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The Evolution: CEO Martin Williams announces new direction with the launch of ambitious Charlotte Street concept, opening 9th December

Gaucho is set to celebrate its 25 year anniversary with a bold new socially responsible vision for the way restaurants operate both socially and environmentally: in particular the production of premium beef. The first step of Gaucho 2.0 is to be articulated in its radically evolved concept in the original site on Charlotte Street, which launches on 9th December with a host of new features, innovative approaches and design aesthetic.

When it first opened in 1994 and captured the imagination of Londoners with a modern, premium steak offering, Gaucho was a trailblazing restaurant celebrated for its quality and became a destination in each neighbourhood it opened. After witnessing first-hand the gaucho way of life, exploring the Pampas region at the foothills of Argentina’s dramatic, mineral rich mountain ranges, amongst farms and high-altitude vineyards, Gaucho’s original founders translated these travels to London.

Fast forward to today via successes and challenges, and Gaucho is now under new ownership and leadership with CEO Martin Williams, Managing Director Ross Butler and Brand/Marketing Director Jenna Bromage.

Gaucho Charlotte Street opens on 9th December

Out with the cowhide and in with earth tones as Argentine landscape inspired tones, colours and textures set the mood. This new era marks a distinct change in creative direction that should win new fans while still being true to the brand’s DNA. This modern ethos and design will gradually be replicated across all 16 sites, from interiors to menu to uniforms.

The launch of Gaucho Charlotte Street in London’s Fitzrovia this December will be the first fully formed expression of the evolved offering that Martin and his team have been tirelessly working on. The 128-cover restaurant will include:

–       A Beef Bar: A four-seater counter bringing the theatre of the kitchens to guests – showcasing a more intimate experience with the chef running through tartare, carpaccio and a variety of specials and new dishes

–       Destination cocktails: two elegant bars with exceptional drinks lists that are a new Fitzrovia drink-spot whether for a quick cocktail or to settle in with bar food

–       World and Argentine wine: a selection of prestige Argentinian wines on tap, dramatically reducing carbon footprint. The wine list is the largest selection of Argentinian wines outside the country, plus a new list section for the best other world regions’ wines

–       Cinema screen: a cutting edge projector and screening setup will show regular film nights for the Gaucho Film Club throughout the year – a dining and drinking experience where you eat and drink what you see on the screen, starting with festive hits Love Actually and Nightmare Before Christmas ticketed dinners in December.

–       Private dining – a beautiful lower ground floor private dining room with a striking banquette style seating area with ochre surroundings, uniquely commissioned artwork and photography and a tri fold entrance opening out on to the bar floor allowing a larger space and screening area with the cinema screen, perfect for entertaining and events

Food is overseen by Mike Reid, Culinary Director who has had a long relationship with Gaucho. His career has included Le Gavroche and Restaurant Gordon Ramsay in London and Attica in Melbourne as well as regular TV appearances on Sunday Brunch, Great British Menu and MasterChef most recently announced as one of the new chefs at the helm of Ready, Steady, Cook. Mike has created a menu of contemporary global influence based strongly around modern Argentina for Gaucho, with an extended edition available at Charlotte street.

Starters include Scallop Cevicheand a selection of Empanadas. Steaks naturally take centre stage and are available in a variety of cuts and weights, with the option to be marinated and served according to classic Argentine recipes, including Tira de Ancho and Churrasco de Lomo. Sharing steaks include Galician T-bone and Chateaubriand. Sauces, toppings and side options are plentiful to personal taste from firecracker chimichurri to chorizo butter and black truffle.

Plentiful seafood options include fillet of seabass and Atlantic cod, with garlic and herb half lobster served alongside steak for a show-stopping surf & turf. Other favourites are Ají Amarillo Spatchcock Chicken cooked over an open fire, while vegetarian options include nods to the Argentina’s close historic connection to Italy, with Wild Mushroom Tagliatelle and Beetroot Risotto. Desserts include Salted Dulche de Leche Cheesecake and comforting Sticky Toffee Pudding with clotted cream.

Socially conscious and ambitious, 10% of the workforce will come from five partnerships with charities who help those deemed ‘unemployable’: Clink, SOHK, Just a Pavement Away, Leonard Cheshire and Armed Forces Covenants. Environmentally the brand is working with its suppliers to implement some game changing innovations and drafting a commitment with targets for the business to improve its carbon footprint.

Newly appointed design agency, DesignLSM’s interior vision for Gaucho Charlotte Street reflects modern Argentina referencing the modern spirit of real gauchos (Argentine cowboy/girls). The natural landscape they inhabit is visualised through tones of colour, tactile materials and textured tiles. A striking monochrome marble bar on the ground floor provides a nod to the brand’s heritage, with intimate leather seating booths designed to evoke Argentine gaucho-country’s traditional stable yards. Downstairs accents of ochre, deep blue and grey evoke the wild Argentine landscapes creating a sophisticated dining destination that exudes relaxed, effortless glamour.

In the spirit of our times, the new concept has been designed to be much more accessible to the modern consumer: plug sockets and superfast WiFi make this venue ideal for co-working during the day, and family-friendly menus ensure all ages are accommodated. Dogs are also welcome.

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