Restaurateur and consultant Dominic Ford is set to open his second Butcher & Grill in Wimbledon Village in south-west London.
Ford, the former director of Harvey Nichols's food and retail division, will open the 80-seat restaurant and butcher's shop combination in May on the site of the former Jo Schmo's.
Partners in the venture are Paul Grout, former manager of Harvey Nichols Foodmarket, and Simon Tindall, chairman of publishing company Haymarket.
The format of the restaurant will be much the same as Ford's first restaurant in Battersea.
Meat sold in the Butcher will be sourced wherever possible throughout British farms, with beef and lamb originating from the company's own Highfields Farm in East Sussex.
Average spend per head will be £25 for lunch and £35 for dinner, inclusive of wine and drinks.
Ford said he was "very excited" about the new venture, claiming it was a "prime location" for a bar and grill restaurant.
"The location is similar to that of Battersea," he said. "I live in the area and know there are very few good butchers around, so I'm sure the Butcher & Grill will do very well there."
Dominic Ford's shop and restaurant plan >>By Gemma Sharkey
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