The Purpose Restaurant Company — Deliciously fixing a broken system

A young chef in a black apron sets down bowls of salad on a kitchen pass

Purpose on a plate.

Huge swathes of London’s population are excluded from the opportunities to enjoy the prosperity and pride that should come with being part of the greatest city in the world.

Massive fortunes are created next door to deep-rooted disadvantage that we’ve historically allowed to fester in plain sight for far too long.

Business may have contributed to this situation. But we believe business, when conducted on broader foundations, can also be one of the most powerful tools for changing it.

Through the beautiful medium of exquisite food and drink graciously served in stunning environments, we aim to use ethical hospitality to trigger systemic change.

That’s why we’ve created The Purpose Restaurant Company.

Find out more

How wegot here.

This mission-led enterprise has been created by Iqbal Wahhab OBE. As founder of The Cinnamon Club and Roast, he’s shown his ability to create memorable, lasting and successful dining experiences.

Giving people a way back in

In 2008 he was asked to head an inquiry for the then Prince of Wales into how businesses could help tackle the escalating number of young Muslims offending and re-offending. He recruited 50 members of the private sector to act as mentors for prisoners and began successfully recruiting ex-offenders at Roast, many of whom went on to enjoy successful careers in hospitality and beyond.

He also helped create a social enterprise in Croydon which enabled mothers from ethnic minority communities to gain qualifications to become chefs and, in many cases, earn an income for the first time in their lives.

Proving it works, 50 times over

In 2012 he was tasked by a Cabinet minister to head a campaign to encourage Indian restaurants to take on apprentices. He successfully hit the target of 50 businesses to do so – an example of what we mean by systemic change; not just doing things ourselves but also sharing how we did it with others.

Eight years shaping policy

For eight years he chaired a government body advising ministers on how to reduce ethnic inequalities in the labour market. He stepped down after concluding that businesses were better placed to create a fairer society where economically marginalised communities are given the chance to take up dignified work with clear progression routes.

A business built to last

And because opportunity means little without an enduring planet in which to enjoy it, Iqbal serves as Vice President of the Sustainable Restaurant Association as part of our determination to build a net-zero company.

All these learnings and experiences have shaped what comes next.

Our plan.

Over the past few years, we have been talking to a few of the world’s most accomplished chefs, some of them Michelin-starred.

They share our belief that great restaurants can do more than create sensational dining experiences in busy dining rooms.

A quiet restaurant dining room with set tables

A chef sprinkles cheese over a plate of pasta

A smiling kitchen trainee in blue gloves plates up a dish

They can alsoopen doors.

They can bring people who have too often been left on the outside into the fold — giving them the skills, confidence and opportunity to build lives away from benefits, homelessness or crime while becoming part of the joy and pride of exceptional hospitality.

During his time away from running restaurants, Iqbal has been on several journeys of discovery: learning new ways of doing things and building collaborations with people and organisations capable of helping us deliver these ambitions with vigour and panache.

Now we’re ready to put those ideas into practice.

Our first restaurant is already in development.

And it will be just the beginning.

Get in touch

If you’d like to know more about The Purpose Restaurant Company, please email iqbal@impact-dining.com. He would love to hear from you.