Bill’s Restaurants is rolling out three concept sites to test drive an evolved experience and menu.
St Martins Courtyard in Covent Garden, Westfield and St. Albans have been refurbished and their menus reimagined to further dial up the eclectic British style created by Bill’s founder Bill Collison.
The restaurants will offer menus adapted to local customers and feature many dishes not currently available across the Bill’s estate. Format changes include the introduction of small plates at St Martin’s Courtyard & Westfield suited to after work drinks and sharing dinner options in St. Albans for family dining.
The new sites will continue to offer a welcoming home from home serving Bill’s classic breakfast favourites, alongside new dishes including an acai smoothie bowl and an apple & cinnamon waffle.
An enhanced weekend brunch menu will feature everything from spicy lamb & beef meatballs and beetroot and goats cheese rice balls to a steak and blue cheese sandwich and an ancient grain bowl. Bill’s classic egg dishes will be available until 5pm and lighter lunch options will be available at all restaurants.
To further enhance the dinnertime atmosphere and drive evening opportunities, all three restaurants will feature seated bar areas. Bar menus packed with dips and nibbles will be served alongside Bill’s existing popular house cocktails and drinks. Hearty supper specials from wild boar sausages with apple mash to a British twist on fish fritto misto will change from day to day at St Martins Courtyard and Westfield.
Mark Fox, CEO of Bill’s Restaurants, said, “These three restaurants represent the culmination of a great deal of work for the entire Bill’s team and are jam packed with innovation that we believe our existing guests and those yet to experience Bill’s will love.
'We have sought to build on the solid foundation of our existing estate by adding more WOW factors across a range of guest touchpoints from crockery to menu options and uniform to furniture.
'By taking what people love most about Bill’s and enhancing and adapting it to grow our appeal and further differentiate us in a changing marketplace we believe that we can reach new audiences and truly impress our many existing loyalists.”
Fox concluded, “We have deliberately chosen three very different locations to test how we can adapt to different audiences and local environments. We expect the new menus in particular to intrigue new customers as well as surprise and delight our loyal fans, offering them new reasons to dine with us on many different occasions.”
St Albans will be the first site to reopen on 29 January followed by St Martins Courtyard, Covent Garden and Westfield in early February.