As we sit down to talk at his boardroom table, Caring removes his thin silver cufflinks and prods them with his finger as he talks. 'Robin Birley is great,' he asserts. 'Robin and I are friends. I have a lot of admiration and respect for Robin.' Caring famously fell out with Robin, son of Mark Birley, the man who founded Annabel's and Mark's Club, when Birley Sr, having disinherited his son, sold his clubs to Caring for over £90 million in 2007. Robin Birley was understandably resentful that his birthright had been sold from under his nose, and responded with plans to launch a club in Shepherd Market, a five-iron shot away from Annabel's. His original plan was to call it Birley's, but Caring objected and threatened to go to the High Court, saying he had bought the Birley name along with the clubs. The legal wrangle caused personal rancour. Jemima Khan, half-sister of Robin Birley, began a Twitter campaign against Caring, but the two men have since settled their differences over a glass of wine at Wiltons, which neither of them owns, and the club will be named Rupert's, after Robin's late brother. 'There was a situation with the branding of the club, but that is history. It was a misunderstanding. I have no problem with any of the Goldsmith-Birley group, they are all great people,' he says dogmatically.
Caring's frequent use of the word 'branding' explains both his success in the London club and restaurant scene, and why he is still viewed with suspicion and not a little snobbery by some of the established players. It is impossible to imagine Mark or Robin Birley talking about their clubs as brands.