Mystery & Smithfield Launch Premium Quick Service Restaurant

SMITHFIELD1Mystery is delighted to announce the launch of ‘Smithfield‘, an exciting new Quick Service Restaurant venture founded by David Haimes, the former MD of ‘Itsu‘ and CEO of ‘Obika‘.

“Mystery are a great partner, helping us create the Smithfield brand. The team understand exactly what we are trying to achieve and have worked very closely with us every step of the way to create a visual identity which exactly matches the essence of the Brand.” David Haimes, Smithfield Founder.

Named after – and inspired by – London’s famous meat market, Smithfield serves gourmet hot grilled sandwiches and salads (to eat in or take away), made with real cuts of steak and chicken sourced directly from British farms. All served within seconds, thanks to some very clever cooking processes.

SMITHFIELD2Having defined the strategic brand positioning and created the visual identity for this new F&B concept; Mystery created the interior design (with Anne Haimes); the website; takeaway packaging; signage design; menu point-of-sale; uniform specification; copy writing & tone-of-voice; landlord presentation; and even introduced a key investor.

The first site is located in The City, between two of London’s most famous landmarks, St Paul’s Cathedral and The Bank of England (31-32 Watling St, London EC4M 9BR).

The steak sandwich, known as ‘The Smithy’, is really very special! Served with rocket and a delicious home-made red onion marmalade in a unique, artisan bread specially conceived for Smithfield, it represents amazing gourmet value at only £6.95.


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