The new concept, Beefeater Bar + Block, which opens on Monday 7 March, will feature a central bar, open kitchen, exposed brickwork and serve breakfast, lunch and dinner.
David Murdin, chief operations officer of brand developments for Whitbread, said: “Launching Beefeater Bar + Block in Birmingham is not only exciting for us, but a fantastic opportunity for people to experience the quality of our food in a unique, edgier and more contemporary environment.
“We’ve taken the very best of Beefeater’s values and reinterpreted them to appeal to a younger crowd, right in the heart of a busy, city-centre location.”
While the majority of the brand’s sites were in relatively rural locations, the new concept had been designed to thrive on high streets, Beefeater said.
Its signature dish would be a ‘Butcher’s Block’, showcasing a range of ‘limited, one of a kind steaks’, it added.