Today we’re joined by Gary Usher — the chef behind a North West restaurant empire, award-winning gastropubs, and one of the most honest voices in hospitality today.
We sit down in Liverpool to talk about the evolution of his restaurant Wreck — from a derelict site to one of the busiest spots in the city — and the moment everything changed. After months of standing outside asking passers-by why they weren’t coming in, Gary discovered people thought “Wreckfish” was a seafood restaurant. A simple rebrand, clearer signage, and the business jumped 30% almost overnight.
Beyond the success, this episode goes deep. Gary opens up about crowdfunding his restaurants, selling meals in advance to raise hundreds of thousands, and how that early community became fiercely loyal regulars. But he’s equally candid about the darker side — closing multiple sites, navigating debt, and the harsh reality that many restaurants today aren’t failing because they’re quiet, but because they’re too expensive to run. It’s an unfiltered look at an industry under serious pressure.
We also get the full journey: from struggling with dyslexia at school to finding his place in kitchens, working at Chez Bruce, learning under Angela Hartnett, and even the wild years in Ibiza plus much much more....