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Sectors > Restaurants

Jerk BBQ & rum shack concept unveiled by Adventure Bars

By Luke Nicholls , 10-Feb-2014
Last updated on 10-Feb-2014 at 17:45 GMT

Dub Jam - a new, fast-casual jerk BBQ rum shack concept – is being launched in Covent Garden next month by London-based bar operator Adventure Bars. 

Situated in the ground floor unit above Adventure Bars’ existing Bedford Street site, the 16-cover dining venue will launch as a pilot, with a view to opening more, larger venues in the future.

It is a collaboration between Tom Kidd’s four-strong Adventure Bar business and F&B design agency Mystery, which helped create the Giraffe brand (among others). Reggae music label Trojan Records has also been brought on-board to provide music for the site, with Trojan album cover artwork forming part of its decoration.

Mystery branding

Dan Einzig chief executive of Mystery, said “The idea for Dub Jam was born over a few rum punches and a fried conch when I was in the Caribbean on a photographic assignment. Having designed concepts and branding for clients’ venues for over fifteen years, we have more recently been incubating a stable of brands with partners in F&B businesses, and so it is thrilling to be launching our own concept.

“At Mystery, our approach is to create a strong brand ‘personality’ that the audience emotively connects with - Dub Jam will have an upbeat, chilled out vibe, sharing our love of reggae food and music with everyone.”

“Having worked with Adventure Bar on their branding for a number of years, we are delighted to now be partnering with the group on this new concept. They provide incredible customer service geared around creating amazing atmosphere in their venues, as well as an extensive knowledge of operations and the wider hospitality sector, which I admire greatly.”

Reggae infusions

Dub Jam will be open for breakfast, lunch and dinner with a BBQ menu rooted in ‘Caribbean everyday favorites’. The food on offer will include a range of Soul Rebel Skewers (priced from £5.75); Beach Burgers (from £7.95); and the Dub Shack burger, served with grilled pineapple, Blue Mountain coffee & molasses cured bacon.

The Dub Jam bar will serve a selection of rums and Caribbean drinks including Red Stripe, Carib Beer, Sasparilla and Coconut Water – all served in colourful hand-painted tin cans. The venue’s signature Wray & Nephew Reggae Infused Rum Punch (£6) is made with Overproof Rum and sees the punch gravity-fed through a sound-system wall of speakers, ‘infusing it with genuine reggae sound waves’ and ‘bass filtering’ it for a unique drinking experience.

Adventure Bar group currently has four sites across the capital, with a turnover of £4m. Last year, the company put its site in East Dulwich up for sale as it wants to focus on central London for its future expansion plans.

Dub Jam will open at 20 Bedford Street on 1 March.

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