Simon Hale visits the latest connection with the hit TV series.
A new airside bar and restaurant inspired by the TV crime drama series Peaky Blinders opened this Wednesday at Birmingham Airport – and I had a first look at what is on offer.
Shelby & Co Bar & Kitchen is the first bar of its kind for the Peaky Blinders franchise in a travel location, according to operator SSP Group which also operates five other outlets at the airport.
It is named after the fictional Shelby brothers, the younger of whom and main protagonist Tommy (played by Oscar-winner Cillian Murphy) returns to Birmingham from the First World War determined to improve his family’s fortunes as leader of the notorious Peaky Blinders gang.
The design of the 290-seat restaurant, in what used to be the Factory eatery in the departure lounge, is based on a city centre pub that was transformed into the Garrison Tavern to help publicise Steven Knight’s multi-award-winning Birmingham-based drama.
After its six series gained worldwide popularity and with a feature-length film in production in Birmingham and elsewhere for distribution by Netflix, SSP has clearly achieved a marketing coup in offering an authentic Peaky Blinders experience to all outgoing passengers.
From the dark wood backdrop to the 1920s vintage-style lighting, Shelby & Co exudes cosiness and style. The Peaky Blinders theming includes video projections of sequences and framed stills on the walls, and a floor to ceiling map of old Small Heath with various series locations marked.
Open from the first flight of the day to the last, the restaurant offers both waiter service and, to save the customer’s time, the option of scanning to order at the table. Average service times are on a screen by the kitchen and on your phone when ordering, so you can feel confident of having enough time to eat and relax and still catch your flight without feeling rushed.
Options to start the day include Billy’s Breakfast Bap (£12.49) or a Blinder Benedict (£13.49), while the all-day offerings of themed burgers, pizzas and classics include The Tommy Burger, Finn’s Fish & Chips and The Piggy Blinder, with prices for all the hot mains starting at £15.49.
My Shelby Stack came in appetising layers of buttermilk fried chicken with hot sauce, cheese, lettuce, gherkins, and tomato in a classic bun with onion rings. You can swap the inclusive side of chips for sweet potato fries. The portions may have been on the small size for £17.49, but the ingredients were fresh, crispy and tasty and there was enough on the plate to leave me full – and with the convenience of eating in an airport, you should expect to pay a premium.
If you just fancy a beer or a cocktail then there’ a drinks list as expansive as the food menu, with local companies represented like craft brewery Attic and gin makers Cotswolds Distillery. Cocktail maestro Alex showed immense pleasure in demonstrating how to make the bar’s four delicious signature cocktails – Birmingham Sour, Vendetta, Charles Strong and The Garrison (all priced at £14 each) – with fever-tree, draught and house cocktails (from £10.49) also available.
For those still thinking of what to buy for friends and relatives this Christmas, Shelby & Co has the answer in a merchandise section near the bar. It offers Peaky Blinders themed T-shirts, coffee mugs and those distinctive peaked hats that have become all the rage.
As Cathy Granby, business development director for SSP UK & Ireland, has said: “Shelby & Co. really does bring this hugely popular show to life. What better way to celebrate all this city has to offer than bringing a flavour of Peaky Blinders to Birmingham Airport.”