Signature Group is renowned across Scotland for its beautiful venues, exquisite menus and top-quality experiences 

If there’s one thing that’s truly emblematic of British culture, it’s a good trip to the pub. Whether to enjoy a drink with friends, a meal out with the family or to wind down with some great entertainment, Brits simply cannot resist time out at their favorite spot.  

 Representing the very best in Scottish hospitality, Signature Group (Signature) owns and operates 21 beautiful, unique venues across Scotland, from bars and hotels to restaurants, night clubs, and a brewery. Each location is stunningly individual and bursting with personality, with top-quality menus to match; no two venues are the same. Food Chain recently sat down with Louise Maclean, Business Development Director at Signature, who reveals the secrets behind what makes the group’s venues so spectacular and shares valuable insight on the current state of UK hospitality. 

 “We own and operate 21 venues across Scotland and in addition, we also have our own brewery, Cold Town Beer,” Louise begins, introducing the company. “Nic Wood started Signature Pubs in 2003. There’s not a job in hospitality that he hasn’t done. He’s worked his way up to a leadership position and fell in love with the industry, so much so that he decided to start his own company. He had around three or four bars when I joined in 2013, but Nic always had the desire to expand. We’re not chasing a number; we look at all opportunities and see where we could add value.”  

Premium experience 

From its very first venue to its latest, each of Signature’s sites offers the full package for the perfect destination venue. The company is constantly reinvesting in its venues to maintain their sparkle. For instance, Signature recently completed a refurbishment of its Rutland Hotel venue – a boutique collection of rooms, apartments, bars, and eateries with an Edwardian feel. Signature-owned since 2007, the stylish establishment attracts many guests from the across the world – both domestic and international tourists. To accommodate the increased demand, the Rutland Hotel underwent a makeover – a significant investment of over £1.2 million. The company bought an additional three townhouses between 2015 and 2023 to complement its existing 12 hotel rooms, then premiumized each room to further enhance Rutland’s luxurious ambience. From a fully equipped gym to top-range GHD hairdryers and beautiful Scottish fine soaps, the Rutland Hotel provides the ultimate guest experience to make its patrons feel like royalty.    

 Whilst each of its venues boasts its own strong, individual identity, one thing remains consistent across Signature: its extraordinary commitment to customer experience. Each of Signature’s venues are standalone, allowing each to shine in its own unique way.  

 “Signature is mainly a company trading entity. We’re not like a managed pub estate; we’re the exact antithesis of that. Our pubs are known for being individual and people link them through quality. It’s a really big thing for us. We don’t just use any ice; we use ice from the Edinburgh Ice Company. It’s the premiumization of the little things, like a gin and tonic,” Louise explains. “Our venues also look and smell great. We have a contract with a company called ScentAir who provide these little machines that blast out a really beautiful scent that represents each venue. Our venue, Copper Blossom, which is a ladies’ cocktail venue, has a lovely peachy scent when you walk in. The Raven, which is more focused around darts and sport, has a more masculine, musky scent.  

 “We never want ‘Signature Pubs’ to be spoken about; we want our individual bars to be in the spotlight. The word ‘corporate’ is almost banned in our culture; we treat every venue like it’s our own. Our General managers are encouraged to have an entrepreneurial spirit and to pretend that their venue is their own business without the risks that come with it. If something doesn’t work, we’ll analyze, sometimes share a laugh, and applaud them for having a go whilst learning from mistakes.”  

Uncompromising commitment 

However, no great company is without its challenges and, unfortunately, the UK’s hospitality sector presents a multitude of those. In the past ten years alone, the UK has seen six different prime ministers across two governments and a worldwide pandemic with three separate lockdowns, as well as the ongoing cost of living crisis and its continuing inflated costs, tax increases and economic instabilities. These issues have significantly impacted the hospitality industry with the UK Government frequently coming under fire for its lack of support to the sector. As an avid advocate for the industry, Louise is passionate about amplifying the voice of the Scottish hospitality sector by raising awareness of the current challenges and calling for necessary action. Amidst the plethora of problems, however, Signature continues to thrive, having set an exemplary example throughout one of the UK’s most difficult times.  

“During COVID, we led by example. We decided that we would be the gold standard and do everything to the letter of the law,” Louise reveals. “Incidentally, it gave us great publicity because the Scottish Government acknowledged what we were doing. When Nicola Sturgeon reopened hospitality, she came to our Cold Town House venue to announce its reopening because we were so committed to opening in a safe, responsible way. Our strategy meant that people felt confident and reassured, even though they were perhaps scared. It helped us to come out of the pandemic stronger and more profitable than we could have with a different strategy.  

 “Then the cost-of-living crisis hit, and the governments have completely turned their back on hospitality. Neither the English nor Scottish Governments seem to care about our sector at all. We sit in meetings, write papers, try to influence policy, but it has become apparent over the years that we’re on our own. We’ve had to put our prices up a bit, but we’ve pushed the quality of our menu. I think we will see an unpleasant decline in the sector, but we will not compromise on our standards, and we hope the policy makers and government will hear our cries of ‘help’!”  

Destination venues 

In spite of these obstacles, Signature is set for another successful year. The business is eyeing further expansion and is excited to shine the Signature spotlight on new venues across Scotland. The company is also placing great emphasis on recruitment and retention, further strengthening its induction and onboarding processes whilst celebrating the diversity that exists across the group. Most importantly, however, the customer experience remains paramount, and the company is enthusiastic to showcase this ethos even further.  

“We want to bolster a sales culture that prioritizes the customer experience. It’s not about driving spend; it’s about driving the experience. You want every venue to be a destination venue. We spend a lot on entertainment – live music, quizzes, open mic nights. It’s all about the experience and adding value where our customers aren’t expecting it,” Louise concludes.   

www.signaturepubs.co.uk