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Hospitality business BaxterStorey has appointed Chris Mitchell to the newly created role of Chief Operating Officer (COO) – recognising the company’s growth and reinforcing WSH’s long-term approach to developing leadership talent across its family of brands.
The appointment builds on several record-breaking years for the business and follows a period of significant transformation.
Mitchell joined WSH in 2024 as part of the Group Genuine acquisition. Since then, he has continued to make a significant contribution across the group, earning a reputation for strong leadership, operational excellence and an unwavering focus on client and team experience.
Part of Mitchell’s role as COO will see him responsible for operational performance across BaxterStorey’s UK, Ireland and Netherlands businesses, strengthening alignment across the organisation and supporting the continued delivery of game-changing food and beverage propositions for clients, customers and teams. He will report directly to Ronan Harte, CEO, BaxterStorey.
Harte said of Mitchell’s appointment: “I am truly delighted that Chris has agreed to take on the role of COO for BaxterStorey. We are making this appointment from a position of real strength. Over the past four years, our business has undergone an extraordinary transformation, delivering record growth, attracting exceptional talent and continuing to raise the bar for our industry, and this appointment is about building on that momentum.
“One of the great strengths of WSH is our ability to bring exceptional businesses and talented people into the group and create opportunities for them to grow. Chris’s appointment is a fantastic example of that. Since joining WSH through the Group Genuine partnership, he has made a significant impact, and this next step reflects both his contribution and the opportunities that exist within our business.”
Mitchell added: “I am incredibly excited to be joining BaxterStorey in this role. Having admired the business for many years, I have always been impressed by its ambition, the quality of its people and its constant desire to challenge what great hospitality can look like. Since becoming part of WSH, that admiration has only grown.
“My focus will be on listening, learning and building relationships across the business, while supporting our teams as we continue to build on the incredible success already achieved.”
As part of the transition, Mitchell will step away from all responsibilities within Group Genuine, he will retain his role as CEO of Portico, which started in January 2025.
Tim Axe, previously Managing Director of Genuine Dining Co, will now lead Group Genuine.
