16 Years of PBF: A Conversation with Founders Gav & Sara
As Poulet Bonne Femme marks its 16th birthday, we sat down with founders Gav and Sara to reflect on the journey—from humble beginnings selling free-range rotisserie chicken at markets to running a beloved food brand with eight locations across Ireland. In this special Q&A, they share memories, milestones, and the values that have guided them every step of the way.
What was your original vision when you opened PBF, and how has that evolved over the past 16 years?
We were inspired by the markets across Europe—places where high-quality, fresh food was served directly to customers. We always saw PBF as a food market business. The original dream was to have a fleet of trailers selling our free-range chickens at local markets around Ireland.
But a mix of logistical realities—and the infamous Irish weather—led us to adapt. After a snowstorm in December 2010 forced us to close for a month, we realised we needed indoor premises. That was our first big pivot.
After two years running trailers seven days a week, we opened a concession in the new Avoca food market in Monkstown on 11/11/11! That moment changed everything, and over the next seven years we opened six more Avoca concessions. In 2022, we opened our first standalone store in Blackrock, followed by a store in Dun Laoghaire just over a year later.
Can you remember the moment you decided to open your first standalone store—and what gave you the confidence to go for it?
Opening our own shop had always been in the back of our minds, but we were focused on our Avoca partnership for many years. During COVID, everything changed. We spent a lot of time delivering chickens around Dublin ourselves and got to know our customers—and their needs—on a whole new level. The demand was stronger than ever, and we knew it was time to grow.
Finding the right location took time, but once we did, the response from the community confirmed we made the right call.
What were the biggest challenges and milestones in growing PBF from one trailer to eight locations?
There are too many to count! Running your own business is a constant rollercoaster, and the food industry has had some particularly tough years recently—rising costs, changing regulations, staffing challenges.
On top of that, juggling the business with raising four young children as a family-run brand has been no small feat. But we’re incredibly lucky to have a fantastic team—we truly couldn’t have done it without them.
Was there a particular turning point when you realised PBF was becoming something truly special?
In the beginning, we saw it as a short-term venture—something to tide us over until we went back to our “proper jobs.” But the customer response surprised us.
There wasn’t one single lightbulb moment, but getting invited to open in Avoca was a huge shift. That felt like the moment we realised PBF had the potential to become a brand.
What’s been your proudest moment so far?
Without a doubt, it’s seeing our long-time customers—some of whom shopped with us back in the People’s Park in Dun Laoghaire in 2009—walk into our newest shop in Dun Laoghaire today. That’s incredibly special to us. It feels like coming full circle.
What’s the biggest lesson you’ve learned about running a values-led food business?
There were definitely times when it would have been easier (and cheaper) to compromise on our values. Early on, people told us to switch to non–free range, imported chickens—but we never did.
We’ve always believed that quality, local food should come first. It’s better for the animals, healthier for customers, and helps build long-term trust. We’re proud to have stuck to that.
PBF has a loyal, local customer base. What do you think keeps people coming back?
That’s hard to say! Hopefully it’s the taste, the quality, and the way we treat our customers. We genuinely wouldn’t be here without them, and we never forget that.
How do you stay fresh and innovative while staying true to the PBF brand?
We’re lucky to work with some incredibly talented chefs and staff who are always testing new ideas. Our Gorgeous Grocery is a huge part of that innovation—we love championing Irish producers, many of whom we discover through social media or word of mouth. Collaborating with like-minded food brands is one of our favourite parts of the job.
What advice would you give to someone starting a food business in Ireland today?
Know your core product, but be open to diversifying. For example, our rotisserie chicken was where it all began—but the sandwiches, catering for events and offices, and online ordering have become essential parts of the business.
(And yes, there’s a funny story about how the sandwiches started at a festival, and how Sara almost lost the day’s takings, but we’ll save that for another day!)
Finally—what’s next for PBF? What do the next 16 years look like?
We want to keep growing our customer base and be available in more locations, so more people can enjoy what we do. It really is that simple. We’re just getting started.