A few months ago one of the shops in the Eastgate Shopping Centre was boarded up and they started work on something new. Eventually signs went up that it was going to be a diner – exciting times. Often I’ll be shopping in town then want lunch around 3pm but many restaurants in town are closed between lunch and dinner so the idea of a diner in the shopping centre made sense to me. I’m all for more places opening up in town – now they just need to start a shorter 1 hour or less parking tariff and attract more people in. We’re getting there.
Ed’s Easy Diner is a UK based chain with almost 50 outlets since the first one opened in Soho in 1987. I have come across Ed’s in other cities, mainly in shopping centres, but had never eaten there so a shopping day with Mr S presented the perfect opportunity.
First impressions were good. We were met at the door by a manager who said that she would get a booth set up for us in five minutes. It was a busy lunchtime and I’d expected a longer wait so my belly was happy.
Ed’s decor formula is the typical old style American diner look and I think it works for them. They continue the theme to the actual tables, where there are mini jukeboxes that play a range of funky tunes for 20p each. The money made from this goes to the charity Action Against Hunger.
I spent a while looking at the menu before choosing a beef burger over a hot dog or chicken option. My thinking was that the beef burger is the mainstay for an American themed diner so it is what Ed’s should do best. They offer the option of a burger by itself or as a plate that also includes fries, onion rings and coleslaw. We both went for the cheeseburger plate option, one with American cheese and one with cheddar. It appealed to me that you can choose the type of cheese in the cheeseburger- little things that make a difference to my enjoyment.
We didn’t wait long for our food and the jukebox distracted us anyway. There’s always the open kitchen to watch as well.
On arrival the plates looked good. I had upgraded my meal to have sweet potato fries instead of regular fries because the look of the regular fries on other peoples plates that I had passed hadn’t appealed to me. This probably sounds pernickety but they reminded me of the chips they served in my old high school – which I enjoyed at the time but now expect a higher quality from a restaurant. Mr S said they were fine and I tried one and they were ‘fine’ but who wants that when they eat out? My sweet potato variety were much better – crispy on the outside and soft inside. The coleslaw and onion rings were pretty bog standard but I hadn’t expected homemade from a chain.
The burger itself was of a good size (you can also upgrade to a large patty) with lettuce and tomato. A regular seeded bun pleases the masses – sadly my preferred brioche bun that holds the burger together better was not an option but I suppose this one is more in keeping with the old American style. The patty itself was a bit disappointing. It definitely did not taste homemade and the meat was too ground down. It just reminded me of a frozen burger that you’d buy in Tesco – flavourless.
The cheeseburger plate costs £11.30, but due to my upgrade to sweet potato fries mine was £12.80. The location of Ed’s in the shopping centre, and therefore high rent for the business, was always going to bump the price up. On the other hand, diners should feel that they are getting what they pay for & I can’t justify that much money when the burger quality was so sub-standard. It might have worked in 1987 but burger places have improved so much since then & you have to move with the times.
The crowning glory of the visit for me was my strawberry shake. It wasn’t cheap but it’s more of a dessert than a shake, thick with ice cream. It was served half in a glass and half in a steel malt & tasted delicious. The drinks menu also had other favourites of mine such as cherry Coke, root beer, Coke floats and Samual Adams beer.
I was trying to weigh up my opinion of the place and it came down to alternatives for me. Nearby restaurants that offer burgers such as the Heathmount, Mcgonagall’s, Fig & Thistle and Cafe 1 charge around the £10 mark but Ed’s win points on location convenience & all day opening. I wouldn’t return for a burger but if I am in town with someone else who really wants to go to Ed’s then I’ll go back and try a hotdog.