For Kate Carter-Larg, the Cheesy Toast Shack is a story of love, risk, hustling, triumph, tribulations, early mornings and late nights. It represents a dream that was worth putting everything on the line for. “We’d put all our savings into it, so failing was not an option,” Kate explains. “We hustled, we worked every day, we went to every event that was viable for us. We didn’t take on any staff until we were a few years in, we posted on social media every day, multiple times a day, and we shouted about our business and made people listen.”
Born in Dorset, in the South of England, the adventure of a lifetime would begin for Kate when she found herself travelling to Bali, in South East Asia. It was there she would meet Sam, her future husband and business partner.
“After a fleeting holiday romance, where we never thought we’d see each other again, he followed me down to Brighton (where I was living at the time). He decided he couldn’t live down there (distinct lack of surf) so got me to visit him in Scotland. I fell in love with it straight away, and pretty much decided to just not leave.
We had another year of travelling around a bit, including heading back to Bali to spend a few months of more beaches and surfing, before heading back to Scotland together with the idea of starting our own business.”
With only a small amount of savings between them, they knew that any kind of fixed cafe would be out of the question. “It just seemed so obvious, everyone loves a toastie, but not some dry, thin crappy Costa-style one. Instead, we wanted to do big, filthy, oozing with cheese-level toasties, with fillings that you don’t get just anywhere.”
With that idea, the wheels were set in motion. Scared, but with an unrelenting desire and determination to succeed, Kate and Sam put their life savings into everything and set off in search of their dream.
That dream would become a reality and take them all across the UK, to events, festivals and Glastonbury. They would be crowned Street Vendor of the Year, and earn the accolade of Scottish Street
Finalist. They would establish two sites, receiving visitors from all over the globe and go viral across social media. Renowned food critic, Jay Rayner, would give his seal of approval. Celebrities would come far and wide to taste their manchego with chorizo, red pepper and jalapeno chutney, or delight in their New Yorker made with sliced Swiss, pastrami, American mustard and sauerkraut. It would become a place that is now part of the family, with Kate, Sam and their two wonderful children.
It is a story that not even in her wildest of dreams could she have imagined. But it all happened. It really did. And it was a pleasure to sit down with Kate and talk about the journey she’s been on, her biggest challenges, being her own biggest critic and her proudest achievements.
We knew we wanted to be self-employed…we understood it’d be high risk and high stress, but we wanted to have a lifestyle where we could spend time together, and not have to answer to anyone else (we’ve always been quite headstrong and neither of us like being told what to do by someone else!)
We only had a small amount of savings between us, so we knew any kind of fixed cafe etc would be out of the question, so that immediately put us in the market for a food trailer. We just jumped on Gumtree and found a practically new trailer near Glasgow. A guy had bought it and then decided to not bother pursuing his burger van career, so we grabbed it and towed it back over to Fife.
We’d been looking at what was available street food-wise in Scotland, and the scene was starting to blow up. So many great options and traders, but no cheese toasties! It just seemed so obvious, everyone loves a toastie, but not some dry, thin crappy Costa-style one. Instead, we wanted to do big, filthy, oozing with cheese-level toasties, with fillings that you don’t get just anywhere.
Sam and I worked on the trailer, whilst getting everything else set up, and within a couple of months, we were good to go. We secured a pitch at a local beach and then would tow the trailer to events all over Scotland in between working Kingsbarns beach, to get the word out there about our brand and our business.
This did us wonders, as within our first year of trading we managed to secure a pitch at The Edinburgh Fringe Festival, where we got named the Best Place To Eat at The Fringe by The Scotsman newspaper.
Off the back of the popularity we experienced from being at such a huge event, we were in a position to apply for a pitch at the next Glastonbury Festival in Somerset. After doing this, our following took a massive jump, and we found we had people reaching out to us from all over the UK, saying they’d tried us and couldn’t stop thinking about our toasties.
During this time we were also doing every other event: street food markets, food competitions, music festivals, weddings….anything we could get our hands on. This eventually led to us then being offered the lease on our now main hub, in St Andrews. So at this point, we had our Kingsbarns pitch, our St Andrews kiosk, as well as multiple street food setups, allowing us to have 5 pitches across the Edinburgh Fringe Festival for the years running up to Covid, making us the biggest independent traders across the city for the Fringe.
Covid was a huge challenge at first. There were grants for some hospitality businesses, however, because we sublet our kiosk we didn’t pay rates, and we weren’t entitled to the first few rounds of grants. So trying to keep our heads above water really was a challenge, bearing in mind we had staff to think about, and at that stage, a 1 year old as well.
As initial lockdown measures eased, we were able to open up shop again, and thankfully, the rules dictated by the Scottish Government just so happened to mean we didn’t need to change much about our operational setup. We were always a takeout unit, from a hatch. We just needed to work with fewer staff on shift at once to keep numbers down, but it was good for us that people were allowed to go for a walk and meet a friend outdoors, as that matched the description of what people did anyway when they’d come to one of our beaches.
