We were pushing these elaborate egg sandwiches, they were expensive to make and it was a hard sell so we had to rethink. We had a residency over at the Great Exhibition pub and we did a cheeseburger because everyone likes a cheeseburger. It was probably the best-seller. Although everyone thinks the burger market is saturated, it's still what people want. There's still room for a good burger, I've always been into burgers.
I personally didn't think that there needed to be another burger place but I was really into Californian food culture and the way they were doing burgers over there was different to London. So, I started researching, getting good suppliers and building these burgers that were different to anything else available in London.
Sheena:There's been a huge trend for the last ten years of burgers being the bigger and juicier the better. But in the end, we wanted simplicity, flavour and something with its own complexities because of how it's cooked.
Oz:We're trying to get a feeling of nostalgia in there, invoking the good memories. I think that's what food is all about.