Twelve months ago, almost to the day, we closed The Castle’s principal restaurant. Since its rise to prominence in 1984, when Chef Chris Oakes won our first Michelin Star, the Restaurant became the Hotel’s “shop window”. And I was on a mission to rehabilitate England’s impoverished culinary repertoire – my “English Project”.
Along with a heady mix of history and hospitality, good food and a fine cellar were what we were about. Oakes was succeeded by a grand parade of Michelin laureates: Gary Rhodes, Phil Vickery and, finally, Richard Guest who moved on to open his own place in the autumn of 2010. Guest’s successor was Jamie Raftery, a young Irishman and another gifted chef with a super-star pedigree (Michael Caines, Thomas Keller).
So why did we close the Restaurant in the spring of 2011? Well, by then, “Austerity Britain” had gripped us by the throat. We were losing money and ambitious restaurants across the English provinces were struggling. So we decided to up our game in BRAZZ, the town’s lively town centre brasserie, to concentrate our lunch and dining spaces in one area rather than two.
The strategy paid off. Difficult for me especially, but we had made the right decision. BRAZZ today is busier than ever. The best, most popular eaterie in Taunton …. And yet, from the day we shut our main dining room, I have had to field a roll-call of grumbles from a legion of “regular” clients.
These clients may have dined in the Castle’s Restaurant less frequently than they claimed, but their disappointment was instructive. What they missed was not the menu, nor the quality and ambition of the cooking. What they missed was the style; the white linen and elegance of their surroundings. They missed the grace and serenity of The Castle.
It was time to build bridges. Time to win back lost hearts and, as importantly, reach out to a wider audience.
Anatomy of a new restaurant
This summer will see the opening of a new restaurant at The Castle. Its name is Castle Bow Bar & Grill. And its success will rely on a number of key principles.
- In today’s marketplace, the Hotel needs to be made more accessible to more people. BRAZZ has its own street entrance in the town centre. To get to the old restaurant, visitors had to negotiate a heavy revolving door leading into The Castle’s lofty hall before finding the bar and their table.
- Access to the new Bar & Grill will be direct, with an entrance on Castle Bow - the street which connects the town centre with Castle Green. A perfect location in the heart of the town with a high footfall. To passers-by, it will appear as a stand-alone restaurant.
- Access to the Grill and Hotel from the interior of BRAZZ will be made more transparent by an open passageway. We want to make access between all our bars, eateries and public areas easier and more visible.
- The Grill will not reoccupy the old dining room (now used successfully for events and functions). A new space is being designed with tabling to seat 40.
- The environment and mood we create in this new space will be of the greatest importance. The traditional formality of the old dining room will be replaced by a dash of retro-chic which is at once informal, relaxed, comfortable and stylish.
- The menu will be ingredients-driven, relying on the seasons, clarity of flavours and simplicity of execution. Gastronomic pyrotechnics and over elaboration will be eschewed. We shall be cooking dishes to please our customers, not Monsieur Michelin!
- Pricing will be friendly – in the region of £30 for three courses.
As the saying goes, watch this space.
Kit Chapman, Proprietor of The Castle at Taunton