BY GIORGIA TRACY
On Tuesday morning, I hosted our latest Served with Purpose breakfast at the beautiful new Kricket Shoreditch. In my role looking after Hospitality Partnerships at Belu, I work closely with restaurants, hotels, and hospitality leaders across the UK, so it was a privilege to bring so many of them together for a morning of conversation, connection, and of course, good food.
The theme was The Power of Hospitality, explored in a panel I hosted with Rik Campbell, Co-Founder of Kricket, and Paulo de Tarso, Founder of Paulo de Tarso Hospitality.
CONVERSATIONS THAT MATTER.
It was a pleasure guiding the conversation with Rik and Paulo, two brilliant voices in our industry.
Rik reflected on Kricket’s journey from a Brixton shipping container to one of London’s most exciting restaurant groups, built on values of community, creativity, and care for people.
Rik echoed this point saying “It’s consistency of value for me, in a lot of our meetings we talk about being consistent all the time. Through the food we’ve put on the table to the service, ambience, it all starts with people and the talent you have.”
Paulo spoke about his experience working with some of London’s most iconic restaurants, the new wave of hospitality brands, highlighting a generation of concepts that are bold, purpose-led, and unafraid to challenge norms.
“As a restauranteur, you have a huge obligation towards the staff and your community. You not only have to provide for your team, you have to develop them, but also for your clientele, you need to work with people and partners that are doing incredible things to move that forward.” said Paulo
Together, they addressed the real pressures the industry faces – tight margins, stretched teams, constant challenges – and how purpose can be a guiding force even when the practical realities are tough. Paulo followed on this saying:
One of the things I learnt from Danny Meyer is that you have to be as fit as your team if you want to drive them and inspire them you have to do. It’s also all about connection, it’s about giving back and you have to support those causes. I think when you’re part of a team and have young people you are developing they need to see you’re putting in the effort and that those causes are really important”
A ROOM FULL OF VOICES.
We also wanted to hear from everyone in the room, not just the panel. Guests were asked to reflect on one big question:
What does Served with Purpose mean to you?
Some of the answers were simple but powerful: intention, mission, transparency. Different words, but a common theme: hospitality that is rooted in values and driven by purpose. It was a reminder that hospitality thrives on participation, not just presentation.
SMALL TOUCHES, BIG IMPACT.
This breakfast was about more than just hosting a panel. It was about putting together a morning that felt authentic, enjoyable, and connected. From shaping a thoughtful guest list, to working with Kricket on a seasonal breakfast menu, to building in interactive moments, the aim was to create an environment where good conversations could happen naturally.
I also believe it is the small touches that make a big difference. The menus were printed on seeded paper that can be planted to grow wildflowers. Our Belu product portfolio was out in force across the tables, from filtration to glass bottles. The Belu team came dressed in Belu gear, so the brand was present in every detail.
Choosing the right people for the panel mattered too. Rik, who has been a partner of ours for years, and Paulo, who has worked across incredible brands and brings a unique perspective, both offered honesty, warmth, and real insight.
This event followed on from our last Served with Purpose gathering with Jeremy King, held at his beautiful restaurant The Park. That event centred around an interactive discussion on “What does Served with Purpose mean to you?” and set the tone for the series.
For this breakfast, we opened the guest list to a broader range of thought leaders across the industry. The room included restaurant groups, grab-and-go concepts, interior designers, operators, strategic partners, media voices, and other businesses working to do good. It was a diverse mix that made the conversations all the more valuable.
Running events in hospitality is never easy. Diaries are full, schedules clash, and everyone is busy. But mornings like this prove that coming together really is better. The power of connectivity, collaboration, and shared purpose was clear throughout the morning.
The space itself played a huge role. The light-filled new Kricket Shoreditch provided the perfect backdrop. Guests arrived to pastries and coffee, moved into the panel, and then enjoyed a hot breakfast while connecting with peers around their tables.
Behind the scenes, the Belu team worked closely with Kricket to make sure the morning ran smoothly – from AV setup to seeded menus – so that all focus could stay on the discussion and the connections being made.
A POWERFUL REMINDER.
We closed with something that we can too easily take for granted: access to clean, safe water. Every glass of Belu served at the event represented our ongoing commitment to give 100% of net profits to WaterAid – over £6.1m so far – helping bring clean water, decent toilets, and good hygiene to communities worldwide.
We also shared a message from Ernest, a member of the voices in the field works with WaterAid in Madagascar, including a special note of thanks to Kricket for their support over the years. It was a powerful reminder of why we do what we do, and the impact that hospitality can have when it chooses purpose.
THANK YOU.
I left feeling inspired, reminded of the true power of hospitality, and grateful for everyone who joined us.
A huge thank you to Rik, Paulo, the team at Kricket, and of course to all of our guests for being part of this special morning.
I am excited to continue building businesses and relationships that are truly Served with Purpose.
If you know a hospitality professional who always serves with purpose, why not nominate them to be a part of our campaign as a tastemaker?
Photo credit: zodeemedia
