© East Coast Concepts, 2018

East Coast Concepts, the Manchester based restaurant and bar group, owns and operates 2 of the most exciting brands in the UK: Neighbourhood and Victors. The company (founded by entrepreneur James Hitchen in 2012) currently operates 5 venues throughout the UK, with a further venue opening in late 2018. Between the sites and within head office, East Coast Concepts employs over 400 team members with annual sales to exceed £20m in 2019. East Coast Concepts entered into an investment partnership with North Edge Capital LLP in 2016 to help accelerate growth of the brands throughout the UK and abroad.


James founded the company in 2012 when he was just 28 years old. His first two venues, Neighbourhood MCR and Victors Hale opened to critical acclaim, ensuring East Coast Concepts were put firmly on the food and  beverage industry map. It was whilst on holiday on the East Coast of America in 2009 that James fell in love with the 'vibrant dining' restaurant and bars that he visited, mostly in New York and Miami. From this, James set about on his journey of creating East Coast Concepts and has the cursor firmly set to become one of the number 1 restaurant and bar brands in the UK. 


Harvey joined us as a Chairman in 2016, having previously been the head of Pret a Manger and Gondola Holdings (Pizza Express and Byron). After selling Gondola for over £1bn, Harvey is now head of the 'Azzuri Group' (Ask, Zizzi and Coca di Mama). Harvey brings a huge amount of wisdom and industry 'know how' to our company and we are very proud to have him as the figurehead of both our brands.


John joined the company back in January 2017. Previously Financial Director of IRC Ltd (Piccolino, Gino de Campo & Restaurant Bar & Grill), John was responsible for over £80m in annual revenue and took the leading role in increasing profits from £2m per annum to over £7.5m per annum. John was, and still is, one of the industry leading talents, which is why it took James over seven months to persuade him to join us! 


Phil joined the company at the time of our partnership with NorthEdge Capital & he sits on our company board as a representative of our investment partners. Phil is an accountant by trade having previously worked for both KPMG & Altium Capital. 

In addition to the board, we have a number of directors heading their respective departments and working across both brands, usually heading up departments such as front of house operations, back of house kitchens, procurement, maintenance and brand related areas.  

Our team of directors are below...


Guy joined the company at the very start back in 2012. Guy, the elder brother of James, is responsible for purchasing across both our brands in terms of supplier contracts for both the bar and the kitchens. Guy's job is to ensure we negotiate the best possible prices from our suppliers so we can maximise profits and offer competitive selling prices to our customers. Ensuring our venues are well maintained and fit for purpose is also overseen by Guy's department. 


Nicky is a passionate and energetic retail operations professional with experience leading General and Area Managers to reach their personal and professional potential and goals. She believes that recruiting people with the right attitude, values and behaviours and then looking after them is the key to success! 


Ashley has been with the company since 2012 where he worked as a server in NBHD Manchester. Ashley was quickly promoted to the position of 'Business Development Manager' and then onto Brand Director for both brands. Ashley is responsible for areas  such as marketing, social media and for delivering the customer journey to our guests.