A Revolution from the provinces

Be prepared for the invasion of the provinces. When it comes to bars and restaurants, we may think we know it all, but several operators from north of Watford are muscling in on the scene, aiming to give some of London's mid-market operators a run for their money.

Oxford-based Jeremy Mogford, the man who made Brown's and then made millions selling it on to Bass, arrived this summer with Quod on Haymarket. Already well established in Oxford, this modern Italian eaterie appeals to all in a Gap kind of way; no nonsense, comfortable, moderately priced and free of pretension.

The next out-of-towner on the scene is the recently opened Revolution vodka bar in Soho. The first opened in Manchester in 1995 and now there are 25 throughout the country, stretching from Aberdeen to Bristol. Aside from the usual bar offerings, Revolution produces its own infused vodkas with flavours such as Cola Cube, Butterscotch Crunch and Pink Grapefruit.

One of the founder owners, Roy Ellis, explains the decision to finally hit the big smoke, 'At some point, you've got to come to London. There are massive opportunities and we waited until we felt we'd got the formula finely tuned.'

So what's new about Revolution? 'We're not bringing to London the latest elitist style bar,' says Ellis. 'We're coming with our vodka bar and style of service which is all-encompassing, so any friendly, fun people are allowed in our bar.' The Revolution boys have their eyes on four more sites in Central London.

Next year sees the arrival of The Living Room, a lounge-bar concept already alive and thriving in Manchester and Liverpool. But surely London has all it needs in terms of bars? Living Room's Paul Newman isn't so sure, 'There are lots of talented bartenders but it's often not very friendly service. We're not trying to be pretentious, you won't get ripped off price-wise and you'll get friendly, smiling faces.' They hope to capitalise on the busy weekday trade that's lacking outside London and have specifically chosen neighbourhoods rather than the West End.

The first Living Room (with a 1am licence) opens in West Smithfield in February and the second on Islington's Essex Road in April. 'We're giving people who have tiny flats a space they can call their own; it's going to be about local residents and businesses. That's the way to go.'

Revolution Bar
2 St. Annes Court, W1F 0AZ