A Texas BBQ restaurant is set to launch in the basement floor of craft beer pub company BrewDog's London Shoreditch branch, serving beef jerky and other smoked, Texas-inspired meats. The news comes ahead of co-founder Joe Walters's appearance on the BBC's Dragons' Den this Sunday.
Serving dishes such as slow smoked brisket and pulled pork sandwiches with Texan chilli, the new brand will also work with the existing BrewDog concept to offer craft beer cocktails and book live blues bands to play alongside diners.
Although the majority of the beef jerky is produced in Scotland, the Shoreditch location will also allow the team to create small batches on site, and work as a test kitchen to develop new flavours and processes.
Walters himself is set to appear on this Sunday's episode of BBC show Dragons' Den, pitching his Original Jerky Company - reportedly with the help of a song and a rhinestone cowboy outfit â' which produces the beef jerky currently sold in BrewDog branches across the country.
Although he cannot yet comment on the outcome of the Dragon's Den pitch, Walters told Caterer and Hotelkeeper that in addition to the restaurant plans, in six months' time he also hopes to see the beef jerky product on sale across the UK.
"No one in England is doing BBQ Texas style," said Walters. "You see Kansas City style, Atlanta style, Memphis style, but the king of them all has been thus far overlooked. We will change that."