The group is currently in talks to open the first site under the new format, which will target an average spend per head of around £30, in Manchester, and believes it can initially operate up to six sites under the format in the UK, with Edinburgh another location under consideration.
The company believes there is scope to eventually operate 50 sites under the core STK brand throughout the world and 100-150 Rebels.
It is looking for sites of 5,000sq ft for Rebel versus 9,000-10,000sq ft for a core STK.
Large target cities
Target cities are Manchester, Edinburgh and other major UK conurbations. The group is looking for a good mix of affluent consumers, fashion retail, a strong business crowd, and good leisure industry (so good sales at weekends and week days).
Brand concept
STK v STK Rebel is based on the concept of brand versus under brand, which is very common in retail, for example Armani v Armani Exchange.
Rebel will be a bit more casual, but “protects what’s important to the brand” (meat, the bar, music, service, atmosphere). It will also, unlike its brother format, open for lunch.
The group currently operates one STK under the Melia Hotel in Aldwych. It feels that London could accommodate a further two full version STKs, with Canary Wharf and Knightsbridge is target locations.
This article first appeared on M&C Report. To subscribe please contact emily.croft@wrbm.com or call 01293 846 578.