Dean’s Diner, the 1950’s-inspired American diner format is set to be the core growth brand for Richoux, the AIM-list restaurant operator, over the next few years.
The group will open its fifth site under the brand early next month in Bicester and managing director Ed Standring told M&C Report that it would be the main focus of the company’s growth strategy after proving itself over at a number of different trading locations.
He said: “We won’t go crazy, we will take our time getting the right sites but we have a good pipeline in place for next year, 2015 and 2016 with Dean’s taking up the bulk of that rollout.
“It has worked on a leisure scheme, in a shopoping scheme and on a high street, so we are confident it can drive forward from there.”
The first four Dean’s sites are currently trading in line with board expectations
The company is spending £500k developing the 80-cover restaurant in Bicester.
The latest Dean’s Diner opened within the Whiteley Shopping Centre in Fareham in May. It serves breakfast, lunch and dinner seven days a week and also offer takeaway.
Last week, chairman Phillip Shotter said: “The group will continue to acquire new sites, particularly focusing on its Dean’s Diner and Zippers American Restaurant, Bar and Grill concepts as these are perceived to offer the greatest scope for development within what is a congested and evolving restaurant market.”
The group currently operates two sites under its Zippers brand.
