The “Evolution” programme has led to a new design described as “sophisticated” and building on the demands of the 66-strong group’s “affluent, style-conscious customers”. It brings crisp stylish décor injected with vibrant touches and attention-grabbing displays.
The new format also features a full meet-and-greet service on arrival, with full floor service provided throughout the venues to create a “compelling” customer experience.
The drinks offer has been enhanced with a high emphasis on good-quality cocktails that extends well beyond the previous vodka-based menu. It now incorporates drinks such as classic and fruit Mojitos, Sours and a range of sharing and connoisseur cocktails.
Chief executive Mark McQuater said: “Our customers pull from the more affluent 18 to 35 year age group, and the new design and service standards coupled with the unique mix of music and entertainment has hit the market spot on for this eclectic group.”
The trials were carried out in Revolution bars in Leeds, York, Edinburgh, Liverpool’s Albert Dock, Cambridge, Aberdeen, Wilmslow in Cheshire and Deansgate Locks in Manchester (pictured).
Mark said these trials “have enabled us to constantly improve elements of our offer and come up with a repositioned Revolution brand that works for our customers. We have seen fantastic results. It’s very exciting.”
The roll-out of the Evolution programme extends over the next eight months to a further 26 Revolution bars, starting with the Swansea site which reopens on July 20, followed by Brighton’s the following week. Sites will then re-open at a rate of one per week.