01Customer growth
& strategy
Get found by gluten-free diners, raise your local profile and turn first visits into regulars.
How it was prepped
It started with a diagnosis.
It became a business.
The idea behind Sorted, Chef came shortly after I was diagnosed with coeliac disease.
I owned a pub at the time, and suddenly had to learn everything about gluten-free food, preparation and kitchen safety – fast.
Rather than add a couple of token options, I rethought the menu. Before long, much of it was gluten-free – and something interesting happened. We built a fantastic following and saw how much opportunity there was for a business willing to get it right.
That experience planted a seed.
After relocating, I took it much further. I moved into management with some of the biggest names in fast food, hotels and coffee shops, learning what it takes to keep standards consistent across busy kitchens and large teams.
I also trained large kitchen teams in hotels in Bulgaria and Morocco, focused on gluten-free knowledge, food preparation and kitchen controls.
I wanted to see how the big operators handled gluten-free: ingredients, preparation, cross-contamination controls, staff training and, most of all, the customer experience.
I saw what worked, where businesses fell short, and how the right knowledge and systems turn gluten-free from a headache into a genuine commercial opportunity.
Eventually, the pieces came together. Sorted, Chef was born.
Today it isn’t about putting a gluten-free option on the menu. It’s about getting the whole experience right – for the kitchen, the business and the customer.
I’ve spent years learning how to do that. Now, I’m here to help you do it too.
