A fourth branch for the M chain, opening in Canary Wharf in 2020.
Harden's survey result
Martin Williams’s glossily-glam steakhouses have a touch of Vegas-glitz to their ritzy design, and particularly win nominations as impressive venues for business, boosted by the range of top-quality meat (the highest grades of USDA, Wagyu and Kobe beef) and an extensive wine selection. Since the top man returned to rescue Gaucho as CEO, however, some reporters feel “it’s lost its way since the wonderful early days”.
With their “clubby”, “dark” decor, Martin Williams’s Vegas-esque steakhouses can “feel like they’re trying too hard to be cool”. For more reporters, though, they are “an expensive but guilty pleasure” with “perfectly executed steak”. Change may be afoot, because, as of September 2018, Williams is no-longer the ‘ex-Gaucho CEO’, but has returned back to that post to turn around the chain he headed for many years. Where this will leave this project remains to be seen. Top Tip: “excellent deal with free-flowing Prosecco”.
“When you want to impress your companions” many reporters do recommend these “swanky and shiny”, Vegas-style operations in the City and Victoria (and very recently opened in Twickenham, too), applauding the “superb” steaks, and “innovative and original wine list”. To their critics however, it’s “massively a case of style over substance”, with “food that’s designed to sound fancy and exotic” but which seems “mediocre at the inflated prices”: “I went on a deal, which brought the cost for the albeit good meal down from outrageous to merely expensive”.
“The main restaurant booths are perfect for business”, as are the steak and luxurious seafood (sushi, ceviche, etc) selections, and swish bars at these big and brassy entertaining complexes in the City and Victoria. These “hangar-like” spaces can seem soulless however, and “lord above the prices”, which leave any mishaps on the cooking front hard to forgive.