Despite soaring temperatures and a city brimming with thoughts of BBQs and salads, James Adams from the Jewellery Quarter is steadfast in his Sunday ritual - heading to local pubs in search of the perfect roast dinner.
James’s dedication to uncovering Birmingham’s best roast began in 2021, and not even the summer heatwave has discouraged him. Speaking to Birmingham Live, he shared his secret to making the experience enjoyable: “The key is Bloody Mary cocktails and beers, and you’ve got to sit outside.”
His passion was sparked five years ago during a visit to The Old Crown in Digbeth with a friend. After sharing his roast review on Instagram, the reaction from followers encouraged him to make it a regular pursuit.
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“At that time, pre-TikTok food influencers, I wanted to find the best roast in Brum,” James explained. “A roast is one of my favourite meals, but I’m a terrible cook - that’s why I prefer to eat out. I posted initial reviews on Instagram and after gaining lots of likes, I started reviewing every week.”
His culinary adventure has taken him to numerous pubs and restaurants across the city. Though he usually embarks on the quest alone, it’s now a growing community effort with followers recommending venues.
“I tend to focus on good local pubs, especially historic ones, as they often have roasts. I’ve been zig-zagging across Birmingham sampling what’s on offer,” James said.
Friends often accompany him, providing company and critique. He jokingly notes, “My housemate says I’m too generous, but when reviewing small businesses, you need to be kind and fair. Also, I’ve noticed my ratings go up when I’m hungover because I’m starving and devour the food!”
Over time, James has developed a clear idea of what makes the perfect roast dinner. “I always order pork belly because it’s challenging to cook properly,” he said. “Any menu with something special meat-wise starts with bonus points. The roast potatoes must be crispy outside and soft inside, the gravy shouldn’t be too thin, and I appreciate a range of vegetables with different textures.”
While his evaluating standards have become more intuitive rather than scientific, James still enjoys the process. “I used to compare prices meticulously, but now it’s more about the feeling. If the meal feels good, it earns a higher rating.”
James shares his reviews privately on social media to avoid unwanted attention and has only been recognised once. However, not all criticism has been welcomed. He recalled a time when a chef, unhappy with his negative review, sent him lengthy messages accusing him of trying to damage his career.
Though this confrontation didn’t deter him, the current cost-of-living crisis has made the quest more challenging. “I have to save up for some of the pricier roasts. While I’m eager to try them, high prices can be disappointing. A roast should cost around £15 to £20; spending £40 for one is disheartening, though still worth a try.”
When asked about his favourites, James is quick to answer: “Since moving to the Jewellery Quarter, 1000 Trades offers the best roast in the area. The Ruin in Digbeth also serves an excellent one, and Pasture’s Bloody Mary beef jus is incredible.”
He also enjoys trying different variations, including a Caribbean-inspired roast at Temper & Brown and a vegan option at The Rainbow in Digbeth, which is an entirely plant-based menu. “They made a king oyster mushroom roulade almost like beef - it was unbelievable.”
Known as ‘Roast Man’ among friends, James remains motivated by passion rather than fame. “I do it for my mates, and it’s fun when people give me feedback after visiting places I’ve recommended. It’s a shared enjoyment.”