Marco Pierre White has launched the first site of his new "ultra casual" dining concept, Bardolino Pizzeria, Bellini and Espresso bar.
The new restaurant has opened at theclub at DoubleTree by Hilton Cadbury House, North Somerset.
The new concept takes its name from the town where White's mother was born - Bardolino, located in the Italian region of Veneto.
The restaurant features an all-day express menu of authentic Italian food, coffees and bellinis and has a rustic feel with a mixture of wooden panelled and white retro brick tiled walls and a mix of chairs and tables coupled with, in this instance, views out across the North Somerset countryside.
Operated under licence from the chef's Black & White Hospitality business, the plan is to open five more venues by the end of 2016 with the group already in advanced discussions with venues in Manchester and London.
The second venue is set to open in Birmingham at the beginning of July.
White said: "What I like about Bardolino is that it tells you exactly what it is in the name. It's pizza, it's coffee, it's a bar.
"We lead such busy lives our favourite pastime must be escapism. A lot of today's restaurant habits are about casual dining, so casual spaces are really important. I like casual and I like affordable and that is what you get with Bardolino.
"The most important aspect of any restaurant is the environment you're sat. The lighting, the music, the staff all play their part. Food is almost fourth on the list.
"Bardolino is all about simple, authentic Italian food. It's recognisable dishes served in a comfortable and relaxed setting."
Nick Taplin, CEO and owner at Black & White Hospitality (pictured left with White), said: "Bardolino is sure to be a hit with both daytime and evening diners. The high street has changed a lot in the past few years and the demand for casual dining has become increasingly popular, a trend we believe is here to stay.
"This concept is designed to offer a fresh alternative, where authentic, uncomplicated food served promptly is absolutely essential.
"The setting, although influenced by a rustic Italian village, will be vibrant and a little bit quirky with the décor reflecting both old and new.
"I'm very proud that we are able to roll out this new brand from North Somerset and the kudos it will give the area. It made total sense to launch our newest restaurant brand in a business that we own and manage and in an area of the country that I live."
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