Loungers, the Bristol-based neighbourhood café bar operator, has announced the launch of Sorrento Lounge in Moseley, Birmingham, the group’s 100th Lounge to date.
Sorrento Lounge, the eighth Lounge in Birmingham, is a landmark opening for the business as it looks to continue its ambitious growth plans over the coming year. The company will open a total of around 21 new neighbourhood café bars this year. Five have already opened in Melton Mowbray, Stockport, Abingdon, Solihull (pictured) and Ormskirk, and others are set to follow in Chorlton, Bicester, Grantham and Warrington.
Each Lounge is challenged to earn its place on the local high street, embedding itself in the community and providing a focal point for the residents. Loungers believes that this broad, all-day café bar offer centred around the community allows the business to pursue a different site selection strategy to other casual dining operators.
“In many respects, we don’t approach the Lounges as a 100-site business,” says Nick Collins, CEO of Loungers. “Each Lounge is individually named and designed, and managed by teams who feel a sense of ownership and responsibility towards their Lounge. The business has evolved on the strength of the people who work with us and how we have been received in the communities in which we have opened.
“Our out-performance is testament to the great contribution from our teams, but we certainly don’t take it for granted. From a single site in the suburbs of Bristol to our 100th Lounge, the core principles of the business have never changed. We will continue to open new sites ensuring that the values that have driven our success to date are not compromised.”