The New Inventive Bar Company, the Revolution bar operator previously known as Inventive Leisure, is tweaking the branding of its venues in the latest stage of its Evolution programme, M&C Report has learnt.
The strapline “cocktails and kitchen” at Revolution is replacing the reference to vodka, reflecting the evolution of the offer under the £10m transformation programme that began last year.
Revolution in Richmond, south London, re-opens this Friday (21 March) as Revolution Cocktail and Kitchen.
Speaking to M&C Report in September, chief executive Mark McQuater spoke about his desire to move away from the brand’s strong association with vodka, with its new cocktail list having more emphasis on faster growing categories such as rum, gin and other specialists spirits.
“It was highly overcooked, the vodka,” McQuater said. “When vodka’s growing at 10%, that’s fine, but it’s not. The company did traditionally push the specialism in vodka hard, and they may even have called them vodka bars, but the decision was taken that it’s just too narrow a market, too narrow a product, when the real demand and the real growth is beyond vodka.”
He also told M&C Report in September that the food mix could grow from c15% to 20-25%. It saw like-for-like food sales grow 10% in a year.
Earlier this month the 71-strong company announced that it had changed its name to The New Inventive Bar Company and reorganised its estate into three operating companies, one of which, Nightjar Bars Limited, is to eventually operate its 11 venues under a “local non-branded format”.