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Whitbread to launch 'contemporary' Beefeater brand Bar & Block

By Emma Eversham+ , 09-Feb-2016
Last updated on 10-Feb-2016 at 11:06 GMT2016-02-10T11:06:28Z

Whitbread to launch 'contemporary' Beefeater brand Bar & Block

Whitbread is launching an 'evolved, contemporary' version of its Beefeater brand to help it appeal to a younger demographic. 

Beefeater Bar & Block, as it will be known, will open on Birmingham's Waterloo Street next month. The 173-cover 3,005 sq ft site will open all day, serving breakfast lunch and dinner with a 'focus on high quality steaks which are hand cut to order'. 

The restaurant will feature a central bar and a large open kitchen. Booth-style leather seating will feature as will a butcher's block host desk and contemporary art work. 

David Murdin, COO of brand developments for Whitbread Restaurants said Beefeater Bar & Block was designed for high street locations and was a chance to make the Beefeater brand, which started life in 1974, more contemporary.

“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," he said. "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.” 

Beefeater Bar & Block Birmingham will open on Monday 7 March at 6.30am. 

A spokesperson for Whitbread said there were plans for more Beefeater Bar & Block sites in the future.