25 September 2007
As It Is: Market Burgers
Michael Charlton has worked with Rick Stein and Terrence Conran, in restaurants in London and Cornwall, and in Chapter One here in Dublin. Now he’s striking out on his own with a market stall business selling organic beef burgers under the name As It Is.
I went to talk to Michael at his stall in the IFSC market last Wednesday. About five months ago, he had spotted a gap in the products available from street and farmer’s markets - nobody was selling burgers, let alone good burgers. Since he was looking to move out on his own into the food business, this was too good to ignore. He can now be found in the IFSC Market on Wednesdays, Donnybrook Market on Thursdays, Leopardstown on Fridays, and the Red Stables in Raheny on Saturdays. He’s looking into other sales areas; mobile catering, Christmas festivals during November and December, and other markets.
He sells organic beef burgers, with the beef sourced from Leitrim Organics. All his other material is Irish as well; he gets the burger buns from the Bretzel Bakery, and makes his relishes and pickles himself. He concentrates on simplicity, not trying to sell a wider range than he can handle, although he’s still experimenting (Portobello Mushrooms and Cashel Blue cheese were mentioned in that vein). He also sells organic drinks.
Even considering the terrible weather while I was talking to him, there was a constant flow of customers - mostly repeat customers, given how definite they were about what they wanted. And having tried the burgers then, and seen how he operates, I’ll most definitely be back for the mushrooms this week. Michael’s stand is an excellent addition to the IFSC Market, and any other market he’s in, and I recommend you try his products as soon as you can.