This is not a restaurant review.

Damien Hirst artwork at Tramshed.

I recently dined at Mark Hix’s Tramshed on Rivington Street, Shoreditch.

What Hix has created in brand terms is a restaurant experience with absolute binary focus - great steak or great chicken. With it’s pared down food and drinks offering; trendy - but not achingly trendy staff and spacious, industrious environment, Tramshed is a thoroughly enjoyable experience.
We’ve yet to mention the sparse but pertinent artwork of Damien Hirst, the historic atmosphere of the building or the simple, articulate food menus and pricing.

Cumulatively the ethos of ‘do fewer things but do them spectacularly’ really shines in this example. The rarest of brands - simple, effective and holistic. If only more were to take this approach.

Food for thought:
Is your customer experience as innovative and distinctive? Think what the simplest version of what you do might look like. Are you offering too much choice? How could your product be better? How might your staff behave differently? How would your pricing change? What would decorate your walls? How would your communication change?