.

Latest industry news

New Beatons Tearooms and Bookshop confirmed

Despite initial concerns locally, approval has been given for the next Beatons Tearooms and Bookshop to make its home in Petersfield. Both Petersfield franchise owner Fifi Zahedfar and Beatons’ house poet, Liz Darcy Jones, have been enchanted by Petersfield’s literary and arts heritage and active community.

All Beatons Tearooms - their name and interiors are inspired by the elegance of royal photographer and costume designer Sir Cecil Beaton - deliver a stylish take on quintessential afternoon tea. Beatons Petersfield will provide full table service, offering over thirty loose leaf teas, regional coffee blends, home-made cakes and light food served in bespoke Villeroy and Boch china as well as a carefully curated selection of books for sale. The tearooms is set to launch in the late autumn.

Distinguishing itself from others, Beatons incorporate poetry into their brand and host both local author book signings and poetry events, although it was the group’s ethos of integrity, community involvement and delivery of exceptional service which particularly appealed to Fifi. ‘Beatons is so much more than a combined tearooms and bookshop, it’s a place filled with warmth and passion, which cheers you up instantly.’

Fifi was originally from Tehran but has been living in London for the past twenty years. Having spent the last decade working in finance she has long dreamed of running her own business. Having always been a tea-lover - in Tehran tea is served in preference to coffee, becoming a Beatons franchisee was the perfect choice to be able to ‘create a tearooms with a real touch of style’. She can’t wait to move to Petersfield.

Founder and CEO of the group, Patrick Duffy, said; “With a beautiful twin gabled location and Fifi’s determination to create an environment with gracious hospitality at its heart, I believe Beatons Petersfield will be an elegant addition to what is clearly a thriving town.”

‘Tea Poet’ and writer, Darcy Jones – who has fond memories of Petersfield from years commuting from Havant to the City – spent a day incognito in the town. She spoke to over twenty local passers-by and traders asking for three words which meant ‘Petersfield’ to them. The word ‘friendly’ came up eighteen times! She was also thrilled to discover Petersfield Physic Garden hosting ‘Inspired by the Word’, an exhibition by contemporary artists celebrating the literature of Hampshire writers, Jane Austen, Edward Thomas and Gilbert White. 

Tuesday, 12th September, 2017
MVH Media
Food Franchise