The Redemption brand gets a second shot

By Joe Lutrario contact

- Last updated on GMT

Redemption re-opens Covent Garden restaurant Alex Moore Atomex

Related tags: Redemption, Alex Moore, Saiphin Moore, Rosa's Thai Cafe, Ceviche, Andina

Atomex - the Alex Moore-headed business that rescued Peruvian restaurants Ceviche and Andina from administration late last year - is to revive Redemption's Covent Garden restaurant.

Founder Catherine Salway liquidated the three-site vegan and vegetarian restaurant and bar brand earlier this month having not re-opened as lockdown lifted.

BigHospitality understands that the London-based business - which famously didn't serve alcohol - was in financial difficulty prior to lockdown.

Alex, his wife Saiphin and Tom Kristensen - who are best known for their work on Rosa's Thai Cafe - will re-open the Seven Dials site next Wednesday (30 September) with a completely new team.

Redemption's Notting Hill restaurant and its inaugural site in Shoreditch have not been deemed financially viable and won't re-open, although Moore hopes to eventually get the brand, founded in 2014, back on the expansion trail.

"This is the second time we've rescued a great concept that had fallen on hard times," says Moore. "I'm not celebrating that - I look at great businesses that are broken with a heavy heart."

"Saiphin and I loved being founders but it was often lonely work. I want Atomex to help founders turn their businesses around. Catherine will be on the board but won't be involved day-to-day."

"I'm very open to doing more turnaround such as these, but I want to make it clear that I'm not trying to profit from the downfall of other businesses."

Redemption will be run by managing director Raquel De Oliveira, who is also managing director of Ceviche and Andina. 

She has brought in Brazilian chef Erich Riberio to create an all-new menu and - for the first time ever - the restaurant will serve alcohol.   

"They'll still be a great non-alcoholic cocktail menu and a focus on non-alcoholic beers and wines," says Moore. "Maybe we'll get some flack for that as having a booze-free bar was a pioneering idea."

As with Ceviche and Andina, the Redemption will benefit from a big cut in central overheads.

"We strip the brands back to the sites that are working and retain the core values," says Moore. "We have one central overhead with one managing director, on HR department, one payroll department and one accountant."

"We can keep them going, and even if things get a little bit worse they can still tick along without burning cash. There is light at the end of this tunnel and as soon as we come out of it we'll be well-positioned to grow these brands again." 

Related topics: Business

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