Leisure group Whitbread has unveiled details of its new bar and restaurant concept that is due to open in Birmingham city centre in March.
Beefeater Bar + Block in Waterloo Street is described as an “evolved, contemporary” version of its classic Beefeater restaurant brand, designed to thrive in high-street locations.
Birmingham based-agency Life has developed the core brand identity while the interior design has been developed by leading bar and restaurant specialist Harrison. Whitbread has released computer-generated images of how it will look (pictured).
Formerly Colmore Bar & Grill, the 3,005 sq ft site, with 173 covers, will feature a central bar with copper detailing and a large open kitchen.
Key design elements will include a branded mosaic threshold, butcher’s block host desk, booth-style leather seating and exposed brick walls showcasing contemporary artwork pieces including a vibrant neon cow and wall calligraphy telling the Bar + Block brand story.
Bar + Block will be an informal all-day dining venue serving breakfast, lunch and dinner with a focus on high-quality steaks which are hand cut to order. The restaurant’s signature dish, “Our Butcher’s Block” will showcase a rotating range of steaks.
Whitbread promises the drinks list will be “impressive”, available at the central bar, with bar snacks on offer throughout the day.
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.”
Bar + Block will officially open on Monday March 7.
