Chef Will Holland has been announced as the head chef of Coast, a new restaurant set to open in Pembrokeshire next month.
Holland, who earned a Michelin star before the age of 30 at La Bécasse, in Ludlow, had previously revealed an intention to open his own restaurant in Bridgnorth in Shropshire, but the plans fell through at the start of the year. However the chef said he was pleased with the way things have turned out.
"I couldn't get the lease executed, which was a real pain because I was three months down the line with the planning, but that's in the past. I believe everything happens for a reason and it wasn't meant to be," he told Caterer.
"Coast is owned by Neil Kedward and Zoe Agar, who are behind the Grove hotel in Narbeth. They're very visionary thinking people, so that excites me."
Holland, who is traditionally regarded as a fine-dining chef, said the restaurant offer will be very relaxed and informal, while at the same time offering high quality food, drink and service when it opens mid-April.
He explained: "It's really important that a chef, restaurateur or owner is really in tune with the sort of guests that are going to actually visit their establishment and they should meet the demand that will create.
"That's why we're going to have this feeling where people aren't going to want to put a suit on to go to a restaurant that's essentially on a beach. There's no dress code and the dining room will be very relaxed but that doesn't mean we're just going to serve fish and chips. We'll be that in-between sort of place."
The all-day dining offer will be broken into four services, starting with brunch from 10am to 12pm, lunch 12pm to 3pm, a light afternoon menu of smaller dishes from 3pm to 6pm, and dinner service from 6pm that will feature an a la carte menu in line with the lunch offer as well as a six-course tasting menu.
The dining room will seat up to 55 diners, while a large outdoor terrace will be capable of accommodating a further 80 guests. Downstairs from the restaurant will be a separate café featuring informal seating for up to 12 but it won't be operated by Holland.
The restaurant and café, owned by Kedward and Agar, is part of the Beach Centre, a development by land-owner Hean Castle Estate, which in itself is part of Visit Wales' Coastal Tourism Project, part funded by the European Regional Development Fund through the Welsh Government, to encourage tourism along the Welsh coastline.
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