TGI Fridays UK is launching a new cocktail led bar and restaurant, named 63rd+1st, with the first venue set to open its doors in Cobham on 8 January 2021.
Inspired by the original Fridays founded in 1965 in Manhattan, on the corner of 63rd Street and 1st Avenue, the company said 63rd+1st is a “visible departure” from the iconic Fridays brand but “harks back to the same principles of classic cocktails, quality food and legendary atmosphere”.
Designed to cater for a broad audience, 63rd+1st aims to give a “respectful nod” to the heritage of the very first Fridays restaurant and will feature exposed brickwork, polished concrete, reclaimed timber flooring and bespoke fittings.
Its brand identity sees the use of the plus motif, which is representative of both the New York grid, and the crossroads where 63rd Street and 1st Avenue meet.
The New York influenced menu includes a selection of sharing plates, salad bowls, and entrees celebrating surf and turf with a focus on “quality and provenance”.
Spanning 180-metres square, the Cobham restaurant will seat 96, with outdoor dining for an additional 20 covers. Further 63rd+1st restaurants will launch across the UK in 2021.
Robert B. Cook, CEO of Fridays and 63rd+1st, said: “This is an exciting time for the Fridays business and a reflection of our long-term commitment to growth. We have seen a credible performance this year, despite the challenges of Covid-19.
“We have been agile, responsive, and continued to innovate throughout 2020 and this is a further demonstration of our ambition. We also recognise in this new world that audiences are becoming increasingly discerning and their attitudes towards food and drink are evolving.”
He added: “There is a growing trend that people are drinking less and are more mindful of ingredients and their provenance. They are also growing accustomed to the members club and boutique hotel style environments where they can work, rest and socialise. They are seeking local day to night venues that have a community vibe, where they don’t need to travel long distances to be able to enjoy the company of like-minded people.
“Naturally, we will adhere to Government guidelines upon opening to ensure the health and safety of our guests and staff, but we are very optimistic about the potential of 63rd+1st and we see this as a huge opportunity to drive further growth, in tandem with the core Fridays brand in 2021.”