VQ, formerly Vingt-Quatre, restaurant and bar concept, has secured its third site in London – the first that the group will not open for 24 hours, as its looks to unlock further expansion opportunities, MCA has learnt.
The two-strong concept, which is led by Simon Prideaux and backed by Richard Northcott, chairman of Theo Fennell, will open on the former Manzara restaurant in Pembridge Road, Notting Hill Gate this summer.
Prideaux told MCA that the company, which will operate the new site under the group’s café and diner model, hoped to secure a further site before the end of the year and still believed the concept would work outside the capital.
On the decision to move away from 24-hour opening, he said: “As you can imagine wanting to open 24 hours means we come up against a lot of regulation and opposition, especially from local residents, which has hampered our expansion plans. The new site will be open until 3am at weekends, which we feel is late enough for the majority of people. This will provide us with more expansion opportunities going forward.”
Prideaux said that the business continued to trade well, with its original Chelsea site producing a 42% increase in sales in the four years since its refurbishment and the group’s Great Russell Street site had reported 44% growth since its launch two years ago.
Shelley Sandzer acted on behalf of the landlord in the Notting Hill Gate deal.