Nathan Evans, the man in charge of developing an international arm of high-end American steakhouse concept Smith & Wollensky, has told M&C Report the company will target major European cites if the debut London site is a success.
Evans, who joined Smith & Wollensky Restaurant Group as operations director in November, said there was potential for another restaurant in London but ruled out further expansion in the UK.
He said negotiations were already underway with the Four Seasons Hotel to take the concept to Abu Dhabi.
He said: “The important caveat is that if London isn’t a success then there won’t be a second restaurant but we are confident that we have a formula that is going to succeed here.
“I don’t see us going to regional cities in the UK – that’s not to say Smith & Wollensky wouldn’t work in other parts of the country but the focus will be on major cities across Europe and into the Middle East.”
Evans also said there would be “closer collaboration with our partners in the States”.
Evans said he was currently juggling the twin tasks of managing the launch of the site in the Adelphi Building off The Strand and setting up a head office and management team for the wider business.
He has recruited Stephen Collins, who worked with the One Group on STK, as executive chef and has made several other key appointments.
He said the London restaurant would very much follow the ethos of the stateside original but would be adapted for the British market.
He said: “We have taken it up a few steps in terms of the quality of glassware and cutlery, the table clothes. At the same time we have toned down some of the branding – it’s still very recognisably Smith & Wollensky but, for example, the logos will be a bit smaller. We will absolutely strive for that level of customer service that Smith & Wollensky is famous for but it will be adapted to fit the more reserved character of us Brits.”
He said there would be a focus on getting the best staff London has to offer and for that he was willing to pay over the odds.
He said: “We are paying about 12% more than our competitors and our aim is that our staff are sharing the success of the restaurant as much as possible. Distribution of money from tips is a minefield but we want the staff to get as much as possible.”
The London restaurant will focus on USDA dry-aged steaks with an extensive wine list and 25 cocktails. There will be a focus on premium spirits with “£1,500 shots if you really want to push the boat out”.
