Aviko wanted to find an operator with a special passion for the great British breakfast and invited entrants to state why theirs was worthy of winning a weekend for two with breakfast in style at the Wolseley hotel in London. Williams won because of his commitment to quality and regional produce as well as his support of Good News Family Care, a local charity for disadvantaged people in the community. He commented on his win: "I source as many local ingredients that I can to put on my breakfast, using Tissington Old Bangers and Packington Bacon, both from free range pigs in Packington, free range eggs from the Good News Family Care charity and black pudding from the White Peak Farm Butchery – the best that Derbyshire has to offer!"