Giraffe Concepts, the group led by Russel Joffe, is to launch a new casual-dining concept called Guerilla Burgers, M&C Report understands.
The group has used one of the Tootsies restaurants – in London’s Marylebone – acquired in a package of 11 sites from the administrators of the failed American Diner chain last October, which was previously operated by Clapham House Group
The Guerilla Burgers concept will serve “no frills” burgers, tacos, milkshakes, margaritas and beers. The menu features some starters called “apps”.
Joffe, who founded the Giraffe chain, described the new format as “anti-corporate” with a West Coast (of America) feel.
He told M&C Report: “I’m not a great believer in saying we’ll do 50, but the board have given me an opportunity to try something new. It’s not reinventing the wheel; we are having a bit of fun and hope people will like it.
“Our core business is Giraffe, that remains our growth concept, but if this works we’ll do more. Of course if it doesn’t, then we won’t.”
The group, which is backed by Risk Capital Partners and 3i, has invested about £100,000 in the pilot conversion.
The James Street restaurant has about 80 covers, with some additional outside seating. It is scheduled to open to the public in mid-February.
Joffe said the conversions of the remaining Tootsies sites was now complete and the group was seeing significant sales uplifts at the sites. The Giraffe concept was now operating from 39 locations across the UK, although Joffe said he hoped to secure up to five more locations for further openings this year.
