Member Article

Seven Dials in the spotlight with new concept: The Theatre Cafe Diner

Shaftesbury have today announced that The Theatre Cafe will open a brand-new concept, The Theatre Cafe Diner, located at the entrance to Seven Dials. Set to launch in summer 2022, the new diner-inspired venue will span 2,455 sq ft, over two floors at 154-156 Shaftesbury Avenue, in the iconic theatre district.

Operating alongside sister location The Theatre Cafe at 99 St Martin’s Lane, this new venture builds on this concept, introducing a diner-themed experience to the Seven Dials area. This will include a highly trained singing waiting team, who will serve customers food whilst performing musical theatre classics. In keeping with its theme, this food will be in the form of classic diner meals and served up alongside a wide selection of cold and hot drinks, and alcoholic beverages.

The site will be decorated to complement its theatrical setting, with walls adorned in drama memorabilia, and unique dedicated spaces to showcase renowned and well-loved West End productions. The larger format Theatre Cafe Diner will be able to host special events, including musical brunches and live performances from international theatre stars. The site will also be available to hire exclusively for bookings prior to theatre shows.

Joe Davey, Managing Director and Founder of The Theatre Cafe commented: “I am so excited to be working with Shaftesbury to bring our new concept to life and launching The Theatre Cafe Diner in the heart of theatre-land. It’s been a tough few years for our industry, so we are delighted that The Theatre Cafe brand is expanding within the West End, and doing so in a vibrant district like Shaftesbury’s Seven Dials, which aligns perfectly with our inherently energetic new diner venture. The Theatre Cafe has grown so much from its beginnings as a family ticketing business, to the key beacon within in the theatre industry it has become. The diner is going to be an excellent companion to The Theatre Cafe, and I can’t wait to open the doors and for people to experience a diner like no other!”

Julia Wilkinson, Restaurant Director at Shaftesbury, added, “This new concept will be a fantastic immersive experience for the city and we are pleased to have worked with The Theatre Cafe to develop their new extensive offer. The Theatre Cafe Diner will further energise Seven Dials’ and Shaftesbury’s dynamic F&B offering, and the brand’s dedication to showcasing popular West End theatre productions, will perfectly complement its setting at the heart of London’s iconic theatre scene. We are confident that the theatre fans and food-lovers from near and far will be eager to experience this vibrant new operator.”

The Theatre Cafe Diner joins Seven Dials’ dynamic range of culinary offerings, including the recently re-launched Cucumber Alley at Seven Dials Market, as well as new entrants Chai Guys, From The Ashes BBQ, and Longboys. In addition, the imminent launch of the Danish bakery brand, Ole & Steen on Neal Street and St Martin’s House opening on upper St Martin’s Lane last month also build upon the destination’s diverse F&B line up.

Hanover Green Retail and Distrkt represented Shaftesbury. The Theatre Cafe Diner dealt direct.

This was posted in Bdaily's Members' News section by Nick Thornton .