From Glo London to Guinness Social, Gavin White builds beloved brands for Shanghai's international community. He emphasizes quality, nostalgia, and direct customer connection, offering everything from British imports to legendary pub fare like his famed fish and chips and Sunday Carvery.
From Glo London on Dongping Lu to Guinness Social in Tianzifang—and everything in between—Jerry's British Shop, Butler & White's, Masterwine, and more—he has masterminded a portfolio of brands that define comfort food for China's international community.
We sat down with the hospitality veteran to find out why connection with the customer is just as important as the quality of the produce.
Mr. Gavin White
On beginning his journey…
I'm from Gloucester, England. I started at the Savoy Hotel in London—I was the first person accepted onto their management training scheme with just A-levels, no degree.
That set me on my path. I've done the whole spectrum: fine dining at places like Le Gavroche, branded pubs, setting up Bella Pasta, running nightclubs like Life Cardiff—which was the number one club in Wales.
I even had five pubs of my own. It's all given me a pretty rounded view of this business.
A young Mr. White. Image courtesy of Gavin White / Guinness Social.
On the move to Shanghai…
I first came to China because I was hired by a company in Singapore. They had a chain called Glo in London—an Asian restaurant—and they wanted to set up a Western-themed version in Shanghai.
So, I came over and launched Glo London on Dongping Lu around 2011. It was really successful; we had nine franchises.
Then, the whole street was redeveloped and shut down. By then, I'd already moved to the factory we used to supply the restaurants. That's where the idea for Butler & White was formed.
On the Butler & White's way…
The idea started with my former business partner, James [Butler]. We wanted to supply the goods he missed from the UK—going beyond just bacon and sausages. We focused on pastries, pies, Cornish pasties, and ready meals like cottage pie.
After James left, I took it over and expanded massively. We now do around 70-80 products. Butler & White's is the wholesale arm, supplying restaurants and soon supermarkets. Jerry's British Shop is the retail side, solely focused on imported British goods and our own vegan range.
Mr. White with Mr. Bulter (L) and Mr. Ralph (M). Image courtesy of Gavin White / Guinness Social.
On the journey to ownership…
The desire to run my own show was always there. Now, it's a whole ecosystem: Butler & White's, Jerry's, Masterwine—a wine shop/restaurant in Ningbo—and Guinness Social.
We're even opening a Guinness Social in Osaka, Japan next.
On the Guinness Social atmosphere…
The space has two sides: one aimed at sports viewing, the other with a proper pub feel. It can seat over 100 inside, plus terraces. The whole emphasis is on Guinness—it's the major beverage everything revolves around.
The food is built on our core products: the best fish and chips in China (I'll stand by that), perfected over three years with our own batter mix and Icelandic cod, and our legendary Sunday Carvery...
The legendary carvery
On that Sunday Carvery…
At Guinness Social, it's classic British pub food done right. The Carvery is the star—five meats, all the trimmings, Yorkshire puddings, two types of gravy, and it's endless.
Some history and some rules!
On even more comfort food...
We've also just launched a whole rotisserie chicken for delivery. For Jerry's and Butler & White's, it's about nostalgia and innovation—from imported chocolates to a range of over 50 vegan ready meals, like vegan cottage pie and mac 'n' cheese.
On a customer's first time…
Shanghai is an international city. For some, finding a taste of home is emotional. I've seen people's faces light up when they find a Cadbury's bar or Irn-Bru at Jerry's.
Guinness Social: "A proper pub feel"
On the importance of communication…
At Guinness Social, we want it to be welcoming. We know customers are in control now, more than ever.
We're flexible, we manage expectations, and we actively encourage feedback.
If there's a wait for food, we tell you. If something isn't right, we own it and fix it.
On changing times…
The world I started in decades ago was different. Bars and restaurants used to be in control. Now, the customer is.
After COVID, that shift was cemented. You can't just be a faceless brand. People want a connection, they want to be heard, and they want value.
That's why our model at the Carvery works so well—it's all-you-can-eat, but you only take what you want, so there's no waste and everyone gets exactly what they fancy.
Mr. White: Pretty as a picture. Image courtesy of Gavin White / Guinness Social.
On what has stayed the same…
Fundamentally, quality and consistency are everything. Whether it's the meat for our Carvery—slow-roasted and marinated for 24 hours—or the batter for our fish and chips, you can't cut corners.
People are seeking authentic, comforting flavors.
Also, the importance of community hasn't changed. We sponsor rugby clubs, netball teams, and host events like the South African Braais.
It suits our brand and our clientele.
On staying inspired…
You have to keep learning. I go back to the UK every month to source products and see trends.
I visit the restaurants and shops that younger generations enjoy. Every customer has different preferences.
I feel fortunate to be doing what I love across so many different facets of food and drink.
Showing the customers some love. Image courtesy of Gavin White / Guinness Social.
On the true meaning of hospitality…
It's about connection, plain and simple. Meeting mentors and customers has shaped who I am.
This business is challenging, never easy. The true mission is to meet people in person, listen to them, and provide not just a meal, but a delightful experience.
It's about polishing not just your skills, but your heart—learning patience.
Now, it's my turn to give back to the community that's supported me.
Guinness Social
1st Birthday Weekend
It's time to celebrate! Guinness Social is turning one, and they've planned a fabulous birthday weekend to share the fun with everyone.
Saturday, February 14
Love is in the air—and so are incredible deals! It's a Valentine's Day special where buying two means getting three on all their crowd-pleasers: smooth Guinness, crisp Becks, refreshing cider, and everything from Sapporo and Aperol to spirits, mojitos, and house wines.
It's the perfect mix for a festive date night or a fun-filled friends' gathering.
Sunday, February 15
Guests can savor the legendary Guinness Social carvery. Head along for a fine feast and friendly atmosphere to toast a fantastic first year.
READ MORE: Guinness Social Launches New Sunday Carvery
It's shaping up to be a birthday weekend packed with flavor, cheers, and great times for all!
Guinness Social by Butler & White's No. 7-7, Tianzifang, Lane 210 Taikang Lu, by Sinan Lu, Huangpu District 田子坊7号7室, 泰康路210弄, 近思南路
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