The restaurant, which opened in 2014, was described by The Breakfast Club co-founder Jonathan Arana-Morton as a ‘cautionary tale’, who says that the business was ‘too big for its boots’ with its plans for it.
The three-floor, 5,500 sq ft venue was home to a multi-faceted version of the brand that featured a bar called Dr Kluger’s Olde Town Tavern as well as the world’s first Breakfast Pub, and a Diner called The Duchess at the front for takeaway coffees and sandwiches.
It also had a stage complete with a huge gold disco ball and hosted pop acts as well as darts ‘Ally Pally’ style.
Writing on LinkedIn, Arana-Morton says that the business has moved out because the lease has ended.
“We did bloody everything. I think we can all agree, we did too much,” he says.
“Canary Wharf is a phenomenal location to have a restaurant. Despite the complexities of the site our team did a wonderful job. If they survived their time in TBC Canary Wharf, we always said they could go on to do anything.
“I guarantee you one of them will become Prime Minister in the not too distant future. Well done all of you.
“The Breakfast Pub these last few years turned into the bar we always wanted it to be.
“But a cautionary tale. Many years ago, I watched [investor] Paul Campbell give a talk on the dangers of going all out on a flagship store. I ignored it. Off the back of hugely successful bars in Spitalfields and London Bridge, big live music nights in Hoxton and queues at The Breakfast Club, ego got the better of me and we broke our own rule #1 at The Breakfast Club - never getting too big for our boots. 5,500 sq ft on three floors is too big for our boots (it was a busy restaurant in too big a building). A 3 concept location is too big for our boots. A gold disco ball the size of a mini is too big for our boots (but what a disco ball!).”
Arana-Morton goes on to describe the site as “the greatest work lesson I’ll ever take”.
“An expensive lesson but a lesson well learned,” he says. “I had a lot to learn back in 2014, I still do. You can never take this industry for granted.
“I spoke with a couple of founders at a restaurant conference late last year about this lesson, they had a glint in their eye, they looked like me in 2014. I could see they were listening, but maybe not hearing me. Keep things simple, stick with what made your business a success in the first place and don’t get too big for your boots!”
Last year The Breakfast Club opened its smallest caf yet in Covent Garden. At just over 800 sq ft, Arana-Morton points out that it is a seventh of the size of Canary Wharf site.
“It’s been our best opening in 12 years and maybe, possibly, ever,” he says of the launch.
“I still have a glint in my eye, but I’m older and most definitely wiser. About time too!"
