Mother Mash - choose your own pie and mash combination

First in a new series that assesses a new concept's potential

The Spiel: "A contemporary twist on the traditional East End pie and mash shop."

Which means? Customers construct their meals from a selection of mashes, sausages or pies, and gravies. The mash is made freshly to order so there's no powdered potato horror. You can even specify a texture (‘mashed' or ‘bashed'). The pies and sausages are made daily by a local butcher.

Who's behind it? Self-confessed mash lover Euan Ferguson, 38. He ran his own property business and had the idea when friends took him to an East End pie and mash shop in 1996. He thought, "I can do better than this." It was eight years before he seriously thought about starting a restaurant.

Finding the right site and setting it up took another two years.

Chris Kemper, who had worked as a chef at Yo! Sushi and Cucina, helped develop the food side.

Would like to fi nd: A bigger site for a second Mother Mash and an investor to help expansion.

Would suit: Any lover of fl uffy, beaten spuds. Most customers are young offi ce workers and shoppers. The formula has proved a hit with women, which came as a surprise to Ferguson. "There are a lot of girls. I didn't think I was going to have that."

Ideal site? "A place bigger than this site. This is 780sq.ft with 30 covers and the optimum would be 1,500sq.ft with 40 to 50 covers."

Future plans? At present Ferguson wants to get through the fi rst 12 months. If the restaurant is successful he will then start looking for a second site in the City of London.

Where? 28 Ganton Street, London W1. 020 7494 9644.

mothermash.co.uk