A stripped-back steak-house using grass-fed beef from British farms. 28 refers to our signature 28 Day Dry-Aged Rare Breed Rib Eye; other rare-breed, grass-fed cuts and meats will all feature. Think Portland Lamb Neck Fillet, Acorn-fed Iberian Fillet. All served with hand-cut skin-on fries and house salad. A great house wine. A guest IPA. A whisky. A salted caramel and chocolate Volcano of a desert. The quality of Hawksmoor with the stripped down interior of Dirty Burger - but a bit more comfortable.
This is a re-brand of our well-established street food business Ladle & Skillet (see http://www.ladleandskillet.com). We've built our reputation on our provenance rather than the genre of cooking - so that's what we're bringing into the re-brand.
Cooking will be done on a flame grill in front of customers keeping the strong visual, theatrical element of street food.
The branding needs to be strong, elemental, primal. It will be used across all our digital platforms aswell as menus, signage and on our street-food stalls. Our main presence will be central London, 25-55 yrs of both/all genders, foodies and little bit hipster.