salt /sɒlt,sɔːlt/ (of the earth): good, honest and dependable.
root /ruːt/: establish deeply and firmly.
About Us
Combined we bring over 25 years experience in the Hospitality sector.
Aaron Webster has previously worked at Michelin level at Dinner by Heston Blumenthal He specialises in brand and concept development, food R&D and general operations.
Remi Williams trained across the pond at some of Boston's most prestigious restaurants. He specialises in budgeting, planning, forecasting as well as on the ground training and mentoring.
We are award-winning London restaurateurs with a deep-rooted understanding of what it takes to build, scale, and sustain a successful food business.
What we offer
Whether you’re building from scratch or sharpening what you’ve got, we bring the craft, clarity, and creativity to help you thrive.
At Saltroot, we offer 360° consultancy — partnering with independent operators, SMEs, and corporate caterers to deliver thoughtful, tailored solutions across every aspect of hospitality.
Concept & Brand Creation
We start with the spark.
We will work alongside you to co-create food concepts that feel 'you' but stay strategic. Whether you’re launching a new venue or refreshing your identity, we can help.
Menu Design & Development
Bold flavour meets razor‑sharp economics.
Our chef-led team develops on‑brand dishes, recipe cards, pricing models and operational rollout plans that elevate GP performance and guest impact.
Launch Support & Mentorship
We mentor new operators through the realities of launch and early leadership, guiding them as they set standards, shape culture, and build confident teams. From kitchen to front-of-house, we help embed ways of working that last.
Operations & Financial Strategy
Numbers matter.
We can audit kitchens, suppliers, workflows, and cost structures to recommend leaner, smarter, more sustainable operations, from sourcing and staffing to launching efficiently and staying profitable .
Testimonials
"Then there’s the food. I’ve never been in any doubt that these boys could cook."
Time Out Magazine
Smoke & Salt began as a pop-up and supper club in 2014, rooted in a shared love of seasonal British ingredients and bold, global flavours. Since then, we’ve grown into a Michelin-rated restaurant in South London, known for our creative tasting menus, sustainable practices, and strong brand identity.
"This feels squarely on trend"
The Telegraph
Along the way, we’ve built a loyal following, crowdfunded, cooked at national festivals, been on TV, and developed a reputation for delivering high-quality food with a contemporary, accessible approach. Our journey reflects the power of clear vision, consistency, and adaptability in a challenging industry.
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"This is how to create a restaurant"
The Times
We've worked with brands across varying sectors over the years helping to get their initial concept realised, created menus and food bibles for them, negotiated with suppliers for them - heck, we've even been in the kitchen with them on day one making sure the prep has been done!
Head to our past projects page for a flavour of how we can help.
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