Flat Iron
Flat Iron Restaurant, located in the bustling Westfield London shopping centre, is a prime example of a successful dining establishment that has adapted to the ever-changing landscape of the restaurant industry. This case study examines the journey of Flat Iron Restaurant and how it evolved to meet the demands of its discerning customers while thriving in a competitive market.
Flat Iron originally opened its doors in Westfield London in 2012, introducing a unique concept that prioritised simplicity and high-quality food. The restaurant's signature dish is a perfectly cooked flat iron steak served with a limited selection of sides, emphasising quality over quantity. This novel approach resonated with customers seeking an exceptional dining experience.
The Westfield London area had numerous dining options, making it essential for Flat Iron Restaurant to stand out among competitors. While the limited menu was a unique selling point, it also meant that the restaurant had to ensure that the quality and consistency of their offerings were top-notch. Not forgetting their restaurant decor and welcoming seating.
The Solution
The restaurant emphasised the importance of providing an outstanding customer experience. Friendly staff, a well-designed interior, and excellent service were pivotal in retaining and attracting customers.
We created stunning high-end seating for them that complimented the restaurant perfectly. Craftwood manufactured 3 different designs of seating for Flat Iron. The first was stunning booth seating, creating privacy for couples that wanted to enjoy Steak Night. This was done in luxurious Crest Chestnut and Futura Ranch Green leather, these were put on lacquered wooden frames with metal legs, adding a touch of industrial décor.
The Next style was banquettes with beautiful ILP Tan leather seat and back pads on wooden frames, wood was a big theme that flat iron used throughout the design of their restaurant.
Then finally we made striking cladded wooden backed banquettes with leather seats, we also added several cushions to add comfort for the restaurant’s clientele!
To stay relevant, the restaurant periodically introduced new menu items and collaborated with local food producers. This approach kept the menu fresh and exciting. Flat Iron Restaurant collaborated with Westfield London on special events and promotions to increase foot traffic and attract new customers.
The Result
The restaurant's popularity led to consistent growth in terms of sales and customer base. Flat Iron Restaurant received excellent reviews on various review platforms, enhancing its reputation and attracting more customers. They also received several awards for their innovative approach to dining and its role in revitalising Westfield London's dining scene.
Flat Iron’s journey at Westfield London is a testament to the importance of quality, innovation, and adaptability in the restaurant industry. By maintaining its commitment to excellence and addressing evolving customer preferences, Flat Iron Westfield not only survived but thrived in a highly competitive market. For a nice little date night, a big family dinner or just fancy a bit of steak this is your go to restaurant!