The Snug will open in the former home of Bar Absolute in Sun Street on May 16, offering a daytime and late-night offering specialising in food and cocktails.
It joins the other five Snug venues in St Albans and Hertford in Hertfordshire, High Wycombe in Buckinghamshire (pictured) and Cambridge, where there are two.
Snug Bars owner Giles Fry said: “We are thrilled to be launching the sixth Snug and its premium cocktail and kitchen offering to Hitchin. The Snug has gone from strength to strength in its five other locations since we first launched 10 years ago.
“We obviously hope to build on that success with plans to open 15 Snugs over the next five years.”
The Snug concept is described as giving the consumer “your local, reinvented” and has seen consistent growth since its launch in 2004, turning a profit during the financial downturn.
The Snug in Hitchin will follow the established pattern of other Snugs, focusing on premium spirits and high-quality ingredients, with a mix of classic and signature cocktails.
The Snug kitchen offers food from opening until late every day. It has a £5.95 lunch menu, available from Monday to Friday until 5pm, and an all-day menu of crowd-pleasers including burgers, hotdogs, sandwiches, salads and a full English breakfast.
Open to 11pm Sunday to Thursday and until 2am on Fridays and Saturdays, The Snug in Hitchin will offer customers a happy hour daily from 3pm to 7pm to pull in the after-work crowd.
Snug Bars has also relaunched its St Albans bar after an extensive makeover that meant the venue closed for only five days. It was planned to mark the sixth birthday of the bar which was the first Snug that the company opened.
It has been transformed using stylish metal finishes and new cosy finishes to the furnishings including leather and plaid designs. It also features new eclectic touches, from jam jar light decorations to kooky clocks and new stool seating areas.
The reopening coincided with a new menu launch, focusing on comfort foods such as hot dogs and potato skins, through to new cocktails including milk bottles and new sharing cocktails.
Following the makeover, the venue was reopened by the Mayor of St Albans Annie Brewster who celebrated along with the media, family, friends and local businesses.
Giles said: “Our St Albans bar was the very first one we opened six years ago and is our flagship venue. This refresh of both the menu and the design of the bar have gone down incredibly well with our existing customers and we’ve already seen an increase in new customers this week, which we hope will continue.
“We plan on continuing this refurbishment plan across the remaining bars over the next year, so that all of our venues reflect our modern and fun attitude as a company.”
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