Chicago’s aims for rollout of nightclub brand

The company has already signed up its first franchisee: Perry Deakin, former chief executive of Port Vale Football Club.

Harbottle hopes to have the first franchise site in operation by the end of this year.

“My plan is that by this time next year we would have five outlets in operation, then in the next three years that would rise to 50. We need to get to 100 venues before [the business] is viable to sell on. The most obvious way is through franchising.”

Atmosphere has employed the franchise experts Shoosmiths to help with the project and has identified about 30 towns and cities it thinks would suit the franchise offer.

Harbottle said Sun Capital Partners, which specialises in buying troubled firms, “may or may not” acquire another similar operation as a “bolt-on” to Atmosphere in the next 12 months. “What that has done is to focus our time on a robust three-year plan.”

Meanwhile, the company has hired Ashley Halliday, former head of marketing at the JD Wetherspoon pub chain, as a consultant. Jon Noonan, who formerly worked for Walkabout operator Intertain, has also been hired as a consultant to improve Atmosphere’s work with promoters.