Byron joins line-up at London Designer Outlet as Wembley Park kicks off events-filled summer

  • Burger chain Byron signs lease for 5,000 sq ft restaurant in London Designer Outlet in Wembley Park
  • Byron is the latest f&b deal at Wembley Park since the pandemic
  • Brands at London Designer Outlet are set to benefit from Wembley Park’s summer events programme 

As restaurants, bars and cafés across Wembley Park prepare for a summer of play festival fuelled by post-lockdown cheer, guests at London Designer Outlet will have yet another option to sink their teeth into. Premium burger chain Byron is the latest brand to sign at the capital’s leading fashion and lifestyle outlet centre, and will be one of three restaurants to have opened across the Wembley Park neighbourhood over the course of the pandemic, a sign of the destination’s thriving food and beverage (F&B) offer.

London Designer Outlet, part of Quintain’s multi-billion pound mixed-use transformation of Wembley Park, is one of few outlet centres in Europe that blend retail, F&B, leisure and events in an easy-to-reach urban setting. As national restrictions begin to ease, it is set once again to benefit from the nearby offices filled with workers, day-visitors from across the affluent catchment and event goers travelling to experience the world-class attractions of the North West London destination – in addition to the thousands of residents living above the shops, restaurants, bars and cafés of Wembley Park.

Wembley Park is a 15-minute neighbourhood with residents and visitors able to meet a spectrum of needs within a short walk or bicycle ride including dining, shopping, remote working, wellness and leisure, community events and much more. The neighbourhood will be home to a post-pandemic ‘Summer of Play’ programme of arts and cultural events, as well as the UEFA European Football Championship 2020, or Euros, at the adjacent Wembley Stadium.

Byron’s new restaurant at London Designer Outlet, which will span nearly 5,000 sq ft, is a return to the popular burger chain’s roots, with a design based on the brand’s original restaurants with a modern twist. The restaurant, which will feature a warm and friendly design, will feature a bigger and better burger patty from its butchers in Yorkshire. It will serve its premium burgers alongside draught craft beer, its famous milkshakes and unlimited fries. For the safety of its guests, technology for ordering and paying at the table will be installed immediately and upgraded in the summer to provide an even better guest experience.

Simon Wilkinson, Chief Executive Officer of Byron, said: “London Designer Outlet is such a natural fit for Byron, offering premium quality at affordable prices in an accessible way, that we leapt at the opportunity to open our latest restaurant here. As the pandemic retreats and the summer approaches, we cannot wait to meet our guests at what feels like such an exciting time – for Wembley Park and the world.”

Opening at the end of May, Byron is set to welcome its first guests just two weeks before the Euros kick-off in Wembley Stadium.

Sue Shepherd, Realm’s General Manager for London Designer Outlet, said: “To welcome Byron just as we also welcome guests back to enjoy restaurants indoors is a fantastic moment. London Designer Outlet’s partnership approach has once again delivered big results, for us, for our brands and, most importantly, for our guests. We have worked hard to support our brand partners throughout the pandemic to ensure that our guests can once again enjoy their favourite fashion, retail and F&B brands. To see so many reopen their doors and welcome our guests back, and to be joined by a premium brand like Byron which will no doubt become a staple, is a joy.”

London Designer Outlet, which is managed by the UK’s specialist outlet operator Realm, has some 265,000 sq ft of retail and leisure space, including 70 outlet stores, restaurants and coffee shops, and a nine-screen Cineworld, which re-opened on Monday 17 May. Minutes from central London, Wembley Park is easily reached by three Tube lines, two train lines, eight bus routes plus ample car parking at low cost.

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