Tastemaker: Will Steele, Head Chef at Whiplash
Hawthorn locals know Whiplash as the go-to for fast, fresh and friendly coffee and food. The neighbourhood spot hums with energy, fuelled by a kitchen that keeps things quick, creative and consistently delicious. At the helm is Head Chef Will Steele, whose love of food started in a dinner club with friends and has since evolved into a passion for community, flavour and the simple joy of a good sandwich.
The Whiplash ethos
Whiplash in Hawthorn has carved out a reputation for being, as Head Chef Will Steele puts it, “fast, friendly, fresh and delicious.” The café, once a corner store, has become a local pitstop for those chasing both excellent coffee and sandwiches that punch above their weight.
“It wasn’t actually my decision to go down the sandwich path,” Will admits with a laugh. “But we felt there was a gap. You could get a good coffee or a good sandwich in Melbourne, but rarely both under the same roof. That’s what we wanted to bring together – something quick, something satisfying, and a place where people leave with a smile on their face.”
Where it all began for Will
Will’s love of cooking first sparked at dinner parties with friends. “We had a Tuesday Night Dinner Club. People kept saying, ‘This is actually pretty good, you could sell this.’ So I went to culinary school, and that’s where the journey began – about ten years ago.”
The early days were affectionately dubbed the “chicken dinner club.” “We did schnitzels, roast chicken, cotoletta – anything with chicken. Eventually, we ran out of ideas and branched into seafood and other dishes. To this day, I’m still partial to chicken and especially seafood.”
Behind the pass
Like many chefs, Will sees consistency as the greatest challenge. “That’s the hardest part of any kitchen,” he says. “Making sure everything tastes the same, day in and day out, no matter who’s cooking. Customers notice – they’ll always pick up on it if it’s different.” For Whiplash, this consistency doesn’t come at the cost of creativity. Using different MasterFoods™ Professional products(open in new tab) ensures every sandwich tastes delicious, no matter who’s on the tools. “Our approach is always creativity first. We come up with ideas, then adjust based on feedback from customers and staff. Inspiration comes from everywhere – cookbooks, social media, even conversations with our community. We’ve got customers who bring in books from op-shops for us, and we’ll flick through to see what sparks something. There are no bad ideas – just some that work better than others.”
The importance of community and collaboration
Community connection runs through everything Whiplash does. “We know a lot of our customers by name. While they’re waiting for their coffee or sandwich, we’ll chat – and often they’ll throw ideas our way. It’s actually really nice when they see their suggestions come to life on the menu. It makes people feel part of the place.”
On MasterFoods™ Professional in the Whiplash kitchen
For Will, MasterFoods™ Professional(open in new tab) is more than just a pantry staple – it’s the base for creativity. “Our approach is always creativity first – we come up with the ideas, then adjust as needed,” he explains. The range’s consistency and reliability mean dishes taste as they should, even when he’s not in the kitchen. Standout products for him include the Lemon Pepper seasoning(open in new tab), which cuts through the richness of fried pork and panko crumbs, and the Avocado Smash seasoning(open in new tab), which lifts the natural flavour of avocado in the café’s signature egg and bacon bagel. For an extra kick, he turns to the Peri Peri Sauce(open in new tab) to “get the engines going”.
Will also swears by the Roast Garlic Aioli(open in new tab) and Tomato Relish(open in new tab), which are combined in-house to create a Russian sauce that elevates turkey and veal sandwiches, while the Cajun Seasoning(open in new tab) adds complex, layered flavour to slow-roasted beef. “The pepper reminds me of growing up with a mum who loved bold flavours. Those nostalgic tastes still inspire me today,” he adds – a reminder that even the simplest ingredients can carry a story.
