Tue 9th Feb 2016 - Whitbread to launch new restaurant concept Beefeater Bar + Block Whitbread to launch new restaurant concept Beefeater Bar + Block: Whitbread is to launch a new restaurant concept Beefeater Bar + Block in Birmingham city centre next month. Located in Waterloo Street, Bar + Block will be an evolved, contemporary version of the company’s Beefeater brand and has been specifically designed to thrive in high street locations. The 3,005 square foot, 173-cover site will open on Monday, 7 March and feature a central bar with copper detailing and a large open kitchen. Key design elements include a branded mosaic threshold, butcher’s block host desk, booth-style leather seating and exposed brick walls that showcase a number of contemporary artwork pieces, including a vibrant neon cow and wall calligraphy telling the Bar + Block brand story. Bar + Block will be an informal all-day dining venue serving breakfast, lunch and dinner with a focus on high quality steaks, which are hand cut to order. The restaurant’s signature dish “Our Butcher’s Block” will showcase a rotating range of limited time only, one-of-a-kind steaks. As well as a drinks list, bar snacks will be available throughout the day. The restaurant will take bookings Monday to Friday from 6.30am–9.45pm and 7am–9.45pm Saturday and Sunday. David Murdin, chief operating officer of brand developments for Whitbread Restaurants, 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.” Birmingham-based agency Life has developed the core brand ID and collateral suite while the restaurant design has been developed by Harrison.