Between the success of his West Footscray spot, Harley & Rose, and time on the pans at multiple McConnell ventures, chef Josh Murphy has been around the block and back again. At his new Brunswick venue – a collaboration with his partner Priyam Chovhan – Murphy’s food is grounded in no-nonsense sensibilities.
“The core skills and sensibilities from those [fine dining] environments still apply – just in a more relaxed setting. No tweezers,” says Murphy.
“We’re enjoying fewer things on the plate, but where every element matters. Everything complements each other. It’s not about bells and whistles – it’s about skill, restraint, and intention. That’s what makes the food great.”
What’s planned for the menu? There’s hash made with corned duck and blood plum sauce in the early hours, while the breakfast roll is supercharged with smoked beef sausage. By noon, Chovhan promises “big salads” and a lunchtime-ready take on steak and toast featuring a punchy pepper sauce that’s full of uncomplicated intention.
“There’s something so satisfying about a long lunch – starting at 12pm, finishing at 5pm, working through the whole menu. That’s why we’re focused on the daytime hours,” says Murphy.
And like Murphy’s considered menu, a helluva lot of thought has gone into the Beautiful Jim Key concept, and it’s a concept full of joy, playfulness and curiosity at that. The name, a reference to the celebrated horse from the 20th century that could allegedly spell, read and even use a telephone, acts as a surprising source of inspiration for the space and what the duo are doing inside it.
“The story behind Beautiful Jim Key is fantastic – magical and heartwarming – and we want the space to feel like that no matter the time of day. Curious, playful, welcoming,” says Chovhan.
Chovhan, an expert in customer experience and marketing, is calling on her own experience to put this plan into action. Beautiful Jim Key is designed with the local community in mind, an easy breezy breakfast, brunch and lunch spot accessible for creatives, nine-to-fivers on their break and long-lunchers alike.
Beautiful Jim Key will initially open for breakfast and lunch, but evening services are already more than just a thought for Friday and Saturday evenings as we head towards summer. “We want that afternoon sun. We don’t want to call last drinks at 4pm on a Friday,” says Murphy.
Beautiful Jim Key opens at 7 Wilson Avenue in Brunswick this spring. Follow along at @beautifuljimkey for more.