Julian Metcalfe, OBE, renowned as the founder of Pret A Manger and the group CEO of itsu, is a leading figure in the UK’s food and drink industry, known for his determination to make healthier food accessible to the many rather than a privileged few. His journey began in 1986 with Pret A Manger, a sandwich shop that grew into a beloved brand characterised by quality, speed, and an enduring customer-focused vision. Almost two decades later, he founded itsu, which has since become the UK’s leading Asian-inspired food brand, offering fresh, nutritious choices like noodles, rice, sushi, and salads at prices competitive with traditional fast-food outlets.

itsu’s innovative approach extends beyond its restaurants, with a grocery division supplying around 100 products—including award-winning items like seaweed thins, gyoza, and broths—to over 94,000 supermarkets and health food stores across Europe. This division already represents about 30% of itsu’s sales and is central to the company’s growth plans, underpinning its ambition to become the number one Asian-inspired brand not just in the UK but also in Europe and the USA. Currently, with around 100 restaurants in the UK and Europe and plans for rapid expansion, itsu aims to open hundreds more sites through a mix of company-owned and franchise models.

Metcalfe’s vision for itsu is clear: to offer nutritious, affordable alternatives to traditional fast food. He critiques the pricing strategies of some fast-food giants, emphasising that healthful food should not come at a premium. As the brand expands, itsu is diversifying its menu, adding hot meals such as dumplings to meet evolving consumer preferences, ensuring it stays competitive and appealing amid growing health consciousness. Metcalfe sees particular potential in international markets, including the US—where he envisions itsu outlets at motorway service stations to provide a healthier alternative to conventional fast food—and European countries like France, Belgium, and Germany. However, some industry analysts remain cautious, questioning whether itsu can scale its presence to rival the established dominance of Pret in the market.

Reflecting on his leadership philosophy, Metcalfe stresses the importance of aligning teams with a strong vision and nurturing a culture rooted in honesty, excellence, and respect for customers. He views entrepreneurship as a pursuit filled with failure, resilience, and constant improvement rather than a roadmap with a clear "secret sauce." For him, success hinges on people who share the vision and are given the freedom and support to realise it—a process demanding years of investment in training and development. Maintaining harmony within the business is, in his view, crucial; a company’s direction is neither right nor wrong in absolute terms, but it must preserve the coherence of its identity and values.

Metcalfe also offers candid reflections on the role of technology in hospitality. He admits that at itsu, the company initially over-invested in technological solutions like self-service screens, which alienated customers and detracted from the human element critical to hospitality. As a result, itsu will be reintroducing more staffed tills by the end of the year, recognising that engaged, proud staff remain at the heart of delivering excellent customer experiences.

On the topic of legacy, Metcalfe downplays the notion of personal laurels, instead focusing on the ongoing impact of the businesses he has built—whether they continue to bring joy to millions, enrich employees’ lives, and remain relationships intact with family and colleagues. He is open about the loneliness that often accompanies entrepreneurial leadership but expresses profound gratitude for the talented, committed people who have shared his journey.

Looking ahead, Metcalfe remains deeply passionate about his work and confident in itsu’s potential to grow significantly in the coming years, aspiring to surpass the size of Pret A Manger by 2030. Despite the challenges of competing against entrenched fast-food giants and navigating international markets, his approach is clear: continuous pursuit of excellence fueled by passion, honesty, and alignment with a clear vision.