The renamed Ed’s Diner is switching from table service to a Nando's and Five Guys-style pay at counter system, which the group says will speed up service and give guests ‘more control over their dining experience’.
The menu has been updated to include build-your-own burgers, all-day breakfast and a new range of milkshakes featuring Lucky Charms and Coco Pops.
Main dishes will start at £5 for the ‘mini hamburger’, while the cheapest burger on the old Ed’s menu was ‘The Original’ for £6.50.
Touch screen 'Liquid Sunshine' stations will offer bottomless soft drinks - with the option to add cherry, vanilla, lime or strawberry flavourings - and there will also be bottomless hot drinks.
It comes 14 months after BRG bought the beleaguered Ed’s chain out of administration in a reported cut-price deal of £8.75m, with the closure of 33 of its 59 restaurants.
BRG could be hoping to replicate the success of the all-day breakfast at McDonald’s USA, which fuelled a year-long sales surge at the company when it launched in 2015.
The new format has already debuted at the group’s Bond Street and Lakeside sites, while the rest of Ed’s 27 will be converted by the end of this year.
“We’ve given the Americana inspired interior some love, adding some colourful neons, brand new Liquid Sunshine stations and a pay at counter system to speed up our service and give our guests more control over their dining experience,” says Tom Crowley, CEO of BRG.
"[No] matter if you like your food over-easy, crispy or stacked, you can still count on Ed’s Diner for big flavours, at even keener prices."
BRG recently announced several changes to its senior team, including the creation of a commercial director role, ahead of ‘ambitious growth plans’ for the business.
The company has struck a franchise deal with 70-strong US brand Slim Chickens to open in across the UK this year.
It also owns The Cinnamon Collection, which is still run by chef Vivek Singh, and the Giraffe restaurant group - which includes the Burgers & Cocktails and Wondertree brands.