Be At One is entering a new era in London as it rolls out a refreshed drinks menu this week, following the strong performance of its London flagship Piccadilly re-launch.
The changes form part of an offer evolution for the brand which has 32 sites across the UK, including its 15 London venues, designed to build on Be At One’s reputation for high-energy cocktail experiences while broadening its appeal across a wider range of occasions.
The refreshed concept was first introduced at Be At One Piccadilly, London in November following a significant investment and transformation of the site. Since reopening, the venue has delivered strong trading performance, with over 30% uplift in like-for-like sales since launch, alongside positive run rate metrics, demonstrating strong guest engagement with the updated format.
Following the success of the trial, key elements of the Piccadilly concept – including the updated drinks menu, enhanced food range and updated brand creative – will now be introduced across all sites simultaneously as part of Be At One’s latest ‘offer change’, marking a defining moment for the brand.
Evolving the Be At One experience
While Be At One remains known for its charismatic and highly skilled bartenders, vibrant atmosphere and expertly made cocktails, the refreshed direction aims to dial up the quality, craft and social experience of the brand while making the bars more versatile throughout the day.
The evolution introduces a streamlined drinks menu, new signature serves and an expanded drinks range, alongside bar bites and newly introduced draught beer across the estate.
Highlights include a new range of ‘Collab Cocktails’, which combine two iconic serves into one innovative drink, as well as the introduction of ‘Bellini Bumps’ and ‘Caviar Slammers’– Prosecco served alongside fruit caviar in flavours such as passionfruit, raspberry and strawberry.
With a nod to the brand’s founding in 1998, the menu also introduces 90s-inspired twists alongside contemporary creations.
The brand is also doubling down on its Margarita credentials with a new ‘House of Margs’ focus, designed to position Be At One as a go-to destination for the cocktail classic, with £5 margs mid-week and exciting limited-edition serves in the pipeline.
Alongside the cocktail offer, Be At One will also expand its drinks range with draught beer (Moretti, Jubel and Guinness), which has already proven popular at the Piccadilly site where it accounts for 13.5% of drinks sales mix.
The refreshed offer also introduces a bar bites menu and sweet treats including £4 chips and dips and a pick & mix option, designed to increase dwell time and provide guests with more options to accompany drinks.
A bar for more occasions
As part of the evolution, Be At One is placing greater emphasis on flexible, day-to-night occasions, with an atmosphere that builds throughout the day while retaining the brand’s signature energy into the evening.
The brand’s well-known Happy Hour remains central to the offer, with an updated proposition including 2-for-1 cocktails alongside fixed price offers across beer, wine and spirits, as well as a 2 for £7 shooters deal, strengthening its value-led appeal.
The aim is to reinforce Be At One as a destination for after-work drinks, social catch-ups and early evening occasions, while still delivering the energetic nights the brand is known for.
The wider evolution will also see updated brand creative, music programming and in-bar storytelling, inspired by the Piccadilly concept and rolled out across POS, digital channels and in-venue screens to create clearer guest moments throughout the week.
Launch weekend and Easter activity
To mark the launch of the new era, and a nod to the brand’s founding in 1998, Be At One will host a series of in-bar activations, including drinks available at 1998 pricing until 6pm this weekend (27th-29th March).
There will also be an Easter weekend (2nd – 5th April) programme featuring themed music moments:
Thursday – Collabs and Remixes
Friday – Pop Classics
Saturday – 90s Revival
Sunday – Disco Party
Stonegate Group CEO, David McDowall, said: “Be At One has always been known for delivering incredible cocktail experiences and unforgettable nights out. What we’re doing now is building on that heritage and evolving the offer so that it feels even more relevant for today’s guests.
“The success of the Piccadilly relaunch has shown how much appetite there is for a more versatile Be At One experience – one that celebrates the craft of our drinks, creates memorable moments for guests and works across more occasions, from daytime socials to late-night celebrations.
“This next chapter is about dialling up what we do best while making sure every visit feels intentional, energetic and fun.”
