Exuding risotto dishes to make you weep
The Spiel: "Slow food, cooked fast."
Which means? Risotto is cooked with a red wine, pancetta, fi sh stock or vegetable base and a choice of fi sh, meat and vegetables. Large batches are cooked up and blast-chilled when almost cooked. Individual portions are then fi nished off as needed.
Who's behind it? Will Greig, 38, started out working front of house with Browns before going into industrial marketing until 2004 when he started Ooze.
He was studying for an MBA in 2002/3 when he came up with the idea for the risotto bar.
Why risotto? "I am a complete and utter food bore and know the dish well," Greig says. "It took me two years to get Ooze up and running, writing the business plan, raising money, getting the site and all the food tested."
Why will it work? "We're the first risotto bar and we are pushing the boundaries by offering fresh, homemade risotto in a way that has never been presented before at a mid-market price."
Would like to fi nd: The right team to take the concept forward.
Would suit: "We're fi nding that there is a mix of ages: young professionals and a slightly older generation who are keen on risotto." Greig is establishing relationships with local businesses, offering a concession if they're regular customers.
Ideal site: At 1,100sq.ft and 54 covers, the current site is the perfect size for Ooze.
Future plans: Greig plans to open fi ve more branches of Ooze in London over the next fi ve years.
He thinks that the West End, Marylebone, Spitalfi elds, the City and Richmond are ideal locations.
Where? 62 Goodge Street, London W1T 020 7436 9444 ooze.biz