George joined the Adam Handling Collection as Restaurant Manager for the opening of The Frog Hoxton in 2018 and was soon promoted to General Manager of the restaurant. He was then appointed Group General Manager in 2020, with responsibility across the Collection’s restaurants and bars, and F&B services. In 2021, George was appointed Restaurant Director for the Collection.

As part of his role, George was instrumental in the opening of Adam’s first venues outside of London, leading the opening teams at Ugly Butterfly in St Ives, and the restaurant’s later move to The Headland, Newquay in 2025; The Tartan Fox in Newquay, and the Collection’s first pub and restaurant with rooms, The Loch & the Tyne in Old Windsor. He is a driving force behind the Collection’s sustainability mission and was key in helping Frog, the Collection’s flagship restaurant, gain its Michelin star in 2022 and retaining it to date and for Ugly Butterfly to win its Michelin star in 2026. George played a significant role in securing The Loch & The Tyne and The Tartan Fox’s inclusion in the Top 50 Gastropubs in 2026. The Loch & The Tyne was also awarded a Michelin Bib Gourmand.

George is at the forefront of Adam’s sustainable efforts within the Collection and is a strong advocate for sustainability across the industry as a whole. Alongside promoting a cross-industry focus on sustainability and zero-waste, often inviting other bar and restaurant teams in to learn the Collection’s methods and initiatives as well as constantly networking, George is passionate about sustainability in terms of staff. With that in mind, he spearheaded the launch of the Adam Handling Future Food Stars Programme at Ugly Butterfly, a stagiaire programme for students at local Truro & Penwith College. The Programme is aimed at getting young students into hospitality by including it as part of their curriculum. The students spend two weeks working front of house, two weeks in the kitchen, and two weeks learning about the sustainable practices undertaken in the bar; all of which counts towards their college course. The Ugly Butterfly team also go into the college to provide a full day of training that covers the full spectrum of hospitality, which culminates in the students cooking a dinner for local heroes, who have done good deeds for the community.

Before joining AHC, George worked at venues from Cornwall to Warwickshire from the age of fifteen, building an impressive CV and reputation. His first full-time job in hospitality was as General Manager at The Boot Inn, Lapworth, aged 21, where he managed a team of 30 in a multi-million-pound business.

As a fantastic public speaker, George is a regular contributor and speaker at various industry shows and panels.