Sutton Coldfield is bidding to become the Midlands' latest dining destination after launching its own Restaurant Quarter.

The idea, which came from the Sutton Coldfield Town Centre Business Improvement District (BID), includes an extensive promotional campaign to tempt more foodies into the area from Birmingham and beyond.

The Restaurant Quarter has its own logo that will be used for promotion, featuring on outdoor signs, window stickers and leaflets.

The BID has also developed a map directing visitors from Sutton's railway station and car parks to 15 restaurants on or just off Birmingham Road, as well as recommending pubs and the historic Empire art deco cinema.

Mike Bushell, town centre manager, said: "We have 15 really good restaurants and there's an awful lot of competition in the restaurant industry, both within Sutton and the wider area. The great thing here is that we've got such a wide range of choices.

"Not every town can offer tapas as well as Italian, Mediterranean, steak houses, Chinese and curry houses, and the range of budgets is important too.

"Last year, we had a club and pub building become restaurants and a car showroom and kitchen showroom were transformed into restaurants.

"We want to attract people working in the town centre and living across Sutton and beyond our local boundaries."

Leaflets will be posted through the letterboxes of every Sutton home and billboards are being placed in strategic positions to target people entering and leaving the town.

There are plans to launch a reward card giving incentives to eat in the Restaurant Quarter more often.

Town centre bosses are also applying for purple flag status, a national standard – similar to blue flags for beaches and green flags for parks – which signals the success of an area's night-time economy.

Birmingham city centre was one of the first to be awarded a purple flag in January 2010, retaining it each year since.

Mr Bushell said: "It's a standard measuring the safety, economy and marketing of the town centre between the hours of 5pm and 5am. Restaurants are a key part of that."

The town centre manager said members of the BID had been wanting to boost Sutton's restaurants for some time but the catalyst for the Restaurant Quarter came when Emma Yufera-Ruiz, owner of Don Diego restaurant, joined the board.

Mrs Yufera-Ruiz said: "I joined the BID board in July 2013 as I could clearly see the benefits we can bring to the town centre.

"Sutton has so much to offer and I am proud to work as part of such a diverse range of restaurateurs.

"As a restaurant proprietor, I would like to see all the local restaurants thrive and make Sutton town centre a really popular destination for diners."

The Restaurant Quarter is made up of 15 restaurants including five chains: Pizza Express, Nando's, TGI Fridays, Ask and Jimmy Spices, and 10 independents: tapas restaurant Don Diego, Pizza by Goli, fish and seafood specialist Lavish, Mediterranean restaurant Cambaz, Chinese restaurant Lee Garden and curry houses Turmeric Jones, Samiah, Panache, Bolliwood Balti and Nanpan.

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