Flat Iron's goal is 'the democratisation of great steak'
January 15, 2024
Steak restaurant Flat Iron is coming to Hammersmith’s town centre.
The new restaurant is moving into 18 Hammersmith Broadway, on the corner of Shepherd’s Bush Road north of the shopping centre, the site which was most recently home to Wing Wing Krispy Chicken.
It will be the newest member of a small chain, currently consisting of 14 restaurants, and will be 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.”
The interior of a Flat Iron restaurant
The restaurant's signature dish, as you would expect, is The Flat Iron Steak, which can be ordered with a choice of difference sauces and side dishes including Homemade Beef Dripping Chips, Creamed Spinach and Crispy Bone Marrow Garlic Mash. Other Beef Specials include the Scottish Bavette, Flat Iron Sirloin and Bearnaise Cheeseburger, while veggies who dare to venture in can order Truffled Macaroni Cheese or Roast Aubergine.
Recruitment has now begun for staff at the new Flat Iron, with an opening currently available for an Assistant Manager. For more about this and positions at other local branches, go to https://harri.com/flatironcareers/.
The new launch is the latest in a spate of restaurants opening around Hammersmith Broadway over the last year. This trend began last March with the launch of Caribbean restaurant Turtle Bay on the ground floor of 245 Hammersmith Road, the office block nicknamed ‘the big red workplace’, a few yards east of the Broadway centre.
It has since been joined by Chinese restaurant Master Wei, next door in 245 Hammersmith Road and seafood restaurant Faber, across the road at 206 - 208 Hammersmith Road.
Flat Iron will also be a new rival to the Bar + Block Steakhouse, which is in Brook House on the eastern side of Shepherd's Bush Road.
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