Whitbread rolls out “evolved” version of Beefeater chain

Whitbread this morning announced plans to launch a brand new restaurant concept called Beefeater Bar + Block in Birmingham city centre this March.

Located on Waterloo Street, Bar + Block will be an evolved, contemporary version of its Beefeater brand and has been specifically designed to thrive in high street locations.

Birmingham based agency LIFE have developed the core brand ID and collateral suite. The restaurant design has been developed by Harrison. The 3,000 sq ft, 173-cover site will feature a central bar with copper detailing and a large open kitchen.

Key design elements include a branded mosaic threshold, butcher’s block host desk, booth-style leather seating and exposed brick walls which showcase a number of contemporary artwork pieces including a vibrant neon cow and wall calligraphy telling the Bar + Block brand story.

Bar + Block will be an informal all-day dining venue serving breakfast, lunch and dinner with a focus on high quality steaks which are hand cut to order.

The restaurant’s signature dish, ‘Our Butcher’s Block’ will showcase a rotating range of limited time only, one of a kind steaks.

David Murdin, COO of brand developments for Whitbread Restaurants, commented: “Launching Beefeater Bar + Block in Birmingham is not only exciting for us but a fantastic opportunity for people to experience the quality of our food in a unique, edgier and more contemporary environment. We’ve taken the very best of Beefeater’s values and reinterpreted them to appeal to a younger crowd, right in the heart of a busy city centre location.”

Bar + Block will officially open on Monday 7 March.




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