Ed's Easy Diner launches Ed's Dinerette brand extension

Ed's Easy Diner has launched a new brand extension called Ed's Dinerette.

The first Ed's Dinerettes are set to replace the existing Shakes ‘N' Dogs in the Meadowhall shopping centre in Sheffield, and Bluewater shopping centre in Kent.

The restaurants will feature a short menu focusing solely on hamburgers, hot dogs, fries and shakes, and will open in high footfall locations, targeting customers with a brief dwell-time and those on the go.

Smaller hamburgers will be available at a lower price point, with the option to add a patty and go from a 3oz single to a 6oz double burger. There will be a choice of three best-selling hot-dogs and fries as well as a new hamburger ‘meal deal' which includes classic fries and soda for £6.45.

Ed's Easy Diner currently has more than 32 sites with another six opening soon, including at Victoria Place, in London's Victoria Station at the end of the month and County Mall in Crawley in August.