I had heard a story about chef Fergus Henderson, who was an architect before he opened the Fat Duck. He saw lunch as the most interesting part of the day. His lunches got longer and longer until he decided to change careers and open his own restaurant.
I identified with this; went down a similar path. We began as a furniture company, operating out of this very room, and took lunch seriously. We named it Woodstockholm as a reference to the city, wooden products, and all of us being music fans.
There was a pizzeria next door, that closed. We bought the space and expanded ~ and changed it into a restaurant. We’re still involved in the furniture business; in fact we designed the furniture here and still use this as a kind of showroom.
THE THEME FROM BELOW GROUND
Our chef Elias used to run a pop-up dinner series once a month, from a kitchen in the basement of his mother’s house. I was a steady customer. He always worked with food themes; many courses and wine pairings. It was always a great and rowdy party, until his mother came down and told everyone it was time to go home. We brought the idea of a themed menu here.
CHANGING IT UP
We change themes roughly every two months. We’ve done menus around Dali’s cookbook, the Swedish forest, last suppers (more personal versions; the mural in the main room was created for this). The current theme is Julia Child, who had a great impact in Sweden. People here say there’s a copy of her classic in every household. We all grew up with it: great working recipes. We’re doing it to highlight the historical role women played in the evolution of cooking. So when you sit down for the set menu, you get the whole story, from her growing up, to culinary school, to her book and dishes ~ ones we’re serving inspired by her. We want to create an interactive experience between guests and staff.
SEEKING STAFF FEEDBACK ON THE FOOD
With each change in menu, everyone comes together to try the new dishes, here in this room. We encourage our staff to eat them like a customer, and give us feedback on the food and wine pairings, and what to do better or differently.
SOCIAL MEDIA MATTERS
We definitely use social media to promote what we’re doing. We post lunch everyday, and try to post about dinner…and also some of our furniture. I know it helps getting customers, because when I forget to do the lunch posting, I see there are fewer people in here. We are very conscious of its importance.
The Team: Martin, Simon, Simon, Elias Elliot, Simon, Arvid, Emil, Johan and Damon
The Staff Meal: Lamb roast with nduja and celeriac pure, zucchini frisee salad , grilled eggplant, poached eggs, Tahini creme. Dessert: crumbles with apple sorbet and dulce de leche.
Special thanks to Colin Godecke The Story Developer.