Giraffe aims for adult market with Soho site

By Stefan Chomka

- Last updated on GMT

Related tags: Restaurant, Restaurant magazine, Soho

Giraffe founders Juliette and Russel Joffe hope to appeal to the late-night market
Giraffe founders Juliette and Russel Joffe hope to appeal to the late-night market
Giraffe is rolling out a more mature version of its family-friendly restaurants in a move that will see it boost its appeal among the late-night eating and drinking crowd.

The chain is working on a site on London’s Frith Street in Soho, due to open later this month, that will have a more adult focus.

It will feature none of the chain’s trademark back-lit signs and bright colours – found across its estate – but instead take its cues from restaurants such as Pizza East, with a more ‘sober’ colour palate, exposed brickwork, parquet flooring and greater emphasis placed on the bar area, according to the architects working on the project, Wells Mackereth.

Giraffe has already taken a similar approach at its Bath site, which has an extended bar area, uses more muted grey and brown colours and features a metal logo instead of its traditional lit signage.

The world food restaurant chain, owned by the original founders Juliette and Russel Joffe and Andrew Jacobs, operates 42 sites across the UK but is aiming to have 50 sites.

See the June edition of Restaurant magazine, out today, for a special feature on how to get a winning design for your restaurant.

Related topics: Business, Restaurants, Venues

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