Noble Inns eyes Bad Egg expansion

By Ruth Williams, M&C Report

- Last updated on GMT

Rankin's Bad Egg: Saturday brunch has already received "cult status"
Rankin's Bad Egg: Saturday brunch has already received "cult status"

Related tags Brunch Restaurant

Bad Egg, the diner concept from Noble Inns is looking to open its second site by the end of the year in central London as founder Simon Holroyd said there is scope to grow it beyond 10 sites, M&C Report has learnt.

He said Noble is considering sites in Shoreditch, Dalston, Hoxton and Islington but would not rule out a second City venue.

“We are hoping to have a second site open by the end of 2015, but the property process is a long one. We want to remain quite central for site number two in the general vicinity of Moorgate.”

The first site opened at City Point in Moorgate just over three months ago and has served around 1,500 people each week for food with lunchtime and weekend brunches proving the most popular time.

Holroyd said at Saturday brunch offer has received a bit of a “cult status” and will be introduced on Sundays also from May.

“It’s a very office-heavy location , lunch is all about the City but we are finding people are coming in from elsewhere in London for the evenings. At the weekends the idea is about giving someone something interesting for them to travel to.”

Although the model has proven successful Holroyd said the second site would not be a cookie cutter of the first while maintaining the vibe and atmosphere of the Moorgate venue.

“I think the concept can roll. I think it’s really, really great. We have talked about doing a larger one with a bigger bar area for cocktails or smaller ones to allow us to be flexible for the sites we find. I think it has legs to roll and roll.”

I think the next two or three will be about the same size as we are working in the moment. We are food-led with 75% of sales coming from food so the kitchen is essential.”

He said the restaurant attracts a good mix of diners including families with a “cool, but not too cool for school vibe.”

Noble Inns has invested in kitchen technology at Bad Egg to be able to serve food rapidly with main courses available in fewer than 12 minutes to accommodate city workers in their lunch break

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