![]() ![]() ![]() Such care and attention to detail are all part of the Flat Iron experience and have helped the group to build a loyal and evangelical band of customers. The company also owns a herd of cattle on its farm in North Yorkshire and is rightly proud of its beef – so much so that its chalkboards highlight the cows’ breed, where they were born and even their finishing diet. Long queues became a regular feature outside its third site in Covent Garden, which boasted its own working butcher’s shop. Its second restaurant opened in Denmark Street in 2014, with a ceremonial spit roasting of a whole ox. It proved such a success that a permanent site was opened later that year in Beak Street in Soho. The first Flat Iron opened in 2012 as a pop up above the Owl & Pussycat pub in Shoreditch, London. This not only gave his restaurant its USP – and name – but also gave it buying power with suppliers and unrivalled expertise in this area of the market. Instead of opting for the more familiar, expensive cuts – such as fillet, sirloin and rib-eye – Carroll identified the secondary cut known as the ‘flat iron’ and taken from the shoulder blade. How was it achievable at this price point? By being smart and innovative. Working in the restaurant industry, he had noticed that the steak market was served either by good quality but very expensive high-end establishments or by poor quality, mass market offers.įlat Iron was created to challenge traditional perceptions of steak, offering customers a modern take on the traditional steak house – no fuss, no frills, just delicious,high quality steak for £10. In Charlie Carroll’s case, the cut was literal. ![]() ![]() How do you launch a business in a crowded and competitive market? By being a cut above the rest. Building a disruptive steak restaurant brand legend that challenges stuffy and over-priced steakhouses by serving the best quality steaks at great prices off a famously simple menu in a casual environment. ![]()
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