The world of hospitality is constantly changing, with new trends arriving on what feels like a monthly basis. Whether it’s fresh takes on unexpected classics (Norman’s Cafe have recently revolutionised the humble greasy spoon), Instagrammable aesthetics a’la Sketch, or just simply pouring salt off your elbows, there’s always something interesting for restaurants to be doing.
This is even more apparent when it comes to Central London. One of the dining capitals of the world, this part of the city has some of the most exciting culinary experiences on the globe; from Michelin star classics to venues that feel purely made for social media shares. What’s really interesting, however, is the restaurants that successfully straddle both of these trends, serving great cuisine but also keeping diners excited and there for the whole night.
This phenomenon is what some are calling the ‘Clubstraunt’, a new breed of restaurant that acts as a one-stop shop for diners looking for a place they can spend the whole night, bridging a gap between dining and entertainment. Certain restaurants that do this well are COYA and Sexy Fish, who have led the way on the new party dining wave. Offering amazing food and cocktails with a DJ in the restaurant itself, these places are bringing something totally new to the dining experience, which as a part of the industry I’m excited to see.
I’ve worked in the UK hospitality industry for well over a decade prior to founding Aware Hospitality in 2019. We specialise in creating and implementing innovative restaurant and bar concepts in Central London and the Middle East. Recently, we launched Cha Cha x Sister Jane, an all-day brunch venue that transforms into a fashion-forward cocktail bar in the evening.
When you look at this new type of dining experience, it’s perhaps unsurprising that the pioneers behind it come from the world of nightclubs. It’s obvious that the global pandemic totally decimated the nightclub industry, with these venues being the last allowed to open when restrictions lifted, and covid fears keeping dancefloors empty long after. Changing drinking and dating habits have also had an adverse effect, with people consuming less alcohol on nights out (meaning they spend less), and the club no longer becoming the place to meet fellow single people thanks to the rise of online dating. The pandemic also meant that rich overseas visitors couldn’t hit the clubs and flash the cash, resulting in a huge dip in revenue for many venues. In short, something had to change, so it made sense for a multitude of nightclub owners to transfer their expertise into a new area of hospitality.
Certain nightclub entrepreneurs have done this exceedingly well, such as JP Kley, the former owner of Mason House and Beat who has opened Private Members’ Club Nikita and is about to launch Mr Nice in the heart of Mayfair. Ryan Bish is another top dog, who owns Neat Burger and the newly relaunched Windmill and is now taking over the former Street XO with Executive Chef Toby Burrowes (formerly Head Chef at Zuma Knightsbridge). Alain Dona, the former owner of Sloane’s Square’s hot spot Tonteria, also joined the Meraki family as partner a few years back, taking his talents to the clubstraunt space. The restaurant and bar, located on Fitzrovia’s Great Titchfield Street, specialises in a modern Mediterranean menu paired with equally impressive cocktails.
Moving into this space isn’t as easy as it sounds though, restaurants have to offer something remarkable and unique to keep customers in from evening to the early morning. Innovative cocktails and stunning live entertainment are the cornerstones, facilitating customers to make a seamless transition from enjoying a meal to indulging in their favourite new nighttime spot well into the early hours. What’s also vital is removing some of the more negatively-associated traits from the world of nightclubs, such as bottle service or minimum spending for tables. Restaurant customers are much more price-sensitive and often a lot more sober than those in a nightclub, therefore venues have to be a lot more considerate when “selling” to them.
Overall, restauranteurs have to understand their customers more than ever before, being unafraid to embrace new ideas and take things to the next level. After years in the industry, it’s been incredibly exciting to see these changes come to light, and restaurants continue to thrive after such a trying time for every industry, and I can’t wait to see what the future holds.
Feature image by Marcus Herzberg on pexels
