By Dave Hunter
A combination of creativity and pragmatism are helping to keep things profitable in a tough climate for St Andrews operator Mardal Ltd.
The company, headed by Julie Dalton and which operates three venues in the town – restaurants The Adamson and Hatch and cocktail bar The Physician – is facing the same squeezed profit margins as everyone else in the sector as costs rise and customers rein in their spending.
And speaking to SLTN Julie said that, although St Andrews continues to attract visitors from overseas keen to experience its world-famous golf courses and historic tourist attractions, there’s now also more competition in the town than ever before, meaning bar and restaurant operators can’t be complacent.
Fortunately, complacency isn’t in Julie’s DNA.
Already a hospitality veteran of the UK and US when she and her family acquired the building that would become The Adamson in 2010, Julie has never been short of ideas for her businesses.
The Adamson, an historic building that was once home to famous physician Dr John Adamson, had most recently been a Post Office before the family took it on, and required considerable work to transform it into The Adamson restaurant.
It opened in 2012, followed in 2015 by the next door cocktail bar, which was originally opened under The Adamson name before taking on its own identity as The Physician in 2023.
“A lot of people had looked at it and didn’t know really how to put something in it because it’s a high building and it’s historic, so there are things that are not allowed,” Julie told SLTN. “But we loved it.”
A neighbouring third unit, initially called Next Door, was opened in 2018 before being relaunched as Hatch in 2021.
The offer at all three is constantly evolving to ensure they are as well suited to their customers as possible. Recent examples include an increase in wellness products at the brunch-focused Hatch and an investment in the outdoor area at The Adamson.
And now, The Physician is appealing directly to that all-important tourist market with the launch of a new ‘cocktail trail’ offer that references different landmarks around the town.
Each of the nine cocktails reference a local landmark, and were inspired by questions asked by visitors.
Examples include the Dr John, inspired by John Adamson himself; Gunpowder, inspired by St Andrews Castle; and Red Gown, inspired by the nearby university.
“When I worked for Living Ventures we used to talk about how important a bartender is,” Julie told SLTN. “They’re such oracles, with people asking bartenders about what to drink and where to go in town. It’s almost the same as a caddy in St Andrews. We get a lot of guests coming in and saying ‘the caddy told us to come here’.”
Creativity has been balanced by pragmatically keeping a close eye on costs, which has included ensuring staff numbers are striking the right balance between cost and customer service.
“People are so aware of the cost of living and we’re trying, as a business, to not put that extra cost onto the customer, and really looking at our extra costs of rates and National Insurance and what we have to pay out,” said Julie.
“It’s an interesting year, 2026, I think.
“Financially we’re just keeping ahead. We’re trying to make sure we’re making all the right decisions with staffing and training and making sure our team have the knowledge to make sure the guests get what they need.”
Julie Dalton will be one of the speakers at next month’s SLTN Women in Hospitality event.
