Caribbean barbecue and rum bar concept Sugar Dumplin is to ‘test’ the central London market with a new kitchen and lunchtime delivery service aimed at businesses, MCA has learnt.
The group, which already operates in Glasgow and Camberley, has teamed up with Deliveroo to distribute West Indian dishes to workers in and around the Capital from its base in 2 Soho Square, co-founder Norris Panton told MCA.
The move would help the brand connect to the ‘media base and ‘prospective customers’ before the group finds a permanent base for a Central London restaurant, he said.
From August, Sugar Dumplin’s kitchen will prepare Caribbean favourites including jerk chicken, curried goat and the company’s bestselling butternut squash and chickpea spicy creole dish with prices starting from £4.99 to £8.95.
The business has also applied to Westminster Council in conjunction with other businesses in the building to host its own music festival during the last few weeks of August from noon until 7pm.
“The idea is that we want people to taste [what we do], smell it, feel it,” Panton insisted. “It’s a much better way to communicate the brand…If we could somehow find a good site in Zone One this year or Easter 2017 that would be great. The turmoil and chaos [from Brexit] could create opportunity.”
A 60-cover Sugar Dumplin restaurant – following the Caribbean rum shack theme with candle-lit beach huts and live music – is due to open in Kingston next month, while a 100+ cover eatery will be unveiled at the London Designer Outlet in Wembley in late August.
The group will also open a kiosk within Leeds Trinity Kitchen in the autumn.