If there’s anyone who lives and breathes the essence of authentic barbecue, it’s
Adam, the founder of Craft & Cleaver. His journey began in the early days of his chef
career, with a deep love for cooking outdoors and a knack for tending coals. Adam’s
path has been one of patience, precision, and a clear passion for treating ingredients
with respect—a principle that shows in every dish he creates at Craft & Cleaver.
Where it all began
For Adam, a passion for barbecue started from an early love of fire and cooking
outdoors. “I guess part of it is the little kid in me—making camps, getting up to
mischief,” he reflects. His journey began with long mornings tending to hog roasts
over coals, often starting at 4 a.m. Over the years, his love for slow cooking only
grew, rooted in the regard he has for every ingredient and the patience to bring out
its full flavour. “It’s about treating the product with respect over time, and it pays you
back in dividends,” Adam says. This philosophy laid the foundation for Craft &
Cleaver and continues to shape each dish that comes out of the kitchen to date.
An American BBQ adventure
Adam’s culinary journey took him across the American barbecue heartlands,
immersing himself in each region’s distinctive flavours and traditions. The pinnacle of
his trip was competing at the renowned American Royal World Series BBQ in
Kansas City, where he found himself among the legends of the barbecue world.
“Rubbing shoulders with the best, sharing techniques, and drinking bourbon into the
early hours” became defining moments that fuelled his passion. It was here that his
vision for Craft & Cleaver was born, with an ambition to bring a uniquely personal
barbecue experience back home.
Everybody’s gotta start somewhere
When starting in hospitality, Adam notes “as cliché as it sounds, I worked my way up
to the top”. He began washing dishes in the village pub at 15 years old, working in
every position possible over the next 5 years and throughout uni too. Following this,
he worked in management roles for seafood collective, Loch Fyne.
He then recalls “my dad called me one day and told me the village pub I had
previously worked at was going out in to liquidation and asked if I wanted to go in on
it with him.” This was a bold move, but he went all-in. “I was 21, nowhere near ready
to have my business or be a boss, but we went for it anyway. It turned out to be the
best decision I ever made, but it was a tough first few years learning on the job. Running a business and being a manager is something that takes a lot of time”, he notes.
From gastropub to barbecue joint
When Adam owned the gastropub in Welwyn Village, he was itching to shake up the
menu with bold barbecue flavours. But, as he reflects, “A village pub wasn’t the place
for it.” Adam held off on introducing barbecue to his menu—until opportunity came
knocking. “A few months later, we were approached about an empty site in St
Albans,” he explains.
That’s when Craft & Cleaver really took shape. “I started by
writing a menu and thinking about the look and feel of the place. Craft & Cleaver was
born.” His vision combined industrial edge with that unmistakable dive-bar charm
and a welcoming warmth, created with materials that bring the design to life.
Commitment to quality, ingredient by ingredient
From the beginning, Adam’s commitment to sourcing quality ingredients has set
Craft & Cleaver apart. “We work with three butchers to make sure our meat is exactly
right and prepared for barbecue,” he says. This dedication extends to all suppliers,
with Adam selecting only the best in each category. “For us, it’s essential to work
with individual suppliers, whether it’s our greengrocer, fishmonger, or dairy provider.
It just doesn’t make sense to consolidate supply. Jack of all trades, and all that!” This
attention to detail is what allows Craft & Cleaver to create dishes unlike anyone else.
The art of barbecue
One of the standout stars at Craft & Cleaver is the burnt ends, or as Adam fondly
calls them, “Black Gold.” These smoky bites are crafted from brisket, a process that
begins with selecting briskets with the perfect fat marbling, then rubbing them in a
signature blend before smoking over hickory for up to 14 hours. Once smoked,
they’re cooked down in a “barbecue broth” that Adam describes as a mix of
barbecue sauce and beef stock, adding to the dish’s legendary tenderness and
depth of flavour. In addition to burnt ends, the restaurant’s combo platters are a hit,
allowing guests to customise their tray with different meats, sides, and sauces.
It’s all in the detail
Adam’s vision for Craft & Cleaver extends beyond the menu to every corner of the
restaurant. He closely collaborated with an architect on layout, ensuring it works
smoothly behind the scenes, but takes the creative reins when it comes to interiors.
Taking inspiration from American dive bars and industrial-style spaces, he uses materials like wood and steel to create a warm, textured environment that mirrors the
heartiness of barbecue.
What’s next for Adam?
With two thriving locations, Adam has big plans for Craft & Cleaver. He hopes to
open a third site within the next 18 months, bringing even more customers into the
world of barbecue. For now, his focus is on hosting special events that keep
customers excited and engaged. From the popular crawfish boil to beer tastings and
wing competitions, he’s creating memorable experiences that add extra flavour to the
Craft & Cleaver journey.
A lasting impression
For Adam, barbecue isn’t just a cooking style; it’s an experience he hopes will stay
with his guests. “We want people to taste the time and dedication in every bite,” he
says. For those looking to take a piece of Craft & Cleaver home, there’s always a
bottle of house-made barbecue sauce available to remind them of and relive the
experience.
