Hidden from view, tucked down a side alley, Nottingham's newest street good venture is setting up shop and getting the last-minute preparations done. This is all in a day's work for The Hip Hop Food Shop which is now based at the Hidden venue on Long Row.
It's a case of 'can't stop, won't stop' for owner Jason McCrellis who has been running the business since 2019 but he has been a chef for 23 years. The food shop was once stationed at Street Food Club on occasion in the Victoria Centre but it has finally found a forever home at Hidden.
The mouth-watering menu has been stripped back to the burgers its best known for and tasty loaded fries ready for the launch. The 150-seater food hall has been given a new look complete with graffiti-covered walls ready for its launch on Saturday, January 28.
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Relocating the business to Hidden will allow Jason more time to devote to Hip Hop Food Shop and go full time. He jumped at the chance to move into the hall which boasts a new bar and small stage ready for performances.
"The events manager, Tim told me about the concept of the food hall and I jumped at the chance to get involved. I wanted to try and do this full-time because I'm currently part-time so I wanted to give this my all," he explained.
"I'm a sole trader so it's only me that's doing it and I find it easier to be in one place where I can actually advertise where I am going to be. When I saw the space, I realised it was really decent and I'm only my own at the minute but I'll get there. I've got plenty of friends who have offered to help out."
The first weeks will see Jason finding his feet in the new location but the food shop already has a loyal following especially when it comes to his signature burgers. The hip-hop-inspired menu is a mix and match of different cuisines from Canadian poutine to Japanese Katsu curry burgers to Irish-inspired flavours that play on Jason's heritage.
"I'm going to start with burgers like the Biggie burger which is my take on a classic Big Mac. It's two smashed patties with my burger sauce, bacon and cheese," he said.
"I also have the smalls burger which is one pattie with the same toppings. We also offer a Chicken Katsu burger which is a take on the classic Japanese dish. It's free-range chicken breast with panko crumb and our Katsu curry sauce with pickles and sweet pickled cucumber. It's all the things you would expect from a Katsu curry but in burger form."
If that wasn't enough, the burgers can be accompanied by loaded fries with a number of different toppings.
"I've got very simple curry-loaded chips because who doesn't like curry on chips? We also have a classic Canadian poutine dish which is gravy with cheese which I've decided to call House of Poutine so again a play on hip hop. We also have Guinness braised brisket on chips with spring onion."
Jason is very clear that this isn't just another burger joint in that the menu will develop over time. This includes changing the menu to reflect the demand for lighter food in the warmer months.
"After a few weeks, I'll start developing and putting things on the menu like the Wu Taco Clan and Buddha Bowls. The Buddha bowls are a big hit in the summer when you want lighter food. The burger offerings may dwindle but they will be replaced by something else."
He added: "I want to have Halal, meat, veggie or vegan offerings so that I can serve everyone. I want everyone to be able to come in and have something."
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