Creative Restaurant Group has announced the promotion of Milena Floyd to Chief Executive Officer, capping an internal career path that began three years earlier. In its statement, the group said Milena Floyd has shown exceptional leadership, determination and commitment to its teams, its restaurants and the future of the group since taking on the role of Managing Director.
According to Creative Restaurant Group, the past year has marked a period of growth and transformation for the company. As CEO, Milena Floyd will continue to oversee the group’s day-to-day operations while taking on wider responsibility for overall strategy, development and the group’s future growth trajectory.
An internal career path built in three steps
Milena Floyd joined Creative Restaurant Group in August 2023 as Head of Operations. She was promoted to Operations Director in July 2024, then to Managing Director in February 2025, before being appointed to the group’s top job thirteen months later.
Milena Floyd described the appointment as a genuinely important milestone in her career, saying it reflected not only the technical expertise and operational experience she has built up over the years, but also the leadership, vision and resilience needed to inspire teams and drive growth. She added that she had been encouraged by the confidence shown by shareholders and by the work of her teams, and pointed to ambitious years ahead marked by new openings and new projects, while keeping the focus on the group’s standard of service.
A career built in London operations
Before joining CRG, Milena Floyd spent just over five years at Orange Brands Management, the company behind the SUSHISAMBA and Duck & Waffle brands in the UK. There she held the roles of General Manager, then Head of Operations and Training, before taking charge of operations and training for the group nationwide.
Earlier in her career, she worked at Gaucho, the London steakhouse group, where she was General Manager before becoming Managing Partner for close to four years. Her first management roles were as General Manager at EHM Bars and then at Swizzlestick, both London restaurant and bar businesses.
A group reshaping its portfolio
Founded by Misha Zelman, Creative Restaurant Group has built its business around a portfolio of upmarket London venues, including the Michelin-starred restaurants Endo at the Rotunda and HUMO, in White City and Mayfair respectively. The group recently expanded its offering with the opening of 20 Berkeley near Berkeley Square, before evolving some of its concepts under chef Endo Kazutoshi.
The leadership change at CRG reflects a broader trend of management renewal across upmarket restaurant groups. Similar moves have recently been seen at Barrière, where Loïc Launay was appointed Group Hotel Catering Director, and at Moma Group, where Hippolyte Gras moved up to Deputy Managing Director.
At a glance by The Hospitality Tribune
Milena Floyd promoted to CEO of Creative Restaurant Group (London)
Effective September 2026, succeeding her own role as Managing Director
Career built at CRG since August 2023: Head of Operations, Operations Director, then Managing Director
Prior roles at Orange Brands Management (SUSHISAMBA, Duck & Waffle) and Gaucho steakhouse group
CRG portfolio includes Michelin-starred Endo at the Rotunda and HUMO in London
Group described by its own statement as entering “a period of growth and transformation”
