M&C Report takes a closer looks at the new Wild Lime brand from Bramwell Pub Company, including its three zoned areas, café/deli format and design.

Inclusivity is clearly an important part of the Wild Lime brand. The 350-capacity Southampton venue has three zoned areas, with full table service at the end, a lounge area in the middle and a café/deli at the front. Table service for drinks is also provided, or they can be ordered at the bar. Design techniques such as hazy images of sunsets and the use of plant pots give the venue a laid back feel.

The idea is that you can order whatever you like in any of the locations. Commercial director Sarah Weir said that “casualisation”, allowing the offer to “stretch across a number of different occasions”, was a key consideration.

Another was having a design that’s “modern and aspirational”, and with its bright, airy look, Bramwell appears to have taken some cues from the casual dining chains. Wild Lime certainly has more in common on the design front with Pizza Express than a traditional branded high street bar.

It’s almost impossible to imagine anyone referring to the c150-cover outlet as a pub. However, the bar itself is long, in contrast to the more discrete dispense bar often found in casual dining restaurants. This is to show customers that it’s ok to just come in for a drink, chief executive Roger Moxham says.

The use of fresh food is the other key consideration of the project, Weir says. Dishes include: sharing platters at £10.95; “sarnies & wraps” such as beet & goat’s cheese wrap (£5.50) and the club stack (£6.50); layered salads including upside-down chicken barbie (£8.95) and upside-down bacon & blue cheese (£8.95); burgers from £6.95 to £8.95; pizzas from £6.50 to £10.95, with a separate lower calorie pizza menu; plus a brunch menu including a “big brekkie” at £6.95; and desserts from £3.50.

The idea is that food and drinks will “sit comfortably”, with no one aspect dominating. Moxham says: “I would expect this one to have a higher food mix than probably Banbury and definitely Reading.”

Being female-friendly was also an important consideration, Weir said, with women generally less tolerant of poor standards, but also more appreciative of nice design features, than men.

The drinks menu includes fresh cocktails, American craft beers – seven on bottle, one on draught - alongside a selection of mainstream brews and Rickorderling cider. The latter has been a huge success so far, accounting for an astounding one in three draught pints sold. The cider brand is available in two-third pints, and so are the two draught craft ales.

Moxham stresses that the concept is “not super-premium”.Draught beers start at £2.90 for Foster’s, up to £4 for Peroni, with cocktails typically range from £5.95 to £7.45. The cheapest 175ml glass of wine is £2.95 and the most expensive of that size is £4.

Drinks promotions do take place, but what differs from its more mainstream rivals is the tone, Weir says. For example, in a poster advertising buy-one-get-one free, the slogan is “the email can wait” - the occasion is the focal point rather than the value.