The Business Men
We Opened Fallow… Then COVID Shut Us Down 3 Days Later
Published: 28 April 2026 at 05:00 Europe/London
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Episode notes
London chefs Jack Croft and Will Murray, founders of Fallow share how their fine-dining backgrounds at Dinner by Heston shaped their nose-to-tail, low-waste, sustainability-led approach, and how they launched via pop-ups before being hit by COVID lockdown days after opening. They explain pivoting to takeaway to survive, negotiating a strong lease post-lockdown, and evolving Fallow into a central London “neighbourhood restaurant” focused on atmosphere, service, and team culture. They discuss scaling to large teams across multiple sites, using social media and YouTube POV kitchen content to drive bookings, and offer advice on learning every part of the business before delegating and focusing on product quality over chasing followers.
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