The MEATliquor in Brighton has taken over the kitchen of its local Walkabout in West Street, serving a reduced ‘MEATkicker’ menu of burgers, wings and fries during World Cup games.
The link-up with the Stonegate-owned brand will last the duration of the football tournament.
Diners 'in for a treat'
Items on the menu include the Dead Hippie beefburger, green and red chilli cheeseburgers, halloumi and mushroom burgers, buffalo wings, and chilli cheese fries.
Speaking about the initiative, a spokesperson for Stonegate said: “As part of our ongoing brand partnership programme a number of different activities are being trialled with numerous brands, be they drinks, food, entertainment or otherwise.
“One such example is at our Brighton site for Walkabout which will see a kitchen takeover by MEATLiquor for a limited period. Famous for their burgers, wings and fries, customers of Walkabout will be in for a real treat when they choose to dine with us.”
World Cup challenges
Earlier this month, The Morning Advertiser asked Stonegate Pub Company’s CEO, Simon Longbottom, to reflect on the past 12 months in sport, and to look ahead to the World Cup this summer and beyond.
The main challenge for this World Cup, according to Longbottom, won’t just be showing England games, but making sure an increasingly knowledgeable audience can keep tabs on the stars they watch week-in, week-out in the Premier League.
“We genuinely believe the difference from World Cups in previous decades is the interest and knowledge of worldwide footballers because of the Premier League and the international spectacle it is,” he said. "You kind of know that in every team there are British-based players, which I think adds to the interest.
"For the England games, you will see an increased audience based on national pride and interest. I suspect the audience for the rest of the World Cup will be very similar to our existing audience, except their allegiances will be with the Premier League players they love in their team and they'll be playing for different countries."