Dish Cult Meets: The Cauldron Co. co-founders

Dish Cult: What’s your background in hospitality?

Matt Cortland: We are the co-founders of The Cauldron Co., which is an entertainment studio in the hospitality space that uses technology and science to bring the world of fantasy to life through immersive food, beverage and retail experiences. We operate wizard-themed venues called “The Cauldron” and the “Wands & Wizard Exploratorium” in the UK and around the world.”

DC: Have you always wanted to work in the industry?

David Duckworth: I happened into hospitality, as many in our industry do, while in school to become an actor. I quickly realised, though, that I had found an industry where I could really thrive, and here we are. I had ambitions as a kid to become a scientist like the other members of my family and in many ways my work at The Cauldron in leading a team to invent molecular cocktails and experiences lets me be an unconventional scientist of sorts.

MC: Like any child I went through stages of “what I want to be,” and mostly rotated between astronaut, chef and inventor. Ironically a few of those things have happened in one way or another, and my work at The Cauldron has me mostly on the inventor side (we are on patent #5) as I lead our magicineering studio. I’ve got my chef training at The Cauldron booked this summer, but still waiting on my invitation from Elon Musk to head into space.

DC: Where did the idea for The Cauldron and Wizard Exploratorium come from?

MC: I am obsessed with taking ideas from one’s imagination and turning them into real inventions — into real life objects. The idea for our company came about because we wanted to show the world that the things from their minds are actually able to be real. In both The Cauldron and Wizard Exploratorium, we are creating spaces where people can experience that step forward in scientific progression for themselves and within the context of food, beverage and retail. Imagine if the magical world were real and you walked into a pub — that’s what we’ve created.

DC: Was it important to make the concept accessible to everyone?

MC: Above all else, it’s important for us to create a place of fun, joy and happiness for our customers. We have the opportunity to reach our customers in a warm, fuzzy place of nostalgia and childhood, and so having our concept connect with them in a variety of ways is very important. We do go to some lengths to make diversity and inclusion, specifically around the trans and queer communities, an explicit part of our diversity statement. As a queer person, I believe that driving home that message is very important given the active discrimination that the trans community is forced to endure on a regular basis. And as a company, we make it clear that we believe that “Magic is for Everyone.”

DC: What can people expect from the Magic Wand Experience?

DD: The Magic Wand Experience is a 4D, interactive retail experience, where you design and build your own illuminated, working magic wand to take home. It’s a small-group session of about 30 minutes that takes place in the Attic of the Wands & Wizard Exploratorium and is led by a master wandmaker and their apprentice. You can expect to select all components of your magic wand, build it yourself and then practice a bit of spellcasting where you use your magic wand. Our customisable magic wands began as a Kickstarter Project and have sensor technology embedded inside them so that they actually work in our venues globally and with at-home retail products. We use our magic wands to teach basic computer programming and creativity with our line of educational, DIY wand-activated products.

DC: And what can people expect from the Potions Experience?

DD: The Potions Experience is a two hour class where you brew interactive, molecular cocktails with working magic wands and fun science. When you arrive you are given a wand and a robe, and are led to an interactive workstation where you will brew molecular concoctions. Your Potion Master kicks things off by leading you to a drink-pouring area, where you cast your first spell with your magic wand and pour a gin cocktail or non-alcoholic mocktail from the mouth of a unicorn (for example). After that you choose two drinks to make at your workstation — each of which have different traits and effects, such as colour-change, fire or smoke. It’s good fun, and has welcomed hundred of thousands of guests! The Potions Experience can be done with or without alcohol, and child-friendly bookings are welcomed at designated days and times.

DC: Which is the most popular of the two?

MC: The Potions Experience has been running for almost five years, and appeals to pretty much anyone who likes a good laugh and a drink. At its core it’s a fun, interactive cocktail-making class with working magic wands. The Magic Wand Experience was launched within the past year, and with it customers get to take home their own working, illuminated magic wand. We see a lot of families booking the Magic Wand Experience, as it’s a great thing to pair with their visit to the Wizard Afternoon Tea or Potions Experience, as the magic wand that you make actually works in those experiences.

DC: What does the Wizard Afternoon Tea involve?

DD: The Wizard Afternoon Tea is a traditional high-tea with a funky, magical twist. Here you use working magic wands and an interactive tea stand with locked tea chest to brew scientific teas and interact with a range of fun and unusual sweet treats, cakes and “sand-witches.” It’s a two hour class that is fit for adults and families alike, and is led by a Potion Master. You can expect to select your own tea blend with a range of loose leaf teas and flowers, and use things like a pestle and mortar to blend your tea before brewing. You will also sample our colour-changing tea, the “Three Transfiguring Tricksters.”

DC: Will there be more locations opening across the UK?

MC: Yes, we are in a state of expansion with plans in the works for our next UK location this summer. If you are in a large city in the UK, chances are we are coming to you. If you would like to keep track of what we do, please join our mailing list and follow us on social media @thecauldronpub.

At some point in-future we will open up Equity for Magic 2, our investment round where we turn our customers into shareholders. Subscribe to keep up to date and join our community of investors!