Out of Town Restaurant Group (OTRG) has launched all-day concept the Lounge in Sheffield's Meadow Hall to freshen up shopping-centre dining.
The 5,000 sq m former pub will now serve breakfast through to diner in an open area combining hard flooring, chunky furniture and leather upholstery.
If successful, OTRG hopes to convert more of its ten-strong restaurant division to the new format.
Frazer Grimbleby, managing director, OTRG, said: "We thought there was an opportunity to introduce a wet led bar offer with good food, pitched above the normal casual dining options you find in food courts."
Average spend is expected to be around the £10 mark without drinks, with weekly turnover in the region of £25,000.
The menu is described as modern with burgers, oriental and Tex Mex dishes, fish, grill items, and pastas available.
By Chris Druce