IT’S A ‘WIN WIN’ PARTNERSHIP

3rd July 2008, 2:44pm

A SYMBIOTIC RELATIONSHIP BETWEEN LOCAL RESTAURANTS SOUNDS LIKE A BIT OF A PIPE DREAM BUT TWO WEST LONDON BUSINESSMEN HAVE MADE IT WORK. MELISSA COLE MET UP WITH THEM TO FIND OUT MORE

Just three months after its launch, Bartique on Fulham Road, London looks like it's going to be another hit for Mike Filpi. Used to doing things on a grander scale with the Ignite Group, Filpi has gone it alone, and in some style. The site, formerly Bardo, has been known to Filpi for 10 years as he nearly purchased it then and when it came on the market again at the end of 2007, he simply couldn't resist.

But, given that he's had a really successful track record with a chain formula, the question had to be asked: 'What's his vision for the venue?'

Filpi explains: "It has always been as the name suggests; to create a high-end bar for more discerning clientele without the high price tag.

"The design has the same values as a high-end hotel bar but we haven't just replicated that look, I wanted to do something a bit more luxurious and intimate".

And with the help of wife Lizzie, who oversaw all the interior design, he has certainly succeeded. Plush interiors and fabrics showcase the £100,000 that was spent on the refurbishment and the signature cocktails are blended to a tee.

Filpi has 'been around the block' and believes that the industry has got a little stale in terms of the bar culture. He was determined to make a difference when he opened Bartique.

"I think everyone has regurgitated the same thing over and over and the problem with that is customers expect to get more for their money these days.

"There's a relatively high profit margin in these naff, over-styled and over-priced venues and, as strange as it might sound, I think it's time to give something back to people.

"I say that because it's not only how the venue operates and succeeds, it's also how it reflects on me and my team – unfortunately that means I don't make as much money! But that's fine". 

But how does Filpi expect to achieve success? "It's about more than just having people come to your bar regularly; it's about creating a lifestyle brand and doing it through affinity partnerships that really offer your customers something different.

"For example, there's sports car clubs that you can pay a fortune to join to give you a taste of the high-life, but what we'll be working towards is allowing our customers the chance to access that kind of offer for short periods of time without the massive price tag.

"There are also glass boxes in the private room in the bar, which we're working with local businesses and high-end brands to fill as a sort of advert – which again fits in with the kind of client that we're succeeding in attracting."

"Basically it's about a lifestyle concept rather than just creating a bar – where you frequent tells people a lot about you and your values and I want the venue to reflect our audience, and bring them something they really want".

Despite not having room for a kitchen, Filpi was adamant that food should be part of the offering. So just after taking over the site he went to meet the operators of Yumenoki, a local Japanese restaurant, to see if they wanted to enter into a mutually beneficial relationship.

Yumenoki has been open since August 2006 and, according to co-owner Toyoko Yamamori, has now most certainly benefited from its latest agreement with Bartique.

"The partnership has been beneficial because we are aiming for two completely different markets, but offer a complementary service to similar consumers", says Yamamori.

"It works well because we don't have a bar, we only offer Japanese beer and sake, and Bartique doesn't have the room for a kitchen - so it's made sure that we fill in the gaps in each other's strengths.

"The best part is that we have a real partnership. Bartique's staff let people know we have this partnership, so we get additional business without having to worry about turning over more covers.

"Also it helps that we have had some strong PR from them, which we haven't been able to do, and this has also helped us reach a wider audience, which we might not otherwise have been able to do".

And Filpi echoes this. "With Yumenoki, it's a win-win link up because we promote each other by default and our customers now get what they want".

After turning down a golfing scholarship to Yale University and instead deciding to turn professional at the age of 18, Mike Filpi toured the mini circuit playing in Italy.

When he lost his Italian sponsorship he returned to the UK to continue his golfing. But by self-financing from working at the London Hippodrome for two years, he discovered he had a natural flair for the job.

In 1990, he moved to New York specifically to learn more about the drinks business where he worked for Livebait, The Coffee Shop, Johnny Rockets and The China Club while at the same time managing bands on the local night scene.

Two years later, Mike moved to the West Coast of America, working in San Francisco and then Los Angeles where in 1993 he was nominated for best LA barman for his innovation and style in LA Magazine.

After being headhunted by several companies in the US, Mike decided to work with the Las Vegas Shark Club to help set up their first Los Angeles site handling all aspects of the project including concept, design, training and system set up.

In 1994, Mike moved back to the UK to assist the set up of a friend's bar, 'Come the Revolution' on the Kings Road. A couple of years later, he was approached to help set up and run Chapel Lafayette in Fulham.

In 1997, he opened Eclipse on Walton Street in Chelsea and was later joined by Matt Hermer and Paul Deeming. The trio went on to open many other sites across London and abroad.

Having been involved from the conception, Mike was responsible for building the Eclipse Brand (now known as Ignite) ethos and was responsible for the group's strategical expansion.

During his involvement, the company grew from a single bar operation, turning over £500,000-plus in 1998, to a multi unit operation that included bars, restaurants and clubs with an estimated £12m turnover in just seven years.

Mike worked alongside the designers used on all the Eclipse sites and personally designed and set up the sites on the New Kings Road, South Kensington and Cape Town. He was also responsible for setting up Boujis, South Kensington, including the design and marketing.

Although Mike left the Eclipse group just before the opening of Cocoon in December 2004 he was key in the set up of the site, including sourcing the designer, Stephane Dupoux and sourcing the team.

He went on to set up the successful local Italian restaurant, Mooli in Clapham, and is fast building a food and drink empire.