Soho House Group's restaurant division, Rollout Restaurants is set to develop a roadside restaurant and hotel concept.
The Soho House joint venture hopes to have the first site of the new concept in development before the end of the year.
Former Greene King head of franchise operations Alex Dawson was hired in November to oversee the operation and expansion of Rollout Restaurants, which includes Pizza East, Chicken Shop (pictured), Dirty Burger, and Farmshop.
In March last year, Soho House Group sold a 50% stake in the Pizza East, Chicken Shop and Dirty Burger casual dining restaurant brands to an unnamed private investor.
The restaurant division is currently valued at £33m and is looking to add up to ten sites per year.