers by, we’ve realised that Bretta&Co is the type of place that people will actively seek out.

“With the produce on offer, we’re fairly niche and attract a specific demographic when it comes to our clientele. Bretta&Co stocks 1,200 products from specialist wines to top-of-the-range foods, and regardless of whether you’re on the high street or not, this will draw people in.”

We wanted to pay tribute to the New York deli and bistro that sparked my vision all those years ago.

As I’ve explained in past conversations with business owners, I’m a big sucker for design and aesthetics. I think most people would agree that a restaurant’s interior contributes almost as much to an overall dining experience as the food on the plate.

Bretta & Co’s interior is full of character, so I asked Gary what informed its design.

“We wanted to pay tribute to the New York deli and bistro that sparked my vision all those years ago, but make it unique to Liverpool.

“All of our fittings are reclaimed and recycled; our bar top, wooden floors and beams are over 100 years old and were recovered from forgotten Liverpool schools and churches.

“The rich ambience created as a result is unique to us and we love that the interior tells a story. We may stock produce from all over Europe but Liverpool is at the heart of Bretta&Co.”

In the next few years, Gary plans to work on strengthening the firm’s current offering, although he’s recognised an opportunity to grow Bretta&Co’s events roster.

He said: “Our wine and gin tasting events are becoming increasingly popular, and we invite wine merchants from across Europe to Bretta&Co to deliver unique events.

“It’s this sort of offer that makes us stand apart from our competitors and it’s fantastic to be able to provide these sorts of events for wine lovers in Liverpool.”

Bretta&Co is expanding its digital presence this week, with a new website through which customers will be able to browse and order products offered at the bistro.

The company also just recently started hosting corporate events and setting up commercial partnerships for services such as business lunches - something that Gary is eager to expand upon in the future.

“Growing our commercial links,” he explained, “is in the master plan.”