Speaking to BigHospitality this morning the chef said that most people felt that the local Brighton eating out sector is “poor”.
He added: “It’s very branded, so that’s why we want to promote ourselves as passionate chefs who are behind the cooker producing something original.”
“I think people are looking for a personal experience, with passionate staff that enjoy what they do.”
The new restaurant, Twenty Four St Georges, will feature the chef’s Tilda-winning dessert – Earl Grey Infused Jasmine Rice Pudding, Ginger Snap Cannelloni, Rhubarb Mousse and Walnut Ice Cream – in its launch menu.
The 60 cover restaurant will specialise in local ingredients, cooked in a modern European style, and the seasonal menu will change every six weeks. Head chef Helsden described the restaurant décor as “warm and chocolatey”, filled with light browns and off whites.
Heselden, who was head chef at the Rendezvous Casino in Brighton until October, won the Tilda competition in March before deciding to open his own restaurant.
“It has always been my aim to have my own restaurant and now I am close to achieving that dream,” he said. “My success at the Tilda Chef of the Year competition gave my career a boost, raising my profile and that will help me now that I have made the decision to go it alone.”
The chef also plans to include his winning main course – Roasted South Coast Turbot Chicken with Chanterelle and Black Autumn Truffle Risotto – on one of the restaurant’s winter menus.
He will be supported in the restaurant by sous chef and business partner Jamie Everton-Jones, and restaurant manager Joe Griffiths.
The restaurant estimates the price per head at £27 including a glass of wine, and is offering a set menu from Monday to Friday, priced at £12.50 three courses and £10 for two courses.