Brass Rail carves out a new future

Ahead of its 50th birthday celebration, Brass Rail – Selfridges’ heritage Salt Beef Bar which launched in 1966 – has relaunched today with a new look and expanded menu. What hasn’t changed, however, is the world famous quality and authenticity of its beef. Indeed many customers – some of whom have patronised the restaurant for decades – claim it’s the best salt beef to be had in London.

As part of the expanded offer, Brass Rail is introducing its first ever breakfast menu to feature a selection of hot and cold breakfast dishes including Crisp Salt Potato Hash. New dishes have been added to the all-day menu, such as The Bialy roll, a towering pulled hot salt beef sandwich with melted Swiss cheese, gherkin, gem lettuce and exclusive Brass Rail relish. The made-to-order Mac and Cheese with a sumptuous cheesy béchamel sauce is another iconic dish that has been re-imagined and updated.

Selfridges’ chefs have been working with Frankonia, an artisan bakery, to create an exclusive recipe for the new Marbled rye & Caraway bread which will now be served as standard with the Brass Rail Rueben – 200g of succulent salt beef, sauerkraut, gherkins, melted Swiss cheese.

The Brass Rail Salt Beef and Coffee Bar. PHOTO MATT WRITTLE © copyright Matt Writtle 2015. — The Brass Rail Salt Beef and Coffee Bar.
PHOTO MATT WRITTLE
© copyright Matt Writtle 2015.

The revamped Brass Rail location within the London store will accommodate two complementary propositions. Brass Rail Salt Beef, which will carry on its unparalleled run within Selfridges, and the Brass Rail Coffee, a new elevated coffee-lovers destination in partnership with Origin coffee. The new coffee space will offer an exclusive coffee blend, with 60% of the blend being completely exclusive to Selfridges provided by the Mierisch family in Nicaragua, along with the UK’s first permanent MOD bar exclusively dedicated to coffee.

Hannah Bass, Selfridges Restaurants director says: “Brass Rail is a Selfridges institution, and we felt it was time our longest serving restaurant had some much needed attention. We have kept the original format, the same concept but added a few items, like opening for breakfast, that we think will make the offer more compelling. We know we have a very loyal customer and we look forward inviting them in to the new space.”