It’s a pretty simple concept, a staple of food combinations that has existed throughout the ages. So for a restaurant to literally call itself Fred’s Meat & Bread, it had better be prepared to hold its own. Fred’s expands upon the traditional, perfecting basic delicacies and even going so far as to challenge the home of the Philly Cheesesteak — and winning.
What more can be said about a small yet daring place that takes classic ingredients and serves them up in one of the most humble forms of food?
Well simply put — it’s damn delicious.
Naturally when anything dares to provoke the conventional, Fitzco investigates the truth behind it. A group of our brightest (and hungriest) ventured out into the city on the first ever inaugural Fitzco Food Trip.
At first when you step up to the counter, you’re overwhelmed by the shelves lined with soda and the menu items meticulously handwritten on the wall. Lucky for us, Atlanta cuisine tycoon Kevin Rathbun was standing in line to pick up his order. You never know who you’re going to run into in this city. But you do know if he’s eating at Fred’s — the sandwiches have got to be good. Naturally we all followed suit and ordered the Cheesesteak (except for our burger connoisseur who had the bacon cheeseburger, equally damn delicious in case you were wondering).
The bread is crusty but soft and acts as a cradle protecting the tender ribeye and onion. The cheese isn’t overbearing, but a simultaneously light and heavy drizzle that enhances flavor without completely dominating it. Our food was paired with a classic Coca Cola (of course) and 3 types of hand cut fries — the Old Bay, garlic, and pommes frites varieties — each uniformly crisp but unique.
After devouring the sandwich, we were forced to pass the fries around the farm table. Trying to tempt anyone into another bite because each flavor had to be sampled, and nothing could go to waste. Fred’s has the perfect food, and is the perfect place for camaraderie. The sandwiches are the type of greasy goodness you wish you were enjoying with a hangover, because that’s the only way it could be more satisfying. We, like those left in pleasant despair after an incredible night out, were united under the uncomfortable comfort of a full stomach and a well fed sigh.
Atlanta has always been home to great food, but Fred’s is just one of many restaurants here taking the Atlanta food scene to the next level. At Fitzco, we respect anything that provokes the status quo, which is why we’ll be continuing these Food Trips. Stay tuned!
Fitzgerald & CO is a full-service agency located in Atlanta, GA. To see more of the daring work we do for our client partners, please visit www.fitzco.com.
