Giraffe to open two Giraffe Cafés to appeal to more cosmopolitan market

Giraffe to open two Giraffe Cafés to appeal to more cosmopolitan market

Family-friendly restaurant group Giraffe has announced plans to unveil a second extension to its brand following the launch of its new "Bar & Grill" format last month.

The first Giraffe Café will open on the site of the original Giraffe in Hampstead in mid-July, followed by a second location in Wimbledon in August.

The new concept aims to appeal to a more cosmopolitan, adult all-day market, and the new café template is described as a "complete departure" from the classic Giraffe restaurant.

Company founder Russel Joffe, in collaboration with Clare Nelson of Nelson Design, is responsible for the new look, which sees the trademark orange and graphic-led art replaced.

The Giraffe Café features a colour palette of yellows and copper, with timber, natural and raw materials, in a bid to create an urban and sophisticated feel.

The 42-cover, 1,100 sq ft Hampstead Giraffe Café will include a feature wall covered with mirrors made from National Geographic magazines; a copper coloured mosaic bar with wall-mounted boat deck lights; and Georgian wired pivot windows, which lead to an outdoor terrace.

Joffe said the new concept has been designed to reflect the original inspiration behind the first Giraffe restaurant in 1998.

"By returning to our roots and redefining the all-important neighbourhood feel, we believe we have reinvigorated the brand whilst continuing to provide our customers with the same great value and warm welcome they have known and loved over the years," he said.

The menu at the all-day café has been tailored to the local market, with a grab-and-go offer as well as full lunch and dinner service.

Breakfast dishes unique to Giraffe Café include stacked strawberry and banana pancakes and a "brekkie" burrito with scrambled free-range eggs, chorizo, jalapenos and avocado.

Main courses include include mee goreng, Malaysian-style street food noodles, grilled Marrakesh sea bass and Parmesan chicken, while desserts feature homemade bread and butter pudding as well as banana waffle split.

New Giraffe ‘Bar & Grill' format to appeal to late-night market >>

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By Janie Stamford

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