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  • 25th May 2024
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Exclusive look at Leila Lily’s rebrand: Meet the creatives behind it

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Just when we thought Leila Lily’s couldn’t get any better, the team has surprised us once again.

Nestled on Newcastle’s iconic Grey Street, this award-winning Rosette bar and restaurant has been working tirelessly behind the scenes to bring us a reimagined Leila Lily’s. And we’re buzzing that it’s now complete.

Get ready to indulge in a brand-new afternoon tea menu, savour new Mediterranean small plates and enjoy a new terrace coming this summer- there are so many exciting developments on the way.

Plus, we have an exclusive about an exciting new offering we know you’ll love coming to Leila Lily’s soon.

We caught up with the creative minds behind the makeover to find out more…

HLN TOP TIP: We tried Leila Lily’s new afternoon tea and we weren’t disappointed – read more here.

WHAT CAN WE EXPECT FROM LEILA LILY’S REBRAND?

Alice Middleton – Business Development Manager: “So many exciting things… New contemporary European menus which include the introduction of our small plates menu. We anticipate this will be a huge hit, especially for those wanting a cocktail and light bite in the bar. Our afternoon tea has had a glow-up – the salted caramel cheesecake is worth a visit in itself.

“Our new mid-week lunch set menu is perfect for a quick bite to eat on your lunch break. We’re also introducing new cocktail creations to our signature cocktail menu, courtesy of our talented bar team. All new seating areas will accommodate big group bookings just in time for your summer party plans.”

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WHY WAS THE DECISION MADE TO REBRAND? 

Anna Anderson – Marketing Manager: “Due to a difficult time caused by post-COVID and the cost-of-living crisis, the finance team at our Head Office put together a team to work on a project addressing some issues we face in the hospitality industry.

“From this, we undertook market research in the area, visited local competitors, completed customer surveys, and researched industry trends. The outcome was that our offerings, venue layout, and price points weren’t right for the demographic we wanted to attract, so a relaunch was the best decision.”

WHAT IS THE MISSION OF THE REBRAND?

Alice: “We want to move away from Leila Lily’s being known as an ‘occasion venue’ where you only go to celebrate something significant. We want to be a destination in the city centre where you can pop in for a bite to eat at lunch or a coffee with a friend.

“Financially, we understand circumstances have changed, and we need to adapt our offerings to cater to our customers and remain competitive with other venues in the city. The venue has so much potential, we just needed to make some integral tweaks to ensure we appeal to a wider audience.”

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WHAT INSPIRED THE REBRAND?

Marcella Swindell – Leisure Operations Manager: “We need to give customers what they want. After looking at market trends and listening to our customers, we designed the small plates and new menu with the customer in mind. Seasonality and local produce are much more important to people these days, and our new menu structure ensures our offering is on trend.”

ARE THERE ANY CHANGES TO YOUR ICONIC COCKTAIL MENU?

Anna: “We have simplified our drinks menu to suit all customers. From design to content, all our drinks can be seen on one menu, giving options to every kind of customer. The cocktails have also been simplified to 12 classics and 12 signatures, so you can stick to what you know or try something created by our in-house bartenders.”

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HOW HAS DINING AT LEILA LILY’S IMPROVED? 

Richard Swindell – Group Executive Chef: “Menus were becoming old-fashioned with heavy prep days incurred by chefs. New fresher and more seasonal options have given us very competitive pricing structures with less prep time, reducing overheads. There is now a fantastic new afternoon tea offering, again with seasonality and freshness, alongside finger buffets to suit all budgets for bigger parties and functions.

“With summer approaching, we wanted to create that Mediterranean feel of alfresco dining. With our new terrace to be showcased later in the year, we felt a lighter menu would be ideal, running alongside our small plates, fish dishes, and salads.

“Our new lunchtime offerings include 3 small plates for £16, 2 courses for £18, and 3 courses for £24, designed to be served quickly without compromising our high standards. Not only that, but we have added wine pairings to our new à la carte menu to elevate the customer’s experience further.”

WILL THERE BE ANY CHANGES TO THE RESTAURANT’S INTERIOR DESIGN OR LAYOUT? 

Marcella: “Lots of changes and improvements. We decided our feature marble table down the middle of the restaurant was no longer practical and replaced it with individual tables that could also be put together for larger parties. This offers more practical seating and comfort.

“The divided colour scheme is now unified, giving a brighter and more seamless flow. The restaurant now offers more natural daylight and a more elegant, simplified environment. In the private area, a larger seating area provides a more social space for bottomless brunches and cocktail masterclasses.”

IS THERE ANYTHING NEW IN THE PIPELINE? CAN WE HAVE AN EXCLUSIVE?

Alice: “At the end of June, we will be launching a bottomless brunch at Leila Lily’s, which will include three of our small plates and unlimited drinks for 90 minutes. This will coincide with the launch of our brand-new terrace. We have no doubt this will be very popular over the summer, especially as it will include some of our customers’ favourite signature cocktails in the drink selection.”

VISIT LEILA LILY’S WEBSITE

Leila Lily’s, 2-12 Grey Street, Newcastle Upon Tyne NE1 6AE

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Rachael Nichol
Creative Solutions Manager

After gaining a first in her BA Media and Journalism degree at Northumbria University, Rachael worked at Newcastle’s leading regional newspaper with her stories being picked up in national and global newspapers She spent two very successful years giving a voice to those communities across the North East who otherwise…

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