This site is part of their strategy to expand in sites in west London where they can add value.
Their gastropub site the Red Lion in Shepperton is a former winner of Great British Pub Awards Star Pub of the year.
This latest venture marks the partners 10th anniversary in the pub industry. They had previously run the Fish Club restaurants in London.
Orme said: “We realised 10 years ago that the best opportunities for us lay in pubs, which were more flexible than restaurants, and in locations a little bit further out of central London. It was a good call.
“Our expansion strategy is based on identifying the right venue in the right location – which for us is West London - with a customer base for whom we can add value. Although we have experience running gastro pubs, there are plenty already in Twickenham. We needed to offer something different, which we’re doing with The Rose & Lion.”
Expansion
He added: “Speed of expansion and the number of pubs in our portfolio is less important to us than ensuring we are doing well with the pubs we have, sweating the assets. There’s no point in having assets for the sake of it and operating these at 50% of their potential.”
The Rose & Lion, formerly known as Roxie Steak & Tap, has been closed for six years. It will reopen early June following a major £570,000 joint investment by the partners and Star Pubs.
They are positioning the pub as a “super cool space” offering, pizzas, smash burgers, shuffle board, AR Darts, football, sports, cocktails and a secret garden.
The interior will have a retro London bar style with exposed brick, traditional panelled walls, wood flooring, tall ceilings, and large windows.
The layout will include a raised area with seating for 25 and its own screen. It will be used for live entertainment and can be booked for events. Six other screens will be dotted around the rest of the pub.
The exterior of the pub is being given a face lift and to the rear a decked and paved exotic secret Beavertown courtyard garden is being created complete with palm trees, pots and planters, an eclectic mix of seating, outside TV and a mural. It too can be booked for private events.
Social experiences
“The Rose & Lion will have plenty on offer for those wanting social experiences that don’t necessarily focus on drinking. There will lots to do from shuffle board to retro arcade machine tables. The pub is also ideally laid out for those wanting to hire parts of it for private functions. And of course, it’s the newest, coolest place to go pre and post the rugby, so our opening in June is perfect timing,” Orme added.
“It used to be that pubs attracted old geezers with a pint. Today, we’ll host everything from flower arranging and parents’ coffee mornings to singles and games nights, live music and music bingo.
“Thursday to Sunday is busy in our pubs. Working with third parties, such as florists and matchmakers helps drive trade on quieter days and ensures there’s always a buzz. If you can fill a place the profit will take care of itself. Getting people through the door is the key.”
Star Pubs business development manager Alex Jackson, said: “We’re delighted to be co-investing with Steve and James in creating a distinct social venue for Twickenham.
“Steve and James are fantastic operators constantly innovating to keep their offers fresh and appeal to the changing needs of customers. They have transformed their other two pubs, creating real hubs for their community and winning industry awards along the way.
“I am sure they will be as successful with the Rose & Lion, which is completely different to the local competition.”
