Flat Iron Announces Permanent Site on Beak Street
November 1, 2012
Flat Iron has announced a permanent site at 17 Beak St on Shaftesbury’s Carnaby Estate in Soho. advised by Davis Coffer Lyons.
The 2,141 sq ft restaurant holds 60 covers and serves one dish – ‘Flat Iron’ steak is priced at £10.
After a very successful pop-up above Shoreditchs Owl and Pussycat Pub, new steak restaurant Flat Iron is to move to a permanent location in the heart of Soho. Flat Iron will launch in early December with still only one dish on our menu – a little known butcher’s cut called the flat iron.
Flat Iron began life as a belief by Charlie ‘Beef’ Carroll that really great steak could be made available to all, without breaking the bank:
“I always thought it was a shame that the only way to guarantee an amazing steak was to pay eye-watering prices, and that was something I wanted to change. The flat iron cut has been massively overlooked in the past and if expertly butchered, has a tenderness second only to fillet”.
“Our journey into beef has been a long one. One year, thirty-eight suppliers and hundreds of samples later, we have formed relationships with a number of craft producers who share Flat Iron’s passion for producing well aged, highly marbled, incredibly flavoursome beef”.
We are looking to build on what we did at the Owl [Flat Irons pop-up venue], and that starts with amazing producers. In the last month we have been to two locations in Ireland, North Yorkshire and Cornwall: all on the trail of the very best beef.
The development into a full blown restaurant has also included designing a new kitchen built around a super focused menu.
At our pop-up we had to make do with the kit we had, but here we have been able to design a custom grill to our spec and create a purpose built cook line letting us make our dripping chips from scratch every day. Its all part of our ongoing quest for an even better product.
The décor for restaurant and bar has been put together by creative guru, Ben Chapman.
Flat Iron is still taking drinks seriously as well, and have teamed up with acclaimed mixologists SoulShakers on a top secret cocktail project. Doing something with cocktails that has never been done in the UK before. A tight and focused wine list with great options to complement the beef will also be on hand, together with a careful selection of craft beers.
No reservations will be taken, but there is a basement cocktail bar where anybody waiting for a table can have a drink.
Tracey Mills, Director of Development Leasing at Davis Coffer Lyons, said: We are working with a wide range of landlords now to help them engage with pop-up operators as part of their general strategy for developing their estates. Pop-ups deliver great benefits to landlords by generating interest in their holdings and a huge number of hits generated from social media which are very tangible and would have a huge price tag if paralleled with advertising. For the customers and visitors, its ensures that they have something new to see and experience each time they visit. From the operators standpoint , it enables them to trial new concepts and see the reaction from the consumers and social media before considering a permanent site. The impact of pop-ups has been so positive, many landlords are deliberately keeping units back to facilitate them.