LARK worked to introduce a brand new concept into Sheffield, South Yorkshire – with the arrival of the much talked about Pointing Dog Clubhouse.
Introducing 2 strong new messages – firstly and importantly the education message that Clubhouse operated on a membership entry system – which everyone was welcome to join. At the same time pushing the reason why people would want to join – the irresistible fact that Clubhouse was a £1.5M luxury fine food and drink hangout from morning through to the stars came out.
Clubhouse has been seen throughout the National industry trade press as groundbreaking new concept and the local and regional consumer press as ‘the place to be seen’.
Pointing Dog Clubhouse, home to Yorkshire’s new gathering spot for Steak and Seafood has restored an historic landmark building on Sheffield’s Ecclesall Road formally known as the Polish Ex-Servicemen’s Club.
Independently owned, the Sheffield based Pointing Dog Group have invested £1.5M into Clubhouse, giving an old building new purpose as a hang out for dining and drinking.
Taking a lead in innovative cooking techniques and pushing forward on customer experience, the Clubhouse restaurant menu revolves around experiential dining in Steak and Seafood. Charged with exciting the senses with flavour, taste, shapes and textures the majority of the menu is cooked on a specialist wood fired char-grill, fuelled by Elder, Applewood and charcoal. Signature Clubhouse dishes are large bespoke cuts of local beef steak which have been uniquely cut especially for Clubhouse.
Working on the tried and tested Pointing Dog philosophy that bigger cuts retain maximum flavour, the Scotch Fillet, the Round Steak and the Pichana Whole Joint are served large to order from the grill. Other key dishes include Wood Fire Grilled Native Lobster, Soft Shell Crab and Shucked Oysters and the group’s signature Pointing Dog dessert ‘Chocolate Cake in a Jar’
Neil Lawrence Head of Pointing Dog comments, ‘The restaurant and upstairs Clubhouse Dining Rooms will provide a dynamic new addition to the Sheffield dining scene with a focus premium local steak, lobster and oysters. We’ve placed great investment into our state-of-the-art kitchens and the addition of our creative kitchen team means we are looking at an impressive combination. Clubhouse is all about carefully chosen produce. We have worked incredibly closely with farmers, butchers and local suppliers to make sure our food exudes taste and quality’.
Keeping the importance of the social heritage of the building in its former life, Pointing Dog are observing Clubhouse tradition since 1953 and are issuing memberships which are free and open to everyone.
Neil Lawrence continues ‘the building is of key importance to the area – it has seen social change and development at its heart and we are eager for these messages to translate through into Pointing Dog Clubhouse. Our restoration has been incredibly sympathetic to the building and the location and we feel all elements needed to tie together, hence celebrating the idea of a ‘Clubhouse’ to meet and socialise.’
The restoration of the main body of the Clubhouse has taken a traditional feel with panelled rooms and a grand entrance. Adjoining the main house is the former ‘concert room’ housing a New York tavern bar with the longest bar in the City which stocks local ales including a custom made ale aptly named K-9 made by Bradfield Brewery. The Dining Rooms with their opulently high ceilings open out over a raised terrace for open air dining and the first floor is kept private for closed door dining shenanigans around a table for 20.
The Pointing Dog group currently have sites in the market town of Bakewell and in the sought after Manchester suburb Cheadle Hulme