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M’s man Martin squashes the beef at Gaucho

The boss of Gaucho ‘Martin Williams’ has declared the days of London suits going out and “eating a kilo of steak” are over, as the restaurant chain prepares to rebound out of administration with a fresh, millennial-friendly look.

Martin Williams, founder and chief executive of M Restaurants, is back in the saddle at Gaucho after leaving in 2014, as the City-boy favourite fights its way back from the brink.

His orders? Moving the chain, where meals used to be a “rite of passage” of boozy celebrations after big business deals, towards a “younger, more female demographic” and trying to make it less synonymous with steak – while still maintaining its reputation for high-quality meat and wine.

Gaucho is set to exit administration today, following the successful use of the process du jour, a company voluntary arrangement (CVA, that lets struggling businesses renegotiate its rents. It was bought out of the dining doldrums by Investec and Hong Kong investment bank SC Lowy — but too late for its sister restaurant Cau, which closed all its branches.

gaucho chateaubriand martin williams boss of gaucho

Williams praised its buyers, saying he felt the bankers had fond memories of the struggling restaurant, and saw it still had legs.

“Everyone has an opinion of what Gaucho should be like, but it’s basically: ‘We love it, used to go a lot, we don’t go so often now, we’d like to go back again more regularly,’” Williams tells me in the members’ area of an M Restaurant, off Threadneedle Street.

“What you don’t want”, he says, “is a veto vote”: where Gaucho is struck off as a dining option because one member of a dining group is vegetarian, vegan or – God forbid – just not in the mood for a steak. “Historically,” he says, people in those categories “would probably go: ‘we can’t go to Gaucho’.”

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Homes & London magazine, ‘a celebration of everything that’s great about life in and around arguably the world’s most exciting city’, recently launched their brand new website with a long-form article featuring our CEO and Founder, Martin Williams. Read the full article here…

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Chef Mike’s interview with The Caterer

Our group executive chef Mike Reid, tells Janie Manzoori-Stamford of the Caterer about staying true to his food philosophy of focusing on a single ingredient. Read the full interview here. 

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M Victoria featured in Emerald St

Our very own M Victoria was featured in Stylist Magazine’s Emerald Street London newsletter, under ‘The best places to eat and drink’. Read the full review here.

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Marina Magazine Mike Reid

Mike’s Interview in Marina Magazine

Our very own Mike Reid (Executive Chef at M) was recently interview by Marina Magazine, a luxury magazine, distributed at the Monaco yacht show. Read the full interview here.

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