Five Guys takes a bite out of Resorts World Birmingham

Casual dining is driving footfall and sales at the outlet retail and leisure destination

Realm, the UK’s market-leading operator of outlet retail, has secured Five Guys as the latest food and beverage operator to join Resorts World Birmingham, the UK’s first large scale leisure and entertainment destination that brings retail, leisure and entertainment together under one roof.

The American fast, casual dining restaurant chain will be joining the thriving line-up of popular food and beverage brands located on the outlet retail floor of the scheme, which includes Las Iguanas, Miller and Carter and the most recent addition of Zizzi, which took a prominent 2,427 sq ft unit.

The letting comes about as a result of Realm’s proactive asset management strategy on behalf of Genting UK, and marks Five Guys fourth restaurant in Birmingham – its first outlet location in the region. Occupying a 2,012 sq ft unit, the restaurant will offer customers its signature burgers, hotdogs and fries, all in the familiar diner surroundings, complete with unopened bags of potatoes.

Resorts World’s outlet offering has proven to be an attractive proposition for both retailers and food and beverage vendors, with the outlet floor effectively complementing the leisure elements of the wider scheme. Across the significant Christmas and Easter trading periods, sales at the outlet floor rose by 27% (12% L4L) and 40% (21% L4L) per cent respectively. Casual dining played a key part in the popularity of the level, contributing to over a quarter of sales over these busy periods.

Paul Hamilton, Head of Brand at Five Guys, said: “We continue to have an overwhelmingly positive response to new store openings since we launched the very first Five Guys restaurant in the UK six years ago. Birmingham is no different, we’ve had so much excitement about the new store. We’re thrilled to be joining Resorts World Birmingham’s restaurant offering – providing customers with fresh, customised burgers with their choice of as many free toppings from the 15 available as they want.”

Christine Grace, Leasing Director at Realm, added: “Resorts World Birmingham’s thriving casual dining offering demonstrates that this offering can prosper with strong brands, in the right location, with proactive support. Restaurants like Five Guys appeal to the expanding younger demographic which the scheme is increasingly appealing to, and compliments both the outlet retail and increased leisure offering both at the scheme and in the surrounding area.”

Resorts World Birmingham is a pioneering scheme which provides multiple attractions under one roof, and is located adjacent to the Resorts World Arena and NEC. The individual Resorts World attractions include outlet shopping, an 11-screen cinema, a broad range of restaurants and bars, as well as the Genting International Casino, Genting Hotel, Santai Spa and the VOX conference venue.

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