Jale Erentok is the founder and CEO of 2PAx and previously CEO of Busaba Eathai restaurant group. She has spearheaded some of London’s most innovative and successful hospitality concepts. Working along side the highly acclaimed restaurateur Alan Yau, Jale has been instrumental in leading various concepts from fast casual to fine dining including brands such as Wagamama, Hakkasan, Yauatcha, Busaba Eathai and more recently The Duck & Rice, Park Chinois and Babaji Pide Salonu.

Her proven operational capabilities and leadership in growing hospitality brands from inception, through operations, to exit She has worked closely with a number of leading restaurant technology systems from their inception.

Currently, Jale is developing an operational algorithm for restaurants and continues to play an active advisory role to Alan Yau projects. She also acts as a director on the board of the Sustainable Restaurant Association, an organisation that supports a growing community of pioneering restaurateurs, chefs, producers and supply chain managers working towards a sustainable future for the industry.

Her current driving challenge is to catalyse the degree of connectivity in the hospitality industry, where an increasingly joined-up community captures its own information and uses it to create informed data-driven decisions.