What: The UK debut for the US-based casual dining brand Eggslut, which started life as a Californian street food business.
Who: Eggslut was founded by chef Alvin Cailan back in 2011 in Los Angeles as a premium fast food alternative with all sandwiches made fresh to order out of a food truck. The concept proved popular not only with trendy locals, but also on social media where the brand’s Instagram-friendly all-day breakfast buns garnered plenty of attention. In 2013, Cailan opened his first permanent location inside LA’s Grand Central Market, and has since opened a further four in the US, and has also expanded operations to the Middle East. The brand’s UK rollout is being managed by ITICO F+B director Whitney Myrus, who tells BigHospitality there are plans to eventually open 10 Eggslut sites in the UK.
The food: According to Myrus, the name is a term used by chefs in America to describe someone who always just says ‘add an egg to it’ when they’re cooking. That’s certainly the best way to describe the Eggslut menu, which primarily features a selection of premium, egg-based sandwiches served in brioche buns. These include the Fairfax, with scrambled egg, chives, cheese, caramelised onions and sriracha mayo; an egg salad of egg mayonnaise made with chives and a honey mustard aioli, topped with dressed rocket; and an egg and cheese sandwich available with either turkey sausage or crispy bacon. Prices typically range from £7 to £9.50, however, the gaucho sandwich – with seared wagyu tri-tip steak, over medium egg and chimichurri sauce – comes in higher at £15. The menu’s signature dish, meanwhile, is the Slut, which features a coddled egg on top of potato puree, poached in a glass jar and served with baguette slices.
The vibe: Eggslut has primarily been designed as a grab-and-go establishment, with 30 or so covers located at the back. In curious contrast to the brand’s name, though, the restaurant’s look – with the exception of a graffiti-style mural that adorns the indoor terrace – plays it safe, opting for industrial chic, with muted colours and plenty of natural light; perfect for those diners looking to get a popping Instagram shot.
And another thing: Eggslut’s NSFW name has already caused some people over here to feel a little hot under the collar, with accusations that it could be perceived as derogatory or misogynistic. That’s nothing, however, compared to the reaction the brand received when it recently opened a restaurant in Kuwait. The use of a potentially offensive word did not go down well with officials, and as such the already erected hoardings were hastily censored with the ‘u’ turned into an egg, making the brand name appear as Eggslot (although its Instagram handle is, confusingly, Eggslt). An impressively quick fix, although we can’t help but feel that the name Eggslot could carry its own provocative connotations…
185 Portobello Rd, Notting Hill, London W11 2ED