Revolution Bars Group has introduced separate menus for its London and regional sites for the first time, with plans to diversify further.
Chief executive Mark McQuater told MCA that food now accounts for approximately 30% of pre-10pm sales, as the company moves further away from its late-night roots.
The ‘City’ and ‘original’ menus offer bespoke dishes and a slightly different price point for the London market.
The menu in the capital, for example, includes a Chilli Jam Chicken Salad and Seafood Mixed Grill, while dropping Frilled Prawn Skewers. In terms of price points – steak frites costs £12.50 regionally and £13.50 in London.
McQuater told MCA: “It’s part of the fine-tuning within the estate that is driving growth. It reflects the different needs of our customers in London and say Wigan or Newcastle. We may do more of that and look at ways we can reflect the needs of different regions.”
Recent research by MCA across 84 leading branded operators showed 82% charge the same price across the country.
