Elior wins £12.5m deals with Waterstone's

25 August 2010
Elior wins £12.5m deals with Waterstone's

Elior has been awarded two new contracts with Waterstone's worth in excess of £12.5m in total, following the success of its 5th View Bar and Food at the bookseller's flagship London store.

The 5th View concept at Piccadilly saw sales increase by 33% year-on-year, which led Waterstone's and Elior to discuss replicating the concept at other stores.

As a result Elior has been awarded two new contracts to launch the 2nd View Bar & Food at the Deansgate store in Manchester on the same day that the 2nd View Coffee Shop will open at Waterstone's Sydney Street, Cambridge. The 10-year deals are respectively worth more than £7.5m and £5m in turnover over the life of the contracts.

Michael Audis, Elior chief executive, said: "The two new outlets show our continued commitment to Waterstone's. We've worked in partnership to create venues bespoke to the demographic of each area and the modernisation of their stores."

The new dining space in Manchester will open on 31 August and feature an all-day food and drink offer that sees the store extend its retail hours to 10pm from 6pm.

In addition to a formal dining area with an extensive menu featuring mezze, seafood, charcuterie and antipasto sharing boards, 2nd View Bar & Food will offer coffee, free W-Fi and seating for more relaxed visits. A "Little Adults" menu featuring half-price and half-size dishes from the standard menu, will be available for children.

The 2nd View Coffee Shop will offer a "Best of British" menu that is adapted throughout the day to meet the changing consumer needs, including fresh bacon rolls at breakfast, soups and stews at lunchtime and tea and cakes in the afternoon.

Diane King, Elior's marketing manager, explained that while the venues are part of the same View brand, they will not be exact replicas of 5th View at Piccadilly: "As much as we've taken some of the quirky seating and bar design so that the brand is recognisable, each restaurant features its own colour palette and sympathetic design unique to its location."

King worked with design firm and fit-out specialist The Deluxe Group, which undertook the transformation of 5th View, to carry out the three-week refurbishment programmes at a cost of £200,000 in Manchester and £150,000 in Cambridge.

Elior at Waterstone's - a partnership of food and books >>

Elior extends contract with Waterstone's bookshops for 10 more years >>

By Janie Stamford

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