A BBC celebrity chef known for appearances on Saturday Kitchen is opening a new restaurant following the closure of his previous Michelin Star eatery.
The TV personality is teaming up with a wine expert to create an experience where you can eat “the way you want, without rules”.
Glynn Purnell and Phil Innes are gearing up to launch the new venue where guests are encouraged to eat ‘the way they want’[/caption]
Glynn Purnell, a top Birmingham chef, will open a new venue called Trillium alongside Loki Wine expert Phil Innes at Snow Hill, London.
The new spot will offer seasonal dishes paired with a “dynamic, ever-evolving” wine list, which guests are invited to enjoy in whatever dinning format they chose.
Glynn said: “At Trillium, choice is everything. We want guests to explore the menu in whatever way suits them — whether that’s a classic three-course meal or a custom selection of sharing plates.
“It’s about dining the way you want to, without rules.”
The new venture promises a ‘fresh perspective on refined dining’, described as being ‘relaxed, memorable and soul-staining in the best possible way’, Birmingham Mail reports.
The menu will feature small and large plates, designed to be shared, and will change to fit the season.
Guest will sit down to an ‘immersive and intimate’ dining room inspired by folklore and nature, with a ‘romantic’ colour palette and ‘ethereal’ details with etched glass and dappled woodland lighting.
There will be an outdoor terrace, steps away from Colmore Row.
Owner Phil Innes said the wine selection will be a main focus of the menu.
“We’re building a wine list that’s as important to the restaurant as the food,” Phil said.
“It’s not about prestige — it’s about offering a dynamic, ever-changing selection that showcases undiscovered treasures and unexpected finds.
“There will always be something on the list to surprise and delight.”
The restaurant is set to open in September.
This news comes after Glynn’s previous restaurant, Purnell’s, closed in October after serving fine dinning dinners for 17 years.
The unexpected decision sparked controversy, with many customers being left out of pocket after splashing out on expensive gift vouchers.
Coventry mum Therese Roberts bought £250 vouchers for her two children and their spouses as Christmas presents last year.
Her daughter had booked dinner for October 23 – before finding out the restaurant had closed from a news article.
Purnell’s superfan Therese emailed the restaurant eight times asking if she could use the vouchers at Glynn’s other venues.
After ten days of chasing, Therese was referred to the liquidator and told she could not swap the vouchers to a different joint.
She claimed she was told to contact her bank in the hope of recouping the money she spent.
Therese told the Birmingham Mail: “I am disappointed in Glynn Purnell. I thought he was a better man than this.
“I have had a great experience at Purnell’s in the past, so much so that I bought vouchers for two friends with special birthdays.
“I invested in a local business and a man with a good reputation yet there has been no goodwill and little communication forthcoming.
“Businesses fail but the way you handle your customers in the process shows how much personal integrity and respect you have for them.”
Fuming Therese has vowed never to buy a Purnell’s gift voucher again.
The closure of Purnell’s came amid a series of high profile, celebrity chef restaurants also shutting their doors for good.
Last month celeb chef Michael Caines shocked fans after announcing the sale of Mickeys Beach Bar and Restaurant in Exmouth.
In September, a well-known TV chef, Simon Rimmer, closed his only remaining branch after 33 years in business.
Glynn will no doubt seek to buck this trend with his new Trillium restaurant, offering diners more freedom in how and what they eat.
Why celeb restaurants go bust
By Paul Lochhead, Managing Director of Drinkstuff
THE recent wave of celebrity chef restaurant closures can indeed be attributed to several factors, with the pandemic being a significant one.
The hospitality industry, particularly high-end restaurants, faced unprecedented challenges during the pandemic. Restrictions on dining, a shift to takeaways, and the need for social distancing significantly reduced footfall and revenue for these establishments.
However, the impact goes beyond the pandemic. High-end restaurants operate on a model that requires substantial overheads—premium locations, top-quality ingredients, and skilled staff.
With the economic uncertainty and a change in consumer behaviour post-pandemic, there’s been a shift in dining preferences. Many diners are now seeking more casual, value-driven experiences, which puts pressure on the viability of luxury dining.
Moreover, for celebrity chefs, these ventures are often passion projects rather than primary revenue sources.
If a restaurant isn’t performing well, it may not be worth the continued investment, especially when compared to the other income streams they have, such as media appearances, books, and endorsements.
