I am the Merchant of Bishopsgate. I have opened at Liverpool Street Station

SSP News Release 30-April-2012

SSP UK has unveiled its most exciting proposition yet, with the launch of a brand new modern pub, which is set to revolutionise the UK’s perception of a typical station pub.

The opening of The Merchant of Bishopsgate, on the concourse level at London’s Liverpool Street Station, represents an investment by SSP worth £1.2m. The pub was developed with the purpose of transforming the drinking and eating experience available at the station, putting it on a par with the capital’s best high-street pubs and bars.

Intended as a blueprint for SSP’s future ‘Modern Pubs’, The Merchant of Bishopsgate is positioned to not be a location purely of convenience, instead the new concept has an environment and offering that customers will choose to go to, whether they have a train to catch or not.

Located in the belly of Liverpool Street Station and with all the character, charm and personality of a welcoming, traditional UK pub; The Merchant of Bishopsgate plays homage to the location’s heritage, as the home of London’s original Merchant Traders and the capital’s first hub of export and commerce. Its cheeky persona boasts that it is ‘so good, you’ll want to miss your train’ and promises to become a destination of choice for the capital’s discerning drinkers.

Sarah Jezard, Chief Marketing Officer at SSP UK, said: “Following research into the key requirements of station and local pub customers, The Merchant of Bishopsgate brings a unique and fresh identity to Liverpool Street Station, offering something completely unexpected and excitingly different to that of other outlets typically found at stations around the UK.

“Customers to The Merchant of Bishopsgate will notice a ‘real’ personality. Its new and unique character will translate into every element of the customer experience, from the communication and service style to the environment and ranges.

“The cask ale range includes local, regional and national choices, which will be available with rotating guest ales interspersed throughout the year. Ale sampler ‘flights’ offer added choice, with one third of a pint glass allowing customers to sample and experiment with something new. The introduction of Enomatic wine machines also follows this theme, as it allows customers the freedom to either help themselves, or ask the dedicated wine staff to help them choose something new.

“Plus, building on our understanding of customers’ food requirements in a travel environment, the menu features a selection of delicious hot and cold ‘grazers’, which are ideal for groups enjoying a social drink after work, or travellers wanting a quick bite before continuing on their journey.”

This clear passion for food is demonstrated throughout the menu, with all dishes showcasing the produce of London’s best local butchers and bakers to ensure The Merchant of Bishopsgate delivers fresh, quality ingredients all day, every day, from breakfast to evening.

Hot ‘grazers’ include homemade free range Scotch eggs with black pudding; mini Lincolnshire Poacher Welsh rarebit on crumpets; and cocktail Cumberland sausages with Colman’s mustard mayonnaise dip. Vegetarians are well catered for with options such as roasted carrot and red onion tartlet or mini baked cheese and onion potatoes.

Cold ‘grazers’ are equally tantalising with homemade cheese scones with smoked Scottish salmon and lemon crème fraiche; pork pie wedges; and homemade giant pork scratchings. Plus, for those customers who want a larger plate, there is a host of great British pub classics with a twist.

Jezard added: “At SSP we are constantly looking at ways to connect with and welcome new customers. The Merchant of Bishopsgate is an impressive addition which does exactly that, sitting elegantly in SSP’s portfolio and representing the best of what we offer in the UK. A visit to The Merchant of Bishopsgate offers style and panache and creates a real sense of occasion without being intimidating, ensuring a tasty passage for all customers.”

Targeted press, outdoor and online advertising is also planned to support the launch, combined with attention-grabbing POS to catch the eye of consumers on the move.  A further significant investment, the confident and humorous communication also brings to life the personally selected range of food, wines and beers by The Merchant himself.

 

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