The Smack Lobster restaurant on Dean Street has closed, and will now operate out of the nearby Burger & Lobster site on Oxford Circus.
With delivery to be to be overseen exclusively by Deliveroo, Smack will be available to order online in the Central London area from today (17 June) with a view to eventually expand the concept throughout London and regionally.
In a release, the brand cited a ‘boom of online sales, demand for convenience foods and high-street rent prices increasing’ as the reasons behind the decision.
“We’re moving our Smack lobster roll concept to the virtual world as we have seen online orders rapidly increasing,” says Burger & Lobster CFO Dasha Ovchenkova.
“As a nimble business able to move quickly to adapt to our customer demands, moving to digital first for Smack helps us invest and channel funds in developing our online offering to meet customer tastes.”
Burger & Lobster launched in Mayfair in 2011 and currently has nine restaurants in London, two in New York and one each in Dubai, Bangkok, Kuwait City and at Genting Highlands resort in Malaysia.
Earlier this year the brand also launched it’s first restaurant in Singapore, opening on the top floor of the Jewel Changi Airport development.
It was also reported last year by BigHospitality's sister site MCA that the group plans to trial a new concept called Shack in London, which will serve a simplified menu of burgers and lobster rolls with prices starting under £10.