First Calorie-Neutral Restaurant to be served up in London’s West End

April 1, 2011

Matt Roberts, one the world’s most renowned personal trainers and fitness authors, has instructed leisure agent Davis Coffer Lyons to find premises for Europe’s first calorie-neutral restaurant.

On hearing of the increasing levels of obesity in the UK, Matt Roberts, together with U.S entrepreneur Lou Sinwaite, CEO of Slim Jims, has targeted the health conscious foodies in London’s West End with a concept which will house both fitness equipment and catering.

Based on format on carbon neutrality, restaurant customers are only permitted to order meals at the restaurant to the same calorie value to what they have burned off through exercise at the on-site gym premises. Customers will have to tot-up enough points on their gym card before they will then be entitled to redeem them with corresponding off the menu.

Already trading well in 10 outlets across the USA, including San Francisco, New York, Miami and Las Vegas, Slim Jims’ is seeking a 10,000 sq ft A3 unit to include Europe’s first restaurant and fitness concept. In the US, the company also operates five health and fitness centres called Slim Gyms where members are encouraged to lose to the pounds to save pounds. Exercise data is stored on data-cards inserted into the gyms machines and downloaded by a standard card reading device in participating restaurants.

Matt Roberts, who kick-started the personal training phenomenon by opening London’s first exclusive one-to-one training centre in 1995, commented: “I’ve decided to take this stance on restaurants to maximise the efficiency of the work I do with my clients who currently over-enjoy themselves in a number of London’s best restaurants. I felt compelled to address the issue of healthy eating.”

Chris Bickle at Davis Coffer Lyons said: “London is one of the world’s most innovative dining locations and we have a thriving leisure and fitness market too. Slim Jims’ is going to have queues round the block –but I’m sure customers won’t mind the weight. I know of one customer in the Las Vegas restaurant who is an Iron Man competitor – I don’t think he has paid for a dinner in a year!”

Last week, the UK Government proposed a voluntary scheme asking restaurants and fast food outlets to label their menus with nutritional information to address the issue of poor eating habits and the knock-on detrimental health associations.