Coast to Coast branches could be converted into new flame-grilled steak concept

Coast to Coast

The Restaurant Group could start converting Coast to Coast restaurants to a new flame-grilled steak concept if trials over the coming months prove successful, FEJ can reveal.

TRG bosses have been focusing on developing a new proposition called Firejacks, which offers quality flame-grilled steaks and burgers at “highly competitive” prices.

It has already converted a Coast to Coast branch in Northampton to Firejacks, and re-launched the restaurant earlier this month.

TRG said the performance of the site will determine how the concept evolves.

“This pilot site will enable us to test and refine the concept and determine the potential for roll-out via conversions of further Coast to Coast sites,” it stated.

There are currently 38 Coast to Coast sites in the UK. It is not clear if the group is prepared to convert them all should Firejacks prove to be a success.

TRG said this morning that Coast to Coast’s like-for-like trading performance over the past six months continues to be “challenging”, albeit it has managed to improve the trading trajectory in recent months through discounting.

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