Hard though it is to believe that the dining public could be confused about what to expect from a restaurant called Burger & Lobster, the surf and turf chain has given in to public pressure and published its first menu.
Unsurprisingly it features burgers, lobster and lobster roll.
The five-year-old restaurant group, which opened its 17th restaurant in London's West India Quay today, previously did not see the need to print menus given its does-what-it-says-on-the-tin approach to branding. However, many diners were apparently unsure about what it serves.
Head of marketing Maisie Denning maintained that the 1,001st email asking what was on the menu was the tipping point for the no-menu policy. "Since day one though, we've been inundated with emails, tweets etc asking what we serve. After receiving our 1,001th email we just gave in and thought, why not?" she remarked.
Burger & Lobster is offering a slightly broader range of sizes and prices. However, those hoping for a curry option or a vegan special would do well to look elsewhere.
The business, originally an offshoot of the Goodman steak restaurant brand and run by director George Bukhov, has 13 UK sites as well as venues in New York, Stockholm, Dubai and Kuwait.
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