NED Pubs’ debut site, Brakspears’ The Belgian Arms in Holyport, Berkshire, is due to open on 17 September following a minor refurbishment. The business will be in addition to The Royal Oak Paley Street, which will continue to trade under Parkinson and Chapman as normal.
“The Belgian Arms is a popular pub and we have no intention of abusing its traditional charm and character”, said Parkinson (son of TV chat show host Michael). “We want to enhance the many features the pub has to offer and the decor and ambience will be in-keeping.
“Our aim is to appeal to a broad audience by offering great food, excellent beer and wine and a solid friendly service at sensible prices.”
Chapman, who was previously Heston Blumenthal’s head chef, added: “The emphasis is on good quality affordable fare. My menu is going to consist of beautifully cooked tasty food.
“I have a young family and I know how difficult it is to eat out well without burning a significant hole in your pocket.”
The vision for NED Pubs is to create a brand that can be ‘rolled out’ to other sites. Each venue will be carefully selected for its unique appeal and will be thoughtfully updated, ‘taking what’s good and making it better’.