Launching on 29 May at 7pm, Usher’s crowdfund bid aims to raise £50,000 in 24 hours on Kickstarter.
The chef says that the time limit might seem “crazy”, but as the building is “completely empty”, it is necessary to accelerate the fundraising process in order to open the restaurant in time for summer.
It comes a year after the chef broke the crowdfunding record for the most money ever raised for a restaurant in the UK on crowdfunding platform Kickstarter, securing over £200,000 from 1,522 backers to open his fourth restaurant, Wreckfish, in Liverpool.
The Pinion crowdfund will be slightly different from Usher’s previous attempts, and will offer “complete transparency”, according to the chef, by offering monetary pledges to financial backers instead of food vouchers.
“It means that your 50 quid pledge, will be exactly 50 quid in the restaurant,” says Usher. “We’re also making sure everyone gets their vouchers in less than a week, just like any normal voucher purchase.”
Pinion will open on the site of a former betting shop in the town centre, which has “died off” in terms of trade following the arrival of a large shopping complex nearby , according to Usher.
The restaurant opening is expected to coincide with the launch of a £30m Shakespearean theatre, which Usher hopes will drive trade back to the area.
Pinion will serve Usher’s signature style of bistro dishes, including freshly baked bread; braised beef; truffle and parmesan chips; and classic tarts.
Usher is among the list of top industry names speaking at this year’s Restaurant Congress. The chef will address topics including how he has built a group of successful neighbourhood bistros and the effectiveness of crowdfunding.
The annual congress highlights the key trends and issues that will dominate the restaurant conversation over the coming years. It is being held on Monday 11 June at London’s The Hurlingham Club on the afternoon of the National Restaurant Awards.