Success Story

23rd April 2013

The Goring Hotel in Mayfair has been recognized by The Tea Guild as the best place in London to go for afternoon tea. Catherine Whyte finds out more.

On a blustery spring morning, staff gathered on the Terrace at The Goring Hotel in Mayfair to receive a very special honour - The Tea Guild's 2013 Top London Afternoon Tea Award.

The UK Tea Council's annual Tea Guild Awards are famous worldwide, highly coveted and competition among London's hotels is fierce.

"The margins between the top five star London hotels are infinitesimal," explains William Gorman, Executive Chairman of the UK Tea Council, in a speech at the presentation.

"This award says everything about the enormous effort that goes into producing such a fabulous product."

"Our judges - who dine anonymously - take everything into account, right from the moment of the first phone call, to the greeting they receive by the doorman, to the tea preparation, tea flavour and staff knowledge, and of course to the wonderful accompanying sandwiches, cakes and pastries."

"However, the award can be as much of a challenge as a blessing. Everyone will want to come to sample London's best afternoon tea and rest assured your competitors will be flocking in, possibly under assumed names, to get the measure of the place."

"Anyway, enjoy this marvelous accolade!"

The Goring Hotel's Managing Director, David Morgan-Hewitt stepped forward to accept the award on behalf of his beaming team.

"I'd like to accept this award on behalf of all the team - my only contribution is to enjoy it - to all of you in the kitchens, to all of you who serve it. You are giving people the chance to touch luxury, at an affordable level."

"Thank you so much. We are absolutely thrilled."

With the ceremony over, Irene Gorman, head of The Tea Guild explains the judging process further.

"The Tea Guild is a unique organisation in that each member is judged by an Inspector who is an acclaimed expert in tea," says Irene.

"They visit, have tea and judge a total of 16 different categories of afternoon tea service and pay as any customer would. As they always dine anonymously, our members never know when they are being judged or by whom.

"Our inspectors were particularly impressed by The Goring's approach to brewing and serving its tea, as well as the excellent menu, which includes a tea to suit every palate," she adds.

There are seven varieties of black tea on the menu, including the hotel's own blend of Assam and second flush Darjeeling, described as 'a natural foil for scones and clotted cream'. An oolong tea and three green teas also feature. Who could resist a cup of Organic Maojian, grown in the 'misty gardens of Anhui, grassy, aromatic and brisk, with a velvety texture.'

White tea has become very popular in recent years, for its delicate taste and low caffeine content. The Goring serves Silver Needle from Fujian Province.

The win is the latest in a series of successes for this family-run five star hotel, explains David, who is joined by Food and Beverage Manager Stuart Geddes.

"It's been a phenomenal few years," he says. "The hotel celebrated its centenary in 2010, and Kate Middleton stayed here the night before her wedding in 2011. We received our Royal warrant earlier this year so we are well prepared for all the press interest that comes with winning this award!"

"I've been here for 22 years, man and boy. It was London's best kept secret when I started (it was four star back then) but in the last five years it has burst onto the scene," adds David.

So what's led to this success?

"Nothing stands still in the world of luxury," says David. "You can never stand still, you must always look forwards, because, at this level, to stand still is to go backwards."

"Our guests are really at the forefront - it sounds like a cliche but it is true," continues Stuart. "We also go above and beyond to make our guests feel warm and welcome - after all this is a family run hotel. There is a continuity here that filters down from the very top and the owners, the Goring family, are true and dedicated hoteliers. It's a great place to work."

"The family are true hoteliers", adds David.

A faultless approach to serving tea is pivotal to winning an award from The Tea Guild. What is The Goring's approach?

"We get through a huge amount of tea so it is always fresh," says Stuart, "and of course we go to great lengths to make sure it is stored carefully and at the right temperature."

"The notes on our tea menu are approachable and concise," he continues. Our tea supplier comes in regularly to train the staff and we do encourage them to advise and make recommendations to our guests. Continued tea training is, of course, hugely important."

"Above all, tea at The Goring is a relaxed affair," he adds. Guests can sit for as long as they like, and see the atmosphere in the lounge change as evening approaches, and with it, cocktail hour."

David has the last word.

"It's been a great journey. We are still on it."