After months of planning, multiple tastings, far too much gravy and an unimaginable amount of perfect roast potatoes, December 2017 saw the opening of McCain’s ‘Roastaurant’ – a pop up developed by Proud Robinson & Partners and freuds for McCain as part of the great roast debate.
The McCain team, Proud Robinson & Partners and Procure Worldwide launched the restaurant at the Old Truman Brewery, with over 100,000 roast dinner combinations to choose from. The menu, devised by Jim Thomlinson of Michelin Starred La Trompette, reflects the multitude of ways we enjoy our Sunday dinner.
Complete with an in-built gravy microbrewery and a 2,000-strong McCain roast potato mountain, all ten sittings were sold-out, raising thousands of pounds for charity… and that was even before we hosted 50 media and influencers at the site.
This world first pushed the boundaries both in terms of creative and catering, to create something not only conceptually engaging and visually stunning – but also tasted great from the first potato to the last drop of gravy.