SORRY WE’RE FULL TONIGHT
A global brand’s most successful location
The challenge was to transplant what was seen as a purely urban brand, Jamie Oliver, into a seaside location. At the same time we’d have to exploit and balance the fine-dining / beach-hut contrast, while also using the space as an opportunity to build a merchandising offering: a place for diners to buy not just seasonal ‘souvenirs’ but also Jamie Oliver food products.
Crisp white Corian table-tops created a ‘fine dining’ feel, but, with a feature curved bar, we also managed to instil a more casual, antipasti dining area for walk-ins. A private dining space, inspired by Jamie Oliver, is called ‘The Garage’. These measures, in line with 11 years of continually re-imagining and redeveloping menu styling campaigns which roll out to merchandise items, have delivered a consistently enhanced customer experience.
These are clear to see. In spite of its relative geographic remoteness (especially compared with its big-city locations) visitors are often surprised to see the restaurant rammed for lunch on, for example, a wet November weekday. It’s still the brand’s most successful location, after 11 years and, in 2013, its merchandise area was doubled in size to cope with demand.