Steak Restaurant Flat Iron Opens on Broadway
Latest in a surge of new launches in Hammersmith town centre
Flat Iron is at 18 Hammersmith Broadway
April 22, 2024
Hammersmith’s newest restaurant, Flat Iron is now open and promising to serve up “steaks for everyone”.
The restaurant - the latest in a surge of new launches in our town centre - has taken over 18 Hammersmith Broadway, at the southern end of Shepherd’s Bush Road north of the shopping centre.
It is the newest branch in a small chain, currently consisting of 14 restaurants, and the second in the borough, alongside one in Westfield London in Shepherd’s Bush.
Flat Iron was launched in 2012 by founder Charlie Carroll, who says his goal is “the democratisation of great steak”.
He says: “Traditionally, eating steak at a restaurant was always for exclusive, special occasions, if at all, and was often hit and miss. My mission was to make remarkable steak available to everyone.
“ During my nine months of beef research I taught myself how to butcher and discovered that little known secondary cuts from the very best beef could be exceptionally tasty but reasonably affordable…the democratisation of great steak.
“ I didn’t know if my idea of great steak for everyone would get people excited. To my amazement, by the second week, the queue went down the stairs.
“ There have been many twists and turns since then, with a huge community of committed individuals working together to try and achieve a common goal.
“ Remarkable steak, accessible to all, passionate people and love. It’s where we started, where we are and where we firmly hope to stay.”
Charlie and his team say the design of the Hammersmith restaurant has been inspired by the area’s blacksmith history and folklore.
They say: “Hammersmith’s name dates from 1294, from ‘Hammer’, ‘Smithy’ and ‘Forge’ and Ironmaster William Turner created a thriving foundries industry in the 1800s.
“ In a nod to this rich history, we’ve exposed and incorporated ironwork when possible, including studding details and forged brackets. To soften this: an entrance with abundant foliage and planting, a rich green paint palette, warm-toned marbles, and soft lighting.”
With seating for up to 120 people, Flat Iron’s menu includes its signature Flat Iron steak and sides, as well as blackboard specials such as Wagyu Steak of the Day, Wagyu sharing sirloin and a range of new cocktails, including Tony’s Margarita and Sherbet Bellini.
Flat Iron sits in a busy section of the booming restaurant district around Hammersmith Broadway, close to Wagamama and between two popular bars, Belushi’s and Be At One.
Across the road is another steak restaurant, Bar + Block Steakhouse, which is in Brook House, now a Premier Inn, while a few doors further south is another recent arrival, YGF Malatang.
YGF Malatang is nearby on Hammersmith Broadway
This restaurant, at 8 Hammersmith Broadway close to the junction with Hammersmith Road is already a big favourite with young Chinese people. It is one of the first in London to offer a popular street food called Malatang, a spicy hotpot originating in Sichuan, which is cooked on the spot using ingredients chosen by the customer.
Its key ingredient is mala sauce, which combines Sichuan and chilli peppers and means 'numbing' and 'hot' - though the restaurant does offer a choice of flavours for those who prefer cooler tastes.
The last year has seen Hammersmith's restaurant scene blossom with a number of big new openings, including Caribbean restaurant Turtle Bay, another Chinese restaurant Master Wei and seafood specialist Faber, all a few yards east on Hammersmith Road, and they are set to be joined this summer by newcomer Farmer J, set to open in 10 Hammersmith Grove.
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