Colmore Life - Interview: Prit Sagoo

PRIMITIVO OWNER PRIT SAGOO REFLECTS ON A QUARTER OF A CENTURY OF GOOD FOOD AND DRINK AT ONE OF THE DISTRICT’S MOST POPULAR VENUES

It’s mid-afternoon on a sunny Thursday and, in a side street tucked away in the Colmore Business District, people are outside enjoying the late summer warmth. People, their jackets off, cold drinks in front of them, sit chatting and laughing at the tables outside Primitivo bar and restaurant in Barwick Street. Its wide doors are thrown open, revealing more customers enjoying themselves in its elegant, understated interior. It’s relaxed and grown up – a place that brings an almost European or City of London vibe to the area. And it’s one of the oldest hospitality businesses in the area, having just celebrated its 25th anniversary. It marked the milestone by donating to Birmingham Hippodrome and Nice, the charity that supports children with neurological motor disorders. Owner Prit Sagoo says it’s important to give something back to the community. She’s understandably proud of what she and her team have created over the past quarter-of-a-century. It’s become a favourite lunchtime and evening spot for many members of the business community in the District. “We have customers who have been visiting us the 25 years we’ve been open,” she says. “Senior managers brought in their junior staff and now those people have been promoted and are bringing in their colleagues.” We’re sitting in the Barwick room, a relatively new extension to Primitivo that’s a fabulous venue for meetings or private functions. The Colmore area has evolved hugely since Primitivo arrived all those years ago, taking over a premises that had previously been a hairdressers and then Birmingham’s first trendy sandwich shop before morphing into a bar. Prit took the helm after managing fashionable city centre bars such as Quo Vardis and Carpe Diem and becoming known and respected among the business community. At that time, the Grand Hotel was still operating before closing for several years and undergoing its massive redevelopment. Drinking spots like the Cathedral Tavern, Sub Lounge and Hugo’s Bar were familiar names among Birmingham’s movers and shakers. The Eye Hospital stood in the heart of the

area until its closure, after which Hotel du Vin moved in and transformed the magnificent Victorian building. And, nearby, the Birmingham Post & Mail’s towering headquarters dominated Colmore Circus, its business journalists among the Primitivo faithful until the media giant moved out of town to Fort Dunlop. “The area was busy but nowhere near as vibrant as it is now,” remembers Prit. “There weren’t that many offices in the immediate vicinity - most were towards Cornwall Street.” A few old buildings disappeared and new ones sprung up, including the big Direct Line headquarters opposite Primitivo. More and more businesses moved into the area to rub shoulders with established city firms. So did new hospitality businesses such as the Metro Bar (now Zen Metro) and, in recent years, Gusto, Gaucho, Fazenda, Dishoom and Tattu. Plus non-hospitality businesses such as the upmarket gentlemen’s outfitter Clements and Church have sprung up. But amid all the change, Primitivo has maintained a loyal following among people working in the property, financial, legal and other sectors. The secret of retaining such popularity, Prit believes, is having a great team front-of-house and in the kitchen utterly committed to pleasing the customers. “It’s about us respecting the customers and the customers respecting us - realising that we’re here to please them. “It takes years and years for that to develop, but its absolutely necessary for a consistent business.” The menu has changed since the early years - when classic British dishes such as liver and onions, bangers and mash, devilled kidneys and spotted dick were regular treats. And, of course, chip butties, which were particularly popular on Friday afternoons. Today’s menu retains the same ethos – of simplicity and quality. It’s probably best described as Modern British. The ever-popular faggots and peas continues to pop up on the menu. But now, in keeping with the eclectic times, there are also dishes with influences from Italy, Spain and Thailand. There are also more vegetarian options and plenty of sharing plates. Of course there have been challenges

during the past quarterof-a-century. There was the worldwide recession of 2007-2009, which caused particular problems for the corporate sector. Then Primitivo closed for two years in 2015 when work got underway to transform The Grand Hotel into the beautiful hotel that it is today. “I was grieving when Primitivo was closed. Pining. I missed it so much,” says Prit. She busied herself learning Spanish and was delighted that so many old customers kept in touch. Then, as soon as news emerged of Primitivo’s impending reopening in May 2017, bookings began pouring in. Customers returned to find the place transformed, with contemporary, stylish decor that respects the old building’s heritage. Later, of course, came the challenge of the Covid pandemic, which closed hospitality venues and many offices. “The important thing was ensuring that everyone was safe,” adds Prit. “But we bounced back and it’s great to see customers supporting us again.” Because of Covid, eating and drinking outdoors became a favoured option. Primitivo already has outside tables, but the Colmore Business District

installed the so-called parklets – which are now adding that Continental atmosphere throughout the district. “We always had that vibe because of our outside seating but now the whole area is more like Europe – and hospitality badly needs that,” says Prit. Now, looking ahead, the future appears rosy. Not least because of the Commonwealth Games which come to Birmingham next year. “The hotels will be full and the restaurants will be full and that’s good for everyone,” she explains. “It’s fantastic for Birmingham. It will really put us on the map and support local businesses.” These are exciting times in the District, with the reopening of The Grand Hotel, the continued success of Hotel du Vin, the Paradise development and the forthcoming opening of a big new Goldman Sach’s office in the area plus the building of the landmark 103 Colmore Row development on the site of the old Nat West Tower. Prit says: “Birmingham has developed so much over the past 25 years. “It hasn’t stood still and it’s now the most vibrant and important city outside London. “Colmore itself has become a little neighbourhood. “We have our regulars who work here, but it’s also a destination for people who want to go out to enjoy a drink or something to eat.” By now, as our conversation winds up and staff prepare for the evening clientele, the late summer shadows are lengthening. But tables outside and inside Primitivo are still busy as colleagues and friends continue to enjoy the charms of one of Birmingham’s success stories. It’s places like Primitivo that help to make Colmore unique.