[INTERVIEW] Guy Martin, when culinary passion meets the art of entrepreneurship

In the ruthless world of Parisian restaurants, where establishments appear and disappear with the seasons, certain names stand the test of time and become essential references. Guy Martin is one of those iconic figures who has transformed his passion for cooking into a veritable gastronomic empire. For Le Grand Véfour, he unveiled Symphonie d’Hiver, the latest addition to his Christmas log cakes.

The perfect alchemy between creativity and business

Guy Martin in the kitchen at Le Grand Véfour © Jérôme Mondière

Now over 60, the multi-starred chef embodies a new generation of chef-entrepreneurs who are as skilled in the art of haute cuisine as they are in the business world. Owner of the prestigious Grand Véfour at the Palais-Royal since 1991, Guy Martin has turned this legendary establishment into much more than just a restaurant: a veritable institution that continues to attract a demanding international clientele.

But the ambition of this shrewd businessman does not stop at the gilded walls of Le Grand Véfour. His portfolio of establishments reflects a thoughtful and diversified entrepreneurial vision. Each new project reveals his ability to apply his expertise to different segments, from exceptional gastronomy to more accessible concepts, without ever compromising on the quality that has made his reputation.

Le Palais Iteceo: a major project

Le Palais Iteceo in Nardo © Michel Figuet

The latest addition to his entrepreneurial ventures, Le Palais Iteceo appears to be the culmination of Guy Martin’s holistic approach to catering. Located in the splendid region of Puglia, this exceptional estate fully embodies his philosophy: to create exceptional places where gastronomy is combined with the French art of living. More than just a restaurant, the Palais Iteceo is a true ecosystem, combining hospitality, culture, and the beauty of nature. It is an ambitious and visionary project that once again reveals the flair and determination of its creator.

The art of successful diversification

What sets Guy Martin apart from his peers is his remarkable ability to multiply projects without diluting his culinary identity. Each restaurant in his portfolio (Bistrot Augustin, Pasco, La Mère Lachaise) bears his signature while meeting specific expectations. This strategic approach allows him to reach different clienteles and create synergies between his establishments.

His career shows that being a chef today also means being a visionary capable of anticipating market trends, understanding societal changes, and adapting to new consumption patterns. Guy Martin excels at this balancing act, juggling tradition and innovation, culinary excellence and economic profitability.

A long-term vision

Behind the apron lies a formidable businessman who has transformed his culinary talent into a veritable empire. His methodical approach to expansion, his ability to surround himself with the right teams, and his keen sense of marketing make him a role model for a whole generation of entrepreneurial chefs.

In a sector where passion is no longer enough, Guy Martin proves that combining a love of cooking with business acumen is not a contradiction in terms, but rather the key to lasting success in the demanding world of high-end dining. Luxus Plus has met him.

Winter Symphony

For the 2025 holiday season, chef Guy Martin has created a new Christmas log at his iconic restaurant, Le Grand Véfour. Entitled Symphonie d’hiver (Winter Symphony), this sculptural dessert highlights the freshness of pear with the sweetness of milk chocolate and the delicacy of vanilla.

Winter Symphony is as striking to the eye as it is to the taste buds, with its intense, glossy black icing enhanced by delicately arranged pear slices, complemented by caramelized almond slivers and dark chocolate shavings.

Buche Grand Vefour © Le Grand Véfour

This chocolate log with fruity notes from its pear mousse enhanced with a hint of lemon zest will be available at Le Grand Véfour from December 15.

INTERVIEW
LUXUS PLUS: From head chef to owner of a gastronomic empire, how did you manage the transition from “Guy Martin, the chef” to “Guy Martin, the brand,” a name that is now associated with a multitude of establishments?

Guy Martin: It all happened gradually over the years, with wonderful teams and very short nights. The desire to develop different things means listening to the outside world. You have to be rigorous, know that nothing is set in stone, and constantly question yourself. I think detail is important and often makes the difference. Obviously, in the most difficult moments, you mustn’t give up, you have to hang on…

LUXUS PLUS: Beyond Le Grand Véfour, you have developed a variety of concepts, from fine dining to more casual restaurants such as Pasco, Augustin, and La Mère Lachaise. What is the logic behind this diversification and how do you ensure that each establishment maintains the DNA of the Guy Martin brand?

Guy Martin: I work with motivated, professional teams who love their job and follow work protocols. Obviously, I visit the different locations regularly. I thank my employees for their commitment and guide them towards what is desired.

LUXUS PLUS: In 2011, you became the owner of Le Grand Véfour, which is a historic monument. How can a private entity both honor such heritage and make it economically profitable?

Guy Martin: It’s a difficult balancing act. The goal is not profitability but to live out your passion while balancing the books. Le Grand Véfour is a unique place where anything is possible. What other profession allows you to transform raw ingredients into a composition on a plate? This freedom to interpret based on your sensibilities and origins is significant and allows you to move mountains.

LUXUS PLUS: In an industry where reviews and rankings can have an immediate impact on revenue, how do you approach managing the reputation of your establishments?

Guy Martin: You have to listen carefully to your customers and critics, but without losing your soul and what you believe in. We have to know how to reinvent ourselves and always remember that we are cooking for our customers who want us to. They are also the key to our success.

LUXUS PLUS: The restaurant industry is facing recruitment challenges. How do you manage to attract, train, and retain talent in your various establishments?

Guy Martin: Overall, our employees are very loyal. For example, Pascal, my closest colleague, has been with me since 1989, and others have been with me since 1991. We are a family that listens to everyone.

LUXUS PLUS: As a businessman, how do you identify emerging trends in the restaurant industry (local products, digital technology, new customer expectations) and how do you integrate them into your business strategy?

Guy Martin: There is no strategy, it’s just common sense, the common sense of a farmer like me. You have to know the rhythm of the seasons, know when to remove a product from the menu when it is in danger of extinction, take the time to get closer to nature and the elements. Through travel, you have to learn about other people and be open to other cultures. And if possible, don’t be late to the party, but know how to be a pioneer in certain areas. For example, I’ve been working with Air France for almost 20 years, and we were among the first to offer a vegetarian menu to our passengers…

LUXUS PLUS: As a successful entrepreneur, what would be your most valuable advice for a young chef or restaurateur who wants to combine passion and economic success?

Guy Martin: The first thing is to believe in your project. You have to work hard, but when you love what you do, work is a pleasure. So you have to enjoy your project. You have to listen to other people’s opinions, but ultimately, only your own decision counts. You have to love your customers and engage with them; they are your biggest supporters. Our profession is a language that says, “I love you and I have cooked these dishes for you”…

LUXUS PLUS: You have invested in Puglia with the estate called Palais Iteceo, a project that combines agriculture, olive oil production, and a guest house. What attracted you to this region, and how does this personal project, which combines agriculture and hospitality, fit into your overall vision as an entrepreneur?

Guy Martin: Every business venture I’ve ever undertaken has been a labor of love. Nothing was planned when I went on vacation to Salento in Italy. The purchase of a first palace in ruins, which had to be rebuilt, then a second and finally a third, were unplanned investments, but they allowed me to meet some wonderful artisans. It’s about bringing history back to life and paying tribute to the people who lived and were born in these properties. These historic sites display works of art that offer an experience far beyond anything you could imagine. For a chef, wine is a natural complement to their craft. I was lucky enough to find an organic vineyard in the neighboring village, and our Primissimo wine is also a testament to the best that nature and man can produce together. You have to work with nature, which is like breathing, and follow it step by step, worrying about the weather, being dependent on it… It’s also a wonderful project, not easy but so rewarding when the results of the tastings live up to expectations.

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