Via Kristy Dorsey
In response to closure constraints, Glasgow chef Nico Simeone is launching a new food and beverage network that will be a permanent extension of the Home by Nico service that was launched in April.
HOME-X goes live for registration today and will have six U.K. at-home experiences. Including Home by Nico, which replicates the tasting menu for which Simeone’s Six by Nico restaurants are renowned, beginning Nov. 16. STEM Wine Club, Chateau-X, The Cheese Club, 24-Carrot vegan offering, and E-Eatery, a partnership with some of the UK’s best independent restaurants, are other brands on the site.
Owned by Mr. Simeone and Fellow Managing Director Michael Sim, HOME-X is a publicity expert and a friend of the Glasgow chef from his school days. Since the first restaurant opened in 2017, Mr. Sim has headed the digital marketing campaign for the Six by Nico brand.
Nico’s Home has served more than 100,000 clients in six U.K. During the closure, but when constraints were relaxed in June, cities were halted as the team worked on reopening Six by Nico restaurants. On Oct. 9, when that part of the country came under tighter restrictions that expired on Monday, the distribution service resumed in central Scotland.
The introduction of HOME-X would generate over 50 new jobs at a period when restrictions aimed at curbing the spread of the coronavirus are imposed on the hospitality industry. The Anniesland Industrial Estate’s new facility would build at least 30 permanent positions in the kitchen and distribution areas, with another 20 or so in the digital team based out of the Miller Street headquarters in Glasgow.
Mr. Simeone said the idea for HOME-X was created during the closure by “listening to what people were saying”
“When we were forced to close Six by Nico restaurants across the U.K., we gave fans of the brand the opportunity to prepare our signature tasting menu at home, and the feedback was phenomenal,”When we were forced to close Six by Nico restaurants across the UK, we gave brand fans the chance to prepare our signature tasting menu at home, and the feedback was fantastic. We have packed and delivered over 100,000 meals at locations in Glasgow, Edinburgh, Manchester, Liverpool, London and Belfast, but we felt that there was so much potential for serving the rest of the UK and providing even more home dining options to our customers.
“The HOME-X experiences give customers the option to dine in or stay in while enjoying the same high-end culinary experience, but now with even more choices.”
Like Home by Nico, pre-made portions and full cooking instructions for preparing a meal for two to four people are included in HOME-X kits for all brands. Each brand is renewed monthly.
In the case of E.Eatery, in partnership with a number of other independent restaurants, this will be done. In the first three months, HOME-X has set a target of introducing 20 new food and beverage experiences under the brand.
“We have worked together to create the new HOME-X platform, and with it a range of food and beverage brands that display some of the UK’s best at-home experiences,” Mr. Sim said.
“Our new venture taps into the whole of the UK as customers, with an initial six new brands listed on HOME-X, each offering different dine-in experiences to choose from.”
Along with three side dishes, Chateau-X will have spiced cuts of Chateaubriand fillet, while 24-Carrot will serve vegan tasting dishes to share.
Rachael Rafferty, Six by Nico’s chief operating officer, will deliver a bespoke range personally selected by the new STEM wine club. The Cheese Club, curated by IJ Melis Cheesemaker, will feature five artisan cheeses paired with house-made chutney and delights.