Longshot in Bel relaunch plan
Longshot, the business led by Joel Cadbury and Ollie Vigors, is set to relaunch the Bel & The Dragon chain, with the re-opening of its site in Cookham, Berkshire, and plans to grow to a 10-strong estate quickly.
The chain, which also includes sites in Godalming, Reading and Windsor, is set to benefit from a seven-figure investment Longshot believes will restore it to its former glory.
The highest proportion of the new investment has been made at the Cookham site, which re-opened this week.
The site has 80 covers inside and a further 40 in its garden to the rear. It will also feature eight bedrooms, with plans to build a cottage including letting rooms at the back of the restaurant, subject to planning.
The restaurant's menu will be overseen by Ronnie Kimbugwe, former head sous chef at Claridge's, and is set to feature the best seasonal and local produce.
Longshot has also invested £100,000 in converting and stocking a wine cellar at the restaurant with the finest vintage wines.
Work on converting the Bel in Reading has already started, including the restoration of its adjacent boat, which will house a further 60 covers and accommodation for employees.
The site, on an old biscuit factory, is expected to re-open next month.
Future openings
Windsor is earmarked to open in August and will feature the addition of a tearoom to attract the significant number of tourists who visit the town.
The company, which acquired the chain from the Orchid Group in September 2010 for a reported sum in the region of £4m, will then move on to the Godalming site, in Surrey, which is housed in an old church.
Once the investment project is complete the company is expected to look at adding further sites to the chain, with locations between Chichester, West Sussex, and Oxford coming under consideration.
Expansion
Cadbury said he would like to expand the business to 10 sites very quickly, adding: "This was once a great chain with strong history and heritage but it had been totally run-down.
"We are carrying out a sensible seven-figure sum investment, which will eventually produce a chain of quality coaching inns.
"Bel & The Dragon is about having a quality experience in great locations with real character.
"We are very excited about the potential of the company, which we believe can become a £100m business."
As well as The Groucho club, entrepreneurs Cadbury and Vigors are former owners of Third Space, the London health and fitness club.
They made their name in the sector, owning a clutch of eating and drinking venues in west London.
