Inside Birmingham’s Boldest Hospitality: Highlights from the Latest CGA by NIQ Safari

On Wednesday 16th July, CGA by NIQ brought together a vibrant mix of hospitality operators, drinks brands and agencies for a dynamic, full day walking tour exploring a selection of Birmingham’s most exciting venues.

With more than 15,000 steps underfoot, a parade of food and drink tastings, and insights shared at every stop, the event offered industry stakeholders a deep dive into the On Premise in one of the UK’s most culturally diverse and ever evolving cities. 

 

The power of firsthand insight in a shifting market 

Led by the CGA team, the safari offers a rare chance for hospitality professionals to come together, explore new concepts, and exchange ideas grounded in real time experiences. 

 

“It’s a pulse check on what’s really happening at ground level,” said Karl Chessell, CGA director – hospitality operators & food. “Each venue showcased innovation, passion, and a clear sense of purpose. The feedback has been fantastic, and we’re already looking ahead to how we develop the safari next year.” 

 

Attendees included representatives from household names like Greene King, Mitchell’s and Butler’s, Stonegate Group, Fleet St Communications, The Alchemist, Fazenda, SHS Drinks, Spaceman Marketing, Heineken.  

 

The day was structured to spotlight both established and emerging venues, each selected for their unique take on food, drink, service and setting, besides their relevance to broader trends reshaping the On Premise market UK-wide. 

 

Eight stops, eight stories 

Each venue offered something different for both the senses and the sector, from the elegance of oysters to the adrenaline of arcade racing: 

 

The Oyster Club – Kicking off with the trend for premium seafood, General Manager Chris introduced the group to the art of oyster pairing. The Lager & Lime and Bloody Mary oysters were particular standouts, demonstrating innovation doesn’t have to be complicated to impress.

 

Regina – This opulent newcomer oozes after dark glamour, transforming from a stylish eatery into a late-night hotspot with DJs and live music, and highlighting the growing demand for hybrid hospitality spaces. 

 

Indian Brewery Snowhill – A firm local favourite, this family run venue showcases the power of fusing authenticity with experimentation. With house-brewed beers and Indian street food-inspired dishes, it emphasises the importance of storytelling and heritage in brand loyalty. 

 

Maneki Ramen – Head Chef Pete delivered a crash course in modern ramen culture at this award-winning Japanese restaurant. Their vegan ramen and the twice-fried tofu stole the show, reflecting the growing appetite for plant-forward innovation with global roots. 

 

Grain & Glass – Three exceptional whiskies. One memorable tasting. This stop was a sensory exploration of the craftsmanship and experience key to the premiumisation trend still driving high spend occasions. 

 

The Cow & Sow – This sleek steakhouse champions locally sourced produce and sustainability. Signature Malbec, premium British beef, and direct from the farm storytelling gave the group a taste of premium provenance. 

 

La Bellezza – Another visual and culinary feast, this Italian venue from Big Mamma Group wowed with its theatrical interiors and indulgent Neapolitan pizza. The experience first ethos echoes the growing shift towards immersive, memory-making dining. 

 

F1 Arcade – What better way to end the day than in the fast lane? With 53 top of the range simulators, this competitive socialising venue offered a high-octane reminder consumers are looking for experiences, besides food and drinks. 

 

Emerging trends from the Safari 

Three clear themes emerged across the tour: 

 

  • Experience-led formats – Experience is the latest currency, from whiskey tastings to F1 racing. 
  • Locally sourced storytelling – Provenance, family heritage, and community roots are central to consumer connection. 
  • Premium, playful, and personal – Consumers want quality combined with creativity and character, whether it’s ramen or ribeye. 

 

 

Andy Dean, CGA client services director, noted: “What stood out most was the depth of passion in every venue. Birmingham’s hospitality scene is full of entrepreneurial energy. It’s setting the bar high for what On Premise success looks like in 2025 and beyond.” 

 

 

 

A word from the trail 

One of the guests, Spaceman Marketing’s Alan Armstrong, summed up the energy of the day: “What do oysters, Indian craft beer, tomahawk steaks, F1 driving, Neapolitan pizza, whiskey tasting, tonkatsu ramen and extremely sore feet all have in common? They were all part of an amazing CGA by NIQ summer safari around Birmingham. I visited areas I’d never seen before and tasted some of the best food and drink I’ve had in a long time. The passion was infectious.” 

 

Join the next event 

CGA by NIQ’s safaris are firmly on the map as must-attend dates in the hospitality calendar. To learn more about attending future CGA safaris, register your interest here. And watch this space for your opportunity to join the next one!  

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