London's beloved steak chain Flat Iron has revealed plans to open a brand new restaurant in the heart of the West End, marking a significant expansion for the affordable dining brand.
Returning to Soho Roots
Flat Iron Piccadilly will open its doors in spring 2026 on Denman Street, situated right next to The Devonshire gastropub. This location holds special significance as it's just around the corner from the original Flat Iron that first launched in Beak Street, Soho back in 2012.
Fred Smith, Flat Iron's Head of Beef, described the new opening as "a real full circle moment" given the proximity to where the chain first began serving Londoners over a decade ago.
Competitive Neighbourhood Dynamics
The new restaurant's positioning creates an interesting dynamic, as The Devonshire is owned by Flat Iron's founder Charlie Carroll, who handed over leadership to current chief executive Tom Byng in 2021. This sets up what promises to be healthy competition between two establishments with shared heritage.
The Piccadilly outpost will accommodate up to 100 diners, providing an excellent alternative for those unable to secure one of The Devonshire's highly sought-after tables.
Signature Dishes and Yorkshire Beef
Diners can expect Flat Iron's famous signature steak priced at just £15, alongside their popular beef dripping chips and bone marrow garlic mash. The menu will also feature rotating blackboard specials including Wagyu daily offerings and burgers.
All beef will be sourced from Flat Iron's own herd in Thirsk, Yorkshire, maintaining the chain's commitment to quality and traceability that has contributed to its lasting popularity across the capital.
With more than a dozen locations already established in London and additional sites outside the capital, this new Piccadilly restaurant represents both a homecoming and continued growth for one of London's most successful affordable steak concepts.
