Lloyd Coffee Eatery, a Brussels-based coffee and brunch chain, is set to open a new outlet in the Royal-Hamillius complex. The company has chosen a unit on Rue Aldringen, between Prêt A Manger and Decathlon City, where it plans to take up residence on 340m2 spread over three floors by mid-2024, Firce Capital tells Delano’s sister publication Paperjam.
“Lloyd Coffee Eatery is a brunch-oriented brand, which is why we considered this complementary offer,” comments Vivien Honoré, asset manager for the landlord. He explains that the ground floor will be dedicated to takeaway sales, while a mezzanine floor will be available for sit-down customers. The basement will be used for storage.
A “kid’s corner” as a bonus
Lloyd Coffee Eatery opened in 2018 in Ixelles, one of Brussels’ 19 municipalities, before gradually expanding across the capital. It currently has four outlets in the city, located in the Cimetière d’Ixelles, Louise and Grand-Place districts, as well as in the Westland Shopping Centre.
In addition to a range of coffees, the chain offers a vast choice of pancakes, bagels, toast and burgers, as well as juices, smoothies and milkshakes. Another special feature: Lloyd has a “kid’s corner” to keep the little ones occupied while their parents enjoy their coffee break or brunch.
A restaurant centre in sight
This should enable it to do well in a shopping area where the restaurant offer has blossomed in recent months. Steffen took up residence at the turn of 2022 in the complex inaugurated three years earlier. At the end of 2022, SixSeven began operations at the top of the complex, where the emphasis is on sit-down dining and afterwork drinks. Do for Love has occupied a cell on the Royal Boulevard side since last May, followed a few days later by Prêt A Manger on the Rue Aldringen side. Finally, Starbucks is expected to open by the end of this year.
We want to create a food and drink hub around Hamilius.
Added to this are the recent openings of Pain Quotidien, just opposite the Royal-Hamilius complex on Rue Aldringen, and the grocery-bar Chez Stéphanie on Rue Beck. In short, the offer is expanding considerably in this part of the capital, which is directly served by the tram line.
“We want to create a food and beverage hub around Place Hamilius and Royal Hamilius in a more general way, which is the direction the city centre is taking anyway," adds Honoré.
This article was first published in French on Paperjam. It has been translated and edited for Delano.