it just sounds a bit over the top. You don’t
want to come in for a meal and sold a
sales pitch of Sussex, you want to come
in for a meal and enjoy yourself, but have
a slight hint of what this chef’s about, he’s
trying to do Sussex food so for me it had
to be about what I wanted to create and
for me I wanted a dining experience that’s
etched in the memory and it’s a symbol
of that. It’s a buzz word, I think it’s a nice
brand, I wanted to keep it modern and
it’s mainly going to be timeless with the
brand but I wanted to keep it current and
give us the potential. I want us to be a
national restaurant, I want people to be
up in Scotland and be oh yeah “etch”
is down in Brighton. I want that feel to
it rather than tying into a certain area or
place, and I want it to be edgy and catchy.
I think at that time, like three or four