Ed's Easy Diner to open at Selfridges Birmingham

Casual-dining operator Ed's Easy Diner is to open a new restaurant at Selfridges Birmingham this autumn.

The 1950s-style American Diner will occupy a site within the department store's Food Hall, officially opening on 17 October.

The new 75-seat outlet, which will be the group's eighth and the first to open in the Midlands, will be situated in the heart of the Bullring, one of the region's busiest retail centres, which welcomes 36 million visitors every year.

Set over 1,500sq ft, the restaurant will feature the Ed's Easy Diner's trademark 1950s interiors - including black-and-white chequerboard flooring and neon rocket ships and signage - as well as its American diner-style menu of burgers, hot dogs and milkshakes.

It will also feature 12 original Seeburg 1950s jukebox selectors playing a range of rock and roll hits of that era. At 20p per play, all proceeds will be donated to the Birmingham Children's Hospital.

The first Ed's Easy Diner opened in London's Soho 25 years ago, and since then the company has added further sites in Euston, Mayfair and Piccadilly, as well as at shopping centres Bluewater in Kent, Lakeside in Essex and, most recently, at St David's Shopping Centre in Cardiff.

Andrew Guy, director of operations for Ed's Easy Diner said: "We're delighted to be opening in partnership with Selfridges Birmingham, a landmark store in one of the UK's busiest shopping centres."

Ewan Venters, food, restaurants and online director of Selfridges, added: "Ed's Easy Diner is a great addition to our Birmingham store's food hall. We are in no doubt that the fun American theme combined with the famous quality and simple authenticity of the dishes served at Ed's will win a faithful following from day one."

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By Kerstin Kühn

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