John Barnes

John Barnes is a strategic marketing expert and entrepreneur who specialises in helping businesses achieve extraordinary growth with limited resources. He co-transformed Harry Ramsden's from a single Yorkshire fish and chip shop into a world-famous international brand before its sale to Compass PLC, the world's largest catering company. As Chairman of The Restaurant People Group and a director across multiple companies including Caffè Nero PLC and Arena Leisure PLC, he applies his proven "Marketing Judo" principles to diverse organisations today. Audiences leave his sessions equipped with practical techniques to outsmart larger competitors, turn budget constraints into creative advantages, and build powerful brands through smart, agile thinking.

When John Barnes and his business partner Richard Richardson acquired a single fish and chip restaurant in Yorkshire, few could have predicted they would transform Harry Ramsden's into an internationally recognised brand before successfully selling it to Compass PLC, the world's largest catering company. Their achievement was all the more remarkable because they accomplished it without the vast marketing budgets their competitors enjoyed. This experience led them to develop what they now call "Marketing Judo", a strategic approach rooted in the martial art's core philosophy that intelligence and agility can overcome superior size and strength, and that disciplined training combined with quick thinking enables anyone to compete at the highest level.

Barnes built his commercial expertise through senior roles at some of the world's most respected consumer brands, including Procter & Gamble, Playtex, PepsiCo and KFC, before leading the management team that revolutionised Harry Ramsden's. His success in turning a regional favourite into a global name caught the attention of major players in the hospitality sector, ultimately resulting in the company's acquisition by Granada, now part of Compass PLC. Since then, he has served as Chairman of The Restaurant People Group, overseeing the rapid expansion of La Tasca Spanish Tapas Bars and Restaurants, and holds directorships across diverse sectors including Caffè Nero PLC, Galaxy 105 FM, Arena Leisure PLC and Zoo Digital PLC. This breadth of experience across multiple industries has enabled him to test and refine his Marketing Judo principles in varied commercial environments, proving their effectiveness regardless of sector or market conditions.

Barnes works with organisations to identify competitive advantages that exist even when budgets are tight and competitors appear overwhelming. Through the seven moves of Marketing Judo, he demonstrates how businesses can turn resource constraints into creative opportunities, using speed, precision and strategic positioning to outmanoeuvre larger rivals. His presentations combine entertaining real-world stories from his own career with practical examples drawn from companies across different industries, making complex marketing concepts immediately accessible and applicable. Audiences gain concrete techniques they can implement straight away, learning how to maintain balance under competitive pressure, spot opportunities others miss, and build powerful brands through intelligent, agile thinking rather than simply outspending the competition. The lasting impact comes from understanding that smart strategy consistently defeats big budgets when applied with discipline and creativity.