Black and White Hospitality is planning to expand its new restaurant concept, Mr White's, in the UK and overseas after opening its first site in London's Leicester Square.
The brand, developed as part of a franchise partnership with chef Marco Pierre White, launched earlier this month in the former Chiquito site next to the Odeon cinema.
It is the first White-branded restaurant to open in London's West End for more than 10 years. The chef owned the Criterion restaurant in Piccadilly Circus for eight years from 2001 before selling it to Vasily Sopromadze in 2009.
Nick Taplin, chief executive of Black and White Hospitality, said it would be the "first of many" restaurants under the Mr White's concept, which is set to become an international brand.
"We are already looking at other exciting opportunities including another site in London along with others in Cardiff, Spain, Dubai, Abu Dhabi and Sri Lanka, so it's a hugely exciting time for Black and White Hospitality as we look to expand our reach on a truly global scale," he said.
"Mr White's is the perfect fit for Leicester Square. It's an evolution of taking tradition and quality ingredients and placing it in an easy to access, relatable setting that's been created purely for the guest who wishes to enjoy easy and affordable dining."
The menu is centred around steaks and features handmade pizzas and Mr White's London Dry gin; a spirit developed by White and launched earlier this year.
The chef has worked with Black & White Hospitality since 2013 and has opened franchised restaurants under nine different brands.