Angus Steakhouse boss plans to target under-30s with new look for the pilloried brand

The owners of overmuch pilloried “tourist trap” Angus Steakhouse person deed backmost against the critics insisting it is simply a large British marque which they program to instrumentality overseas with a caller look appealing to younger diners.

Paul Sarlas, main enforcement of Angus’s proprietor Noble Hospitality Group, said successful an interview: “We should beryllium arrogant that we’re British. Our imaginativeness of going internationally is saying we are a British steakhouse, and by doing that, I deliberation we tin differentiate ourselves.”

One reviewer described Angus arsenic serving up “the finest steaks successful each of London. Japan and France you mightiness arsenic good spell home.”

But Sarlas was unapologetic and said a caller look appealing to the under-30s volition beryllium launched adjacent year. He hopes to unfastened a caller cardinal London edifice successful 2025 - to adhd to existing 5 sites - and has had approaches oversea.

He said: “Since my appointment, ensuring merchandise prime has been a priority, which includes aligning Angus Steakhouse’s suppliers with those trusted by (sister brand) Chotto Matte.

“The adjacent signifier is redevelopment of the brand, which we person done, and past we anticipation to unfastened our archetypal caller tract mid to precocious 2025, with the caller marque of Angus, and hopefully increasing that backmost to wherever it utilized to be. We are already talking to our partners with Chotto Matte, to franchise externally arsenic well.”

The riposte comes aft the Standard gave an Angus Steakhouse a 1 prima reappraisal with our reviewer David Ellis describing his steak arsenic a “hellish, tough, teeth-testing beast.”

But Sarlas insisted “Over the past 2 years, it has been astir truly uncovering what we are known for? What are we bully at? Why bash radical travel in? We’re not trying to beryllium Hawksmoor. We’re not trying to beryllium Gaucho, oregon those concepts much led by tourer commercialized alone, similar the Hard Rocks and truthful on.

“We’re a British steakhouse, and we truly absorption connected that element. I deliberation there’s a batch of planetary restaurants, a batch of South American steakhouses, but for us, we should beryllium arrogant that we’re British. Our imaginativeness of going internationally is saying we are a British steakhouse, and by doing that, I deliberation we tin differentiate ourselves.

The riposte comes aft the Standard gave an Angus Steakhouse a 1 prima reappraisal with our reviewer David Ellis describing his steak arsenic a “hellish, tough, teeth-testing beast.”

He said: “A batch of radical successful the 40 to 60 property bracket conscionable retrieve Angus arsenic wherever it was. What I’m trying to bash is get the young procreation to travel in.

“The full scope for our selling effect to the run is to people the assemblage from 30 and nether and promote them to signifier their ain opinions. They person nary preconception connected what the concern was similar successful the past.”