Fresh on the news of Sydney’s coronation as the world’s best city for steak, we thought we’d take a moment to check in with some of our mates about what they’re seeing in their own cities and restaurants when it comes to steak. What do guests want, and how are they giving it to them? We had chats with Chef Scott Smith of Liberty Entertainment Group’s signature Blueblood Steakhouse in Toronto, Chef Rena Frost of Mac’s on Main and Mac’s Bar & Grill in Texas, and Chef Jason Fullilove of Saint & Second in Manhattan Beach, CA.
What are you seeing from guests in terms of what they want in a steakhouse experience?
Rena Frost: I’d say it’s evolved a bit over the year - early on people were being cautious about spending, especially on high-value proteins like steak. Now business travel is back, and the mindset is more about getting maximum value from their experience. If they’re going to spend on a lunch or dinner out, it’s got to be worth it! But the appetite is definitely there for the small indulgence that a good steak can be.
Scott Smith: Yes, these days dinner IS the night out, especially at full-service luxury venues like ours. You have to meet high expectations for not just food and beverage but service, ambiance, storytelling, showmanship, all of it. The visuals are so important, we sometimes have to re-fire food because guests take so long to get their pictures. The phone eats first!
What are guests ordering?
Jason Fullilove: At the restaurant we’re not steak-focused, but our flat iron steak frites outsells the filet by a wide margin. Guests see value and a safe order there. For private events it’s different; I’m seeing a lot of demand for wagyu. Big flavors, higher-end and interesting presentations, like smoked wagyu beef ribs, oxtails and full sirloins. Those clients want a dish guests will remember and talk about.
SS: Our menu is like a wine list for steaks - we have something for every palate, from big tomahawks to wagyu tasting flights, ribeyes and picanhas to filets. I’d say wagyu has definitely gotten more approachable. People know what it is, and see it as an affordable luxury. Those looking to impress go for the tomahawk with the full tableside show, and the Aussie Wagyu filets sell like hot cakes.
RF: For us the filet is almost always the top seller, too. It’s that signature of luxury, and our bacon-wrapped presentation doesn’t hurt, either. The Aussie lamb will often be #2 or #3 in sales - we’re able to talk about pasture raised Australian lamb at the table and let guests know it’s going to be mild, tender and delicious. I can convert almost anyone to an Aussie lamb fan!
Competing for precious dining out dollars isn’t easy - how do you stand out from the competition?
SS: We have some advantages being in an old castle and having a really full-fledged experience. From tableside prep to a dry-aging program in-house, there are a lot of theater elements that add up to value for a night out that’s not going to be cheap!
RF: Our business is built on regulars who come in 2-3 times a week, so the key is consistency and being able to offer variety. Our bistro steak can be skirt or hangar, and serving it up with chimichurri keeps it Texas.
JF: For us it’s really a combination of what Rena and Scott talked about - value for those everyday occasions, and that “night out” experience. In Manhattan Beach the visuals and the vibe matter a lot, and having something differentiated is key. We do really well with an Aussie lamb reuben with Aussie Select - it walks that line deliciously between being familiar and something new.