"It’s a ridiculous name": Gary Usher to rename Wreckfish
The chef and restaurateur has taken to social media to say that the current name is misleading to many people and that it was holding the restaurant back from reaching its full potential.
"With us looking at the business completely objectively in where we need to be better and what we can do, something that has held us back or can hold us back is the name. It’s a ridiculous name. I called it Wreckfish and everybody thinks it’s a fish restaurant and that’s a deterrent for a lot of people."
Usher says he would like to change the name to Wreck Bistro, which the restaurant is often fondly referred to by staff and customers. However, he is also asking the general public for name suggestions.
The name change is part of plans by Usher to revive the fortunes of the restaurant, which opened in October 2017 and which was ranked number 19 in the 2018 National Restaurant Awards.
He says that the restaurant is not busy enough and that it needs more people to visit it for it to survive.
Usher has invested in new furniture at Wreckfish and says the outside area will be renovated and updated by the landlord in the next couple of weeks,
"The whole place is absolutely ready to go," he says. "You need to have confidence in us to come here. I am unbelievably confident in the product here."
Elite Bistros group head chef Ryan Howarth is now once again based at the restaurant.
"Food wise I couldn’t be anymore confident about what we do here," Usher says, adding that he was so confident in its quality that customers who don't enjoy it didn't have to pay for it.
