Amir and Limor Chen, the husband and wife team behind Strut & Cluck and Delamina, have converted the former concept into Delamina East, MCA has learnt.
Chen, he used to be the co-owner of Apostrophe, said the rebranding followed the evolution of the offering, with a move away from a turkey being the key protein, towards a wider fusion of Middle Eastern flavours.
There are now two Delamina sites, one in Marylebone and another in Soho, which come under the Chens’ Democratic Holdings venture, which is backed by Ted Baker founder Ray Kelvin CBE.
Chen told MCA: “We felt that the name Strut & Cluck conveyed images of fast food, or fried chicken, which couldn’t be further from what we do.
“So the opening of our restaurant Delamina in Marylebone was the perfect opportunity to change the name! We were cautious as we have a large social media following and knew that some regulars would be attached to the old name. But we decided to take the plunge as we felt very strongly that the name Delamina better reflects our eastern Med cuisine and heritage.
“Several months following the name change it’s great to see how it fits so well with our personality and no longer presents a confusing message on who we are. We’ve also seen many more guests visiting both restaurants now that they know they are part of the same family.”