Be At One, the Piper-backed cocktail bar chain, will take a cluster approach to its expansion outside London, which could see it operate three to four sites in cities such as Bristol.
Speaking at the latest MA300 event, the 22-strong group’s director of operations Andrew Stones said the group hoped to open 20 further sites over the next three years and was currently exploring opportunities in Bath and Cardiff.
He said that group’s bars take 24 months to reach mature sales and EBITDA inside London, but that time span had so far been reduced across its four regional openings.
Stones said: “Pricing isn’t much of an issue outside London. London guests drink out more often. The ‘turn offs’ are the same countrywide, while friendliness is more important outside London. We have more couples and less groups outside the capital.”
He said that those looking to make the switch from the capital to a regional expansion plan should beware preconceived ideas such as this city doesn’t like brands, you will need to reduce your prices, you’ll have to serve food and you’ll need to serve draft”.
Stones said that the group had found that “they don’t need to change what we do to trade outside London”.
He said: “We still need to do our homework, but its our bar teams that make the difference. In the regions the guests are excited about a new bar and the returns can be much higher.”
