The target audience will be two main segments
1) Single Young Professionals (heterosexual and homosexual) 30 – 45, Educated, Employed / self employed high – med income, Professional services / creative / media / advertising, Brand conscious (e.g. eamples include Apple, Prada, Gucci, Tom Ford etc.).
2) Walkin / theatre goers, 25 – 65, includes tourists, demographics vary but it means brand has to stand out and compete with established other chains such as Pizza Express etc.
Restaurant will offer both light meals and refreshments during the day and fine dining in the evening targeted at the med/-high end price wise with some pre-theatre offers.
The decor will be modern but classic with leather, chrome and vintage features along with dark wood and pictures. It will be somewhere that will feel classy yet quirky.
Example competing brands include http://www.themodernpantry.co.uk/ http://www.sohohouse.com/venues/res…-brasserie http://www.deanstreettownhouse.com/