Burberry is extending its London flagship at 121 Regent Street to include a cafe and gifting area, expected to open within the next month or two.
The luxury British brand told Drapers it would offer an “entirely British menu” in the eatery, which is located at the rear of the 44,000 sq ft store on Vigo Street between Regent Street and Savile Row and currently concealed by hoarding featuring the Burberry check.
Catering firm Rocket Food has been appointed to run the food space. The business has previously worked for the likes of Mulberry, Debenhams and Arcadia.
A recruitment advert placed by Rocket Food describes the plans as a “a new dining concept” and “something the restaurant and service industry has yet to see”.
“The partnership with Burberry is a unique opportunity to be part of an innovative, new approach to luxury retailing in London,” it adds.
Restaurants and cafés have become increasingly popular among luxury brands in recent years. Armani operates 16 eateries worldwide, while Bulgari has seven.
In December Jigsaw opened a 2,656 sq ft store at Centre:mk in Milton Keynes, complete with a café area, which is operated by a local company.
In its results for the three months to December 31, 2014, Burberry posted like-for-like sales of £604m and a total sales increase of 15%.