Fuller’s unveils new 'American diner' bar concept

07-Aug-2013 - Last updated on 08-Aug-2013 at 09:24 GMT

Related tags Beer

The Swift offers American craft beer, beer-based cocktails and a range of burgers, hot dogs and pizzas

London-based brewer and pub operator Fuller’s is today opening the doors of a new ‘raw and exciting’ concept in Putney with an American diner theme, which could be rolled out to other venues if successful.

The Whistle and Flute on Putney High Street has been rebranded as The Swift, offering American craft beer, beer-based cocktails and a range of burgers, hot dogs and pizzas.

Andrew Durn, development manager at Fuller’s, says the new-look pub has been created in response to consumer trends and as part of the operator’s aim to offer venues that are more accessible to a wider customer base

“We’ve owned the site in Putney for several years and it was a bit dated,” Durn told BigHospitality. “We looked at trends in the market, spent some time away from Fuller’s looking at what other businesses are doing here in the UK and abroad and we feel this is the right site to try something a bit different.

“Consumers are looking for something more unique. People are getting bored of walking into pubs and seeing stuff they can buy in supermarkets for a premium price in pubs. It’s the same with food - the reason you go out and eat is because you can’t produce the same food at home at the same quality.

“Whether a customer walks in in their suit from the office at 5pm or the mums club comes in in the afternoon or people that are going out on a Saturday night – The Swift offers something for everybody.”

On the menu

Alongside Fuller’s London Pride, London Porter and Frontier, the new craft lager from Fuller’s, the drinks offering at The Swift includes kegged beers from Sierra Nevada and Anchor Brewery, a dozen cocktails (including four using Fuller’s beers as key ingredients), 40 different bottled and canned craft beers from around the world and a specially selected range of 30 American whiskeys.

The food – which will make up around 30-35 per cent of turnover - includes a range of hot dogs, pizzas and Hampshire beef burgers made exclusively for Fuller’s.

With a capacity of 100 seated and an additional 50 standing, the new bar is a designed as a cross between retro, modern and industrial with cosy furnishings and unique fixtures, such as all of the light fittings being from reclaimed naval ships.

Speaking of the potential to expand this American diner-style pub concept, Durn added: “We do feel there’s a gap in the market for this, certainly in Putney. It certainly has legs to expand - if this place takes off then we may go and look at other units but we haven’t got any solid plans as yet.”

The Swift opened at 46-48 High Street Putneytoday (8 August).