London-based gastropub operator Noble Inns has set up a separate company for its new diner-style concept Bad Egg that it hopes to grow to “10-plus” sites over the coming years, with possible expansion overseas, M&C Report has learnt.
Noble Bars & Diners, which is headed by Noble Inns founder Scott Hunter, plus the company’s managing director Simon Holroyd and newly promoted executive chef Neil Rankin, plans to open the first Bad Egg in mid-October at a site near Moorgate Tube station.
“It’s at the bottom of a big office building in quite a well-known area of the City,” Holroyd told M&C Report.
He said Bad Egg will be a modern take on Chicago diner-style food. There will be “fantastic, adventurous” burgers but without many standard diners options such as chicken wings and fried pickles.
“It will be a step forward from that stuff,” said Holroyd. “We love that stuff but it’s been done everywhere, so we’re looking at what’s next.”
There will be Asian influences and a cheese section on the menu. Price points will be “accessible”, with main courses typically costing between £7 and £10. There will also be a “massive selection” of small and affordable starters.
“We think it will be a little bit less [expensive] than our current Noble Inns business,” he added.
“We just want somewhere really relaxed that makes the customers happy.”
Holroyd added: “We’re not doing this as a single site restaurant. We’re doing this as the start of several sites.
“The plan is to roll out probably at a pace of about two a year.”
The aim is to reach “10-plus” sites for Bad Egg. “We’ll look at five to eight in London then we’ll start to look beyond the city.
“If things go well, and this is a long way down the line, maybe we’ll look internationally.”
The venture will be self-funded. ”We’ve got funding for a few sites,” said Holroyd.
He said there were also plans to add new sites to the four-strong Noble Inns, with the group looking to add another site under its Smokehouse concept in Islington and another in the mould of the Princess of Shoreditch.
