Flink fires up East Belfast dining
Ballyhackamore remains one of Belfast’s strongest suburban hospitality hubs, and the opening of Flink has added new momentum to the area.
The smash burger focused, hybrid dine in and takeaway concept is the vision of operator Karl Wilkinson, supported by the insight of his cousin and mentor, restaurateur Michael Deane. Flink has been designed around efficiency, consistency and a clear understanding of modern casual dining habits.
For operators analysing consumer preferences, development costs and staffing challenges, Flink offers a practical case study in how a contemporary casual model can be executed at neighbourhood level.
An idea refined over five years
The concept for Flink began almost five years ago when Karl started exploring the idea of creating his own food business. He recalls that it started simply, saying, “I had looked at burger vans and I had looked at a drive through concept. I felt there was an opportunity in the local market for something fast, local and consistent.” His experience at McDonald’s gave him a deep understanding of operational structure, something Deane identified as a strength.
“Michael always said that if I had an idea I should come speak to him. He likes the way McDonald’s delivers consistency. He has always admired that, and it helped shape how I planned this business.”
Karl considered several parts of Belfast before landing in Ballyhackamore. “We looked at the Lisburn Road, and we really liked the Ormeau Road too. But Ballyhackamore was always on the list. It is a competitive area and units go quickly. When the Squid Shack site became available, we moved fast.”
He adds, “The local support here is real. People want to see their area thrive and they back the operators who invest in it.”
Designing a hybrid model for today’s customer
With the unit secured, Karl worked with Belfast design practice Anthology to develop a layout that reflected the way people want to eat today. He explains, “We wanted a model where takeaway customers can come in, feel part of the place and order quickly, but sit in guests still feel like they are in a restaurant. It had to work for both without compromising either experience.”
The final layout created a dedicated ordering point facing the bar while the seated restaurant space sits apart from the takeaway flow. Karl says, “Customers are looking for something relaxed, high quality and efficient. Younger people especially want that 45-minute experience. We designed Flink to match that behaviour.”
He cites influences from Europe and London. “Places like Junk in Paris and Smash in Amsterdam have taken smash burgers and made them slick and modern. That style appealed to us. We wanted simplicity, but with enough personality to stand out.”
A tightly controlled menu built on local sourcing
Flink’s menu is centred on smash burgers, fries, shakes and a concise drinks list. Karl explains the strategy. “We could have gone the route of two burgers and two choices which is popular in London right now. But we wanted something broader. We wanted young people, families and older customers to all find something they like.”
Fresh, locally sourced meat forms the core of the menu. Karl says, “We could go cheaper on product, but we would lose consistency. Consistency is everything. We will pay more for quality because customers notice it and they return for it.”
Customisation has been one of the biggest surprises since opening. “Customers really want to customise items, which I should not be surprised by because of my McDonald’s background. But every change slows the kitchen down. On a Friday or Saturday night our wait times increase because of customisation.”
Still, he aims to guide customers towards the builds as designed. “We developed the menu carefully. I always encourage people to try it as it comes, because once they do they usually like it.”
A team built on attitude rather than CV
Recruitment across hospitality remains challenging, but Karl takes a clear approach. “My attitude to staff is that you do not have to have the skill, you just need the will. If someone arrives with the right mindset, I will put one hundred percent into training them.”
He is deliberate about building a varied team. “I am all for diversity in the business. It creates ideas and it helps people work well together. Michael always quotes Anthony Bourdain about kitchens being a bunch of misfits who come together for one goal. That is how I see it.”
Flink’s next six months will focus on embedding standards, stabilising the team and refining operational flow. Karl says, “We want Ballyhackamore running exactly the way we want it. After that yes, we are interested in more sites. The brand lends itself to a second location.”
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