ABOUT

Between us, we have had a range of whizzy-sounding job titles: Chief this, Head of that, for a range of businesses varying from dynamic startups to great big world-conquering PLCs.  We are no longer out simply to make a name for ourselves, or to conquer the world. Our ambitions are now rather more grounded, and we’ve realised that what we are truly passionate about is helping others to succeed. 

As operators, we have all had the same frustrations with organisations that claim to be there to support through consultation and advice, but in reality, often tell you what you already know and leave you with an impossible to-do list that you don’t have the resource to complete.

 

That’s where Tweakd is different: We are not flashy-suited, smooth-talking consultant/sales types. We like to get our hands dirty, get stuck in, and stand side-by-side with our customers whilst we help lay solid foundations for future growth. When we take on a project we go the whole way: we will assess the requirements, come up with a proposal and implement it fully – think of us as your ‘getting through the hump’ specialists.

At present we work with a number of clients in a variety of ways, helping them to grow and succeed. If you’re interested in how we may be able to help you, please send us an email at hello@tweakd.uk

Image by Spencer Davis
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ALEX MARSH, CEO

 After a few years at a corporate law firm, Alex decided to abandon plans for a career in commercial law to follow his passion for food & drink. He cut his teeth at Cadbury Schweppes before beginning a graduate traineeship with Mitchells & Butlers. Alex spent the next few years growing successful brands for several pub and restaurant groups.

 

In 2010 a chance meeting brought him to Loungers, who then had only nine sites but already had ambitious hopes for growth. Alex helped to formalised their processes, using their positive organic energy and harnessing it to become something rather more deliberate. Initially Operations Manager for the Midlands and the North, Alex then moved to take over all Central Operations at Loungers, having sole control of Marketing & Communications, IT & Systems, Recruitment, Training & Development, HR, all suppliers and procurement, and the menu development and launch process. Alex’s work in these areas contributed to Loungers' growth to 130 sites in just eight years, and arguably helped to pave the way for the successful IPO in 2019.            

After Loungers, Alex took over as Chief Operating Officer at Ten Kites, further bolstering his expertise in software and menu systems. At Ten Kites Alex helped to develop innovative menu and recipe systems and integrations for the likes of Fullers, Hall & Woodhouse, SA Brains, Stonegate, Carluccios and many more, partnering with a variety of tech and solutions companies along the way. Although thoroughly enjoying the technology side, Alex realised he was missing getting stuck into the guts of catering and hospitality operations, so in February 2020 he set up a consultancy firm, bringing his wealth of experience in growing businesses to young companies across the UK. 

 

At the end of 2020 one of Alex’s customers, a performance food company called Tweakd, asked him to join their board and, four months later, asked him to take over the company as their CEO. For the next year and a half Alex helped to grow Tweakd and turned it into one of the most respected brands in the sports food  and nutrition world, and eventually transforming it into the services, product development and consultancy business it is today. 

 

At Tweakd Alex specialises in operations, menu development and technology, bringing together his extensive skills and experience in both hospitality and systems & software to develop and implement innovative cost and time-saving solutions for customers in a variety of industries. 

 

When he’s away from his desk, Alex tries out new recipes on his wife and daughters, is a Governor at a local school and attempts to make time to indulge his passions for skiing and mountaineering. 

DAVID COOK,
COMMERCIAL DIRECTOR

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 Dave is a seasoned New Product Development and food manufacturing expert with 30 years’ experience under his culinary belt. 

 

Prior to embarking on a career in Graphic Design, Dave had a month away on a Greek island, instantly falling in love with their cuisine and realising his creativity was tied up in the food sector.   After completing an HND in Hotel, Catering and Institutional Management he worked his way up to various Head Chef positions in Manchester, Australia and London.  Along the way he achieved the highest mark in the UK for City and Guilds Kitchen and Larder Level 3, a recognition of his drive, attention to detail and determination to excel at everything he puts his culinary mind to.  

 

Dave then sidestepped away from ‘the stove’ and worked for Katsouris Fresh Foods, part of the Bakkavor group, as a Development Chef on key projects, developing several successful lines for the multiples.  Missing the dynamics of the hospitality sector, he moved back into restaurants, managing the Food Operations of a chain of busy restaurants and bars, followed by running the well-revered food ingredients Company, Wild Harvest, supplying to top-end hotels and restaurants.  

 

After a little interlude, and soul searching, he decided to combine his love of food and process by setting up a food manufacturing company, Ginger’s Kitchen, in 2010.  Ginger’s made high-end artisan chef-prepared ready meals to the retail sector, and over time the business evolved, morphed and became a successful supplier into the food services sector with customers looking for high quality food solutions.  A two-year spell followed from 2020, working as Head of Culinary for a successful food manufacturer supplying into the casual dining and retail sector before joining Tweakd as their Commercial Director in 2022. As part of his role at Tweakd, Dave specialises in New Product Development, menu ideation, process efficiencies and tools for growth.  He is also a Q Awards judge and sits on a panel of experts reviewing new food products looking to enter the retail and food services market.

 

Dave has developed and manufactured numerous successful product lines for customers such as Leon (retail and restaurants), The Ivy Group, Bill’s, Wholefoods Market, No. 1 Lounges, Deliveroo Editions, Caffé Nero, Coop Southern, Carluccio’s, Gaucho, PRESS London, Little Dish, Barburrito, SSP-International, Deliciously Ella and Garden Gourmet (Nestlé).

 

When he is away from his desk, or stove, a busy family life coupled with seeking out new culinary gems and road cycling keeps Dave busy and happy.