Chef Collin Brown was appointed Executive Chef and tasked with leading the brand’s culinary transformation. He began by auditing the existing offer and quickly pinpointed areas where flavour, technique and presentation could be improved. Drawing on his Caribbean fine dining background, Collin introduced a suite of new dishes that brought back key ingredients like ackee, saltfish, callaloo and fresh herbs, prepared in ways that respected tradition while meeting the needs of a high-volume kitchen.

Collin’s work extended beyond recipe creation. He developed a full culinary framework that included standardised recipe cards, new sourcing relationships, and structured training for over 600 chefs across the UK. He travelled extensively, training head chefs on-site, conducting tasting panels, and adjusting based on feedback to ensure operational practicality. Importantly, he introduced a 40% plant-based section to the menu, including jackfruit, roasted aubergine, and other fresh produce, expanding appeal while keeping flavours true to the islands.

The menu refresh also incorporated unique signature items, like Collin’s rum barbecue sauce, which was rolled out nationally and became a guest favourite. With each change, the goal remained simple: make sure every guest, at any Turtle Bay location, tasted real Caribbean food made with care.