Media Release: The Crab Brand

Tuesday, December 7, 2010; Multi-award winning, The Crab at Chieveley, has done it again – riding the waves of their successful brand they have opened a new coastal restaurant, The Crab at Bournemouth, which has already received fantastic praise and much acclaim.

So how have they managed to replicate their success – when it seems that the restaurants are a world apart from one another? The Crab at Chieveley, recently described by The Times as ‘delightfully different’, is set within the peaceful countryside surrounded by farms and fields. The appeal of the original Crab is the package that it offers; incredible food followed by the opportunity to stay in their quirky hotel – an ancient inn where it has been rumoured that Oliver Cromwell once stayed. It has been a successful concept that has kept them in business for the last seven years and has resulted in a plethora of awards. The Crab at Bournemouth on the other hand, is located in the vibrant heart of the seaside town of Bournemouth, sitting in front of a new four star hotel Park Central. Yet, their restaurant recipe works – they have captured the spirit and expectations that The Crab at Chieveley presents. Julie Savage, Director said: “When we decided to open a second restaurant we looked into the very heart and soul of the restaurant and identified what made The Crab at Chieveley unique – what made people want to come back time and time again. We spent a long time researching and asking our staff, customers and suppliers how they viewed The Crab. Our main focus was to progress the qualities and brand values of The Crab – the food, the service, value for money and ambiance.” It may sound a cliché but The Crab brand essentially embodies a harmonious balance of incredible food matched with impeccable service in an unpretentious environment. That isn’t to say that customers don’t feel spoilt – on the contrary, but the focus always comes back to the mouth-watering dishes on offer. The Crab offers an enjoyable, relaxed yet special experience for customers. “The Crab brand is all about fresh food and sustainable seafood which is delivered to our restaurant on a daily basis.” Indeed those that have eaten at The Crab usually wax lyrically about the food – its customers arrive expecting great food and an enjoyable evening – they rarely go home disappointed. “Our customers don’t mind paying a little more because they are people who love and care about food. They know that we use the freshest of ingredients, sourced locally prepared by passionate and award winning chefs and served by attentive and knowledgeable staff.” The Crab have partnered with an impressive team to replicate their success and maintain their trademark brand and style of food – The Crab at Bournemouth have brought Executive chef, David Horridge over from the Chieveley establishment. (David has previously worked with Billy Reid, Richard Corrigan, Gary Holyhead and Mark Prescott) and Head Chef, Chris Baker (recently joined from Richard Corrigans AA restaurant, Corrigans in Mayfair). Credit is also given to one of their younger chefs, James Wills, Sous Chef who has recently won a place in the national Seafood Master Chef of the Year competition after winning Young Dorset Chef of the Year award. The Crab’s philosophy is to offer training to the employees so that they can provide the most impeccable service – although many of the staff have already worked with Michelin starred chefs and thus are experienced in the expectations that these chefs demand. The Crab brand relies upon those well-informed and knowledgeable chefs who know the provenance of their food both The Crabs specialise in - crab, lobster and seafood. Julie Savage goes on to say that they chose Bournemouth as the ideal location because “of its coastal location and its close proximity to Hampshire, Devon and Cornwall. This strategic location ensures that the finest and freshest ingredients are delivered from sea to plate every day. Dorset has already begun to establish itself as a foodie county and so we have got excellent, local suppliers and ingredients on our doorstep.” The Crab at Bournemouth embodies the feel of the town and the people that visit it – well informed, classy but with a sense of fun and a little nostalgia. Julie said: "We didn’t feel the need to create an exact replica in terms of décor for The Crab in Bournemouth. We wanted to work with the natural feel of the establishment and location.” To that end, the restaurant has an understated elegance, with its dark brown floorboards, dark wooden furniture and subtle lighting. Yet the restaurant, with its sea view feels light and manages to encompass that sense of quirkiness that The Crab at Chieveley holds with its natural and local touches and twists of colours – shells as candle holders and local funky fish-themed plates. Julie, Director of both establishments said: “We are happy with the results in The Crab at Bournemouth - it has that same sense of understated style, relaxed ambiance and incredible food.” Both The Crabs have nurtured a sense of ease and comfort – for Chieveley it was relatively easy with its country feel and accompanying accommodation, for The Crab at Bournemouth, one finds, nestled in the restaurant an inviting and well equipped bar oozing in intimacy - the type you could quite easily spend all night in. The Crab at Chieveley has already won a multitude of awards, with such success we envisage it won’t be too long before The Crab at Bournemouth follows in their footsteps. Julie went on to say “We believe that we have identified our winning formula – proof is in the pudding as The Crab in Bournemouth has quickly become the hottest new restaurant in town and the one that every one has been talking about. We believe that it won’t be too long before we start to see awards coming in praising our simple, local and great tasting food coupled with excellent service.” END Editors Notes If you would like to visit either one of the two Crab restaurants and sample the delights yourself please contact Darren Northeast (working on behalf of The Crab at Bournemouth and The Crab at Chieveley) on 01202 676762 or by email to darren@spiralmpr.co.uk. For more photographs please contact Darren Northeast, as above. The Crab at Bournemouth – www.crabatbournemouth.com The Crab at Chieveley – www.crabatchieveley.com

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