Chi Kitchen, the pan-Asian restaurant from Pan Chi founder, is eyeing nationwide growth as part of its deal with Debenhams, M&C has learnt.
The Eddie Lim-led concept will be launched instore at Birmingham’s Bullring shopping centre when it opens on 24 September, followed a month later at Debenhams on London’s Oxford Street.
Lim told M&C the brand, which has been exclusively developed for Debenhams, has the scope to be introduced into most major towns and cities.
Of the current Debenhams’ estate of c160 UK stores, Lim said Chi Kitchen is and is already considering its options for cities such as Edinburgh, Liverpool, Leeds and Bristol.
“The first two are to showcase the restaurant in London and also outside of it,” he said. After six months of trading, Chi Kitchen will look to open the next unit.
The pan-Asian cuisine served at Chi Kitchen adheres to the same strict principals of the other restaurants in Lim’s group that is uses no MSGs and all food must be exotic, tasty and colourful.
To match the store opening hours from 8am through until 10pm at the Bullring, Chi Kitchen will serve throughout the day and Lim said the menu has been constructed to offer shoppers a lighter alternative to cakes with coffee.
The menu will include Malaysian, Vietnamese, Thai, Indonesian, Chinese and Japanese dishes with a choice of small plates for sharing and larger meals.
“Rather than having croissants or cake with coffee, now people can have dim sum when shopping,” Lim said. “This is what many people prefer: it’s hot, quick and light.”
There will be an option for take away but the Oxford Street and Bullring restaurants are geared up to be a sit-in experience.
“We don’t want this to be something hidden somewhere across the street or where restaurants normally are in shopping centres. We are right next to the cosmetics counter to be a part of people’s shopping experience.”
He said the restaurants will be a sanctuary for weary shoppers in among the hustle and bustle of the retail space.
Chi Kitchen is one of a number of food and beverage offers Debenhams is trialing in its stores. It is also introducing Patisserie Valerie, Costa, Joe & the Juice and independent Irish coffee shop brand Insomnia.
Costa launched concessions in six stores: Guildford and Slough last June and Derby, Exeter, Haverfordwest and Woking last July.
Joe & the Juice has since opened sites in the Debenhams stores in Manchester and Clapham.
Insomnia currently operates 36 high street sites in Ireland.
