Indie Interview with Leo Johnson: The Journey Behind Dodo Pubs

In this candid interview with Holly Davis, Leo Johnson takes us through the evolution of Dodo Pubs, from a spontaneous takeover of the Rusty Bicycle to building a unique chain of neighborhood pubs that pride themselves on community, individuality and sustainability. His story is one of passion, flexibility and staying true to the pub culture.

Holly Davis: Leo, what inspired you to start Dodo Pubs back in 2009? How did that journey begin?

Leo Johnson: Yeah, so it’s been 15 years now, which is crazy to think about. The whole thing started without a real plan. My business partner initially took over the Rusty Bicycle, a small pub in east Oxford and I joined about six or seven months later to help with the kitchen. Back then, there was no business plan, no strategy, no vision. We just figured things out along the way.

We were incredibly lucky with the Rusty Bicycle. It was located in an area of Oxford that was starting to gentrify and we became a key part of that community. Over time, we stumbled upon the idea of becoming “neighborhood pubs,” which eventually set us apart from other pub companies. It wasn’t something we planned from the start, but it slowly evolved as we took on more pubs and honed our identity.

Holly Davis: Where does the Dodo name come from?

Leo Johnson: The name came from my now-wife’s favorite animal and there was something about the way it rolled off the tongue—“Dodo Pub Co.” It sounded right. There was also the convenient association with Oxford*. Sometimes you just stumble across these things, and they stick.

*for those that don’t know (including me) Oxford University Museum of Natural History is home to the Oxford Dodo

Holly Davis: Before Dodo Pubs, did you have much of a background in hospitality?

Leo Johnson: I went to university, but after graduating, I decided not to move to London to use my degree because things were uncertain at the time. Instead, I learned how to cook, working in various gastro pubs around Oxford. When my business partner needed help with the Rusty Bicycle, I came on board, thinking I’d stay for two months. Fifteen years later, here we are!

Holly Davis: What does an average day look like for you now?

Leo Johnson: These days, I’m more involved in different aspects of the business. I wear a lot of hats depending on what needs to be done, but my focus now is more outward—developing the business, handling branding and managing communications. I take care of how the company is represented outwardly, from marketing to the design and vibe of the pubs. At the same time, I also oversee our internal communications, ensuring our staff understand and embody the culture and ethos of Dodo Pubs.

Holly Davis: You’ve mentioned creating a strong community identity for the pubs—how does that play into your day-to-day work?

Leo Johnson: If we’re renovating a pub, I’m heavily involved in that process, making sure the project stays true to our brand while giving each pub its own unique identity. One thing we’re passionate about is creating a sense of ownership within the neighborhoods we serve, so each pub feels like it belongs to that community.

We involve our staff and even customers in shaping that identity. For example, when we were developing the beer for the pubs, we took our staff to the brewery and asked them what they wanted from the beer. Everyone contributed and the result was our signature beer, ‘Our People,’ which was brewed for us. It’s a big part of creating that feeling of ownership.

Also, the events we host play a huge role. We try to hold events that resonate with the local community, whether that’s live music or pub quizzes. It’s all about making sure each pub feels like a hub for that area.

Holly Davis: What role did the Oxford community play in shaping your identity? You started in east Oxford, but do you feel like being based in Oxford influenced the business in other ways?

Leo Johnson: Yeah, the Rusty Bicycle was like our golden egg. It was a stroke of luck combined with hard work and ideas, but it was the way the local community used it that made it thrive. We tried to replicate that with the Rickety Press. Jericho didn’t feel that different from east Oxford and it was far enough away from the Rusty that people didn’t feel like they were getting the same thing twice.

When we first took on the Rickety, it was a gastro pub and we put a lot of work into it—working 60-70 hours in the kitchen. We got some great accolades, like the Good Food Guide and a Bib Gourmand. But it was exhausting and we weren’t making much money. Meanwhile, the Rusty was running itself with its simpler, more approachable menu. Eventually, we realized that the model at the Rusty—burgers and pizzas—was more sustainable. That was our “Eureka” moment. We flipped the Rickety to match the Rusty’s menu and it worked. From there, we had a model we could grow with.

Holly Davis: That’s a great story! Speaking of being part of something, why did Dodo Pubs decide to join Independent Oxford? What do you get out of being a member?

Leo Johnson: It’s great to be part of a network. Honestly, I’m surprised it took me so long to figure out what Independent Oxford was about. Once I met Rosie and we had a coffee, I signed up straight away. The community aspect is brilliant, especially the WhatsApp group where business owners can quickly communicate with each other. Sharing information and experiences helps a lot—it’s a great support system.

Over the years, we’ve spent a lot of time figuring out things like sourcing suppliers, so having a network that helps speed up those processes for others is fantastic. You don’t want to reinvent the wheel every time. Independent Oxford helps with that and I think it’s a great enabler for business growth.

Leo and the Dodo team have just opened a new pub on Abingdon Road in Oxford called the Slow and Steady. It offers the classic Dodo menu with a great selection of indie craft beers including Tap Social Movement and the space has been thoughtfully designed to create a really cosy and inviting space complete with a library wall upstairs and a brilliant mural by Lisa Made It running up the staircase.

The upstairs space is great for Christmas meals if you’re looking for somewhere a little bit different this festive season.