The new-look bar, which opens its doors today as Lime Street Exchange, will serve as the blueprint for the rest of the group, with Brook Street, Bishopsgate and Minster Pavement branches earmarked for the next stage of refurbishment.
Novus Leisure, which has looked at all aspects of the brand, from the design, to the menu and staff training, hopes the changes will make the brand more female friendly while also appealing to its existing city worker customer base.
New customers
Novus Leisure chief executive Steve Richards said: "We’ve worked hard to ensure that the new venue is welcomed by our strong existing customer base, whilst the exciting new scheme and changes to the customer offer will open the doors for potential new custom. This initial activity at our Lime Street location will help create the new mould for Balls Brothers across the whole group.”
The menu has been changes to include a Crustacea section and Charcuterie sharing plates while a new wine list has been drawn up by Bibendum.
Lime Street Exchange will also hold a Happy Hour from 4pm each day, giving 50 per cent off 30 wines and champagnes, cocktails and beers. It will also host regular Thursday and Friday live music nights.
Non-executive chairman
Novus Leisure, owner of Tiger Tiger, bought the 17-strong Balls Brothers and Lewis & Clarke chain out of administration in March.
Yesterday the group announced that Gala Coral founder John Kelly was joining as non-executive chairman. He takes over the role from John Barnes who has held the role since 2008.
Kelly is a founding partner of Dunelmia Partners LLP, which advises corporate clients on business performance, and is currently chairman of train ticket retailer Trainline.com, as well as senior non-executive director of Ladbrokes and chairman of the advisory board of private equity fund Kings Park Capital.