'We are committed to Macclesfield': The ethos of The Picturedrome
By Alex Greensmith
15th Mar 2022 | Local News
Macclesfield: The Picturedrome will turn three years old this year.
Nine stalls of quality food and drink have survived and thrived during the pandemic, but what has been the secret to the success?
The former cinema-turned foodhall located on Chestergate was founded by Nick Johnson and Jenny Thompson.
Similar to a view that led to the creation of Nub News, Nick has noticed the erosion of regional identity of towns throughout his lifetime, and restoring historic buildings like Macclesfield Picturedrome (and previously Altrincham Market) plays a small part in restoring that.
Celebrating culture and identity through history, by investing a new purpose and millions of pounds into the once-unused building.
"Independence is really important to us," said Nick.
"Peter Saville [designer of the Joy Division Unknown Pleasures album cover] once said a quote that I am a big believer in: 'people get the city they deserve', and I can apply that to market towns like Macclesfield and Altrincham as well.
"Places are a reflection of the people. And the independent businesses are the curators.
"We are like a record label, spotting indie talent and encourage them to deliver local and quality food. It is about kids half our age being given a chance to flourish.
"We try and offer things that Macclesfield doesn't have.
"We briefly considered bringing one of our great pie vendors from our other businesses in Altrincham or Manchester's Mackie Mayor to The Picturedrome, but we realised that Lord of the Pies were already doing a great job in Macclesfield, so we didn't.
"Rav from FrenJabi [who has a French-Punjab restaurant down the road on 122 Chestergate] came in and told us I've only done this because of you.
"He'd quit his regular job as he believed he could now open his dream restaurant.
"And that was the point in us doing this really.
"Independence isn't recognised by the council, but that is what we are doing here. In a post-COVID world, independence should be encouraged."
Given the occasional rotation of vendors, and sibling relationship with similar food halls in Manchester and Altrincham, some may be surprised to know that The Picturedrome has predominantly local vendors.
Aside the front of house jobs they provide to many Macclesfield residents, many of the artisans that make their dishes are from Macclesfield.
Matt and Holly from Tender Cow are from Macclesfield, with the former being a King's School graduate.
Jonny from Terroni Pastificio has bought a house here.
Jamie from Savages Mussels has lived in Macclesfield since 2013, five years before he started serving up his delicious seafood.
This local ethos continued into PD Coffee - a stall popular with those who partake in breakfast or a working lunch at The Picturedrome.
Their produce is local where possible as well, from using coffee roasted at Pott Shrigley's Kickback Coffee, to the Macclesfield spring water they sell.
"We're talent scouts for great food and drink. My favourite gin is Macclesfield's Forest Gin," added Nick.
"We curate and bring people together on the spirit of independence. Both customers and businesses.
"Our role is to make the businesses lives a little bit easier, while ensuring they remain their independence under our governance. As we understand when you try to do your own thing, everybody gets in the way.
"The thing that is really important for us is to have longevity. We've never been a flavour of the month. We're here to stay and are committed to Macclesfield.
"Even though we've been around for seven years in Altrincham and five years into Mackie Mayor, they're still growing because more and more people are telling each other about the quality of the experience they are enjoying. And we want to do the same for Macclesfield as well.
"My favourite places to eat in cities are places that have been there for decades.
"While we do have an Instagram, we try and operate in an old-fashioned arena of word of mouth to create The Picturedrome's own narrative. We never have never done a press release, as we believe the people drive interest to our business.
"We've always been interested in trying to start low-key and steadily improve all the time. Some of the cards will be shuffled [Flour Water Salt had to bow out last year], but we now have an incredibly strong set of people that are recognisably Macclesfield.
"We try not to shout about the benefits of using local or regional produce, as it is kind of in our DNA. We like that people can just come in switch off and enjoy a fantastic meal superficially, without any extra knowledge other than saying to each other 'that was really good, let's come again.'
Closed on a Monday, The Picturedrome is open Tuesday to Saturday from 9am-10pm, and Sunday 9am-6pm.
They have also started a deli offering during the Treacle Market. And are currently looking to add to their number of staff, which is pushing 50.
"We'd love to see the council understand that Macclesfield is a really significant town that has loads of potential - which is why we're here," Nick also said.
"I love the real mix of housing Macclesfield has. The old workers' houses to the posh stuff around the edges - it has got a really unique appeal. But it is isn't recognised by the council. And it should be.
"I would like to see business rates lowered [by central government] to help our town's independent businesses.
"We believe Macc can unlock that potential and celebrate independence. Where else in five minutes can you be walking on the hills, or get on a train to London or Manchester."
The Picturedrome have championed regeneration in Macclesfield. The footfall to the food hall and continued success - albeit with a blip during lockdown - has seen further investment on Chestergate alone.
At the other end of the east of Chestergate, another listed building became an eatery with The Copper Room. Inbetween The Copper Room and The Picturedrome there is new boutique hotel BOHOTEL.
It is hard to believe that such top-of-the-range businesses would've opened on Chestergate, had The Picturedrome not opened in late 2019.
For any future vendors, the key traits The Picturedrome looks for it talent, passion and the right temperament to work collegiately.
You can follow them on Instagram or Facebook.
The Picturedrome is located to the east of Chestergate, Macclesfield, SK11 6DU.
They require no bookings to eat or drink, but for the first time are trialling to take group bookings for midweek.
They also host regular family-themed events that involve meeting some of the suppliers, vendors and local artists may occasionally need to be booked.
You can find out their events on the Macclesfield Nub News What's On section, which The Picturedrome have kindly pledged to sponsor.
Thank you to The Picturedrome for your financial pledge to support our quality, independent journalism for all things Macclesfield.
Nub News CEO Karl Hancock is delighted to partner with The Picturedrome.
"Macclesfield is a great town and it is fantastic to see the regeneration starting in the town centre," said Karl.
"The Picturedrome is the best thing to happen in Macclesfield for a long time, and at Nub News we hope it's the start of many more exciting developments.
"It is great to see this unique kind of regeneration in town centres, in a post-Amazon and online shopping world.
"We are looking forward to providing all the news about The Picturedrome and events that make it such a vibrant place to visit, including regular listings in our What's On section.
"The Picturedrome is the exclusive What's On sponsor of Macclesfield Nub News. Without such community-minded partners we would not be able to produce the locally-relevant, clickbait-free content to the people of Macclesfield."
"Like The Picturedrome, Nub News is all about giving towns an identity and having their voices heard. Thank you for your support of our committed, community-driven news."
Vendors include Fin fish and Honest Crust.
See Also: Macclesfield: Take a look at The Picturedrome's new dessert offering Black Milk.
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