Peter Rowland and Peter Jones – the two ‘Peters’ are synonymous with great events in Melbourne where equal emphasis is placed on creativity both on the plate and on the stage. Just don’t mix the two up as one is not as adept in the kitchen as the other! Peter recently caught up with the CEO of PRC, John Isherwood, for a catch up, a coffee and one (maybe two) of their famous chicken sandwiches.
Peter: How do you take your coffee?
John:
Soy latte. I have 4 a day and they run like this – 7am, 7.30am, 9.30am and 10.30am. Nothing past 2pm.
Peter: Wow your coffee intake is a well-oiled machine! What about weekends?
John:
Yes, it’s about the same as it feels strange when I don’t have them.
Peter: So John how long have you worked at Peter Rowland Catering and what is your background?
John:
I’ve been here for 6 years, the last 3 as CEO. Before this role I was General Manager of Rowland Commercial so I have a great understanding of that side of the business, which is our fastest growing segment. My career started as the House Manager at the Australian Club here in Melbourne before moving to running the catering at Parliament House.
Peter: I bet you could tell some stories about our politicians!
John:
I’ll write a book one day of what really went on. After Parliament House, I lived in Japan and was CEO of a hospitality group looking after everything from golf clubs to restaurants.
Peter: What an interesting career you have had John. What are some of the new things happening at Peter Rowland Catering at the moment?
John:
PRC is a company that continues to evolve. In March we partnered with VAMFF for the first time to create a new experiential precinct providing a selection of bars, corporate lounges and food experiences for guests attending the festival at its new location – the iconic REB. We are looking forward to continuing to evolve this over the coming four years. The Australian Event Centre is a significant focus for us with an opening scheduled for late 2016; the purpose-built, state-of-the-art exhibition and conference space with capacity for up to 1000 guests for dinner; providing a major infrastructure investment in Melbourne’s inner west and a much needed addition to the city’s event spaces. In addition, our corporate & consultancy divisions are growing and we continue to evolve The List with the addition of new venues including The Chinese Museum.
Peter: What are some of your proudest moments/highlights while being CEO at Peter Rowland Catering?
John:
Whilst respecting our heritage, and drawing on the experience gained over 53 years in the industry that has seen us positioned as Melbourne’s go-to-caterer, the evolution of who PRC is today remains one of our greatest achievements that I am proud to be a part of. We have placed a priority on the review and evolution of our business; establishing new revenue streams that allow us to be less reliant on our traditional business of delivering events in some of Melbourne’s most iconic venues; we have built a portfolio of innovative partners that we work with whilst also becoming the conduit for many of them now electing to work together. We continue to embrace the ‘Rowland chicken sandwich’ that others seek to emulate but place great emphasis on innovation, setting new trends and being environmentally sustainable. Some examples of this include our involvement with the Melbourne Fashion Festival and A Day on the Green. I’m also particularly proud of how our commercial team has continued to develop.
Peter: Why is Melbourne such a great city to host major events?
John:
You just see what we were involved in in March and you see why Melbourne is a great city of events. We had the Davis Cup at Kooyong, the Food & Wine Festival at Queensbridge Square, the Grand Prix, the Fashion Festival and the Andy Warhol Exhibition at the National Gallery. All basically taking place at the same time. Melbourne has long been recognised as one of the world’s most liveable cities and the continued investment in world-class infrastructure across our sporting and cultural precincts, complemented by their close proximity to the CBD offers an incredible backdrop for some of the world’s most amazing events. Our diverse multiculturalism has encouraged a dynamic and innovative food landscape whilst our understated sophistication and relaxed personality provides the perfect environment for both visitors and ‘stars’ alike to blend in with the locals. I wouldn’t want to live anywhere else but Melbourne.
Peter: What is your favourite event to attend in Melbourne?
John:
That’s a tough one – PRC have long been associated with many of Melbourne’s iconic events including the Melbourne Cup Carnival; Australian Grand Prix and Moto GP; Melbourne Food & Wine Festival; and our Winter Masterpieces that, each year, surpass our expectations. For me it’s not a matter of a favourite but how we as a company can work with each of them to make them better. All of these events continually reinvent themselves and have changed over the years. It’s just the nature of what we all do.
Peter: Who are some of your most admired Melburnians?
John:
PR – the man himself; he has lead from the front in positioning PRC as the city’s go-to-caterer. He remains passionately involved in the business; reminding us of the need to embrace innovation and that delivering incredible, personalized service is at the forefront of everything we do. I also admire the leaders of the organisations we work with – Tony Ellwood, Graeme Lewsey, Natalie O’Brien and Andrew Westacott, just to name a few. They all have a ‘can do’ attitude that is so refreshing and really helps us work to deliver the best product and service possible.
Peter: What else do you feel our industry needs to improve?
John:
Definitely education and training. I think we still have a bit of a ‘part time’ approach to hospitality when really now it’s an opportunity for major careers and not something you do to earn some extra money. The more we are able to educate, the more the industry will continue to grow and create more jobs.
Peter: What are your favourite spots for a coffee?
John:
Definitely anywhere on Swan Street and I spend some time in Ballarat – Vegas & Rose is a great café to visit!
Peter: And finally, the most important question – which football team do you follow?
John:
Go Saints!
Peter: So like me, you have a long time to wait for a Grand Final! John, thank you for today and I must say you have definitely raised the bar with your hospitality – chicken sandwiches, party pies, chocolate biscuits. All delicious. Thanks again.
