After 15 years at the decidedly elegant end of the restaurant business, the family behind the Fitzer's empire is about to get perky. The former managing director of Bewley's, Bobby Kerr, and the Fitzpatricks - working together as Rochelle Foods - are about to open the first of 10 new coffee and sandwich houses. These will trade under the snappy name of Perk.
The Fitzpatricks already own or run restaurants in Dublin's Dawson Street, Temple Bar and the National Gallery and at Powerscourt in Co Wicklow.
The maiden Perk will open at the end of September/start of October in Grafton Street, in the basement of Laura Ashley, and in Upper Baggot Street, opposite Baggot Street Hospital.
The Fitzpatricks have been looking into the idea of opening a string of cutting-edge coffee houses for some time now, and Mr Kerr says that he gained first-hand knowledge of the European and US coffee house market during his time in the Bewley group's international marketing department.
"There are places in Dublin which are renowned for their coffee and others known for their sandwiches, but there's nowhere doing both excellently," he explains. Since he left the Bewley group over a year ago, he and the Fitzpatricks have been researching the concept we'll see in about six weeks as Perk. The Grafton Street branch will be accessible via stairs from the left-hand side of Laura Ashley. According to illustrated plans Mr Kerr showed The Irish Times, the look will be a bright, minimalist fusion of Japanese simplicity and American functionality - sharp with soft edges.
Rochelle Foods has worked with Oppermann and Associates architects on the design, which features central counters of cherrywood and a back wall with highly engineered displays on tongue-and-groove white wood. The ceiling will be brilliant white, the floors grey marmoleum and lighting will be sympathetically and extensively used. Also planned are glass and stainless-steel pillars in each outlet - and an enormous 5 ft-diameter clock.
"That is to get across the fact that we are conscious of time and speed of service," says Mr Kerr.
All staff will be given extensive training and they will be involved in making as well as serving the food. "They'll have hands-on knowledge of everything they are serving," says Mr Kerr.
Ingredients for salads and sandwiches will be prepared centrally, at the Liffey Trust complex in Sheriff Street, and these will be delivered to the outlets fresh each day. All sandwiches and salads will be put together, fresh, on-site.
The menu will include up to 30 different sandwich varieties a day, including feta cheese and olive on granary bread; salmon, prawn and egg on focaccia bread; and duck in hoisin in a spinach tortilla wrap, as well as such old faithfuls as cheddar and chutney, BLT and chicken and coleslaw.
There will be three home-made soups a day, home-made salads and various American confections - including double chocolate fudge brownies and baked cheesecake - made exclusively for Perk by the young company Yankee Doodle Dandy.
Coffee and all its derivatives will be available, as well as various teas, juices and smoothies.
Perk is going to be so specific about the quality of its java that it plans to roast its own beans onsite. "It will mean you'll get the pleasant aroma of coffee as soon as you come into the store, making for a pleasant environment," says Mr Kerr.
The plan essentially, says Mr Kerr, is to do simple things excellently. Once that little matter is sorted out, the next is to bring Perk to Britain and international markets.