It did, however, have a massive impact on the events industry, meaning it was the first time since we started that we weren’t doing any street food at all, or weddings. This obviously meant the income of the business took a massive hit, which was certainly a negative. However, in hindsight, it made us re-evaluate how lucky we were to still have the pitches we were able to trade from.
When the grants that we did qualify for eventually came out, we used that money to invest in the business, by upgrading our equipment. We bought a decent coffee machine, a soft-serve ice cream machine, and high-quality grills. We felt if we could get our products out at a much faster speed and even better quality, then we were utilising what we could, given the restrictions put upon us by the pandemic. And just to make things that little bit extra stressful, we decided it was a good time to have our second baby.
Our biggest achievement would have to be the Glastonbury Festival. We loaded up our campervan and towed our trailer all the way from Scotland. We were located at Worthy View which is the “posh” campsite at the top of the farm, with the pre-erected tents (not that we were allowed to stay in those).
We were only allowed the bare minimum of staff passes (the cost of a ticket per staff member is factored into your pitch fee so we couldn’t afford many). We got a few friends to come down with us to work, thinking we’d get to spend a decent chunk of the festival watching music and enjoying the festival…how wrong we were! We were mobbed from the minute we opened the hatch in the morning, doing breakfast toasties to the hungover masses, all the way through the day, with a small window where it quietened off when the headlining acts were on, and then went crazy busy again through to the early hours. We came back to Scotland exhausted but with an amazing feeling of pride and achievement.
Another of those pinch-me moments was when Jay Rayner, the famous food critic who writes for The Guardian / The Observer, came to visit us. He left a glowing review and then featured us in the Guardian’s best-value places to eat around the coast of the
Abi, who’s our manager at the St Andrews shop actually asked me the other day if I ever think how wild it is that people drive so far to come to our shack and hold it in such high regard. And that this is all for something that we have created. It really made me stop and think how cool that is. We’re so well received, and people really do make huge trips just to come and try our food. It’s very humbling, although I do still find myself being my biggest critic. If I know a famous person is coming down, I panic, and worry that they’ll just think “What’s all the fuss about?” However, that has not actually happened yet!
We love how, generally, everything is received really well on social media. We know we post a lot, but it’s paid off. Every single day we get at least one customer coming down to the hatch, to say they’ve come because they’ve seen our silly/cheesy videos online and it’s made them want to visit. We get the occasional troll which always blows my mind, but I just need to remind myself that our socials are free marketing, and it’s obviously working, because we get customers and followers from all over the world. Just this week alone, I’ve posted t-shirts and hoodies to New York, and Philadelphia
Our followers and likes have taken a huge surge in the last year since we’ve really picked up our efforts online. We find now that simply posting a photo of a toastie doesn’t get the same levels of interaction as when we post videos, so it’s just about continuing to follow trends and posting videos, and just trying to make our page something a bit silly and fun.
I would advise anyone looking to set up their own business, to just go for it. We always get people asking us “Weren’t we scared it wouldn’t work?” Of course we were, we’d put all our savings into it, so failing was not an option.
We hustled, we worked every day, we went to every event that was viable for us. We didn’t take on any staff until we were a few years in, we posted every day, multiple times a day, and we shouted about our business and made people listen.
I honestly don’t know if I’d have it in me now to hustle as hard as we did back at the beginning, but I’ve also got 2 small children now who I love spending time with, so I couldn’t be towing trailers back from Edinburgh at 1 am, as I love that I can be present for them and be the one that does every bedtime and that I get to see them every morning.
If I’m not working, I try to start the day off by getting to the gym. A couple of years ago, after having my youngest daughter, I got into CrossFit, which I just fell in love with. I’m still not very good at it but it helps my headspace as well as my physical fitness.
Sam and I try and get out for a walk together; our favourite place being Tensmuir Forest, where we love to stop for a crepe from Salt and Pine. We may have to answer a few emails/go and film some videos for the pages, and before we know it 3 o’clock rolls around and it’s time to grab our girls from school/playgroup
If they’ve not got after-school clubs then they may ask us to take them to the skatepark to practice their skateboarding. If it’s not a school day then we try and get them for a surf at West Sands (if there is any) followed by live music at Dook and a few Aperol Spritz’ for us. Whatever we do, it’s hugely family-oriented. With 7 cousins living close by, and 3 sets of aunties and uncles, as well as Sam’s parents, we’re invariably hanging out with other Largs.
Every Christmas we have raclette on the menu, which is raclette cheese, served over garlic potatoes with charcuterie meats and dressed salad. You basically scrape the melted cheese over the potatoes, and it’s just amazing. It’s such a treat, and can’t help but make you feel festive.
For the year ahead, we want to keep concentrating on giving the best possible products to our customers. We feel that we’re on a really positive trajectory at the moment. Our team’s collective hard work is getting more and more recognised, with a greater following online and more customers coming to the shops. We want to concentrate on keeping this at a high level, and who knows, if the market is right, maybe even opening up some more locations.
With all our thanks to Kate Carter-Larg
