TGI Fridays UK is launching a new cocktail-led bar concept called 63rd+1st, with the first venue opening in Cobham on 8 January 2021 and more sites planned to open in the UK throughout the year.
The new brand is named after the original Fridays founded in 1965 in Manhattan, on the corner of 63rd Street and 1st Avenue, and is a ‘respectful nod’ to the heritage of the first Fridays restaurant.
63rd+1st will feel like a Manhattan loft, with exposed brickwork, polished concrete, reclaimed timber flooring and bespoke fittings with a 1960s vintage vibe.
Its brand identity sees the use of the plus motif, representing both the New York grid and the crossroads where 63rd Street and 1st Avenue meet.
At the heart of 63rd+1st is the cocktail bar – a New York-influenced menu includes a selection of sharing plates, salad bowls, and entrees celebrating both surf and turf with a focus on quality and provenance. Brunch will be served seven days a week.
Spanning 180sqm, the Cobham restaurant will seat 96, with outdoor dining for an additional 20 covers.
“This is an exciting time for the Fridays business and a reflection of our long-term commitment to growth,” says Robert B Cook, CEO of TGI Fridays and 63rd+1st. “We have seen a credible performance this year, despite the challenges of Covid-19.
“We have been agile, responsive, and continued to innovate throughout 2020 and this is a further demonstration of our ambition. We also recognise in this new world that audiences are becoming increasingly discerning and their attitudes towards food and drink are evolving. There is a growing trend that people are drinking less and are more mindful of ingredients and their provenance.
“They are also growing accustomed to the members club and boutique hotel style environments where they can work, rest and socialise. They are seeking local day to night venues that have a community vibe, where they don’t need to travel long distances to be able to enjoy the company of likeminded people.
“As a highly successful and customer-orientated business, we are in a strong position to cater to this audience and, as a result, we are securing other sought-after sites in prime locations.
“Naturally, we will adhere to government guidelines upon opening to ensure the health and safety of our guests and staff, but we are very optimistic about the potential of 63rd+1st and we see this as a huge opportunity to drive further growth, in tandem with the core Fridays brand in 2021.”