At Impulse Decisions, we’re always looking for ways to enhance the experiences we deliver to our clients. That’s why our recent visit to The Black Swan in Oldstead, hosted by Tommy Banks and his team, proved to be such a valuable experience.
Nestled beneath the iconic White Horse in North Yorkshire, The Black Swan has grown from a traditional village pub into one of the UK’s most celebrated restaurants. Alongside venues including Roots York, The Abbey Inn and The General Tarleton, Tommy Banks has built a hospitality group, Jeopardy Hospitality, renowned for delivering exceptional guest experiences.
While the food is undoubtedly world-class, our biggest takeaway from the day wasn’t about cooking – it was about hospitality.
Going Beyond Expectations
From the moment we arrived, we were welcomed by Tommy Banks, COO Matthew Lockwood, Head of Marketing Helena Dawson, Reservations Manager Lucy Wilkinson, Marketing Assistant Kate Meek and Fermentation Manager Chris, who shared valuable insights into how their business operates.
One of the most fascinating parts of the visit was going behind the scenes to understand how they create memorable experiences for guests.
What stood out was the level of detail. Information is shared effectively across teams, allowing staff to personalise experiences and anticipate guests’ needs before they arise. Rather than simply delivering great service, they focus on adding thoughtful touches that elevate the experience beyond expectations.
It was a powerful reminder that exceptional hospitality is often built on the small details.
Creating Something Unique
We were also given a tour of the impressive gardens that sit at the heart of The Black Swan’s offering.
Tommy explained how every ingredient used at The Black Swan is either grown in the gardens, raised on the surrounding farm or foraged within a two-mile radius of Oldstead. Rather than sourcing ingredients from around the world, the team has developed a philosophy centred entirely on the landscape that surrounds them.
This approach has led to years of experimentation with fermentation, preservation and other techniques to create flavours that simply cannot be replicated elsewhere. The result is a dining experience that is completely unique to Oldstead.
The lesson for us was clear: the most successful businesses don’t try to be everything to everyone. They focus on what makes them different and deliver it exceptionally well.
The Power of Process
The day continued at The Abbey Inn, where we enjoyed a fantastic lunch and spent more time learning about the systems and communication that support the business behind the scenes.
Managing multiple venues and large-scale hospitality operations requires an enormous amount of coordination, yet everything feels seamless from a guest’s perspective.
That consistency comes from strong processes, clear communication and a shared commitment to delivering exceptional experiences at every stage of the customer journey.
What We’ll Take Forward
As a team, we left Oldstead with plenty to reflect on.
The visit reinforced the importance of understanding our clients, communicating effectively across teams and looking for opportunities to create memorable moments at every touchpoint.
Whether it’s a luxury golf trip, a major sporting event, a charity fundraising event or a bespoke hospitality experience, the principle remains the same: great experiences are built through attention to detail and genuine care for the customer.
We’d like to thank Tommy Banks, Matthew Lockwood, Helena Dawson and the wider team for their hospitality and openness throughout the day.
It was an inspiring visit and one that provided valuable lessons we’ll continue to apply across Impulse Decisions as we strive to deliver exceptional experiences for every client.
Because ultimately, people remember how you made them feel.
