With thin-crust pizza sold by the slice along with craft beer and innovative cocktails from bar consultancy Soulshakers, the Seven Dials-based concept will take an American college theme, modelled around the tastes and style of Chuck - ‘a popular college party guy’.
The 160-capacity basement venue has therefore been decked out to look like a fraternity bar complete with sports memorabilia, arcade games and staff kitted out in ‘preppy outfits’, serving beer directly to customers tables using vintage gas pumps.
Tim Entwistle and James Hoole, the co-creators of the custom-made pizza concept Go Food,have partnered with their friend Jez Hall - a former director of the Lucky Pig cocktail bar in Fitzrovia – for the new venue, which will also feature a hatch at ground floor on Earlham Street, serving slices to takeaway.
Chuck's dukebox
The thin-crust pizzas will be prepared using a wood-fired oven and sold by the slice, while Soulshakers have provided Chuck’s with the cocktail list. A range of specialist glassware and drinks paraphernalia will be provided, including trophy beer glasses, Viking helmets for sharing cocktails and pickle back shots.
Music will play an important part of the offering, with the venue’s soundtrack having a distinctly ‘90s feel. Guests will also be able to choose the music they want to hear from Chuck’s jukebox, by selecting their favourite songs using a ‘secret DJ’ app on their Smartphone.
Designed by Matt Rawlinson of Raw Design, the interior at Chuck’s will feature light fixtures made using real college ties and a vintage TV set playing repeats of America's legendary college sporting events. With the bar stretching along one side of the venue, the main focal point is a giant mermaid installation hanging behind the bar.
Colourful bumper cars and vintage barber chairs will make up the venue’s capsule seating with each table featuring its very own retro phone, allowing for interaction between tables.
The new Soho?
As BigHospitality reported earlier this year, Covent Garden’s image has transformed from being seen as a tourist dining backwater to a flourishing restaurant operator's location of choice.
In the past year alone, almost 20 retailers and restaurants have jumped on the Covent Garden bandwagon. Jamie Oliver signed onto place his burgeoning Union Jacks brand in the middle of the former fruit and veg market; Raymond Blanc took up the Opera Terracevacated by Chez Gerard; and the boys behind MeatLiquor chose a site in the district to launch sister concept MeatMarket.
More recently, Keith McNally opened Balthazarto rave reviews and Danny Meyer brought another New York concept – Shake Shack– to the area's Market Building.
Chuck’s Clubhouse will open at 35 Earlham Street in Covent Garden in October.