Whitbread launches city centre steak brand
Whitbread is to launch a new high street restaurant concept, based on its Beefeater brand.
The first Beefeater Bar + Block will open in Birmingham city centre this March, with plans for other city centre sites to follow.
The 173-cover site will feature a central bar with copper detailing and a large open kitchen. It will serve an all-day menu with a focus on steaks cut to order including a dish called ‘our butchers block' which will showcase a range of the restaurant's best meat.
David Murdin, chief operating officer of brand developments for Whitbread Restaurants, said: "Launching Beefeater Bar + Block in Birmingham is not only exciting for us but a fantastic opportunity for people to experience the quality of our food in a unique, edgier and more contemporary environment. We've taken the very best of Beefeater's values and reinterpreted them to appeal to a younger crowd, right in the heart of a busy city centre location."
