Fast food giant Burger King is to trial a new dessert bar concept in the UK, BigHospitality understands.
The group will test the new format at London's Westfield shopping centre at Shepherds Bush in concert with franchise partner KFG Group, which operates 33 Burger King restaurants in the UK.
The concept will initially centre on ice cream but more product lines will be added later such as brownies and cheesecakes.
The standalone format will be located next to the Burger King restaurant within the shopping complex.
The dessert bar, which opens in a few weeks time, will be only the second in Europe. Burger King recently debuted the concept in Spain.
If successful, the company will look to open more next to, or near to, existing burger restaurants as well as introducing the dessert bar within larger format stores.
The move comes after Burger King agreed a $4 billion (£2.6 billion) takeover bid from 3G Capital.
In addition to its relationship with Burger King, KFG also has other restaurant interests in the UK including the 14-strong Maison Blanc patisserie business and the Cha Cha Moon fast-casual noodle format, founded by entrepreneur Alan Yau.
Mark Stretton is editor of BigHospitality's sister publication M&C report.