Our Story
Once upon a time, in 2014, James Mace, the founder, was working for a UK food company as their international sales manager. North America was his territory, and during that year, he was sent to California on a business trip.
The story goes that James and his colleague arrived in San Francisco and were headed North to Sacramento to visit a potential customer. On the way up, about an hour outside San Francisco, they decided to stop for food and chose the first place they saw, which happened to be a roadside burger place called In’N’Out Burger. Little did he know that this would be the stop that would change the direction of his life forever.
It's important to point out that until this moment, burgers and fries were nothing more than a spontaneous and convenient food choice, certainly not a cuisine that James would go out of his way to eat or a topic of conversation.
James Mace says:
"I had no expectation of the food, especially since it was just a burger and fries. After receiving our order, we went outside and sat down. I can vividly recall the beautiful California sun shining down on us, and after a long transatlantic flight, I felt somehow trendy and cool here in California.
As I took my first bite of the burger, I couldn't believe it - "Oh My Goodness, this is absolutely delicious!" I exclaimed to my colleague. How could a burger taste this good, especially considering it's part of an enormous chain of restaurants? I thought the quality wouldn't be this impressive, but I was proven wrong.
Honestly, I don't know what happened, but that moment in time ignited a passion for burgers and fries that burns stronger than ever to this day. From that moment, I felt compelled to answer one fundamental question: Why do we not have burgers in the UK that taste like this? I embarked on a major research mission to find the answer. My entire focus had shifted, and I was now driven by this pursuit!"
So,
over the next 5 years, while James was in the US, he dedicated the vast majority of his time to traveling and exploring every burger outlet he could find. His goal was to understand their processes and what made them successful. James left no stone unturned, visiting established chains like Shake Shack and Five Guys, as well as iconic independent places like Apple Pan in LA. He also sought out lesser-known spots that had a dedicated cult following.
During his journeys, James meticulously gathered information on cooking methods and processes, how they sourced their beef, the specific beef cuts used in their patties, the heat they used for cooking, the type of griddle employed, and much more. His passion for burgers had turned into an obsession, and he was determined to unravel the secrets behind the perfect burger.
The French Fries
The Hamburger is undoubtedly a crucial part of the world's best partnership, constituting 50% of it. The other 50%, which needs no introduction, is, of course, the original French Fries.
Continuing his journey, James delved into researching the process and visiting some of America's leading establishments that specialised solely in crafting exceptional French fries. To his amazement, he discovered that fries could indeed taste extraordinary. James left no detail unexplored, studying everything from potato varieties to preparation, cutting, cooking oil, timing, and, most importantly, the techniques involved.
Through his extensive research, it became evident that creating simply delicious French fries requires master craftsmanship. This artistry takes years to master, constantly evolving, and demands a combination of patience and an unwavering obsession with perfection.
"Action!"
In his quest to uncover the essence of what makes a truly delectable burger and fries, James realised that he needed to become a master of the craft himself.
Transitioning from research mode to product development mode, James embarked on a mission to perfect the art of burger and fries. At the conclusion of every trip he made to the US, he diligently purchased all the necessary ingredients, from sliced cheese to rolls and potatoes, and clandestinely smuggled them back to the UK. So much so, that even the Newark ETA officers began to recognise him as the guy who filled his suitcase to the brim with rolls.
Market
“Right from the beginning, it became apparent that the classic American burger, in all its glory, was absent in the UK. And so, a unique opportunity unfolded before me - not only a commercial venture but also a chance for people to savor the California experience.
Yet, this endeavor would prove to be no small feat, for the UK lacked the same beef, potatoes, baking methods, and even flour that gave birth to those sumptuous American delights. Nevertheless, armed with all the knowledge acquired during my research and driven by a passion to bring this culinary wonder to the UK, I set out to collaborate closely with butchers, potato farmers, and bakers. Together, we embarked on a journey to create a rendition heavily influenced by the American essence yet infused with my personal interpretation of this exquisite cuisine.
After a dedicated span of five years and as the dawn of 2020 approached, the recipes and cooking methods were finally perfected, signaling the moment when we were poised to unveil our creation to the world”.
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We are right on a private beach in the beautiful town of St Andrews. We have outdoor and indoor seating, great views, music and a fantastic bar.
We are located on the beach at St Andrews Bay next to the Aquarium. Approx 187m walk from The Old Course 18th green and the famous Royal & Ancient Golf Club in St Andrews.