First Calorie-Neutral Restaurant to be served up in London’s West End
April 1, 2011
Matt Roberts, one the worlds most renowned personal trainers and fitness authors, has instructed leisure agent Davis Coffer Lyons to find premises for Europes 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 Londons 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 Europes 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 Londons first exclusive one-to-one training centre in 1995, commented: Ive 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 Londons best restaurants. I felt compelled to address the issue of healthy eating.
Chris Bickle at Davis Coffer Lyons said: London is one of the worlds 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 Im sure customers wont mind the weight. I know of one customer in the Las Vegas restaurant who is an Iron Man competitor – I dont 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.
