TGI Fridays UK is launching a new cocktail led bar and restaurant, named 63rd+1st. The first venue will open its doors in Cobham on 8 January 2021.
Inspired by the original Fridays founded in 1965 in Manhattan, on the corner of 63rd Street and 1st Avenue, 63rd+1st is a visible departure from the iconic Fridays brand but harks back to the same principles of classic cocktails, quality food and legendary atmosphere.
The New York-influenced menu includes a selection of sharing plates, salad bowls, and entrees celebrating both surf and turf with a focus on quality and provenance. Brunch will be served seven days a week.
The site’s unique identity and beautiful interior with thoughtful design creates a stylish hub for people to meet morning, noon, and night, according to the firm.
Designed to cater for a broad audience, 63rd+1st gives a respectful nod to the heritage of the very first Fridays restaurant.
The site will have the feel of a Manhattan loft with exposed brickwork, polished concrete, reclaimed timber flooring and bespoke fittings that have a sixties vintage vibe.
Its brand identity sees the use of the plus motif, which is representative of both the New York grid, and the crossroads where 63rd Street and 1st Avenue meet.
The Cobham restaurant will seat 96, with outdoor dining for an additional 20 covers. Further restaurants will launch across the UK in 2021.
Robert Cook, CEO of Fridays and 63rd+1st, said the launch was a reflection of its long-term commitment to growth.
“We have seen a credible performance this year, despite the challenges of Covid-19. We have been agile, responsive, and continued to innovate throughout 2020 and this is a further demonstration of our ambition. We also recognise in this new world that audiences are becoming increasingly discerning and their attitudes towards food and drink are evolving.
“There is a growing trend that people are drinking less and are more mindful of ingredients and their provenance. They are also growing accustomed to the members club and boutique hotel style environments where they can work, rest and socialise. They are seeking local day to night venues that have a community vibe, where they don’t need to travel long distances to be able to enjoy the company of likeminded people.”
“The fame and nostalgia of the 63rd+1st experience will resonate with guests who have a long-lasting affection for the Fridays brand. They want thoughtful service and will embrace our mantra that ‘life tastes better shared’. As a highly successful and customer-orientated business, we are in a strong position to cater to this audience and, as a result, we are securing other sought-after sites in prime locations.”
Mr Cook said the company will adhere to government guidelines upon opening to ensure the health and safety of its guests and staff, but it remains very optimistic about the potential of the concept.
“We see this as a huge opportunity to drive further growth, in tandem with the core Fridays brand in 2021,” he said.