Describe your business in one sentence?

URBNHERD is an online business selling DIY Burger boxes in South West London.


When did you launch and who is behind it?

URBNHERD was launched in March 2021 and it’s just me behind it.


When did your ‘lightbulb happen’?

I lost my job as a Procurement manager for a global hospitality business at the beginning of the first lockdown. It soon became very apparent that the world would be stuck in limbo for a significant amount of time, and that the hospitality sector would probably suffer the most.  In 2012 I ran a street food burger business serving burgers at a number of farmers markets across London. During lockdown I saw an opportunity to revisit the business, however this time it was to provide a burger kit to cook at home. The concept is about quality ingredients.


What did you do prior to starting your business?

I worked for IHG Hotels & Resorts responsible for global indirect procurement, focusing on SE Asia & Australia.


What inspired you to launch the business when you did?

As the hospitality industry was suffering, I began looking for a new venture. I spent time home-schooling my two children and when they went back to school, decided to launch my own business.  Personally, I’ve always felt that cooked burgers don’t travel well, and I’ve had some disappointing experiences. I wanted to provide a fantastic burger, that could be  cooked at home, but more importantly at a reasonable price.


What type of support have you received since starting your business?

I’ve had the support of my wife and a website builder – that’s it!


What would you say were three of the most challenging aspects of setting up the business?
  • Social Media – it’s a nightmare to understand the complexities,
  • Costs – It’s vital to understand all of your costs. Every penny counts!
  • Customers – Even before launching, it’s so important to understand the customer, I always use ‘start with the customer & work backwards’


What happened to your business during lockdown?

My business continued to operate. Now with spring in the air, I hope it continues to grow


What business lessons have you learned from Covid?

The at-home eating experience has increased and consumers are looking for a point of difference, such as food provenance. At URBNHERD I try to use local suppliers/businesses as much as possible


What type of support (if any) have you received from the council in relation to your business?

None, but I haven’t approached anyone


If you had the opportunity to do it all again, what would you do differently?

Create a bigger launch campaign, making more people in Wandsworth aware of my business prior to launching.

What three tips would you offer to aspiring entrepreneurs?
  • Understand the customer and their needs
  • Stick to what you believe in
  • Ask for help – there is nothing wrong in doing so


Finish this sentence. I like being based in Wandsworth because

It is a borough that  I feel my business can flourish & grow


How can people find you?