Living Ventures has unveiled the new name for its Est Est Est restaurant brand, Gusto.
The company set out to rename and reinvent the brand after it took back control of its business following the £28m sale of its Living Room restaurants in June.
All of the group's Est Est Est outlets will be redeveloped and rebranded as Gustos over the next 12 months, with the first rebranded venue opening in Didsbury, Greater Manchester, this week.
Gusto will comprise an Italian restaurant concept based on "the glamour of 1950s New York Italian restaurants in a contemporary setting", according to Living Ventures.
Living Ventures now owns 10 Est Est Est restaurants and five Blackhouse Grills, with plans for up to 15 of each.
Managing director of Living Ventures Tim Bacon said: "We are committed to creating two quality high-street brands that are synonymous with great service and great product with environments that are welcoming, stylish and elegant."
By Kerstin Kühn
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