How do you manage change without losing your team - or your guests?
It’s a question every hospitality leader faces.
In Episode 1 of What’s Cooking?, Nory CEO Conor Sheridan sat down with Tom James, Managing Director of Bill’s Restaurants, to explore what it really takes to adapt in today’s fast-moving industry. From driving 187 changes in a legacy brand to piloting new tech without alienating guests, Tom shared hard-won lessons that any operator can use.
Here’s what we learned.
How has 2025 been for Bill’s so far?
“We’re coming off two fantastic years of trading, so this year feels more challenging. But we’re still growing. That means doubling down on digital marketing and making sure every guest has a reason to come in.”
Takeaway: Growth is possible in a tough market — but only if you sharpen guest engagement and stay top-of-mind.
Why is change management a must-have skill for hospitality leaders?
“If you’re standing still, you’re going backwards. When I became MD, we identified 187 changes to make in 12 months. The only way to get buy-in was to give the team a clear, simple goal: if everyone leaves happy, we’ve succeeded.”
Takeaway: Always explain the why. Anchor change in something simple, human, and inspiring that your team can rally behind.
How do you prioritise the changes that matter most?
“We mapped the whole year, narrowed it to the top priorities, and shared milestones with the team. People can only focus on one or two things at a time.”
Takeaway: Don’t overload teams. Transparency on goals and timelines builds trust — and makes execution stick.
How do you balance new technology with guest experience?
“We tested kiosk and QR ordering but quickly saw Bill’s guests wanted a hybrid: table service and digital options. Data plus observation made that clear.”
Takeaway: Pilot before rollout. Move at your guests’ pace, not just the pace of technology.
How are consumer trends reshaping Bill’s?
“Gen Z drink less alcohol, so we’ve expanded our low/no and health drinks. Pancake Day went from 44,000 sold in 2023 to 66,000 in 2024 because we listened and doubled down.”
Takeaway: Track trends early. Double down quickly on what works — whether it’s no-alcohol cocktails or chocolate praline pancakes.
What’s next for Bill’s?
“We just launched delivery, which has already doubled expectations. Next, we’re focused on using data to make life easier for managers — surfacing the three things that would have the biggest impact each day.”
Takeaway: Delivery and off-premise growth remain huge opportunities. The future is about data-driven focus — giving operators clarity on what really moves the needle.
Final word
This conversation shows us that successful change in hospitality rests on three ingredients:
- A clear why – every change needs a story your team can believe in.
- Adaptability – stay flexible, double down on what guests love, and don’t be afraid to roll back what doesn’t fit.
- Team investment – change sticks when people feel supported, trained, and aligned.
At Nory, we call this operational intelligence — giving operators the real-time data and AI-powered insights to forecast sales, plan labour, and optimise inventory.
Because when your teams are aligned and your guests leave happy, profitability follows.
Want more conversations like this? Listen to What’s Cooking? and subscribe wherever you get your podcasts.