The Big Interview: Gurt Wings

James ‘Gurty’ Mitchell isn’t your average food entrepreneur. His journey from a corporate desk job to running one of the South West’s most beloved street food businesses is a story of one man’s passion for good food, a lot of perseverance, and above all some seriously good chicken wings.

Before he was slinging wings at festivals and events across the UK, James worked in the corporate food industry, importing goods from around the world. His job would take him to countless countries, where he loved nothing more than to sample the local cuisines. One thing, however, always remained the same. “Wherever I went, I’d always hunt down the best fried chicken spots,” James says. “Especially in the US, where the Buffalo wing culture is just something else.”

It was there, across the pond, that James developed his deep appreciation for chicken wings, and especially the variety that was on offer across the country’s many States. “Every city had its own take, and I wanted to bring that back home. When I looked around the UK, there just weren’t any decent wings, so I thought, why not try making them myself?”

From kitchen experiments to street food stardom

At first, James began experimenting at home. He was determined to create the perfect Buffalo wing, with just the right Southern-style crunch with the rich, buttery Buffalo sauce incorporated. Ultimately he wanted something that would stand up to anything he’d experienced in the States, and nothing less would do.

“The process was far from smooth,” says James. “I stank out the house, drove my wife mad, and must have eaten my bodyweight in chicken. I read up on frying techniques, tested different coatings, and failed – many times.” Eventually, though, he found the one – the recipe that still defines Gurt Wings today – and once he had nailed it he knew he had to take things to the next level.

Encouraged by friends and family, James decided to make it official, and in 2017 he bought a gazebo and a fryer and started researching how to get Gurt Wings off the ground. “I was completely naïve,” he says. “I didn’t know anything about insurance, hygiene courses or council regulations. It took over a year just to get everything in place.”

A name with South West (UK) roots

Armed with a hygiene certificate and bags of enthusiasm, James needed a name for his venture – something that would mean something to him with a nod to his Bristolian roots. The word that occurred was Gurt! As he explains: “I grew up in a Bristolian family, and ‘Gurt’ is a word we use all the time - it means ‘great’ or ‘big’. It just made sense.”

In early 2018, James secured his first event at Moor Beer Brewery in Bristol. “I was a bag of nerves,” he admits. “Thankfully, Mark Powell from I Scream Tacos gave me some advice, and I also met with the team at Kerb Street Food, who gave me the push I needed.” The team at Kerb offered one to one consultations to help street food companies get off the ground, and it was an opportunity James couldn’t miss.

With a simple menu on board – Buffalo & Blue Cheese Wings, Garlic & Lime Mayo Wings, and Loaded Tater Tots – James and his wife set up shop. As people were queuing up James couldn’t believe it, but then the good old British weather came to dampen the occasion. “A massive black cloud appeared, and it absolutely hammered down,” James recalls. “Everything got soaked. It should’ve been the perfect day – but it wasn’t.”
Still, word had started to spread.

A life-changing surprise

A week before that first event, James’ best friend, Chris – known as ‘Chief’ – made a life-changing gesture. “He called me up and said, ‘I’ve got something for you.’ Next thing I know, he’s handing me the keys to a Mercedes Sprinter Luton van, fully branded with Gurt Wings. On the seat was a card that said, ‘Thanks for being my Best Man. The van is yours. Good luck with the business.’” James still can’t believe it. “That’s a proper mate. I’ll never forget that moment.”

That van, later christened ‘Gurtrude,’ became the first Gurt Wings food truck, which would play a key role in one of the defining moments in Gurt Wings’ trajectory – the London Wing Fest 2018. “I’d been going as a punter for years. But in 2017, I told my wife, ‘Next year, we’re coming as traders.’ She thought I was mad.”

Gurt Wings entered with two dishes: the signature Buffalo & Blue Cheese and Pigs Might Fly – a cider-soaked wing coated in pork scratchings and served with an apple and cinnamon cider sauce. “The queues were insane. Then I made a rookie mistake – I cranked up the fryer temperature and caused a fire. We got shut down for two hours. Absolute nightmare. But Ben from Wingmans helped us get back up and running.”

That weekend, Gurt Wings took home 3rd place for Best Buffalo Wing, and that was when James knew that his idea could really go somewhere.

To continue reading the full interview, turn to page 14 of our May issue. 

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