Gaucho celebrates 25 years with evolved concept launch in 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 9 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.

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.

Out with the cowhide and in with earth tones, inspired by the Argentine landscape. 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 Williams 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, with the chef running through tartare, carpaccio and a variety of specials and new dishes
Destination cocktails: two elegant bars with exceptional drinks lists and 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 set up 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 for December.
Private dining - a lower ground floor private dining room with a striking banquette style seating area. There will be a tri-fold entrance opening out on to the bar floor allowing a larger space and screening area with the cinema screen.

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.

Reid 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 Ceviche and 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 Aji´ 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.

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.