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Another American Hospitality Brand Is Soon Set to Open in London

AvroKO Hospitality Group will open Genuine Liquorette in Fitzrovia

Genuine Liquorette, NYC Official

5/1/18 — Updated with statement from AvroKO.

London is now no stranger to a transatlantic import, so news of the first American fast-casual restaurant and bar brand to be announced as opening this year is unlikely to be met with a great deal of surprise. As Brexit bites and British brands begin to consolidate or close, international brands are entering quicker and more aggressively than ever. Eater London understands that the design concept and hospitality firm, AvroKO will open its first London bar and restaurant in Fitzrovia this year. The company currently operates five brands in New York City, as well as a restaurant called Saxon + Parole in Moscow.

MCA announced that the company has secured the site formerly occupied by the burger chain Byron, at 6 Rathbone Place, north of Oxford Street. It is understood that the company will open an outpost of Genuine Liquorette in London. It is said on the company’s website to be “coming soon.”

Last night, a statement released by the company confirmed the project will be all about “craft” cocktails:

“We are excited to bring GENUINE Liquorette to London. Details of the project will be released over the coming months, but we’d like to clarify that the venue will be a GENUINE Liquorette and will not be associated with any of the other GENUINE brands (GENUINE Superette, GENUINE Roadside, or DANTE at GENUINE). The London operation will be focused on the craft cocktail experience.”

The Liquorette brand, which when it opened in New York, was described by Eater NY as a “subterranean tavern” and “booze lair, lined with bottles that guests can purchase to drink with accompaniments for their table (customers will be charged based on “consumption per ounce”). Genuine Superette in Little Italy, NYC, now appears to be closed. But in America, that and the Roadside brands are known for their ‘fast-fine’ food — burgers, fried chicken sandwiches, tacos, fries, shakes and refreshers — “inspired by the bodegas, superettes, and liquor stores lining the Californian coast.”

Stay tuned for more.