Three Cheers Pub Co has been shaping London’s pub scene for over two decades. Founded in 2003 by school friends Tom, Mark, and Nick, the group has grown from their first pub, The Abbeville, to a portfolio of ten celebrated venues across the city – including The Bedford, The Princess Victoria, and their latest opening, The Trafalgar.

We chatted to co-owner Tom Peake about the journey from their first pub to ten, what inspires their venue concepts, and the secrets behind keeping Londoners coming back for more:

What made you choose Chelsea for your 10th site?

We’ve always had an eye on Chelsea. It’s not far from our heartland in Clapham and is a thriving neighbourhood we know well. We’ve looked at various pub sales over the years but nothing quite worked. We were approached by Davis Coffer Lyons to look at the site for the Trafalgar; being on the King’s Road, it was obviously an enticing proposition. Once we made the investment numbers add up, we were raring to go. It was a once-in-a-lifetime opportunity: to open the first new pub on the King’s Road in over 100 years.

What would you say are The Trafalgar’s USPs?

It’s a fabulous location in the middle of the King’s Road, opposite the Old Town Hall. The Trafalgar is a beautiful grade II listed building with ornate plasterwork, five-metre-high ceilings and huge arched windows – definitely one of a kind architecturally. It was very important to us that the food and drink offer is ‘proper pub’, with prices to match. We work hard to ensure our pricing is highly competitive. It was essential that locals feel comfortable dropping in for a slow pint and scotch egg, watching the world go by.  The Havannah Room downstairs hosts weekly award-winning Always Be Comedy, who bring in the biggest names in the business, as well as Piano Sessions with Sunday roasts, live music, pub quiz and much more.

What’s the best dish on the menu?

Can I pick more than one?! Our ham and cheese toastie on the bar menu is world-class, as is our Scotch egg. Our Chateaubriand is superb and outstanding value. And I’ve repeatedly ordered the poached guinea fowl breast, thigh croquette, dauphinoise, creamy leeks and peas.

What aspect of the pub are you most proud of / pleased with the outcome?

I think the Drinking Hall is pretty special. Our aim was to find a balance between honouring the elegant architecture, while imbuing a sense of timeless Britishness as befits a grand Chelsea pub. It has that warmth and richness of character alongside a very light and airy atmosphere during the day.

Do you have a favourite pub from your portfolio, and if yes, why?

I couldn’t choose a favourite. The Abbeville is where it all started for us in 2003; it is a very special local, full of character, and really sits at the heart of the community. So much life has been lived there; it could almost feature in a Thomas Hardy novel, despite the fact we converted a restaurant to bring it into being.

What do you think is the reason behind your success?

Bloody hard work and single-mindedness. You have to be obsessed as a business owner. The good fortune to build a wonderful team around us; it’s so much more than ‘a job’ in the hospitality business. All of our small HQ team and many of our managers have been with us for decades. And timing. We were very fortunate to start out in the early 2000s.

What advice would you give to anyone wanting to launch a pub/restaurant?

Know your location, your audience. Do your research, talk to as many people as you possibly can. Be obsessive over your plans. And then go hell for leather, believe in yourself, and f*ck the competition!

What’s next for Three Cheers Pub Co.?

A period of consolidation after The Trafalgar opening, focusing on ensuring all of our pubs are as good as they can possibly be.

The Trafalgar, 224-226 King’s Rd, London SW3 5UA

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