Brasserie Blanc aiming to 'double in size' by 2019

Managing director Rory Marthinusen told BigHospitality that the group was actively seeking out sites in the North of England to expand its 17-strong group.

It follows a £3.5m, 20-month rebranding of the French-style chain which has seen it leave its white tablecloths behind in a bid to modernise and attract younger diners.

Marthinusen said the change had resulted in an eight per cent uplift in trade from the 25-29 age group and a seven per cent rise in like-for-like sales.

Now Brasserie Blanc is aiming to expand outside of its Southern heartland following the opening of its first North West site in Knutsford, near Manchester at the end of June.

“There is nothing definite lined up yet as we are still trying to find the right sites, but we are looking in cities like Manchester, Leeds, Liverpool and York, “said Marthinusen.

“There are still opportunities in the South, but again it’s about finding the right venue.”

The rebrand has also seen the introduction of more competitive price points such as a £9.95 two-course lunch menu, and ‘lighter’ versions of classic French dishes to appeal to female diners.

Marthinusen said some venues had seen a rise in trade from 3500 to 7000 covers a week since the change.

He also stressed that the group had retained its strong focus on food, employing 180 skilled chefs under executive chef Clive Fretwell – who worked with Raymond Blanc at the two Michelin-starred Belmond Le Manoir aux Quat’Saisons.

Brasserie Blanc is owned by Brasserie Bar Co, which also runs the White Brasserie gastropub firm in partnership with Blanc.

The celebrity chef oversees the creative direction of the menus across the group alongside running his Oxfordshire restaurant.