Paramount to license first Cheers themed restaurant bar in Britain

Cheers, the Boston bar featured in the long-running TV comedy series, is the latest addition to the crowded market of themed restaurants and bars in London.

Paramount Pictures has agreed to license the opening of Europe’s first Cheers-branded restaurant bar in London’s Café Royal in late August.

The company already licenses a chain of Cheers-branded airport bars in the US, operated by Marriott.

The venue will feature a replica bar from the series and promotional tie-ups with Ben & Jerry ice cream, Samuel Adams Beer and American Airlines.

Despite its New England theme, Cheers London will avoid the “in-your face service often associated with American restaurants”, according to restaurateur Alan Panlilio, who has secured the European restaurant franchising rights for the series.

He considered, but then rejected, the idea of issuing customers with name badges to replicate the first-name terms atmosphere of the bar in the TV show.

“It may not be the place where ‘everybody knows your name’, but we are hoping to establish it as a place where ‘they’re always glad you came’,” he says.

If the launch of the 2m ven ture is successful, Panlilio plans more Cheers operations in other UK and European cities, including Barcelona, Paris, Berlin and Dublin.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here