You just can’t help literally feeding off its sunny 50s atmosphere with table-top juke boxes stocked with classics from yesteryear, the live spectacle of a spotless open plan kitchen and US inspired burgers, shakes, wet fries and authentic hot dogs.
This is not simply another take on your clichéd American themed restaurant, but a fun, family concept that works and continues to do so, thanks to founder Barry Margolis, who captured the mood of the market perfectly when opening the doors to his first site in London’s Soho in 1987. The main difference is, Ed’s Easy Diner refuses to think of itself like a stage set designed to last until a play has runs its course and audiences have lost interest. It’s philosophy is that a good idea that is genuine, inspires the imagination and consistently delivers quality, will thrive.
This might explain why Ed’s has experienced ‘phenomenal growth’ in the past year, despite the downturn. “We only have three sites and are not a huge operation, but have been flourishing,” said operations manager Tim Bennett. “Not only have we seen an influx in European travellers but regional English tourists who might normally travel to the Eurozone in a different financial climate.
“We have a fairly limited menu which we don’t really change, but we constantly look at what we do to ensure both our regular and new customers are completely satisfied.”
While Ed’s doesn’t have seasonal menus as such, by nature of the concept, its two restaurants in central London and one in Bluewater shopping centre, which serve around 7,800 covers a week and up to 11,000 covers at peak times, use what might be considered grill-fresco, summer inspired sauces. But they have to be the right ones.
Until eight years ago, Heinz was a part of the Ed’s Easy Diner experience but was replaced with Ed’s own label sauces. “At the time, we wanted to try to create our own label recipe but we just couldn’t get the consistency right. Although our customers stuck with us, we received an increasing amount or requests for a return to Heinz sauces. So we did.”
Two years ago, Ed’s leaped on the opportunity to invest in the new back of house Heinz BBQ Sauce and HP Steak Sauce, both developed for the UK foodservice from the authentic US versions. Lit up by brand logos alongside each dish on Ed’s menu, they reassure customers of its commitment to quality and show that they are not cutting corners.
The two sauces were such a hit, Ed’s was brought out its new HP Grilling Sauce last summer. “We were introduced to it by Heinz’ culinary innovations manager, who came to do some work with us on our menus,” said Tim. “We were so impressed; we asked 3663 for it and the next thing we knew it was being listed.”
HP Grilling Sauce is now used on all Ed’s chicken dishes, including its Chicken Classic, Chicken New Yorker, which was launched on the back of the new grilling sauce, and the Chicken BLT.
“The sauce really does complement these dishes, but it’s more than that. The reason we have continued to do so well is that while customers nowadays are looking for value for money, they also want to know what they are getting. They need to trust in it.”
Being able to use the logos on our menu is a bonus and we are genuinely delighted to be associated with such a trusted, family brand. As a supplier, they also give us attention and make it clear It’s not just about the big boys and volume, but every customer
“We have resisted the temptation to reduce quality, even with price increases hitting the industry, and switching to HP Grilling Sauce as the recession started is a perfect example of this.”
Ed’s Classic made with Heinz & HP
HP Steak Sauce
• Ed’s Rarebit, a hamburger oozing with Swiss cheese and topped with a fried egg
• All Day Big Breakfast Bubba
Heinz BBQ Sauce
• Slick Dog, a hot dog served with bacon and cheese sauce
• Atomic American onion rings and fries
• Ed’s chicken breast goujons served with jalapeno jelly
HP Grilling Sauce
• Chicken Classic with lettuce, tomato and mayonnaise
• Chicken New Yorker with mayonnaise and American cheese
• Chicken BLT, an old favourite with bacon, lettuce, tomato and mayonnaise