Bill’s eyes 20 new sites in 2014

The group, which open its 25th site in Chiswick today (7 October), has already got sites lined up in Salisbury, Leamington Spa, High St Kensignton, Windsor and Hammersmith. All are expected to come on line over the next three months, while openings in Ealing and Reigate are being explored.

It is thought that locations in Manchester have already been looked at for the concept.

Talking at last week's Restaurant Conference, held by our sister title, M&C Report, co-managing director Scott MacDonald said that the group was also looking to improve its retail offer over the next 12 months.

No marketing spend​

MacDonald said: “We are obsessed with details and that doesn’t change with the rate of opening that we are looking to achieve. Our teams and our customers are the two key touch points for the company and that won’t change going forward. We are proud of the spirit and culture that we have developed in the company, which I think translates to the consumer.”

He admitted to being taken aback by the positive response to the brand.

“Without spending anything on marketing or courting column inches, people have become fans of Bill’s,” MacDonald said. “That goes back to the two original sites in Lewes and Brighton, which continue to have a loyal following and that has continued through to the even the newer openings.”