Luxury British brand Burberry is set to branch out into dining with the announcement of its first in-store cafe at its 121 Regent Street location in London. The concept, which will land at the label’s biggest locale in the capital, is set to open its doors to the public in the next few months.
Following in the footsteps of other luxury brands, such as Armani and Bulgari, which operate 16 and seven restaurants worldwide respectively, means Burberry’s plans may come as no surprise. The 44,000-square-foot London store, which will be the basis for the new eatery, also plans to include a gifting area in an innovative move by the brand. Offering a quintessential and entirely British menu, the cafe is set to be run by catering firm Rocket Food, which has previously worked with retails giants such as Arcadia, Mulberry and Debenhams. The cafe is already under construction at the back of the store, on Vigo Street between Regent Street and Savile Row—a decadent and luxury area of London. “The partnership with Burberry is a unique opportunity to be part of an innovative, new approach to luxury retailing in London,” says Rocket Food, describing the collaboration as “a new dining concept” and “something the restaurant and service industry has yet to see.”
The expansion into dining and gifting is currently planned as an exclusive for the Regent Street store, where the brand has had its home in a Grade II listed building since 2012.