Restaurateur Paul Goodale and Daniel Gestetner, the founder of frozen yoghurt brand Yoomoo is set to open a New York deli-diner concept, with support from supermarket giant Tesco.
The former Catey winner (Independent Marketing Campaign, 2012) and co-founder of pizza restaurant business PizzaLuxe and Gestetner, will launch the first site at the Tesco Extra story in Osterley at the end of this month.
Named Fred's Food Construction, it takes its inspiration from the iconic photo of workers eating their lunch on the rooftops of the Rockefeller Center in 1930's Manhattan, and will serve high quality subs. This includes a selection of grilled, roast and cured meats, "French dipped" in a homemade jus and piled on a freshly baked warm roll, or in a salad or "carb-free" lettuce
The pair have plans to take the concept nationwide, provided the Osterley business performs according to plan.
Goodale, who alongside partner Laura Pabon opened PizzaLuxe's second site last year, at Leeds Trinity Kitchen, is a former restaurant director at London's Harrod's, where he brought American chef Thomas Keller to London in 2011with a pop-up of the French Laundry, Keller's renowned restaurant in Yountville, California.
Meanwhile Gestetner, who aside from his involvement in Yoomoo is also an investor in Zoggs swimwear brand, has over 20 years' consumer brand experience.
The pair's deal with Tesco sees the latest venture into the restaurant market for the supermarket giant, which last year acquired the Giraffe restaurant brand and also has a stake in coffee shop business Harris + Hoole.
Commenting on the launch of Fred's Food Construction, Michael Holmes, chief executive of Tesco New Food Experience said: "We know Londoners love good food, but also love to be the first to experience new and exciting food concepts, so we're delighted to support Fred's Food Construction in bringing delicious New York-style deli sandwiches to our customers in Osterley. Whether customers are grabbing a sub or sitting down for a leisurely lunch with friends, Fred's provides the perfect mix of great food in a relaxed atmosphere that we think they'll really enjoy."
Paul Goodale added: "Fred's is inspired by the rich heritage and classic recipes of the American all-day deli. It will offer hungry workers and shoppers great food and service within a contemporary environment."