Whitbread poised to ramp up steak chain with multiple launches

Whitbread is to launch four more Bar + Block restaurants in the next few months, taking the contemporary high street steak brand to nine units.

The latest round of openings will begin in Aldgate next month – its second in London – followed by Leamington Spa in November and Wimbledon and Reading early next year.

All four sites are located next to existing and new Premier Inn hotels from Whitbread and will follow Bar + Block’s all-day trading format – open for breakfast and brunch through to lunch and dinner.

The menu puts the spotlight on high quality steaks in a variety of cuts, hand cut to order, at an accessible price point with the signature ‘Butcher’s Block’ offering limited time only rotating steak specials.

Fresh burgers ground on-site, salads, British classics and a new deconstructed Beef Wellington complete the food offer.

The drinks menu features craft beers and ciders, innovative cocktails and a wine list that focuses on robust varietals to complement the menu.

Each will feature contemporary interiors by Harrison Design with the brand’s trademark open kitchen and copper feature bar as well as decorative finishing touches, such as the Bar + Block neon cow and wall calligraphy detailing the brand story.

Nathalie Pomroy, chief marketing officer of Whitbread, said: “We are delighted to be opening more Bar + Block restaurants as part of our growth strategy. We are in discussions on further locations and believe 2018/19 will be a transformational year for Bar + Block.”

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