Popular York restaurant set to ‘make waves’ with relocation and new brand agency

Hospitality brand consultancy, NIMA, has secured an ongoing contract with Fish&Forest, one of York’s increasingly popular restaurants that is garnering national acclaim from respected food critics, ahead of the restaurant’s relocation to bigger premises.

The move is set to take place in May 2024 and will increase the number of covers by 50 per cent.

NIMA has been brought on board to devise and implement a growth strategy that will include a customer journey analysis, creative direction for a series of photoshoots, web development and a nationwide media relations campaign to support the imminent opening of the new restaurant.

Fish&Forest opened its doors at Spark York in 2020 and is now based on Micklegate, York. It is already attracting attention within the city’s food scene, being recognised in the Michelin Guide for its Commitment to Sustainable Gastronomy, was recently listed on Harden’s and has received an AA Rosette.

The restaurant, which serves seasonal and sustainable fish, game and forest foods, is the brainchild of Yorkshireman Stephen Andrews, a self-taught chef who has worked and trained in Australia and Canada.

Stephen commented: “I’m delighted to be working with NIMA, ahead of our relocation to new premises. Moving into a bigger space is a really exciting step forward for us, but it’s really important that we can keep the heart of Fish&Forest alive.

“The team has quickly gained a detailed understanding of the brand and it’s incredibly reassuring that their enthusiastic approach is supporting our exciting plans for growth. Together, we’ve already implemented some positive changes and I’m really looking forward to our continued work with NIMA.”

Nicky Hayer, Managing Director at NIMA, added: “When I first met with Stephen, I knew we’d be a great fit so I’m thrilled that Fish&Forest has chosen NIMA ahead of its expansion.

“We’re passionate about working with independent brands that resonate with our own ethos which centres around an exceptional customer journey, and hearing Stephen’s focus on creating the perfect welcome spoke volumes to me.

“We’re looking forward to working closely with Stephen and his team to bring the identity of Fish&Forest to life, and cement their role within the York foodie scene. I’m particularly keen to see us celebrate this incredibly talented chef who has engineered a concept that is warm, inviting and impressive.”

By Matthew Neville – Senior Correspondent, Bdaily