Contact Details

E-mails & Phone

Lucy Knowles

Lucy Knowles

Managing Director, Holroyd Howe

United Kingdom

I am delighted to be leading the team at Holroyd Howe, the market leading independent schools caterer. After many years spent working in hospitality, I have moved to the ‘other world’ of contract catering!My role at Holroyd Howe enables me to channel my passion for working with incredible food and people into a role that really makes a difference. Influencing and educating children in terms of what they eat, their relationship with food and the impact that food has on the planet, is hugely rewarding. Working with our key clients (the SLT’s in all of our schools), I am able to support with the commercial skills I bring from years in business to ensure we offer the most efficient and optimised premium catering partnership on the market.

Prior to this I ran my own agency, Whiskey Armstrong Ltd, a brand innovation and concept development agency. With over 20 years experience in the food & drink industry, as both an operator and a marketer, I was responsible for creating many highly successful and recognised concepts, predominantly within airports around the world. With an extensive industry network and a passion for combining commercial data with customer insight and market trends, I delivered many commercially successful F&B strategies, amalgamating own concepts with unique franchise partnerships to create iconic destinations.

From 2013 to 2019 I served as Group Marketing Director at SSP Group. During this time I led an agenda of brand and concept innovation, ensuring a steady pipeline of SSP owned concepts were available at any given time. I led the NPD team, guiding menu innovation across 300+ brands and overseeing menu strategy for the many concepts I had created, including Gordon Ramsay Plane Food to Go and James Martin Kitchen. During my tenure, I signed up many new franchise brands and partnerships, creating opportunities in markets previously unattainable.

I founded Whiskey Armstrong so I could focus my energy on my passion for concept development, brand and food. I enjoy using my innovation skills to support others in creating value, whether that be through concept development, brand regeneration, menu development or other creative work streams. I ground my innovation in strong operational understanding, learnt through my 17 years spent running Corney & Barrow Bars.


  • Managing Director (Holroyd Howe)
  • Creative Director & Founder (Whiskey Armstrong)
  • Managing Director (Corney & Barrow)
  • Group Marketing Director (SSP Group Plc.)


People also viewed these profiles

People also viewed these profiles

Zahiro Prem

VP, Apps Dev Technical Specialist at Citi @ Israel

People also viewed these profiles

Ami Hayut

VP Engineering & Construction at Melisron LTD @ Israel