The team knew Beeley Street was going to be different from the moment they walked the empty unit. The floor space was unlike anything they had worked with before — an open plan that could be designed from scratch, without the constraints of retrofitting into an existing layout. The question was not what to put in it. The question was how far to go.
Partnerships That Defined the Space
Two partnerships shaped what Beeley Street became. The first was with Taylor UK, whose machines went into the build and set the standard for consistency across every soft serve. The second was with ISA, the Italian gelato equipment specialists, whose display counters gave the store the visual centrepiece it needed. The combination meant that Rassam could offer a range of frozen desserts that had never been available under one roof in the UK.
“Fifty four flavours sounds like a headline. It was actually a logistics operation.”
The Two Metre Counter
The pastry counter that ran along the back wall measured two metres and housed everything from baklava to croissants to speciality cakes that rotated weekly. It was not there to show off. It was there because customers who came in for ice cream kept asking where the pastry was, and Rassam had always believed that the answer to a good question was a better offering.
Trade press noticed. The store was recognised as the UK's largest dessert parlour, a record that brought with it a level of attention the brand had not previously sought. The team were characteristically unbothered. There were tables to turn and customers to serve.
Beeley Street remains one of the most visited Rassam locations. It is the one that regulars bring out of towners to. It is the one that people photograph before they order. And it is, still, the one with fifty four flavours.
