Project Overview
Client: Fred Capel, Owner of Chez Fred
Location: Westbourne, Bournemouth
Project Type: Restaurant refurbishment and interior design
Scale: Full interior transformation of established fish and chip restaurant
Challenge/Brief
Fred Capel approached MGI in 2014 with an unusual challenge. After 25 years of ownership and a ten-fold increase in turnover, Chez Fred needed updating for the 21st century whilst preserving its heritage as a traditional fish and chip shop. Unlike typical refurbishment projects aimed at rescuing failing businesses, this project required extreme sensitivity to avoid alienating the loyal customer base that had made the restaurant so successful. Additionally, the work needed to be completed quickly and efficiently to minimise disruption to the thriving trade.
Solution
MGI developed a design strategy that honoured Chez Fred’s traditional roots whilst elevating the dining experience. The approach focused on creating “understated quality” that would distinguish Chez Fred from ordinary chip shops without compromising its authentic character. The design philosophy centred on using period-appropriate materials and finishes that would feel familiar to existing customers whilst attracting new diners seeking a more refined fish and chip experience.
Implementation
The refurbishment incorporated authentic Victorian design elements throughout the space. Traditional encaustic floor tiles provided a heritage foundation, whilst metro wall tiles created a classic backdrop. The furniture selection included bentwood pieces that referenced the Victorian era, complemented by quality leather booth and banquette seating that enhanced comfort and dining experience. A subtle colour palette tied the elements together, creating a cohesive environment that felt both traditional and refreshed.
Results
The refurbishment successfully achieved its objectives, with Chez Fred continuing to serve as Westbourne’s premier fish and chips destination. The restaurant experienced a 50% increase in seated covers following the refurbishment, directly contributing to continued growth in annual turnover. Most importantly, the loyal customer base remained intact whilst the enhanced environment attracted new diners, demonstrating that thoughtful design can elevate a successful business without compromising its core appeal.