Matt Hermer is the dapper founder and CEO of the Ignite Group which owns Boujis nightclub, Cocoon and Bumpkin restaurants and Eclipse bars in London. A born traveller, but an impatient black cab passenger, here he tells ASMALLMAGAZINE what gets him going.

How did you get started?

I was a bon viveur working in the City and the local bar came up for sale. There was no such thing as cocktail culture really in London at that time, 1998; it was all pubs and pints and bad food. Having spent some time in New York, I thought it would be a good concept to do a neighbourhood bar.

What do you like about London?

I like the fact it’s so cosmopolitan, a gateway to so many different cultures. I live in Chelsea and I like that it’s so busy and commercial, full of bustling restaurants and shops. You can eat and drink incredibly well in London now and I love the culture and the heritage—you get such diverse pockets from Hackney to Kensington.

Anything you don't like?

The transport system. I hate the tubes. That was one thing I was very happy about, leaving the City and never having to take the tube again. The transport infrastructures elsewhere always seem so much better.

If you could have breakfast, lunch and dinner in three different spots around the world where would those places be?

Breakfast at Friend of a Farmer or Market Table in New York where they serve the eggs in those little skillets; lunch at a beach restaurant like Es Torrent in Ibiza where I’d have whatever fish they’d caught that day and paella washed down with lots of rosé; and dinner—foie gras, entrecote and lots of red wine—in Paris at L’Ami Louis.

Who do you admire in your line of business?

Alan Yau has done an incredibly good job bringing contemporary oriental food to London, Jonathan Downey has been at the forefront of bringing cocktail culture over here and Mark Hix has done great things for British food.

Boujis is famously one of Prince William and Prince Harry’s favourite haunts. What do you think they like about the place?

All members know and love Boujis for its great service and unpretentious laid back atmosphere.

When did you realise Boujis had really taken off?

I remember going to Boujis one night and seeing Leonardo DiCaprio, Owen Wilson and one of the princes all hanging out and just thinking, “This is amazing.”

When did you last dance at Boujis?

Not that long ago. I love it there. It’s my baby. I created it from the name down to everything else. It’s just fun. We’ve celebrated its sixth birthday which is pretty impressive for a London nightclub.

What do you like most about what you do?

That every day is different, that I can create a product and watch it work. And food, drink and travelling are my passions, and I get to indulge that. That’s what gets me out of bed every day.

Where is your favourite place to travel?

Asia. You have everything there—great weather, great food, the beach, vibrant cities, culture, and the level of service is incredible. I love Hong Kong and Shanghai.

What’s the secret ingredient that makes your establishments what they are?

Hiring good people and letting them get on with the business. I’m not going to go into the kitchen and tell the chef how to cook or go behind the bar—they’re the experts.

What gave you the idea for Bumpkin?

It was just before the whole British food craze and I wanted to do somewhere serving simple, good food in a relaxed environment where you didn’t need to spend a fortune for all that fussy stuff.

What’s your greatest achievement?

That I’ve been doing this for ten years and still love it.

Do you have a favourite book?

Probably Shantaram by Gregory David Roberts. It inspired me to go to India where we may be opening something in the fairly near future.

You’ve been on ASW for nearly five years. What do you like about it?

It’s a good tool for finding like-minded people in different countries and very useful when one travels as much as I do.

What is your greatest attribute?

I’m quite impulsive, I make decisions quickly, in both work and pleasure. Buying my first bar and quitting my job in the City is probably the most impulsive thing I’ve ever done.

Worst habit?

Impatience. There’s nothing that annoys me more than sitting in a cab stuck in traffic.

Secret talent that not many people know about?

Karaoke. I’ve even sung Chinese karaoke in a bar in Hong Kong—I sounded like a dead cat.

What would your last supper be?

A Fiorentina steak and a good bottle of Burgundy or Barolo.

What next for the Ignite Group?

I want to take some of our existing concepts, and some new brands, to specially targeted international territories. We're planning to open our first space outside the UK, a bar in the W hotel in Barcelona. I hope to encourage lots of clients from our London clubs to come to the new bar.